What are entities & why they matter for seo

Context CardEntityGoogle Knowledge GraphKnowledge GraphRich SnippetSearch engine optimizationSearch engine results page (SERP)User experienceWhat Is Structured Data?

Old vs. New SEO

Once upon a time, SEO" href="https://ruby-forum.org/blog/en/entity/search-engine-optimization/" data-id="http://data.ruby-forum.org/wl0216/entity/search_engine_optimization;http://rdf.freebase.com/ns/m.019qb_;http://dbpedia.org/resource/Search_engine_optimization">SEO was done through a means of finding the right keyword và placing them throughout trang web nội dung with every synonym known to lớn mankind. Being #1 was the goal and there was not a rich snippet in sight. But one day, Google launched its knowledge graph, spreading entities và rich snippets far và wide on the SERP.. Things might not have changed all at once, but over time, entities became all the new rage while từ khóa became much less relevant. The #1 spot was never the same with knowledge cards và People Also Asked boxes. In short, SEO is not what it used lớn be.

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Whether we like it or not, the nature of SEO has drastically changed thanks, in part, to lớn the emergence of entities. While từ khoá are far from extinct, their importance has drastically diminished in favor of entities. In a sense, từ khóa and entities are interconnected as they both utilize each others functions lớn better serve sầu knowledge graphs. As such, it’s important to lớn understvà their functions, their differences, and how they have sầu changed SEO. 



Entities are concepts or ideas that have distinct attributes & characteristics which can be shared with others of its kind. They are connected within a knowledge graph, such as the one provided by Google và can be accessed by anyone. While each entity is independent, it has direct và indirect relations with other entities based on common attributes. They are also not required lớn consize khổng lồ a specific language.

Going bachồng to lớn our example on cát videos, we can find an entity on cats. The entity can describe things about cats, such as they are an animal, carnivorous, their taxonomy, names in other languages lượt thích Japanese or Latin; & many other facts và characteristics about cats. 

The important thing khổng lồ know about how entities work is that entities mô tả heavy connections with each other. Think of them as people, places, things or concepts that have sầu attributes and relations with other people, places, things or concepts.

Similarly, cats as an entity are connected lớn other entities based on its relationship with them. Such as that it is a mammal, like whales, tigers, & bats; or that it has different breeds, like Scottish Fold, Siamese, or Egyptian Mau.

How Entities Changed SEO

Entities have made conducting SEO both more useful and complicated. In the past, conducting SEO required proper utilization of từ khoá whereas now, SEO is focused on developing connections with entities và providing answers in the knowledge graph. While there are many minute changes khổng lồ SERPhường function, there are three major takeaways in how entities have sầu changed the SEO game:

Increased điện thoại capabilities: thanks to entities, SEO has expanded to lớn sản phẩm điện thoại results, as it is now easier lớn search for & find answers provided by entities using điện thoại search. It has also paved the way for mobile-first indexing, where điện thoại results have sầu taken priority over desktop search. So now, you can learn all about cats in a fun, mobile-friendly manner.

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No need for a thesaurus or translator: since entities know what synonyms & translations exist for that word, there’s no need to lớn have sầu to use translations or utilize every possible synonym on your webpage. Now, you can utilize an entity for every available language và every varying name possible. You can use “cat” along with “gato” và “kitty.” 

Are Keywords Still Relevant?

Although entities may have sầu taken the center stage of the SEO show, keyword still have a major role to lớn play. Keywords are still used lớn help find and connect your nội dung to lớn entities (whether on the Google Knowledge Graph or an internal knowledge graph). Utilizing từ khoá can help Google identify the content of your webpage & understvà it using entities. This is a particularly useful off-page tactic khổng lồ get others to lớn view your nội dung.

For an on-page tactic, you can develop entities for an internal knowledge graph for your organization, company or website. We use our own at ruby-forum.org and you have seen some of our từ khoá linked to lớn different pages in this very article. Context cards have sầu provided some information on these different entities listed. You can scroll around and find plenty of context cards linked khổng lồ our entities in our article.

The Magical Kingdom of SEO

So while it seems that the changes in SEO may be beyond your control, this might not be the case. Although entities have taken over, từ khóa still have their place. In addition, the changes made because of the development of entities have brought welcome changes khổng lồ the SEO landscape from sản phẩm điện thoại results and rich snippets. It turns out they weren’t so scary after all.

So while some SEO specialists may some things to learn, these new changes can bring about a greater user experience & a whole new means of bringing traffic khổng lồ websites. So the SEO specialists went to sleep that night, knowing that all was more than just well in the magical kingdom of SEO, and they all lived happily ever after.

If you’d lượt thích to learn more about how SEO has changed và the significance of entities, kiểm tra out our webinar with Cindy Krum in the ruby-forum.org Academy.