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<\/a><\/p>\nThis approach mirrors a fundamental shift in how search systems work. Google no longer simply matches text; it maps how concepts relate to one another and evaluates whether content meaningfully contributes to a subject\u2019s broader ecosystem. As large language models like ChatGPT and Gemini increasingly shape how information surfaces, the strength of entity signals determines which sources get cited, referenced, and ranked.<\/p>\n
This guide covers what entities are in SEO, how they differ from keywords, where to find the ones that matter, how to structure content around entity relationships, and how to measure whether the strategy works.<\/p>\n
Table of Contents<\/strong><\/p>\n <\/a> <\/p>\n Entities are distinct concepts, people, places, or things that search engines identify and connect within the Knowledge Graph. These relationships help systems interpret meaning instead of relying on exact-match phrases.<\/p>\n Search engines use entities to understand how topics connect. When content makes those connections clear, visibility improves across multiple related queries \u2014 not just one primary term.<\/p>\n An entity represents far more than a word or phrase on a page \u2014 it encompasses the full context surrounding a concept. For example, HubSpot is an organizational entity linked to CRM software, marketing automation, and content strategy, while email marketing connects to newsletter, automation platform, and lead nurturing entities. These relationships function as semantic signals that help Google understand how topics fit together. Google uses entities to understand and connect content in the Knowledge Graph.<\/p>\n Entity relationships allow search engines to evaluate relevance even when a page doesn\u2019t contain an exact-match keyword. This is where semantic SEO<\/a> shows its strength: Google connects entities through the Knowledge Graph, which determines whether a page meaningfully contributes to a topic\u2019s broader ecosystem. That system-level understanding makes entity-based SEO essential for visibility in both traditional and AI-powered search.<\/p>\n Entities represent concepts; keywords represent the language people use to search for those concepts. Entities carry context, relationships, and attributes, while keywords reflect phrasing. This distinction helps search engines understand meaning, not just text.<\/p>\n The Knowledge Graph links brands, tools, topics, and attributes through entity connections in ways that keywords alone cannot capture. This explains why pages often rank for multiple related queries even when they don\u2019t contain exact keyword matches. A page optimized for \u201cemail automation\u201d may also rank for \u201cAI marketing workflows\u201d when both concepts share strong semantic ties.<\/p>\n Entities also function as confirmed facts within search systems. Keywords provide surface signals, but entities carry meaning. This structural difference is why entity-led content often ranks across multiple related searches.<\/p>\n Carolyn Shelby<\/a>, principal SEO at Yoast<\/a>, offers another perspective. \u201cKeyword SEO is basically working on a flat map, while entity SEO lives in three-dimensional space,\u201d she explains. \u201cIn the retrieval layer, LLMs treat concepts, brands, authors, and facts like stars clustered in constellations determined by topic and relevance.\u201d<\/p>\n In this model, queries move through semantic space along a trajectory shaped by how the question is phrased. The entities that get pulled into AI-generated answers are the ones with enough \u201cgravity\u201d \u2014 the well-established, strongly connected concepts that LLMs recognize as authoritative within their training data.<\/p>\n As Shelby puts it, \u201cKeywords just help you appear on the map; entities determine whether you \u2018shine brightly\u2019 enough to be selected.\u201d<\/p>\n For instance, when optimizing for \u201ccontent marketing strategy,\u201d an entity-based approach connects that topic to related concepts like \u201ceditorial calendar,\u201d \u201cbuyer personas,\u201d and \u201ccontent distribution channels.\u201d These aren\u2019t just related keywords \u2014 they\u2019re distinct entities that form a knowledge network.<\/p>\n Google recognizes that someone searching for content strategy likely needs information about planning tools, audience research, and publishing workflows. Search engines use these entity relationships to deliver comprehensive results that match user intent, not just pages that repeat the search phrase.<\/p>\n\n
What are entities in SEO?<\/h2>\n
How are entities different from keywords?<\/strong><\/h3>\n
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