Entities in search engine optimisation – definition and how they work

SISTRIX expert author headshot
From:
SISTRIX Content Team
Steve Paine
10.11.2025
SEO Basics

Search engines have evolved considerably in recent years. Whereas they used to mainly analyse individual keywords and links, they now rely on a deeper understanding of meanings, connections and contexts. This is where entities come into play.

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An entity is a clearly identifiable unit with specific characteristics. It can be a person, a company, a place, an event or even an abstract concept. Entities have a fixed meaning, regardless of how they are formulated linguistically or expressed in different languages.

For example, the name ‘Amazon’ can refer to the river in South America or the e-commerce company. A search engine that relies solely on keywords would have difficulty understanding the exact meaning in a given context. Thanks to entities, Google can recognise that a search query such as ‘buy books on Amazon’ definitely refers to the company and not the river.

The use of entities enables search engines to understand content more precisely and deliver more relevant search results. Google uses the Knowledge Graph for this purpose, a huge database that links entities and stores their relationships to each other.

Definition and functioning of entities

Google uses various technologies to recognise and process entities. A key element is the Knowledge Graph, which has been in use since 2012. This graph stores information about entities and establishes connections between them.

An example:

  • The entity ‘Elvis Presley’ has various attributes such as date of birth (8 January 1935), occupation (singer, actor) and well-known songs (‘Suspicious Minds’, ‘Jailhouse Rock’).
  • The entity ‘Graceland’ is identified as his residence and linked to ‘Elvis Presley’.
  • The entity ‘rock “n” roll’ is associated with Elvis as a defining artist of this musical genre.

These connections enable Google to provide accurate answers to search queries such as ‘Who is the king of rock “n” roll?’ or ‘Where did Elvis Presley live?’ without the terms having to appear exactly as they are in the search query.

In addition to the Knowledge Graph, Google uses natural language processing (NLP) to better understand the meaning of search queries. This enables a search engine to deliver relevant results even for complex or colloquial phrases.

Optimising for entities

To benefit from Google’s semantic search, content must be designed in such a way that it is recognised as entities by the search engine and classified correctly.

Use structured data

An important approach to optimisation is the use of structured data. Entities can be clearly marked up using markup languages such as Schema.org or JSON-LD. For example, a hotel can store its address, telephone number, reviews and room prices as structured data. This not only allows Google to understand that it is a hotel, but also to display this information directly in the search results.

Example of structured data markup for a hotel:

{
  "@context": "https://schema.org",
  "@type": "Hotel",
  "name": "Grand Plaza Hotel",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "123 Main Street",
    "addressLocality": "Berlin",
    "postalCode": "10115",
    "addressCountry": "DE"
  },
  "telephone": "+49-30-12345678",
  "starRating": {
    "@type": "Rating",
    "ratingValue": "5"
  }
}

This type of data structuring helps Google recognise the hotel as a separate entity and link it to other relevant information.

Strengthen authority and credibility (E-E-A-T)

Google evaluates entities not only based on their existence, but also on their experience, expertise, authority and trustworthiness (E-E-A-T). A website that is considered a reputable source for an entity has a higher chance of being prominently displayed in search results.

Example:
A medical article on ‘heart disease’ is considered more trustworthy by Google if the author is a renowned cardiologist who frequently publishes on the subject and references reputable sources, rather than if it appears on an unknown website without verifiable sources or author names.

Create entity-based content

To make it easier for Google to identify entities, content should be clearly structured and precisely worded. Natural language should be used that comprehensively covers the topic.

Example:
Instead of ‘The new model has many improvements,’ ‘The iPhone 15 Pro offers an improved camera with a 48-megapixel sensor and a new A17 chip’ would be more meaningful. This will help Google better recognise the entity ‘iPhone 15 Pro’ and link it to relevant attributes.

Research relevant entities with SISTRIX

SISTRIX offers valuable insights for analysing and optimising entities. Keyword and competition analysis can be used to identify which terms a website ranks for and whether it is associated with a specific entity. The visibility index shows the general SEO performance of a domain, but only indirectly helps in evaluating an entity.

The diagram shows the visibility index development of Netflix.com.

