Comparisons
Entity SEO vs keyword SEO
SEO has evolved from matching keywords to understanding entities.[1] While keywords still matter, modern search engines prioritize understanding what entities exist on your site and how they relate to searcher intent.
What is keyword SEO?
Keyword SEO focuses on optimizing pages for specific search terms. The goal is to include target keywords in titles, headings, and content to rank for those queries.
Traditional keyword research identifies high-volume, low-competition terms to target.
Keyword density, placement, and variations were once the primary optimization factors.
While still relevant, keyword-only approaches miss how modern search engines understand content.[2]
What is entity SEO?
Entity SEO focuses on establishing your website as a collection of well-defined entities with clear relationships.
Instead of just targeting "spine surgeon Los Angeles," entity SEO defines your practice as an entity connected to location, specialty, conditions, and treatments.[1]
Search engines use entity understanding to match queries with intent, not just keywords.[2]
Entity SEO involves structured data, knowledge graph optimization, and building a coherent entity identity.
Why entity SEO matters more now
Semantic search: Google understands synonyms, context, and meaning. You don't need exact-match keywords if your entity is well-defined.[1]
AI comprehension: AI tools understand entities better than keyword strings. Clear entity definitions improve AI citation likelihood.
Voice search: "Hey Google, find me a spine surgeon near me" is an entity query, not a keyword query.
Knowledge panels: Entity-rich sites are more likely to earn knowledge panels and enhanced search features.
Using both approaches
Entity and keyword SEO aren't mutually exclusive. Keywords inform entity attributes and help target specific queries.
Start with entities: Define your practice, providers, services, and conditions as entities.
Layer in keywords: Ensure your entity content includes the terms patients actually search.
Build relationships: Connect your entities to each other and to broader concepts in your field.
Key takeaways
- Keyword SEO targets specific search terms
- Entity SEO defines what your site is about semantically
- Modern search engines prioritize entity understanding
- Best practice: combine entity structure with keyword targeting
Related concepts
Foundational definitions
Entity SEO explained
When patients search for "orthopedic surgeon near me," Google isn't just matching keywords anymore – it's looking for known, trusted entities. If your practice isn't established as an entity in Google's Knowledge Graph, you're invisible to both traditional search and AI tools like ChatGPT.
Foundational definitions
Knowledge graph optimization
Google's Knowledge Graph is a database of billions of entities and their relationships. When your practice is properly represented in the Knowledge Graph, you become more visible in search results, AI overviews, and knowledge panels.
How it works
How AI search works
AI search tools like ChatGPT, Perplexity, and Google AI Overviews are changing how people find information. Understanding how these tools work is essential for ensuring your practice gets discovered and cited.
Sources
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