Part 1: foundation – understanding entities in SEO
What are entities?
Entities are distinct, identifiable things that exist independently in the real world or digital space. In SEO terms, an entity is any person, place, organization, concept, or object that Google can recognize and categorize. A quick test: if something has its own Wikipedia page, Google likely recognizes it as an entity.
An entity is something that exists as itself. It does not need to be of material existence. In particular, abstractions and legal fictions are usually regarded as entities. In general, there is also no presumption that an entity is animate, or present. The verb form is to ‘entitize’, meaning to convert into an entity or to perceive as tangible or alive. Source: Wikipedia
Consider a local roofing company. The business itself is an entity. The city it operates in is an entity. The roofing materials it uses (GAF shingles, EPDM rubber) are entities, and so are the certifications it holds. Even the founder listed on the About page is an entity if they have an established online presence.
Entities differ from keywords in one critical way. Keywords are strings of text that people type, and entities are the actual things those keywords refer to. When someone searches “Miami roofing company,” they use keywords to find entities (actual roofing businesses in Miami).
Entities matter more than keywords alone
Google processes 5.8 million searches per minute. The search engine must understand which words appear on a page and what those words mean. Entities help separate pages that rank from pages that stay invisible.
Consider two roofing websites. Site A uses “Miami roofing” 50 times throughout its content. Site B mentions “Miami roofing” 10 times and also includes related entities: specific neighborhoods (Coral Gables, Coconut Grove), roofing manufacturers (GAF, Owens Corning), local building codes, hurricane ratings, and the company founder who serves on the Florida Roofing Association board.
Site B is likely to rank higher because Google sees a complete picture. The entities create context that shows this business operates in Miami’s roofing industry.
The numbers support this approach. Pages ranking in positions 1-3 average 97 unique entities, while pages in positions 6-10 average 42 unique entities. In this data, more diverse, relevant entities go with higher rankings.
Google uses entities to understand content and context
Google’s Knowledge Graph contains over 500 billion facts about 5 billion entities. Every time Google crawls your page, it maps the entities it finds against this database. This mapping process determines three things:
- Topic relevance: The entities on your page tell Google what your content covers.
- Authority level: The depth and accuracy of entity usage signals expertise.
- User intent match: Entity combinations help Google match your content to specific searches.
Here is how this works in practice. A plastic surgery website mentions “liposuction” (entity), “abdomen” (entity), and “local anesthesia” (entity). Google understands how these entities relate: liposuction is a surgical procedure, the abdomen is a body part where the procedure occurs, and local anesthesia is a medical technique used during the procedure.
When these entities appear together naturally, Google recognizes authentic, expert content. The page then ranks for “liposuction” and for hundreds of related searches it never directly targeted: “stomach fat removal surgery,” “abdominal contouring procedure,” and “tummy liposuction with local numbing.”
From keyword matching to semantic understanding
Google’s algorithm has changed how it interprets web pages. In 2010, exact keyword matches determined rankings. A page about “Chicago pizza restaurant” needed that exact phrase repeated throughout the content. Today, Google reads pages the way humans do, by understanding meaning.
Three major developments drove this shift:
Knowledge Graph (2012): Google started connecting entities to build an understanding of how things relate.
RankBrain (2015): Machine learning began interpreting searches Google had never seen before by understanding entity relationships.
BERT (2019): Natural language processing let Google understand context and entity relationships within sentences.
These changes mean your SEO strategy must adapt. Instead of targeting “plastic surgeon Miami” 20 times, build entity-rich content that includes:
- The surgeon’s medical school (University of Miami Medical School)
- Professional memberships (American Society of Plastic Surgeons)
- Specific procedures offered (rhinoplasty, breast augmentation, liposuction)
- Technology used (VASER liposuction, 3D imaging)
- Local hospitals where the surgeon has privileges (Baptist Health, Jackson Memorial)
Each entity adds a connection point that helps Google understand what your page offers and who needs to see it in search results.
Types of entities
Understanding entity categories helps you identify which ones to include in your content strategy. Each type serves a different purpose in building topical authority.
Business entities. These include companies, brands, and organizations. For a roofing company, business entities might include:
- Your company name
- Manufacturer partners (GAF, CertainTeed, Owens Corning)
- Insurance companies you work with
- Trade associations (National Roofing Contractors Association)
- Competitors in your market
Topic entities.
These are concepts, ideas, and services that define what you do:
- Specific services (roof installation, leak repair, inspection)
- Materials (asphalt shingles, metal roofing, tile)
- Problems you solve (storm damage, aging roofs, poor insulation)
- Industry terms (flashing, underlayment, ridge vents)
Location entities. Geographic entities establish where you operate:
- Cities and neighborhoods you serve
- Local landmarks near your business
- Regional considerations (hurricane zones, snow load requirements)
- State licensing boards
Industry-specific entities. Every industry has unique entities that signal expertise:
- Medical: Specific conditions, treatments, medications, equipment manufacturers
- Legal: Court systems, types of law, legal precedents, bar associations
- Construction: Building codes, permit types, inspection authorities, material standards
- Technology: Programming languages, frameworks, platforms, certifications
Person entities. People connected to your business add credibility:
- Company founders and executives
- Licensed professionals on staff
- Industry experts you reference
- Notable clients (with permission)
Event entities. Time-based entities show current involvement:
- Industry conferences attended
- Training certifications earned
- Awards received
- Community events sponsored
Building your entity foundation
Start by auditing your current entity usage. Open your main service page and count every distinct entity. Include your business name, services, locations, and industry terms. If you count fewer than 40 unique entities on a primary page, you have immediate room for improvement.
Next, examine a competitor ranking in position one for your target term. Use the same counting method, and note the entities they include that you missed. These gaps are quick opportunities to improve your content’s semantic completeness.
Remember that entities are real things that belong naturally in expert discussion of your topic. A roofing page that mentions specific shingle brands, warranty types, local building codes, and weather considerations appears more authoritative than one that repeats “roof repair” fifty times.
Google has moved beyond simple text matching. When you build entity-rich content that demonstrates expertise through comprehensive coverage of related concepts, you create pages that rank for hundreds of searches you never explicitly targeted.
PirateSERP TextRazor entity tool
To see which entities a webpage uses, try this free tool.