There is a version of SEO that most Australian businesses are still practising: put the keyword in the title, the first paragraph, a few headings, and the meta description. Job done.
That approach still matters, but it is no longer sufficient to explain why some pages rank above others. The gap is entity SEO.
Where our article on AEO vs SEO covered the strategic shift toward Answer Engine Optimisation, this article covers the technical implementation: how to signal entity authority to Google through your site structure, schema, and content depth.
What Is Entity SEO?
Google’s Knowledge Graph organises the internet around entities: distinct, identifiable concepts including businesses, people, places, products, and topics. Google uses the relationships between entities to understand what a page is actually about, not just which words appear on it.
Entity SEO is the practice of structuring your website, content, and online presence so Google can accurately identify which entities you represent and how authoritative you are on each of them.
Why This Matters More Than Keyword Optimisation
Here is what we consistently see when auditing sites through our SEO service: the on-page optimisation is decent, but Google’s entity understanding of the site is weak.
Meanwhile, a competitor with slightly worse keyword optimisation but stronger entity signals, including consistent structured data, a complete Google Business Profile, external citations, and coherent topical coverage, outranks them consistently.
You can check your own entity signals using the steps in our AI visibility audit guide.
Practical Steps to Build Entity SEO
Implement schema markup. Organisation schema tells Google what your business is. Service schema identifies what you offer. FAQ schema defines the questions your content addresses. LocalBusiness schema associates your entity with a specific location. Google’s structured data documentation provides implementation guidance for each type.
Build topical authority through content depth. A single page about “SEO services” is less authoritative to Google’s entity system than a site that covers technical SEO, on-page optimisation, link acquisition, local SEO, and AI search optimisation, all interconnected and internally linked. This is the approach our content marketing service takes when building topical authority for clients.
Verify and complete your Google Business Profile. Your GBP listing feeds directly into Google’s local entity graph.
Build consistent external citations. Inconsistent business names or contact details across directories create conflicting entity signals. NAP consistency is entity consistency.
A structured SEO audit will identify specifically where your entity signals are missing and prioritise what to address first.
Frequently Asked Questions
What is entity SEO?
Entity SEO is the practice of structuring your website, content, and broader online presence so that Google can accurately identify your business as a distinct, trustworthy entity in its Knowledge Graph. Rather than focusing solely on keyword placement, entity SEO involves implementing structured data, building topical authority, maintaining consistent business information, and earning external citations. Our SEO service covers all of these as part of a standard engagement.
What is Google’s Knowledge Graph?
Google’s Knowledge Graph is a database of entities and the relationships between them. Google uses the Knowledge Graph to understand the meaning and context of web content, not just the individual words on a page. When your business has a strong presence in the Knowledge Graph, Google is better able to connect your content to relevant search queries.
How does schema markup help with entity SEO?
Schema markup is structured data added to your website’s code that explicitly tells Google what your content represents. By implementing schema markup, you reduce the reliance on Google inferring context from unstructured text alone. Our SEO team can audit your current structured data and identify gaps.
What is NAP consistency and why does it matter?
NAP stands for Name, Address, and Phone number. NAP consistency refers to ensuring your business’s name, address, and phone number are identical across all online directories, your website, and your Google Business Profile. If you are unsure whether your listings are consistent, include it in a free marketing audit.