Entity based searches are fast becoming the benchmark within the SEO landscape. Structuring within your clients’ websites and the ability to leverage both context and relevance for their brands is a key differentiator that elevates the performance and success your clients will enjoy. 

While SEO keywords and ranking has been accepted as the industry standard, entity search and authenticity within contextualisation is the evolution that is transforming the way ranking and engagement are being viewed. More than white label SEO, you need to understand how and why your local SEO reseller is pivoted onto these functions and how it affects the delivery of services such as outsource web design services or outsourced SEO copywriting. Let’s dive in!

What Is Entity Search?

An entity search is described by Google as being a search based around a single, well-defined concept or thing. It refers to these entities or named entities as topics, which is useful to know when talking to SEO resellers about developing content in terms of supporting references or related things. 

A good example would be a phrase or entity with multiple meanings or occurrences, such as town names or even homonyms. Comprehension of the intent behind the search and which results would be most appreciated and valuable to the reader is the defining factor of entity-based searches. The identifiers that separate the results created are vital on a fundamental level and should definitely be included when creating content. 

Defined entities can be linked to a search engine’s knowledge graph, especially with the use of a schema markup. These knowledge graphs represent not only the linking of data and information across the web but also represent the value of context that search engines use when crawling your clients’ websites.

An entity search is best explained in contrast to a keyword search. Essentially it is the difference between Google pulling up results based on keywords and backlinks and rather showing results based on interest, context, and semantics. 

A semantics-based search is the result of a search engine’s attempt to understand and interpret natural language the way a human being would. It provides a higher rate of engagement and value for the audience and, in turn, higher conversion and interaction with the searched parties, which is why SEO outsourcing has adapted content creation strategies to match.

Why Is Entity Search Important?

While the value of entity search may be clear, the importance of it may be less so. The first thing to consider is the fact Google and other search algorithms have rapidly adapted and improved the way in which content is analysed and ranked. This means that there is a great body of content that has not been originally primed for and has not yet been updated to match the new evaluation matrix.

While a website may hold invaluable information and content on it, it may well fail to rank due to a lack of discoverability or optimisation for SEO based entity searches. Simply put, if search engines do not recognise or engage with the desired entities on your clients’ websites, then they do not rank and will not be found by the targeted audience. Relationships within content provide depth and brand value communication opportunities unlike ever before. Make sure your digital agency stays up-to-date and that your clients have relevant content that stays the course.

If you are ready to join the conversation or are looking for SEO reseller services that can leverage these benefits in your favour, get in touch at support@globitalmarketing.com, and we’ll help you out!