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SEO 14 min read December 29, 2022

How to Become Google's Entity: Diving Into Details

How to Become Google's Entity: Diving Into Details
Kateryna Hordiienko
Research Editor at Serpstat
Any marketer understands that the SEO universe does not stand still. This environment is evolving, and search engine algorithms are changing their aggregation and analysis methods. And a new important point appeared — Entity SEO.

Today we want to delve deeper into this topic and highlight the main ideas for you.
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The following experts provided comments for today's article:
  • Ann Smarty
    Brand manager at NinjasMarketing, Founder MyBlogU & ViralContentBee
  • Joey Trend
    Co-Founder of Hum JAM
  • Avast Zumac
    Entrepreneur, helps B2B companies shorten a sales cycle
  • Lyndon NA
    Internet business consultant, (SEM (SEO/PPC)
    CM & SMM, with UX, CRO & ORM)
Ann Smarty
Ann Smarty

Brand manager at NinjasMarketing, Founder MyBlogU ViralContentBee


This is a very popular question from clients: "I want that shiny box in Google. What does it take?" Well, it is doable, but it takes a lot of effort. Simply put, you need to become part of that interlinked map of entities Google is aware of.

What is Google Entities?

It's imperative to study in detail what is entity SEO, determine why it is essential and whether your brand is an entity. Then we can understand how content could be an entity and what benefits it will give. Of course, your main goal, as Avast Zumac said: is "To become an authority in your field". Because the purpose of working with entity-based SEO is to grow the brand, increase traffic and improve business productivity.
The essence of an entity is an innovative factor that affects Google rankings. You remember that keywords were the major thing for ranking the focus of attention in the SEO environment. But the entity is the parameter that Google determines as unique and valuable. Lyndon NA said more precisely: "Entities are "things". Think of people, places, events, specific periods, physical items, etc., anything that is a noun".

It is better to study Google stacking in more detail. It is a collection of Google entities stacking with information about companies that “overlay” each other in a certain way. You might find entities in the Google ecosystem with Google Entity Graph (or Knowledge Graph Search). The search is performed with the Google entity API, with standard schema.org views. It operates according to the JSON-LD specification.
There is a lot of space for variation, but an entity is not necessarily a phrase or word. These are various search conditions that define Google entities. The search engine optimization of objects determines what to find using certain queries. An entity could be holidays, animals, plants, dates, people, media, currencies, colors, etc.
Joey Trend
Joey Trend

Co-Founder of Hum JAM


I can tell by googling someone. If you Google them they would have a featured snippet about them on the side of the search results.

Entity vs. Keywords

We could not miss such a moment that each of you could think of. Have keywords lost popularity, and are they no longer important for SEO? Google legal entities have become the independent driving force, but keywords have also remained. Their effectiveness is still relevant, but there is one drawback: they are ambiguous.

Users can get annoyed when they type the word "apple" and receive a detailed explanation about the corporation and not about the fruit (or vice versa). Such confusion applies to various languages, especially when several translations exist for one term.
Joey Trend
Joey Trend

Co-Founder of Hum JAM


Google entity ID is Google's perception of you or your business. Ideally, you want it to be the same as the way you see it. If Google thinks you are an ice cream shop, but you are a candy store, that’s bad.

With the advent of the Google entity search, we noticed that keywords are not a thing of the past, but now they are used as indicators for a specific context. Large-scale searches are best done with entities because there is a clearer query and a clearer result.

Why are Entities Needed for SEO?

Search features (mobile and voice) are becoming more popular, so Google is developing new search results algorithms. And now it has found a new solution — entities. And their advantages are the following:

  • Improved translations. It applies to translations between languages; many words are similar or have similar definitions. Improved search concerns synonyms, paronyms, homonyms, and antonyms.
  • Improved search results. As we said, entities allow providing people with more pertinent search results when they are looking for a definite item. Voice and mobile searches become much more purposeful with entity SEO.
  • Refined rich snippets. We know that Google algorithms are still evolving. Entity search gives clearer results using rich snippets (we say about Google Knowledge Graph).
Ann Smarty
Ann Smarty

Brand manager at NinjasMarketing, Founder MyBlogU & ViralContentBee


Entities all have well-defined properties and are connected with one another. This map of interconnected named entities with properties is called Google’s Knowledge Graph.

Is My Brand an Entity?

The Google entity is determined by many factors that affect the brand. These could include design guidelines, product packaging, logo usage, written content tones, etc. Without an entity, your product's profitability will decrease, and repeat sales may stop.
If your brand is an entity, then your business has the following benefits:
  • Differentiation, recognition, and loyalty.
  • Trust and understanding of the value of your product.
  • Entering new categories based on your brand's reputation.

