Entity SEO is an approach to search engine optimization that focuses on building a clear and semantically rich understanding of the topics, people, places, brands, and concepts (i.e., entities) that your content is about, rather than just targeting specific keywords.
🔍 What is an “Entity” in SEO?
An entity is any distinct thing that can be clearly identified and classified — such as:
- A person (e.g., Steve Jobs)
- A place (e.g., Toronto)
- A company (e.g., Apple Inc.)
- A product (e.g., iPhone 15)
- An abstract concept (e.g., digital marketing)
Google and other search engines use entities to better understand and connect information across the web. This is part of the Knowledge Graph, a structured database that allows Google to provide more accurate and contextually aware results.
🧠 How Entity SEO Works
| Traditional SEO | Entity SEO |
|---|---|
| Focused on keywords (e.g., “best Toronto florist”) | Focuses on what those words mean (e.g., a business recognized as a florist in Toronto) |
| Optimizes for matching user queries | Uses structured data, relevance, and semantic relationships |
🔧 Core Components of Entity SEO
- Structured Data (Schema Markup)
Useschema.orgtypes likeOrganization,Product, orLocalBusinessto define what your page is about. - Internal and External Linking
Link to authoritative sources with clear anchor text to establish context. - Clear, Fact-Based Content
Write statements like “Strider is a local SEO agency in Toronto founded by Ryan Freeman.” - Use of Named Entities
Include references to recognized people, places, and brands to build semantic connections. - Claim and Optimize Knowledge Panels
Claim your panel and ensure consistent NAP (Name, Address, Phone) data online. - Topical Clusters and Content Depth
Cover topics in-depth across multiple related pieces of content to show authority.
🧩 Example: Entity SEO vs. Keyword SEO
Keyword SEO:
“Top Toronto flower shop” — trying to rank for exact keyword phrases.
Entity SEO:
Google understands: “Ital is a flower shop in Toronto that offers Floral Design and Flower Delivery services, led by Italo Paris.”
With schema markup, reviews, and strong content, Google associates the entity Ital with Toronto, florist, and flower delivery, allowing you to rank for related queries like:
- “Who delivers flowers in Etobicoke?”
- “Local florist near me”
- “Top-rated flower shop in Toronto”
🎯 Why Entity SEO Matters
- Improves search relevance and visibility
- Supports long-term rankings and E-E-A-T signals
- Enables visibility in voice and AI-assisted searches
- Prepares your content for future semantic search algorithms