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Entity search


Entity search in SEO refers to the process where search engines, like Google, identify and interpret the real-world entities (persons, places, concepts, brands, etc.) a user’s query might be seeking information about, rather than just focusing on matching keywords. It aims to understand the intent behind a search query and the relationships between entities to deliver more accurate and relevant search results. This approach helps search engines provide users with more contextual and meaningful information.


Entity search is a type of search query that focuses on finding specific entities, such as people, places, or things, rather than just matching keywords. This means search engines are able to understand the context and relationship between different entities, allowing for more relevant and personalized search results. For example, if you search for “Tom Hanks movies,” the search engine understands that Tom Hanks is an actor and will show you a list of movies he has starred in.

From an SEO standpoint, entity search is important because it emphasizes the importance of creating high-quality content that is focused on specific entities. By structuring your content to make it clear what entities you are talking about, you can improve your chances of ranking higher in search results. This means using structured data markup, creating entity-centric content, and building relationships between different entities on your website. By understanding and optimizing for entity search, you can improve your website’s visibility and relevance in search engine results.


1. Example 1: A user searches for “best sushi restaurants in New York City” on Google. Through entity search, Google identifies the user’s intent and retrieves information about specific sushi restaurants in New York City that have been categorized as entities. Google’s search results may include a list of top-rated sushi restaurants with their reviews, locations, and contact information, based on the relevance of these entities to the user’s query.

2. Example 2: A business owner wants to improve their online presence and attract more customers through local search. By optimizing their website for entity search, the business owner ensures that search engines can easily identify and understand key information about their business, such as the name, address, phone number, business category, and customer reviews. This enables search engines to display accurate and relevant information about the business in local search results, increasing its visibility and attracting more potential customers in the area.

Best practices

One of the best practices for optimizing entity search is to ensure that your website’s content is structured in a way that search engines can easily identify and understand entities. This involves using schema markup to mark up important entities on your website, such as people, places, events, and organizations. By providing this additional context to search engines, you can increase the likelihood of your content appearing in entity search results.

Additionally, it’s important to regularly audit and update your entity data to ensure accuracy and relevance. This includes regularly reviewing and updating your schema markup, as well as ensuring that the entities mentioned on your website are up-to-date and correctly linked to other relevant entities. By maintaining accurate and up-to-date entity data, you can improve the overall visibility and performance of your website in entity search results.

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