Entity Optimization: Leveraging Semantic Search to Improve Visibility and Relevance

Intro

Search Engine Optimization once focused on keywords and backlinks. But the results generated by Google’s search engine algorithm lacked crucial components.

Namely, **context and search intent. **

Google has since moved away from keyword-based SEO, opting instead to focus on SEO entities and how they connect to content. This makes for a much better user experience, but creates new challenges for content creators.

In this article, we’ll discuss what entity optimization is, why it’s beneficial, and how you can optimize your content for semantic search.

What is entity SEO?

An SEO entity is a unique and well-defined person, place, thing, or concept. Regardless of **entity type, **they factor heavily into modern search engine algorithms.

For instance, the term “US president” is an entity. The term “president” is not, because it isn’t unique or well-defined. It can refer to presidents of businesses or social clubs.

But “US president” is specific and definable.

When you search for “US president” in January 2024, you get the following Google results page.

Screenshot provided by author

If you were to look this same term up in January 2020, you would’ve seen content related to former president Donald Trump. This is an example of semantic search using SEO entities.

Because it’s January 2024, Google connects the entity “US president” with the entity “Joe Biden” and generates these results based on search intent.

If you type in “former US president,” another semantic search occurs, connecting with entities related to every past US president.

Screenshot provided by author

Google tracks connections between entities through the **Google knowledge graph. **Here’s a quick example of how that works.

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In the graph above, we see entities for Barack Obama, Michell Obama, the United States, Hawaii, and Honolulu. We also see arrows showcasing relationships** between entities. **These connective lines are the basis of semantic searches.

Here’s another example using a concept as the entity.

If you were to Google “divorce mediation,” you'd get several broad articles on the basics and best practices.

Screenshot provided by author

But if you search for “divorce mediation lawyer,” you’ll connect that entity to those for specific lawyers who specialize in mediation along with entities for your physical location.

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The only time you’d need to enter your exact location is if your location settings are turned off or if you’re traveling. In this case, you’d need to search “divorce mediation in the State of Arizona” for a specific guide in your region.

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Semantic search and entity SEO connect your business with associated entities to capture relevant searches based on intent.

Why are SEO entities so important?

Entity optimization and semantic search help you **attract relevant and intent-driven queries. **

Irrelevant searches can increase your bounce rate and hurt your SEO score.

The shift to entity-based SEO made search trends like digital assistant voice searches and AI chatbots possible. And considering that **2023 saw more than 125 million people using search assistants, **it’s easy to see why entity SEO is crucial.

It’s easier for customers to discover you because semantic search considers criteria like:

• A user’s search history
• Physical location
• Variations in spelling and wording
• Keyword synonyms

Google can more easily answer a user’s search query by including** rich snippets, featured snippets, and knowledge panels**. By optimizing your content for semantic searches, you can appear in a coveted spot above ‌top-ranked content on the SERP.

At one time, a company like Studio Suits might’ve chased the target keyword “luxury and custom suits for men” and found some success.

However, in the era of voice search, it’s not likely that someone would use this lengthy phrasing. Instead, a customer might ask Amazon’s Alexa for “custom pants for men” or “men’s custom pants.”

Screenshot provided by author

Through semantic search based on entities, Google would understand the intent. Studio Suits would still come up in the results for users in its service area.

How to optimize for entities

Now that you have a strong understanding of entities and why they’re important, let’s discuss incorporating them to improve visibility and relevance.

Perform an entity audit

Before you can start entity-based SEO, you need a clear understanding of what entities you want to rank for and how close you are.

Conduct an entity audit on your entire brand. Make a list of the entities you’re already associated with. Then, make a wish list of types of entities and relevant keywords.

Remember to perform similar audits on competitors to uncover more potential opportunities.

For instance, let’s say you’re an AI-driven productivity SaaS software company‌. When conducting an entity audit on a major competitor, you realize they connect “productivity software” and “non-profit organizations.” This can be a potential market for your business.

_Use Ranktracker’s website audit tool to check your entity metrics. _

Improve technical SEO

Improve entity optimization by ensuring your website's technical SEO is top-notch.

These website tweaks exist outside content and help search engines ‌crawl and index your content. The easier you make this process for the search engine, the better your results can be.

For instance, include schema markup to provide additional information to Google. This structured data markup can define distinct entities and showcase how they relate to others.

Then implement semantic HTML to inject meaning into the code. Semantic HTML specifically identifies headers, footers, and multimedia elements.

Finally, create an **XML sitemap **that lists every URL on the site with specific details on every page.

Build a web of internal links

Google search bots treat the **internal links **on your website like doorways, moving through them to related content.

However, creating an internal link network does more than just guide bots through the site. It also shows what entities connect. This establishes both page authority and a site hierarchy.

Before creating content, outline the existing content the new piece can link to. _Include internal links on every page. _

Generate backlinks through authoritative content and directories

Backlinks are crucial for entity optimization. They demonstrate authority to Google.

Creating high-value content with actionable information invites other sites to **link to you as a source. **

For instance, Grand View Research published a report on the AI industry’s market share and size. Listicles use this data in AI statistic articles, like in the image below.

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By appearing on other authoritative websites, Grand View Research associates itself with relevant entities and **carries Google authority. **

Backlinks can also come from relevant business directories. Google pulls data from these resources for knowledge graphs.

List every relevant directory and reach out to get your site listed. Remember to track which directories you’re in.

If your business name, address, and phone number (NAP) ever change, they must change everywhere, including directories.

Failure to do so can actually hurt your local SEO efforts.

Create content with both humans and machines in mind

SEO content creators need to create content that appeals to both **human users and search bots. **

Google has leveled up in recent years and understands the concept of related terms. That means you won’t waste time creating different content pieces on variations of the same term.

Instead, develop **long-form content **that considers intent.

It’s also important to write how you normally speak. With voice searches rising in popularity, Google has become good at understanding how humans talk. It uses natural language processing to understand conversational content better than ever.

This makes ranking for longtail keywords associated with entities easier.

Imagine you’re a SaaS company in the virtual meeting space. In the last several years, there’s been one major player in that game — Zoom.

When users are looking for alternative options, they might search for Zoom instead of “virtual meeting software.” The Zoom competitor Lark understood that and created the following long-form content that lists the best Zoom alternatives:

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The piece keeps search bots in mind while also directly addressing user intent. Rather than just listing itself as the only Zoom alternative, Lark lists nine other applicable software solutions.

In this piece, Lark provides quality information to users while **simultaneously associating itself with competitor entities. **

But that’s not where these SEO strategies begin and end. By creating additional pieces focusing on alternatives to Zoho, Google Teams, Skype, and Discord, Lark can continue to push itself into the conversation.

Wrap up

SEO is a constantly changing environment.

**Entity optimization and semantic searching **have played a major role in its recent evolution.

By following the advice above, you can improve your visibility in relevant searches and take your business to the next level.

And if you need a tool that can help, try Ranktracker.

Here’s to your success!