SERP analysis allows companies to determine whether their content appears in featured snippets or knowledge panels, which can indicate a strong link to an entity. However, SISTRIX does not provide direct data from Google’s Knowledge Graph.

Backlink analysis identifies high-quality links that contribute to strengthening a website’s thematic authority. Brand mentions and external mentions in trustworthy sources increase the likelihood of being perceived as a relevant entity.

Screenshot of the SISTRIX view with link analysis for ikea.com, showing inbound links, including anchor text and target URL.

Sources and signals for entities

Google uses numerous external sources to validate entities and include them in the Knowledge Graph.

Wikipedia and Wikidata

These platforms serve as primary sources for many entities. Companies or individuals that have a Wikipedia article or a Wikidata entry have a higher chance of being included as an entity in the Google Knowledge Graph.

Google My Business for local entities

Local businesses can establish themselves as entities by maintaining an optimised Google My Business listing. A hair salon with a complete listing, positive reviews and up-to-date opening hours will be recognised by Google as a relevant entity for local search queries.

Backlinks and brand mentions

The more frequently an entity is mentioned on trustworthy websites, the higher it is weighted in search results. A brand that appears regularly in online media, forums and social networks signals its relevance to Google. But traditional media such as print and TV also influence brand mentions, as many people are online while consuming traditional media and then discuss these topics in forums and comment sections.

Effects on SEO strategy

The increasing importance of entities is changing the SEO landscape. Classic keyword optimisation is no longer sufficient. Today, it is no longer a matter of mentioning a keyword as often as possible. Instead, content must be designed in such a way that search engines recognise it as a valuable source of information for specific entities. Since there is now a wealth of information available on almost every conceivable topic, content must offer real added value in order to rank highly.

Entities and voice search

Since voice searches are often asked in the form of complete questions (‘What is the best restaurant in Munich?’), it is crucial that Google recognises the entities contained therein and can provide relevant answers.

Change in keyword strategy

Keywords alone are no longer decisive. It is more important to understand and cover thematic contexts. Instead of focusing on a single keyword, content should be comprehensively aligned with an entity.

Example:
An article about ‘Tesla’ should not only mention the company itself, but also include relevant entities such as ‘Elon Musk’, ‘electric cars’, ‘Supercharger network’ and ‘Model 3’.

The future of entities in SEO

With the advancement of artificial intelligence and machine learning, the role of entities will continue to grow.

  • Google will increasingly deliver personalised search results by better understanding user contexts.
  • Automated content analysis using AI models will enable entities to be identified even more accurately.
  • The use of semantic databases will be further expanded to answer search queries even more precisely.

Entities are now a key component of search engine optimisation. Companies and website operators who tailor their content accordingly benefit from better rankings and greater visibility in search results.

Case study: Optimising a post with entities

The theory behind entities is important, but how can this knowledge be applied in search engine optimisation? The following example shows how to optimise a blog post so that Google recognises the relevant entities and the post is ranked higher in search results.

Initial Situation

A travel blog is planning a post entitled ‘The most beautiful sights in Rome’. The aim is to rank well for search queries such as ‘Rome sights’, ‘What must you see in Rome?’ or ‘Top 10 sights in Rome’.

In the past, the focus would have been on high keyword density and synonyms. Today, it’s about structuring the post in such a way that Google recognises it as a relevant source and links it to the right entities.

Step 1: Identification of relevant entities

Before writing the post, you should identify the most important entities that Google associates with the topic. These include:

  • Places: Colosseum, Vatican, Pantheon, Trevi Fountain
  • People: Michelangelo (Sistine Chapel), Bernini (St. Peter’s Square)
  • Cultural concepts: Antiquity, Renaissance, Baroque
  • Related entities: ‘Rome Pass’, ‘Vatican opening hours’, ‘Best time to visit Rome’

These entities are not only part of the content of the post, but are also crucial for Google’s semantic analysis.

Step 2: Structured content with entity linking

The post is structured in such a way that Google clearly recognises the entities.

