When it comes to traditional SEO, the priorities were finding the right keywords and using them throughout the website. The goal was to rank higher on Google by optimizing the website based on keywords.
However, modern SEO goes beyond keyword research and optimization. It is entity-focused. Besides keywords, entity SEO use entities (concepts and ideas) to help searchers find relevant information. Entity helps search engines provide users with more accurate and relevant results.
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Let’s discuss the differences between keywords and entities, and why we need to distinguish keyword SEO (string optimization) from entity SEO (thing optimization):
Google uses different algorithms when searching for keywords and entities
Google uses Lexical Search Engine Algorithm when searching for keywords. This algorithm targets words and phrases alone and provides results based on the lexical root of the keyword.
Contrary, when searching for entities, Google uses Semantical Algorithm which targets ideas and context. This algorithm focuses on the keyword meaning, by considering the relationship between the keyword and other words in the search query.
Different types of authority
You gain topical authority from Entity and term authority from Keyword.
Take a look at the example and learn more about What Each Type of Authority Means
Entity SEO generates a Knowledge Graph, while Keyword SEO generated featured snippets
Knowledge graphs are databases of entities from a variety of sources and relationships between entities. Google provides a knowledge graph as a search result when it detects an entity search.
They have many advantages such as better user experience, more clicks, visits, more brand visibility, authority, etc.
On the other hand, when detecting a keyword search, Google generates a featured snippet.
A featured snippet could be the definition of the term, a collection of images representing the term, etc. The purpose is to provide users with a quick answer to the search query.
Entity SEO connects the website domain to the web
Entity helps your website connect to other entities, while keyword help distinguishes the website from other websites.
Take a look at the examples of Entity Web Connection and Keyword Web Distinction
Considering all the above mentioned, it’s clear that traditional keyword-focused isn’t sufficient for the best results. Keyword and Entity SEO word hand in hand. Thus, implementing Entity SEO as a part of SEO strategy is vitally important.
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