Semantic SEO & Entities
Google no longer just matches keywords — it understands meaning, topics and entities. Semantic SEO is about optimising for understanding, not just strings.
From keywords to entities
An entity is a distinct thing Google knows about — a person, place, brand, or concept — stored in its Knowledge Graph. Modern SEO means covering a topic completely and clearly, so Google connects your content to the right entities and intents.
Topical authority
Topical authority is earned by covering a subject in depth across many connected pages. A site that thoroughly covers “running shoes” — types, fit, care, reviews — outranks a site with one shallow page.
Pro tips
- Build topic clusters: a pillar page plus supporting articles, all interlinked.
- Answer related questions (People Also Ask) within your content.
- Use clear, natural language and relevant entities, not keyword repetition.
Common mistakes
- Publishing one thin page and expecting to own a topic.
- Keyword stuffing instead of covering the topic fully.
- Ignoring the related subtopics users and Google expect.
Semantic SEO optimises for meaning and entities, not just keywords. Topical authority — deep, interlinked coverage of a subject — is how modern sites win.