How To Use Knowledge Graphs and Entities For SEO

Entity SEO and knowledge graphs are often mentioned in many SEO forums and blogs. Despite this being mentioned a lot, implementation has never been easy to understand. Furthermore, there has been no conclusion on whether or not they impact SEO, which means you could be wasting your time.

Now, there are many different aspects of SEO that you can implement and can make a massive difference to your visibility. Even the basics, such as keyword research and link-building, both prove to impact SEO.

Those who work in SEO, will always find time-limited, especially those who work within agencies. There are not enough hours in a working day to allow you to implement everything that you need to, so you need to find things that are going to have the biggest impact. The question is, do knowledge graphs and entities do that?

How to Use Entities and Knowledge Graphs For SEO

Businesses that have an in-depth SEO campaign will focus on two aspects when it comes to their website. This includes creating a knowledge graph and entity-based internal linking.

When building a knowledge graph of your website, you need to establish new entities and connect the existing entities on your website to your knowledge graph. Your knowledge graph should discuss the main aspects of your business and everything you are about.

Entities are anything that includes a person, place, organization, event, or any other important information. This is essential when it comes to linking to your other pages, also known as internal links.

The old method of internal linking would be to include a keyword that is used on the other page. However, the modern way would be to link internally by using entities from each page, making it less spammy and helping Google understand your website even more.

The Impact of Entity-Based Strategy In SEO

Entity-based SEO is believed to it can help improve overall rankings; however, like all SEO, it needs to be done correctly.

Entity-based SEO works better for existing websites and not those that have just been built. Your existing content should be what Google knows already and the other content should align with it. You need to start asking why you are writing this if it isn’t relevant to the rest of the website.

A great example would be the Roman Colosseum. You instantly think of Rome, Italy, the Roman Empire, and even Italian food. It all needs to link in one or another.

To some people, entities seem a little bit nothing and other people will have entities without even knowing they are implementing it. Nevertheless, the main benefit of this, and why you should consider it, is that you help Google understand your content more. If it understands your content more, Google will also rank your content more and, therefore, will help improve those rankings even further.

The issue with implementing this strategy is that there are no specific numbers that you can look at to see if it has improved your website or not. Some who work in SEO may deem it as pointless and invaluable because they can’t see the chalk and cheese. However, you should treat your content like it is an essay. The more relevant points you make, the more marks you will receive.

Is There Ever A Scenario Where Implementing This Might Not Be Worthwhile?

Like everything in SEO, you have to decide whether or not it will be more valuable than other implementations that you can do. Nevertheless, it does go without saying that implementing internal links where relevant can be more beneficial and make a difference in your content. Linking by using entities can make a difference with your content.

If your content needs more clarity with what it offers, this is when you should use entities to bulk out that content and provide the additional information that both Google and the user require. However, there are some instances when it won’t be required.

Limited Content Or A New Site

If you have a new website that has very little content on it, you don’t necessarily need to worry about entities just yet. The same goes for those websites that have existed for a while but don’t have a lot of pages.

Niche or Easy-to-Understand Subjects

Sometimes, you don’t need to go into too much detail regarding your content, especially if it is a particular niche. This includes both users and search engines. For example, if you use schema on your website, it will easily explain what your business is about and what the content shows. For example, discussing cushions within the content doesn’t necessarily need to be too much detail.

Can Be Limited On Resources

One of the issues that you may encounter is that there could be few resources to go more in-depth about that particular topic. If there are resources, then that means it can be time-consuming to add additional content to add more entities to it.

SEO Campaign Is Already Providing Good Results

If you are seeing progress with your keywords and overall SEO campaign, this is something that you don’t need to worry about. Basically, this wouldn’t take you to the next step simply because it really is the finer details. However, if you are not near that top spot in terms of rankings or the first page, this could be the finer change that helps to push you even further up before you start looking at other aspects. If your marketing is going well then don’t fix something that isn’t broken.

To Conclude

There are a number of websites that don’t necessarily consider this but when it comes to the finer details of SEO and you want to increase your overall website authority, this would be a good method to consider however, this isn’t going to revolutionize your SEO campaign so you shouldn’t focus too much on this if it isn’t relevant.

Amy Jones is a freelance writer from Manchester and has written for many different business publications. With a range of knowledge in the business and investing sector, she is an avid researcher and writer in the field. Having worked closely with a number of different businesses, Amy is now looking to specialize in workplace health and disputes and is currently researching and working closely with different health brands for this.