Entity

Entities are distinct, recognizable concepts or objects that search engines understand and categorize. They can include people, places, organizations, events, products, or topics. Unlike keywords, which are just words or phrases, entities are connected to meaning and context.

For example, "Albert Einstein" is an entity representing a person, and "Theory of Relativity" is an entity representing a scientific concept. Search engines like Google use entities to build relationships and connections, often displayed in tools like the Knowledge Graph.

Entities are crucial for modern SEO because they help search engines understand the intent behind a query. For instance, if someone searches for "Apple," the search engine can determine whether the user means the company or the fruit based on related entities and context.

Entities also play a role in zero-click searches, where users see structured information directly on the SERP, often sourced from the Knowledge Graph. This happens because search engines link entities with reliable data sources to deliver quick answers.

To optimize for entities, use structured data like schema markup to define them on your site. Mentioning related entities in your content helps establish semantic relevance, which can improve your rankings and visibility.

A well-organized website architecture and clear URL structure make it easier for search engines to identify and categorize entities on your site. Linking to authoritative sources also reinforces the credibility of the entities you discuss.