Headline:
✅ ‘Rome sights: The 10 most important places with history & tips’
❌ ‘Top sights in Rome’ (too generic, no clear entity link)

Sections in the article:

  • Colosseum: The symbol of ancient Rome (link to the entity ‘Colosseum’)
  • Vatican City: The smallest state in the world with the Sistine Chapel (entities ‘Vatican’, ‘Sistine Chapel’, ‘Michelangelo’)
  • Pantheon: The best-preserved building of ancient Rome
  • Trevi Fountain: Why you should throw a coin into it

Internal linking:
The page should link to other relevant articles, e.g.:

  • ‘Where to stay in Rome?’ (Entity ‘Hotels in Rome’)
  • ‘The best restaurants in Trastevere’ (Entity ‘Trastevere’)

This allows Google to recognise that the post contains information about the Colosseum and better categorise it for relevant search queries.

Step 3: Optimisation for the Knowledge Graph and Featured Snippets

To increase the chances of the post appearing in a featured snippet or being included in a knowledge panel box, clear answers to key questions should be provided:

✅ FAQ section at the end of the article:

  • ‘What are the most important sights in Rome?’
  • ‘When should you visit the Colosseum?’
  • ‘How long does a visit to the Vatican take?’

✅ Use of lists and tables:

Google favours structured information. A clear table showing opening hours and admission prices for attractions can help ensure that the post is displayed as a ‘featured snippet’.

Step 4: External references and mentions

  • Link entries on Wikipedia or Wikidata to relevant entities.
  • Secure guest articles or mentions on other travel blogs (brand mentions).
  • Use social media to spread the post with hashtags and mentions from official tourism accounts.

Through the targeted use of relevant entities and structured data, Google will better understand the post and rank it higher in search results. Instead of relying solely on keywords, the content is optimised to establish a deeper semantic connection with the topic ‘sights in Rome’. This not only improves the ranking, but also increases the likelihood of appearing in Google’s Knowledge Graph or as a featured snippet.

FAQ on the topic of entities

What is the difference between keywords and entities?

Keywords are individual words or phrases used in a search query, while entities are real objects or concepts that are understood by search engines and placed in a semantic context.

Example: ‘best pizza in London’ is a keyword-based search query. However, Google recognises the entity ‘pizza’ as a dish and “London” as a city, and can thus suggest specific pizzerias in London – even if they do not directly use the term ‘best’ on their website.

How does Google recognise an entity?

Google uses various methods to identify entities:

  • Knowledge databases (e.g. Wikipedia, Wikidata) provide reliable information about known entities.
  • Structured data (Schema.org) helps Google to clearly define entities in content.
  • Machine learning and natural language processing (NLP) analyse texts and recognise semantic relationships between words and terms.

What is an entity box in Google?

An entity box (often referred to as a knowledge panel) is an information box that appears in Google search results when an entity has been clearly identified. This box usually contains a short description, images and further links.

Example: When searching for ‘Albert Einstein’, an entity box appears with a photo, a short biography and important facts from Wikipedia.

How can I establish my brand or company as an entity?

In order for Google to recognise your company as an entity and potentially include it in the Knowledge Graph, you should:

  • Create a Wikipedia or Wikidata entry (if your company is well-known enough).
  • Complete Google My Business to be listed as a local entity.
  • Use structured data on your website to highlight important information for search engines.
  • Generate mentions on reputable websites, in business directories or in the media.

What role do entities play in voice search?

For voice searches (‘Hey Google, where can I find the best sushi in London?’), Google analyses not only the keywords but also the entities contained therein. Search engines attempt to understand the intent behind the question and provide answers based on structured entity information. This is why precisely defined entities are particularly important for optimising content for voice search.

How can I check whether Google has recognised an entity?

The following methods can assist:

  • Google Knowledge Graph API: This can be used to check whether Google has already recorded an entity.
  • Google Knowledge Graph API: This can be used to check whether Google has already recorded an entity.
  • Test structured data: Tools

Are entities only relevant for big brands?

No. Smaller businesses, bloggers and niche websites can also benefit from entity optimisation. Local businesses are recognised as entities via Google My Business, while specialist blogs can establish themselves as entities through high-quality content.

SISTRIX expert author headshot
From:
SISTRIX Content Team
Steve Paine
10.11.2025
SEO Basics