Content & Keywords

Entity SEO

Quick Definition

Entity SEO is the practice of optimising content around clearly-defined real-world entities (people, places, organizations, products, concepts) rather than around keyword strings.

In context

Modern search engines parse content into entities and relationships using knowledge graphs (Google's Knowledge Graph, schema.org's structured vocabulary, Wikidata). Pages that cleanly establish 'this content is about entity X' — via schema markup, named-entity mentions, sameAs links to authoritative entity references like Wikidata — rank better for queries about that entity. The shift from keyword density to entity establishment is one of the major SEO changes of the past decade.

Example

A Canadian cardiologist's Person schema includes sameAs links to her CPSO registry page, ResearchGate profile, and university faculty page — establishing her as the unambiguous entity Google's Knowledge Graph should associate with her bylined health articles.

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Related terms

Search Suggest / Autocomplete

Search Suggest (Autocomplete) is the dropdown of suggested queries Google shows as a user types — drawn from real search behaviour and refreshed continuously.

Unbranded Query

An unbranded query contains no brand name — 'best SEO agency Toronto', 'how to rank in Google AI Overviews' — and represents the top-of-funnel discovery surface.

Editorial Calendar

An editorial calendar plans what content will be published when, by whom, with what target keywords and supporting promotion.

Keyword Research

Keyword research is the process of finding what searches your target customers use, segmenting them by intent and competition, and selecting which to target.

Cluster Page

A cluster page is a focused article on a specific subtopic within a broader topic cluster, linking back to the pillar page.

E-E-A-T

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness — Google's framework for evaluating content quality, especially for YMYL topics.

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