[[{"@type":["BlogPosting"],"@id":"https:\/\/www.schemaapp.com\/schema-markup\/entity-based-search-for-advanced-seo\/#BlogPosting","@context":{"@vocab":"http:\/\/schema.org\/","kg":"http:\/\/g.co\/kg"},"url":"https:\/\/www.schemaapp.com\/schema-markup\/entity-based-search-for-advanced-seo\/","publisher":[{"@id":"https:\/\/www.schemaapp.com\/#Organization"}],"audience":"https:\/\/schema.org\/PeopleAudience","inLanguage":[{"@type":"Language","@id":"https:\/\/www.schemaapp.com\/schema-markup\/entity-based-search-for-advanced-seo\/#BlogPosting_inLanguage_Language","name":"English"}],"mentions":[{"@id":"https:\/\/www.schemaapp.com\/entity#Thing19"},{"@id":"https:\/\/www.schemaapp.com\/entity#Thing13"},{"@id":"https:\/\/www.schemaapp.com\/entity#Thing6"},{"@id":"https:\/\/www.schemaapp.com\/#Organization"}],"dateModified":"2023-07-27T16:35:22+00:00","headline":"Entity-Based SEO for Advanced Search","datePublished":"2021-03-24T12:00:53+00:00","image":[{"@type":"ImageObject","@id":"https:\/\/www.schemaapp.com\/schema-markup\/entity-based-search-for-advanced-seo\/#BlogPosting_image_ImageObject","url":"https:\/\/www.schemaapp.com\/wp-content\/uploads\/2021\/03\/Entity-Based-Search-For-Advanced-SEO.png"}],"mainEntityOfPage":"https:\/\/www.schemaapp.com\/schema-markup\/entity-based-search-for-advanced-seo\/","name":"Entity-Based SEO for Advanced Search","articleBody":"The popularity of entity-based SEO demonstrates how websites are moving beyond the standard search box, and are starting to think outside the box. A well-structured website unlocks opportunities in search that are still relatively new for many brands. Even if you aren\u2019t in the first position of a search engine results page, there are many advantages to creating context and relevance for your brand. \nIn this article, we will outline what entity-based SEO is, how it relates to building content on your website, and how mapping entities can benefit your brand in search.\nEntity-Based Search in Advanced SEO\nWhile keywords play an important role in content SEO, they can be limiting when it comes to performing in the search engine results pages. Pivoting to an entity-based strategy means more context, robust content, and a greater return on investment.\nGoogle describes an entity, or named entity, as a single, well-defined thing or concept. That being said, you\u2019ll find that Google hardly ever uses the term entities, instead calling them topics. This is helpful to know from a content perspective, where entities can be thought of as topics that become well-defined by referencing other related things. \nFor example, Paris is the capital of France but it is also a town in Ontario, Canada. Your content could mention Paris in relation to the Nith River, which empties into the Grand River in Ontario where the town of Paris is situated.\n\nOr your content could mention Paris in relation to the Louvre Museum in France.\n<img decoding=\"async\" class=\"alignnone wp-image-11701 \" src=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/Paris-France-min.png?strip=all&lossy=1&resize=777%2C499&ssl=1\" alt=\"Paris, France\" width=\"777\" height=\"499\" srcset=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/Paris-France-min.png?strip=all&lossy=1&resize=777%2C499&ssl=1 777w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/Paris-France-min.png?strip=all&lossy=1&ssl=1 1007w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/Paris-France-min-300x193.png?strip=all&lossy=1&ssl=1 300w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/Paris-France-min-600x386.png?strip=all&lossy=1&ssl=1 600w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/Paris-France-min-768x493.png?strip=all&lossy=1&ssl=1 768w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/Paris-France-min-934x600.png?strip=all&lossy=1&ssl=1 934w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/Paris-France-min-80x51.png?strip=all&lossy=1&ssl=1 80w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/Paris-France-min-200x129.png?strip=all&lossy=1&ssl=1 200w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/Paris-France-min-361x232.png?strip=all&lossy=1&ssl=1 361w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/Paris-France-min-93x60.png?strip=all&lossy=1&ssl=1 93w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/Paris-France-min-156x100.png?strip=all&lossy=1&ssl=1 156w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/Paris-France-min-140x90.png?strip=all&lossy=1&ssl=1 140w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/Paris-France-min-400x257.png?strip=all&lossy=1&ssl=1 400w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/Paris-France-min-220x141.png?strip=all&lossy=1&ssl=1 220w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/Paris-France-min-100x64.png?strip=all&lossy=1&ssl=1 100w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/Paris-France-min-450x289.png?strip=all&lossy=1&ssl=1 450w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/Paris-France-min-150x96.png?strip=all&lossy=1&ssl=1 150w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/Paris-France-min.png?strip=all&lossy=1&w=684&ssl=1 684w\" sizes=\"(max-width: 777px) 100vw, 777px\" \/>\nHow your content mentions Paris in relation to other locations or landmarks makes it explicit which of these entities the mentioned Paris is.