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In SEO, an entity is described as anything that is definable. It is unique, and its characteristics are distinguishable from others. Google defines an entity as anything that is “singular, unique, well-defined, and distinguishable”.

To be an entity, the thing does not need to be a physical object, nor does it need to be a specific word or phrase; it can be an idea or even currency. It is widely understood that an entity can be a particular person, place, or even a concept.

Understanding Entities

To explain this more thoroughly, we as individuals are all entities, the city we live in is an entity, and the model of your car is an entity. By this same logic, concepts are also entities, as are topics and brands.

We can see some examples of this in the image below from Serpstat as they also discuss the future of search.

While this may seem confusing, understanding entities helps us comprehend how search engines work. Google leverages structured data to define what entities are on your web pages. Moreover, they can use other techniques and technologies to calculate this, such as Natural Language Processing (NLP) and machine learning.

Taking this one step further, we can discover the process of “entity search” or “entity-based SEO”. Put plainly; it is a more accurate method that search engines and bots can use to recognise user intent while surveying additional verified sources to answer a specific query. That is to say, search entities can use the entities on your page to acknowledge what it is talking about and the reliability and accuracy of the information it contains.

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