What are SEO entities and how to use them successfully in Google?


Google entities are a key part of achieving search engine ranking. In fact, SERPs have evolved over time, so it is imperative to understand the Google algorithm in order to achieve success in organic results.

If you have a website, it is vital that you make content that can be indexed by the giant Google and thus position you above the competition; hence its importance.

Although this topic is somewhat complex I have proposed to explain it in an easy and simple way, so that if you are starting in the world of the Internet and Google you can fully understand the concept of Entity and its relationship with SEO.

What are Google Entities

Google entity is not a new concept, actually since 2012 it has been part of their algorithm and merged with other strategies in order to provide a more concise response to the user. Google defined the concept of entity as follows: “A thing or concept that is singular, unique, well-defined and distinguishable.”

It is interesting the definition that the giant explained regarding entities. And, it is that it is a unit or graph of knowledge related to a group of keywords, in which a whole chain of related information can be developed.

This means that links or keywords are no longer so vital for SEO, but rather, the identification of the content and the relationship it has to other things.

For example, even if in the search engine we place a word defined as a person’s name; Michael Jackson, if the entity or words relate it to: King of Pop, Thriller, Billie Jean, then by placing “king of pop” Google will give us an intelligent result of response by presenting “Michael Jackson”. 

Yes! It is a kind of artificial intelligence that manages to have a clearer understanding of the content. This allows the reading user to find the answers in a more direct way.

This leaves behind the need to place keywords in a text. In many occasions an article presented hundreds of times keywords, in order to be positioned in the SERP results, which was very positive when it came to positioning a keyword.

However, this giant push seeks to understand the subject matter of a website by considering the context, which is stored in its database. In other words, it seeks to relate things.

How does entities influence SEO

Entities allow SEO to occur based on the understanding of the website rather than a keyword. This is due to the incorporation of artificial intelligence through the entities.

For example, when you enter “President of the United States” into the search engine, Google presents you with an image of Donald Trump why, how does it know our search intent is that? This is due to the entity.

It is as if Google thinks and therefore generates a response to the user (as if it were a conversation). It itself selects the content that it considers ideal for that search intent.

It can be related to people, places or things. This is evidence that you need to change the way you project your website.

Google intends to pursue this approach and in fact is an open book in this field as it has outlined ways in which you can search for entities on your website, and see if it matches the search intent. It certainly doesn’t reveal how it organizes this information in its database.

So we can conclude that thanks to semantic entities, the search engine can “know” what the user is looking for, even if his query is not so specific. This is because it has recorded a large number of related terms.

Therefore, you need to know the entities of your own website, this way you can provide response to the readers and compete with those who are supposed; to do the same.

How to optimize content

Once you understand how the search engine works, you can then create content according to both the user’s and Google’s requirements. To do this, you can do the following.

  • When writing the content, identify the central keyword and place it as the topic or H1.
  • Find the entities of the H1 or title of the content.
  • Organize the entities and ignore the ones that are not related to your content. A very important aspect is that it is not necessary to incorporate them in the titles or subtitles of the article.
  • The understood ones must have coherence, so do not abuse its use or integrate it in a forced way.

How to extract semantic entities

Extracting entities is not a state secret. Actually the giant itself has made available some support tools. In this regard it comes in handy to install an entity extractor for SEO. There are several, but the official Google tool is this one https://cloud.google.com/natural-language/

These types of tools work very simply. In fact, some tools take care of doing an analysis of the SERPs to find out which entities your competitors use. It can be installed in the browser and you can use it as follows:


  1. Place the keyword or query
  2. Once the results have been generated, activate the program(already installed). At this point the terms related to the topic you are searching for (entities) will be highlighted. It is important to note that only organic results appear.
  3. You can look at some details such as the importance of each entity of your competitors.
  4. You can then use the same entities in a consistent manner, while providing quality content.

How to disambiguate entities

Let’s say you are using the same Google tools to find the entities related to your content. How can you help the giant understand the information? For example, the word Panda has several related words, such as Panda bear, Music group, name of a song, Antivirus software, etc. Which one is the correct entity?

Well, this is the importance of knowing how to disambiguate entities or SEO optimize a content. You can do it in the following way:

Structured data

This is the direct or explicit way you can do it. For this you can rely on Schema.org in which you can make several tags that describe the content. For this you should mark as much information as you can and thus perceive the structured data on the web. The giant will go to this source of information and will be able to index in a simpler way to your website.

Content chart

This way is indirect, however, it is also very useful. In this sense you must put yourself in the user’s shoes and think about the search intent. Keywords are excellent allies, although you must associate them with the entities to provide quality content that responds to the user.


In order to help search engines understand our content, it is necessary to use some related terms. For example, when talking about camera, there are words that concur with it such as resolution, inches, etc. So if there is frequency and proximity between one term and another in various content, Google understands it and can offer it as the answer to a search intent.

Thematic links

This is not the main point of Google’s algorithm, however it is very useful to make it see what your website is about. If in a text you quote another text, the search engine understands that your website is related to the one you just linked to.


Although Google’s entities have been part of its algorithm for some years now, some “SEO experts” resist change and continue to apply some outdated strategies. But the Internet evolves, and you have to evolve with it so that you don’t get left behind.

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