Contending With SEO Knowledge Graphs and Entities: When to Use Them, When to Skip Them

It’s no secret that the SEO algorithm is always looking for ways to act like a human brain. Organizing knowledge and semantics is a key part of this evolution. Enter: knowledge graphs and entities. These tools enhance how search engines interpret and present information, directly influencing a website’s visibility and authority.

 A “knowledge graph” is a structured representation of information, illustrating entities—such as people, places, or things—and the relationships between them. Google’s Knowledge Graph, for instance, is an extensive database that helps the search engine deliver factual information directly through its search results so that users receive concise and accurate answers to their queries.

An “entity” refers to a specific, identifiable object or concept within this framework. In SEO, recognizing and optimizing for entities means aligning content with the way search engines understand and categorize information, moving beyond traditional keyword-focused strategies.

How Marketers Should Use Knowledge Graphs and Entities

Start by developing a structured knowledge graph for your website. By organizing your site’s content in this way, you will create a network of interconnected entities that search engines can easily interpret. This structure not only enriches semantic relevance but also establishes connections with Google’s Knowledge Graph, enhancing your site’s visibility and authority. To build on your graph, implement entity-based internal linking to strengthen the semantic connections within your site. Then, try linking entities on your site to valuable external sources to add context and credibility to your content.

When Are Knowledge Graphs and Entities Important?

Weary marketers, take note: not every site or page will require a knowledge graph. They’re especially useful for websites that cover specialized subjects and topics to help search engines grasp intricate relationships. They are also a key element for voice search optimization, which relies on concise answers and will benefit from as many semantic connections as possible.

Knowledge graphs may not be worth your time if you are a small or local brand with a small online presence or if your customer targets are all very local and specific. Similarly, if your brand is in an especially competitive vertical, the effort you spend trying to stand out with entity optimization may be more trouble than the return you see.

While knowledge graphs and entities can significantly enhance how search engines interpret and rank your content, it’s essential to assess their relevance to your specific business context. To find the right-sized SEO strategy efforts for your brand, partner with ASTRALCOM. We bring profound expertise in the search engine marketing space and have covered a gamut of industries.