Traditional SEO vs entity-first SEO

Traditional SEO focuses on identifying high-value keywords and optimizing pages to rank for those search terms. The approach involves keyword research, on-page optimization (titles, headings, content density), and link building to accumulate authority.

This approach emerged when search engines were primarily matching keywords in queries to keywords on pages. Success meant appearing on page one for target terms like "spine surgeon Los Angeles" or "orthopedic doctor near me."

Traditional SEO metrics focus on rankings, organic traffic, and keyword positions. The assumption: if you rank for the right keywords, patients will find you.

Entity-first SEO treats your practice as a distinct entity with defined attributes, relationships, and identity – not just a collection of keyword-optimized pages. Search engines use knowledge graphs to understand entities and their connections.^[1]

Instead of optimizing for "spine surgeon Los Angeles," entity-first SEO establishes your practice as an entity that IS a spine surgery practice, IS located in Los Angeles, TREATS conditions like herniated discs and spinal stenosis, and HAS providers with specific credentials.

Structured data markup (schema.org) communicates entity information to search engines in a format they can parse and store in knowledge graphs.^[3] This semantic understanding enables better matching between searcher intent and practice capabilities.

Google introduced the Knowledge Graph in 2012 and has continuously invested in entity understanding since.^[1] The shift from keyword matching to semantic understanding allows search engines to deliver better results.

Semantic search aims to comprehend the deeper meaning and intent behind a user's search, much like a human would – understanding context, synonyms, and relationships rather than just matching strings.^[4]

Google's MUM (Multitask Unified Model) represents the next evolution – understanding information across 75 languages and multiple formats simultaneously.^[5] This technology powers features like AI Overviews that synthesize information from multiple sources.

For AI tools like ChatGPT, entity understanding is fundamental. These systems use retrieval-augmented generation (RAG) to find and cite authoritative sources – and they identify relevant sources by understanding what entities the content defines, not just what keywords appear.^[2]

Medical practices have rich entity relationships. A practice entity connects to provider entities, condition entities, treatment entities, and location entities. These connections help search engines understand your complete offering.

When a patient searches "who treats herniated discs in Pasadena," an entity-aware search engine can match that query to your practice if it understands the relationship between your practice, the condition (herniated disc), and the location (Pasadena) – even if those exact keywords don't appear together on your page.

AI citation depends heavily on entity clarity. ChatGPT and similar tools are more likely to cite sources that clearly define what they are and what they cover.^[2] A practice with clear entity markup and consistent identity signals across the web becomes a reliable source AI can reference.

Entity-first SEO future-proofs your digital presence. As AI features expand in search – including Google's AI Mode and AI Overviews – entity understanding will only become more important for visibility.^[6]

Start by defining your practice as an entity with clear attributes: official name, location(s), specialties, conditions treated, and provider credentials. This becomes your entity foundation.

Implement structured data markup using schema.org vocabulary. MedicalOrganization, Physician, MedicalCondition, and LocalBusiness schemas communicate entity information to search engines.^[3]

Build consistent entity signals across the web. Your practice name, address, and attributes should appear identically across Google Business Profile, directory listings, and your website.

Create content that reinforces entity relationships. Condition pages should explicitly connect conditions to your practice and providers. Treatment pages should explain what your practice offers and who provides it.