Definition

Entity SEO means optimizing content not around isolated keywords but around entities recognised by search engines: brands, people, places, concepts. This approach matches how Google has really worked since the Hummingbird algorithm (2013), and even more so with the rise of LLMs.

Why move to entities

Engines now understand concepts and relationships, not just character strings. A brand must therefore exist as an entity in the knowledge graph to gain visibility in classic results, in AI overviews and in AI citations.

Concrete levers

• Schema.org markup (Organization, Person, Product, Place)
• Dedicated pages for key entities (author, executive, flagship product)
• Consistent information across the web
• Explicit links between entities (sameAs to Wikipedia, LinkedIn, Crunchbase)
• Stronger EEAT signals
• Content that positions the brand as a reference in its semantic field