\nFrom a technical SEO perspective, one of the most effective ways to create strong connections is through schema markup. It\u2019s important to note that utilizing schema by itself does not create entities. Rather, specific identifiers (@ids aka URIs) can be used to define objects as distinct entities with their own properties and relationships to other entities. LocalBusiness markup previously required an @id, defining the location as a unique entity, but Google removed the required property of @id for LocalBusiness on July 22nd, 2021.\nOnce defined, entities can be linked to a search engine\u2019s knowledge graph through structured data like schema markup. Knowledge graphs represent the linking of information and data across the Web, providing context for search engines as they crawl your website. \nHere is my knowledge graph. I am Martha van Berkel, the CEO and co-founder of Schema App. <img decoding=\"async\" class=\"alignnone wp-image-11700 \" src=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/knowledge-graph-min.png?strip=all&lossy=1&resize=807%2C454&ssl=1\" alt=\"Martha van Berkel Knowledge Graph\" width=\"807\" height=\"454\" srcset=\"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/knowledge-graph-min.png?strip=all&lossy=1&resize=807%2C454&ssl=1 807w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/knowledge-graph-min.png?strip=all&lossy=1&ssl=1 960w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/knowledge-graph-min-300x169.png?strip=all&lossy=1&ssl=1 300w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/knowledge-graph-min-600x338.png?strip=all&lossy=1&ssl=1 600w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/knowledge-graph-min-768x432.png?strip=all&lossy=1&ssl=1 768w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/knowledge-graph-min-80x45.png?strip=all&lossy=1&ssl=1 80w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/knowledge-graph-min-200x113.png?strip=all&lossy=1&ssl=1 200w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/knowledge-graph-min-412x232.png?strip=all&lossy=1&ssl=1 412w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/knowledge-graph-min-107x60.png?strip=all&lossy=1&ssl=1 107w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/knowledge-graph-min-178x100.png?strip=all&lossy=1&ssl=1 178w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/knowledge-graph-min-140x79.png?strip=all&lossy=1&ssl=1 140w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/knowledge-graph-min-400x225.png?strip=all&lossy=1&ssl=1 400w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/knowledge-graph-min-220x124.png?strip=all&lossy=1&ssl=1 220w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/knowledge-graph-min-100x56.png?strip=all&lossy=1&ssl=1 100w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/knowledge-graph-min-450x253.png?strip=all&lossy=1&ssl=1 450w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/knowledge-graph-min-150x84.png?strip=all&lossy=1&ssl=1 150w, https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/03\/knowledge-graph-min.png?strip=all&lossy=1&w=684&ssl=1 684w\" sizes=\"(max-width: 807px) 100vw, 807px\" \/>\nGoogle explains knowledge graphs as containing nodes and edges, where a node is an entity and edges are the relationships between entities. I am the central entity of my knowledge graph, and my relationships with other entities make me unique from other Marthas in the world. Other entities are connected to me through my relationship to them, such as my nationality, my education, and my employment history. By linking the content on your website to resources across the Web, search engines begin to understand and contextualize the information about me.