A Google entity is needed so that customers can measure, define and improve your brand's reputation. Some strategies for its construction may be ineffective. Is your brand popular? Do you want better audience recognition? Maybe you need to launch another product? What makes your brand different from competitors?

How to Become an Authority in Your Niche

How to Get Benefit of SEO Entity?

Google does not give specific descriptions about entities; all the information we could find is data from experiments, patents, and opinions of Google developers. The main principle of entities is methods that help Google better understand your site's content. More deeply, several formats help structure data for Google to understand; these are JSON-LD, microdata, and RDFa. They provide a clear outline of the existing information on a web page.

Structured data indicates the type of content on the selected page. It could be a news article, a movie review, a recipe, etc. But the information in the content is very dependent on the web page. That is, if this is a review of a recipe, then the structured data contains ingredients, cooking, or preparation time. The importance of the Google vision web entities is that Google will better understand your website because the information is provided in a detailed format that the search mechanism can understand.

How to Become Google's Entity?

Now you better understand what an entity is. Let's talk about specific strategies that you could realize for your company. We describe them as useful tips. Because they will help your company become more entity-driven, your brand will move away from SEO based only on keywords.
Ann Smarty
Ann Smarty

Brand manager at NinjasMarketing, Founder MyBlogU & ViralContentBee


Turning your brand into Google’s named entity is the only way to become part of Google’s map and the only way to ensure a consistent organic search presence.

Tip 1: List Your Brand on Relevant Directories

You should necessarily list your business in certain directories (you may select Google Business Profile or Yelp).
Joey Trend
Joey Trend

Co-Founder of Hum JAM


Structured data for the pros. However, creating a Google My Business profile is a sure-fire way for local businesses.

Managing your business presence and reputation from a single dashboard is possible with Serpstat tool — Local SEO.
Are you interested in learning more about Serpstat features for local SEO?
Get a free consultation on reports and services useful to your work!

Tip 2: Prioritize Brand Creating

The entity revolves around your company, but you need to determine which aspects are most significant. Prioritize your brand development to raise awareness and control your reputation.

Tip 3: Create Relevant Links

We should say that Google Knowledge Graph in search directly depends on the development of links on your website. The smart link structure will help reinforce contextual connections, which will support your company's entity.

Tip 4: Make Broader Content

The point is to focus the content on products and make it deeper. Explore your product; create comprehensive content built on associations with objects to get a rating.

Tip 5: Improve Technical SEO

Of course, you should not forget about SEO. Work on the technical SEO related to your content; establish relationships between entities and keywords. Improve SEO by optimizing all the necessary indicators.

Tip 6: Make an Entity Audit

Don't neglect to update your content. SEO does not work according to the "set and forget" principle. Users want improved products, upgraded services, and innovative goods. Content is becoming outdated, and the demands of the public are growing. Find out customers' desires and help realize them.

Tip 7: User Experience

You need to pay more attention to personalization and user experience. The functioning of Entity SEO depends on the goals and intentions of the people looking for info. No need to try to fool the search engine algorithm; create content users need.

SEO Tools for Entity Analysis and Optimization

Serpstat Clustering and Text Analysis. The keyword grouping tool automatically combines up to 50 000 keywords into groups based on search engines’ keyword understanding. This way, you can optimize a single page for multiple keywords with the same search intent and build an SEO-friendly website structure. Right after keyword clustering, you can run text analysis to check the spam level of your content and keywords' relevance compared to your competitors' texts.
Text analysis, Serpstat
  • Complete Visual Guide to Google SERP Features in 2022: What Keywords to Use and How to Get Featured
  • Keyword Clustering: Algorithms and Approaches of Popular SEO Tools
Dandelion API. A good solution to determine semantic similarity (compare texts syntactically and semantically). You can highlight keywords and concepts, and automatically find relevant ideas in articles or social media posts. There is also the possibility of extracting the entity.

Such tools' capabilities are about tailoring your content to the wishes of potential customers and unique features for developing the best editorial strategies. You will be able to study the popular questions that are asked in your field of activity to optimize the content for the requirements of people. Optionally, you can use Serpstat report "Search questions" to prepare such suggestions:
Search questions, Serpstat

Final Thoughts

Entities are what content is made of. Entities help Google understand data in a way that provides more detailed search results for the relevant content the user is looking for.

We've learned some helpful tips on becoming a Google entity and the benefits it will bring to our website. In order to maximize your search performance, entity-based SEO is a key component.
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