Entity Based SEO for Dummies – The quick to the point reference guide

A lot of people have been asking about “Entity Based SEO” – well I am here to dispel it for you and give you the quick reference guide of what it is and how to “Do It”.

Let’s start at the top.
An “Entity” is nothing more than a noun to Google in 90% of cases.
It is either:

  • A Person
  • A Place
  • A Thing (Also Includes a Business and Organization)

We can see this by going to cloud.google.com/natural-language/ and copy and pasting just about any piece of information into their demo section.

Pay specifically close attention to the words that it returns for salient understanding!
What types of words are these in whole? They are parts of English called nouns, and crazy enough, it is meant to model how humans extrapolate context.

For example, while you’re reading this, you are paying far less attention to the prepositional phrasing, conjunctions, adverbs, and interjections than you are the nouns and pro-nouns.

This in turn helps categorize the overall salience (synonym for prominence) of what I am communicating to you.

Synonymously, Google has modeled it’s own search engine after… well… you.
Neat huh?
If you don’t believe me, I’ve gone through the trouble of posting multiple returns below from Google’s NLP tool!

Now that we know what an Entity is in basic terms, how do we use it to increase or decrease salience?

The answer to this is quite simple, and often overlooked by many SEOs.
If you want Google to understand a higher salience of your topic…talk about it more. Seriously.

For example, let’s say that you plug your article into this tool and see that your main topic or keyword is not the #1 and #2 salient scored Entity for your articles prominence.

To increase it’s salience you would either add more instances of the word, noun and entity, or remove instances of the word, noun and entity that Google scored higher for salience.

In addition, you can also add synonyms in close proximity to your intended noun or entity.
For example, if you’re writing an article about Policeman your synonyms would be:

  • Constable
  • Detective
  • Officer
  • Police

How do we know these are direct synonyms of your entity? Well, we went to Google and looked…the answers and work is already done for us; pictured below.

Notice all those synonyms are also nouns too?
With this information, you would then re-write your article or document with more synonyms and less nouns or entities that are currently ranking higher in salience.

How to check salience

The first 2-3 entities is what Google thinks the document is mostly about as a whole.  For example, when we are writing local content pages for a Plumber in Chicago, I look to see if the #1 salient entity is Plumber and the 2nd is Chicago.
Therefore you have Plumber Chicago as the main salience.

It really is that easy.
It really is that easy, and that’s all there is to “Entity Based SEO”.

Commands to Use In Chat GPT

  • Propose website sitemap for +Service or +Product
  • List entities related to +Service or +Product or +Entity
  • List relational entities to +Service or +Product or +Entity
  • Write 20 compelling headlines about +Service or +Product or +Entity and include the following words:
  • Write 500 words of compelling content about +Service or +Product or +Entity using the following words:


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