The Rise of Entity SEO – How to Optimize for Google’s Knowledge Graph

Search Engine Optimization (SEO) is a crucial element of modern times. With changing times, it has evolved further into – Entity SEO. Entity SEO is not only limited to keyword searches but includes other entities such as people, places, things, or concepts. These entities align with Google’s Knowledge Graph to rank better in terms of search by a user or business. Google’s Knowledge Graph is a storehouse of databases that contains information related to these entities that helps improve user experience.

What is SEO?

Search Engine Optimization (SEO) is a process to improve or increase a website’s visibility at the user end.  The technique helps in making the website friendly and attractive to different search engines like Google or Bing. SEO basically works on three main characteristics i.e. keywords, content, and user experience. It introduces a user to the products or services provided by the platform or any other information on topics related to the search. 

What are Entities in SEO?

Entities are the unique elements that are specific and distinct to a particular element. These are usually confused and correlated with keywords. However, entities are well-defined characters. Each entity has a unique record in the database and is characterised by a special ‘specific record identity’ that helps to identify these.

For example – We may type ‘Eiffel Tower’ on Google, which is a perfectly recognised entity for humans. But Google sees it as “KGMID=/m/02j81”, so it doesn’t matter whether we write it as ‘Eiffel Tower’ or ‘Torre Eiffel’. It already knows that a user is referring to something that is an underlying entity in its knowledge graph.

Entities can either be anything, ranging from famous landmarks or individuals to concepts or theories. These interconnect the different concepts together to provide a holistic understanding to the user. Entity-based SEO is an important component of today’s world for businesses seeking to enhance their online visibility and relevance.

Knowledge Graph vs Knowledge Panel

In November 2023, Google released two more new updates: the November 2023 core update on 2^nd  Nov and the November 2023 reviews update on 8^th Nov for a duration of approximately 25 and 29 days, respectively. The November 2023 core update ensures the presence of helpful and reliable results for the searchers. 

However, it does not affect any particular pages or sites and instead focuses on assessing the overall quality of the content. Thus, presenting high-quality, top-notch information is crucial. The other November 2023 review update emphasizes writing high-quality reviews about products, services, locations, games, movies, etc. Quality reviews help people make informed decisions and often benefit reviewers in the form of rewards by the sellers.

Case Study: Optimizing for the Google Knowledge Graph

Let us take a look at a real-life example of how entity SEO works in better optimizing a website’s performance. Suppose you run a local bakery named ‘Sweet Delights Bakery’, now here are some of the SEO strategies that can help your shop increase its online visibility and rank better in terms of Google search engine results: 

1. Content Optimization – The website should have high-quality content that displays the products, images, varieties, flavors, specialities, and costs associated with the items sold in the store. It should also include all the relevant keywords or phrases associated with the products, including the name and location. 
2. Structured Data Makeup – Adding structured data makeup like Schema.org helps search engines better understand the context of the content. This help presents additional information like the bakery logo, product description, address, opening hours, and customer reviews. 
3. Backlinking Strategy – Including authoritative backlinks helps a website establish its credibility and relevance. This makes the platform trustworthy amongst the users for example, query posting, a forum for feedback and suggestions, and collaborations with other trusted partners help acquire valuable backlinks for the business.
4. Local SEO Optimization – If the website has a defined geographical location, optimizing for local SEO can help increase its visibility. For example, using location-specific keywords or listing on platforms like Google My Business aids in better recognition. Also, ensure that all the personal details, including the bakery’s name, address, and phone number (NAP) are consistent across all other online platforms. 

Additionally, regularly updating the website’s information and data as per the Google search algorithm helps drive more traffic and, ultimately, trustworthy customers to your business. 

Strategies for Entity SEO Optimization

Some of the strategies for effective entity SEO optimization are:  

1. Structured Data Markup – Structured data is providing information in a classified and standardized manner to the user. Different markup codes, such as Schema.org, make it easier for search engines to read and understand the elements of a page. Additionally, it helps highlight critical details like organization information, product details, events, people, and more. 
2. Clear and Concise Information – Optimizing the content with relevant entities helps enhance ranking on search engine result pages. The use of descriptive language, pictures, facts, synonyms, and related terms aids in providing clear and precise information to the user. However, excessive use of keywords and numbers sometimes may hamper a viewer’s experience leading to negative site ranking. Thus, proper optimization is crucial.
3. Entity Linking – Linking different internal and external sources helps standardize the relationship between different entities. Providing information from authoritative web pages and relevant websites increases the credibility of the content and assists its feature in the Knowledge Graph. 
4. Keyword Use – Keywords currently do not play the same role as they were years ago. However, including different keywords in the URL, title tag, meta description, image names and descriptions, headings, introduction, body, and conclusion of the content helps it rank better in the Knowledge Graph. Besides, adding an abundance of keywords sometimes may make the page look like spam, thus, optimal use is necessary. 
5. Create a Wikipedia Page – Wikipedia is the most reliable source of information for users seeking an answer to their queries online. Creating and linking an authoritative Wikipedia page to the content helps organizations, brands, or individuals increase their chances of being included in the Knowledge Graph. However, one must adhere to the guidelines and notability criteria specified by the platform before creating a defined page. 
6. Use Google My Business – Google My Business helps enhance visibility. It is best suited for local businesses or services and needs optimization as per the Google My Business listing. Accurate, consistent, and updated information in terms of name, address, and phone number across directories aids in increasing ranking in the Knowledge Graph for local searches.

Conclusion

Google search Knowledge Graphs are one of the aspects of an effective SEO strategy. However, high-quality content, website structure, hyperlinks & backlinks, authoritative information, and user experience are important for higher rankings. Also, a holistic approach, including both the entities and keywords, is crucial for successful SEO implementation.

However, by applying some of the above strategies, brands and content creators can enhance their online visibility, click-through rate, and position within the Google Knowledge Graph. 

If you’re looking to boost your online visibility and dominate the Google Knowledge Graph, partner with 6sMarketers. Our expert team can implement effective Entity SEO strategies to enhance your brand’s presence, credibility, and trust. Connect with 6sMarketers today!