Entity SEO - What is it? How can you Optimize for that?

Are you still focusing entirely on keywords? I mean there is no reason why keywords shouldn't be the area of focus.

But lately, real-time data is indicating that Google is looking for something else, something more exciting.

What I am getting at is, Entity SEO, focus on topics instead of keywords.

Lots of credible SEO experts have gone ahead and shared that Google has moved away from keyword matching.

Back in the day, SEOs used to focus fixedly on this thing called keyword density which meant repeating your focus keyword to the threshold beyond which it would become keyword stuffing.

And that used to work wonders.

But these days you will observe that top-ranking pages on Google aren't even stuffing their focus keyphrase aggressively rather they are optimizing for topics and entities.

So what are entities anyway?

Google defines an Entity as “A thing or concept that is singular, unique, well-defined and distinguishable.”

That means when Google scans your content, it should be able to detect entities that connect to the main topic and holistically represents completeness.

One of the tools that help greatly with understanding this comes from Google itself.

It is none other than Google NLP (Natural Language Processing)

Once you scan your content on this tool, it will represent all the entities that it detected; you can then scan your competitor's content and see what additional entities he leveraged and fill the gaps in your content.

Frase.io is a tool that's been doing rounds of discussion across SEO forums, this tool comes geared up with similar capability, it helps you optimize your content for topics that resonates with entities. You can scan your performing content with this tool and find all the entities you weren't optimizing for.