\nContextualize Your Website Content\nEntity search is all about specificity, but it\u2019s also about context. Entities make it possible for search engines, like Google, to connect the world\u2019s information together, regardless of the language. In turn, this helps search engines deliver more relevant results to queries in search engine page results. \nOne effective way to contextualize your content is to link the information on your website to other entities in knowledge graphs with high E-E-A-T like Wikipedia. Of course, not all entities exist on Wikipedia pages. Other types of entities, like you, your brand or your company, can be linked to knowledge graphs like LinkedIn. This linking won\u2019t necessarily increase your page rank in search engine optimization, but it will help to establish your brand authority in search. \nLinking entities creates context, and the more context you can provide, the more relevance you\u2019ll receive for entity-based search. So if someone searches for a product or service that your brand provides, they\u2019ll find just what they\u2019re looking for.\nSemantic Search vs Entity Search\nSEO focus has shifted from having as many keywords and backlinks as possible to rank higher in search, to understanding intent and context to drive more quality leads. A firm understanding of user intent is vital for semantic search.\nSemantic search is basically a search engine\u2019s attempt to understand natural language the way a human would. It\u2019s how Google attempts to generate the most accurate search engine results page based on search intent and the semantics, or the true meaning, of the search query.\nSemantic search helps Google to distinguish between different entities and interpret search intent based on what and how language is being used. Through well-defined entities on your website, you are creating a more comprehensive and quality resources that search engines can easily match to a user\u2019s relevant search query.\nApproach Content With Entities In Mind\nFundamentally, search engines are a resource for users to find answers. User intent is always evolving, and search engines are becoming more sophisticated to keep up. Traditional SEO practices are becoming less important as search engine algorithms get smarter. \nEntities have become stronger than keywords in SEO because they provide more insight for search engines in their relationship to other words in a search query. When writing, consider and establish the relationship between the entities you\u2019re targeting in your key phrase. The goal is to provide enough context that search engines can associate your content with their knowledge or entity graphs. \nTo translate your website content into entities and connect them to other entities for search engines to understand, many brands utilize the power of schema markup. Schema markup, or structured data, is the practice of marking up your website content in a language that search engines can understand, and the dictionary is Schema.Org. This markup connects the established and related entities in your content to search engine knowledge graphs. \nAs your website changes and you link more entities, it\u2019s extremely important to update your schema markup. The number one rule for this type of structured data is to only markup content that exists on your web page. Enterprise solutions like the Schema App Highlighter can do all of the technical work for you, and our expert team of customer success managers will guide you every step of the way. \nThe return on investment in your website content and structure is evolving, and semantic search is right in the middle of it.\nFrequently Asked Questions\nWhat is entity-based search?\nEntity-based search is a more accurate method for search engines to understand search intent, because Google is able to map your well-defined entities across verified sources like Wikipedia that make up Google\u2019s Knowledge Graph. By linking objects defined as entities in your website content to a search engine\u2019s knowledge graph, you are creating more context for your content and helping Google to better match your content to user intent.\nWhat is an entity and how do they impact SEO?\nAn entity is a well-defined thing of concept that has its own distinguishable properties and relationships to other entities. You can use specific identifiers to define objects on your web pages as entities, and then link these entities to a search engine\u2019s knowledge graph through schema markup. Knowledge graphs represent the linking of information across the Web, and through entity-based SEO you are creating more context and relevance for your brand. Well-defined entities help Google to easier match your content to search intent.\nSearch engine optimization isn\u2019t solely about driving more traffic to your website or ranking higher on search engine results pages; SEO helps you drive more quality traffic. Consumers don\u2019t usually become customers the first time they see your brand in search.