During a live stream, I broke down the relationship between keywords, long-tail keywords, and entities in SEO using a real-world example. This post summarizes that example and shows how these elements work together in modern search optimization.
Understanding entities in SEO
Entities in SEO are the fundamental “things” that search engines understand: people, places, objects, and concepts. The concept goes deeper than the traditional grammar definition.
In the video, I used a Runner’s World article titled “12 Best Running Shoes of 2025”. The title contains multiple layers of entities and keyword structures.
The entity hierarchy
Entities form a tree structure that starts broad and gets more specific:
- Broad entity: Shoes
- More specific entity: Running shoes
- Sub-entities: Boot, sandal, mule, heels, sneakers, flats, etc.
When you search for “types of shoes” in Google (as shown in my demonstration), you see this entity hierarchy in action. Google understands that shoes is the umbrella term and that all these shoe types are related entities underneath it.
Breaking down the example: “12 best running shoes of 2025”
This phrase is a useful case study because it demonstrates several SEO concepts working together:
The main entity
The core entity here is “running shoes”, which is what the content is fundamentally about.
The long-tail keyword
“12 best running shoes of 2025” is a long-tail keyword. It is specific and targeted, and it likely has lower competition than “running shoes” while attracting users with high purchase intent.
Entity modifiers
The phrase contains two modifiers:
- Numerical entity: “12”. This gives the content structure and sets expectations
- Temporal entity: “2025”. This is time-based and makes the content current and relevant
These modifiers do not change the main entity (running shoes). They give search engines and users context about exactly what the content offers.
The missed opportunity: turning lists into pillar pages
From a content strategy perspective, the Runner’s World article I analyzed is essentially a list post: “12 best” something. It can rank well, but it misses an opportunity to become a pillar page.
What they could do better
Instead of listing 12 running shoes with brief descriptions, they could:
- Create detailed review pages for each shoe
- Include real testing data (running in different weather, with different socks, etc.)
- Link internally from the main “12 best” page to these detailed reviews
- Build topic clusters around running shoe subtopics
This approach would transform a list into a comprehensive content hub that could rank well for running shoe-related queries.
Practical application: using entity research for content strategy
When you plan your content strategy, start by identifying your main entities, then work outward:
- Identify your core entity (for example, “running shoes”)
- Research related entities using tools such as Google’s “types of” search
- Find temporal and numerical modifiers that make sense for your audience
- Plan content clusters around these entity relationships
- Create internal linking strategies that reinforce these relationships
The “types of” search strategy
The “types of” search is an underutilized research method. Search for “types of [your main keyword]” and Google often shows you related entities that you can target with separate content pieces.
Beyond traditional keywords: understanding search intent
Modern SEO requires understanding the relationships between entities and the intent behind searches. When someone searches for “12 best running shoes of 2025,” they want:
- Current recommendations (2025)
- A manageable number of options (12)
- Quality curation (best)
- Specific product type (running shoes)
Your content strategy must address all these intent signals.
Key takeaways for your SEO strategy
- Think in entities and keywords: understand what your content is fundamentally about
- Use modifiers strategically: temporal and numerical modifiers can reduce competition while increasing specificity
- Build content clusters: build interconnected content hubs instead of standalone pages
- Research entity relationships: use Google’s “types of” searches to discover related topics
- Focus on search intent: understand why people search as well as what they search for
Tools and techniques
During the stream, I demonstrated a bookmarklet tool I created for finding long-tail keyword opportunities. The principle behind it applies to any tool: look for ways to discover the language your audience uses and the relationships between the topics they care about.
Entity research, long-tail keyword targeting, and strategic internal linking together build topical authority.
To explore these concepts further, join the SEO Training Camp community on Facebook, where members regularly discuss advanced SEO strategies and share tools like the bookmarklet demonstrated in this video.
What’s your experience with entity-based SEO? Have you tried building content clusters around related entities? Share your thoughts in the comments.