\nSchema markup creates engaging and informative touch points through enhanced Google features like rich results, building trust between your brand and consumers as they become familiar with what your organization has to offer. From eCommerce to healthcare, it\u2019s important to maintain your brand credibility, and through entity-based SEO you have more control over how your products or services are represented in search.\nIf you need help getting started, we\u2019ve helped brands like SAP and Keen Footwear to reach their online business goals through customized schema strategies! Get in touch if you\u2019d like to learn what structured data markup can do for you.\nStart reaching your online business goals with structured data.Let\u2019s Talk\n ","description":"Entity-based SEO helps you drive more qualified leads to your website by creating context and relevance for your brand in search."},{"@context":"http:\/\/schema.org","@type":"Organization","address":{"@type":"PostalAddress","streetAddress":"201 - 412 Laird Road","postalCode":"N1G 3X7","addressRegion":"Ontario","addressLocality":"Guelph","addressCountry":"https:\/\/www.schemaapp.com\/#Country","name":"Schema App Address","@id":"https:\/\/www.schemaapp.com\/#PostalAddress"},"logo":{"@type":"ImageObject","width":"290","height":"93","url":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2020\/07\/SA_Logo_Main_Orange_w300-1.png?strip=all&lossy=1&ssl=1","@id":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2020\/07\/SA_Logo_Main_Orange_w300-1.png?strip=all&lossy=1&ssl=1"},"potentialAction":{"@type":"ScheduleAction","name":"Schedule a Demo","url":"https:\/\/www.schemaapp.com\/book-a-demo\/","@id":"https:\/\/www.schemaapp.com\/#ScheduleAction"},"image":{"@type":"ImageObject","width":"1350","height":"650","url":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/04\/Schema-App-Featured-Image.png?strip=all&lossy=1&ssl=1","@id":"https:\/\/ezk8caoodod.exactdn.com\/wp-content\/uploads\/2021\/04\/Schema-App-Featured-Image.png?strip=all&lossy=1&ssl=1"},"description":"Schema App is an end-to-end Schema Markup solution that helps enterprise SEO teams develop a knowledge graph and drive search performance.","knowsAbout":["http:\/\/www.wikidata.org\/entity\/Q1891170","https:\/\/www.wikidata.org\/wiki\/Q6108942","https:\/\/www.wikidata.org\/wiki\/Q26813700","https:\/\/www.wikidata.org\/wiki\/Q180711","http:\/\/www.wikidata.org\/entity\/Q33002955"],"keywords":["Structured Data","Knowledge Graph","Rich Results","Semantic Search","Search Engine Optimization","Schema Markup","Semantic Technology"],"location":"http:\/\/www.wikidata.org\/entity\/Q504114","sameAs":["https:\/\/www.instagram.com\/lifeatschemaapp\/","https:\/\/www.linkedin.com\/company\/2480720\/","https:\/\/twitter.com\/schemaapptool","https:\/\/www.youtube.com\/channel\/UCqVBXnwZ3YNf2BVP1jXcp6Q"],"legalName":"Hunch Manifest Inc","name":"Schema App","telephone":"+18554448624","url":"https:\/\/www.schemaapp.com\/","email":"support@schemaapp.com","knowsLanguage":"http:\/\/www.wikidata.org\/entity\/Q1860","areaServed":"http:\/\/www.wikidata.org\/entity\/Q13780930","@id":"https:\/\/www.schemaapp.com\/#Organization"},{"@context":"http:\/\/schema.org","@type":"Thing","name":"Structured Data","sameAs":["kg:\/m\/05p2j70","http:\/\/www.wikidata.org\/entity\/Q26813700","https:\/\/en.wikipedia.org\/wiki\/Structured_data"],"description":"information with a formal data model","alternateName":"Schema Markup","@id":"https:\/\/www.schemaapp.com\/entity#Thing6"},{"@context":"http:\/\/schema.org","@type":"Thing","sameAs":["http:\/\/www.wikidata.org\/entity\/Q180711","kg:\/m\/019qb_","https:\/\/en.wikipedia.org\/wiki\/Search_engine_optimization"],"name":"SEO","alternateName":"search engine optimization","description":"practice and strategies of increasing online visibility in search engine results pages","@id":"https:\/\/www.schemaapp.com\/entity#Thing19"},{"@context":"http:\/\/schema.org","@type":"Thing","name":"Knowledge Graph","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Knowledge_graph","http:\/\/www.wikidata.org\/entity\/Q33002955","kg:\/g\/11jtynfm6d"],"description":"information repository structured as a graph","@id":"https:\/\/www.schemaapp.com\/entity#Thing13"}],{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Schema Markup","item":"https:\/\/www.schemaapp.com\/schema-markup\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"Entity-Based SEO for Advanced Search","item":"https:\/\/www.schemaapp.com\/schema-markup\/entity-based-search-for-advanced-seo\/#breadcrumbitem"}]}]