How to Find Related Entities in SEO: A Complete Beginner’s Guide

Have you ever searched for something on Google, but the results didn’t match your intent? For example, you typed in the word “Apple,” but instead you found news about iPhones, even though you really wanted to know about apples. This happens because Google has to guess your search intent. To avoid misunderstandings, it needs help in the form of entities.

In this article, we’ll uncover the truth behind related entities in SEO. From the definition to the difference between entities and keywords, how to find related entities, how to use them in your content, and a list of mistakes to avoid, you’ll be able to maximize your use of entities in SEO. 

What Are Entities in SEO?

An entity in SEO is something clear and recognizable, such as a person, place, brand, product, concept, or event. An entity is not just a word but something with its own meaning and identity. Google stores these entities in a large system called the Knowledge Graph.

Examples of entities:

• Cristiano Ronaldo → person
• Google → company
• Singapore → place
• SEO → concept
• YouTube → platform

Why Understanding Related Entities in SEO Matters

Related entities are other entities that are closely related to the main topic you’re discussing. For example, if your main topic is digital marketing, then related entities might include SEO, content marketing, email marketing, and the customer journey. When all of these appear in one article, Google sees that the topic is discussed comprehensively.

Read More: What Are SEO Keywords and How to Find Them for Better Results

Understanding and using related entities helps Google assess the depth of your content. Articles that only discuss one keyword are often considered shallow. Articles that discuss a wide range of related entities, on the other hand, show that the author truly understands the subject. This gives Google more confidence in the quality of your content.

Entities vs. Keywords in SEO

Keywords are what people type into Google, while entities are what they actually mean. For example, the keyword “jaguar” could refer to an animal or a car brand. Without entities, Google would have difficulty determining a user’s search intent.

Earlier, SEO focused heavily on keywords, such as the number of times a keyword appeared in an article. However, modern SEO focuses more on context and meaning. Google now prefers articles that explain a topic naturally, comprehensively, and easily, rather than articles full of keyword repetition.

In other words, keywords are still important, but entities are far more important. Entities help Google understand the larger topic you’re discussing, not just single words.

How to Find Related Entities

Finding related entities isn’t actually as difficult as you might think. In this section, you will uncover the ways to find related entities, such as by utilizing Google’s SERP, analyzing competitors, and paying for tools, to exploring structured data. 

1. Utilizing Google’s SERP

The SERP (Search Engine Results Page) is the best place to find related entities. When you type a keyword into Google, pay attention to the results that appear. Google indirectly tells us what it considers important.

Features like autocomplete, People Also Ask, and related searches are direct clues from Google. If a term appears frequently in these features, it’s likely a closely related entity to the main topic.

Furthermore, the Knowledge Panel that appears next to search results also shows entities that Google has recognized. You can use all of this as a guide to enrich your article content.

2. Analyzing Competitors on Google’s First Page

Websites that appear on the first page of Google typically utilize entities effectively. By reading their articles, you can identify discussion patterns and frequently used terms.

Typically, some entities will appear repeatedly in many top-ranking articles. This is a sign that they are essential for your competition. Tools like SurferSEO or Frase can help identify these entities automatically.

Learning from competitors doesn’t mean copying them blindly, but rather understanding the quality standards Google expects for a given topic.

3. Utilizing Free or Paid Tools

NLP (Natural Language Processing) tools like Google’s Natural Language API or IBM Watson NLU can read text like Google. These tools can show what entities are detected in an article and how important they are.

Using these tools, you can determine whether your article is rich enough in entities or still too narrow. This is very helpful, especially for beginners who are still learning to understand modern SEO structures.

However, tools are only tools. The final decision must still be made using human logic and understanding.

4. Exploring Structured Data

Structured data like Wikipedia and Wikidata are highly trusted sources of entities for Google. Each entity has an official identity and relationships with other entities.

For example, the entity “Marketing Automation” is connected to “CRM,” “Email Campaign,” and “HubSpot.” You can replicate this relationship in your article structure to make it easier for Google to understand the context. Structured data helps you write more clearly and purposefully, rather than just randomly.

How to Use Entities for SEO

Simply identifying entities isn’t enough. What’s most important is how to use them naturally within the article. Below are the ways to use entities for your SEO content:

1. Inserting Semantically Related Keywords

Words that have related meanings help Google understand the context of an article more clearly. For example, if the main topic is SEO, then naturally discussing concepts like search engines, keywords, content optimization, and backlinks makes the topic feel complete and connected. Even though these terms are different, they all relate to the same idea of improving website visibility on Google.

Read More: What Is Keyword Surfer? Beginner’s Guide to Free Keyword Research

Semantically related keywords make an article richer without needing to repeat the same main keyword over and over again. This approach improves readability for users and helps Google better understand the overall topic and intent of the page. As a result, the content feels more natural, is more informative, and is more likely to be favored by search engines.

2. Utilizing Google’s Knowledge Graph API

The Google Knowledge Graph API is the official tool for viewing entities recognized by Google. From here, you can find entity names, descriptions, and their relationships to other entities.

The data from the Knowledge Graph is highly accurate because it comes directly from Google. This is especially helpful if you want to create content that truly aligns with Google’s understanding.

In practice, the Knowledge Graph API allows you to validate whether Google already recognizes a topic as an entity and how it connects to other concepts. By using this information, you can choose more precise terminology, avoid ambiguity, and structure your content in a way that matches how Google organizes knowledge internally. 

3. Covering the Topical Map of the Entity

A topical map is a structured overview that shows a main topic and its related subtopics, as well as how those topics connect to each other. Instead of creating content randomly, a topical map helps you plan content in a logical way and see the bigger picture of a subject. It also makes it easier to identify which areas have already been covered and which ones are still missing.

For example, if a website focuses on SEO, the topical map may include several parent topics such as:

• On-page SEO
• Technical SEO
• Content optimization

Each of these parent topics can then be broken down further into more specific subtopics, such as:

• Meta tags
• Site speed
• Internal linking
• Entity optimization

Using a topical map consistently helps build topical authority, which refers to a website’s reputation as a reliable source of information in a specific field. When Google sees that a site covers a topic in a complete and well-organized way, it is more likely to trust that site and rank its content higher. At the same time, users benefit because the content is easier to follow and more informative.

4. Claiming Google Knowledge Panel

A Google Knowledge Panel is an information box that appears in search results for well-known entities such as brands, organizations, or public figures. It helps users quickly understand what an entity is by showing key details like a brief description, official website, and related information.

Claiming a Knowledge Panel allows the official owner of an entity to verify and manage how their brand appears on Google. This helps prevent incorrect information and increases trust, since Google builds these panels using data from authoritative sources like Wikipedia, Wikidata, and verified websites.

5. Using E-E-A-T Technique

A brand is an entity, and Google evaluates its quality using a framework called E-E-A-T, which helps determine whether content can be trusted. Strong E-E-A-T signals tell Google that a website is created by people who understand the topic and can be relied on for accurate information.

E-E-A-T stands for:

• Experience: The content shows real-world experience, such as hands-on use, case studies, or practical examples.
• Expertise: The creator has knowledge or skill in the topic, shown through accurate explanations and depth.
• Authoritativeness: The website or brand is recognized by others, such as being mentioned or referenced by trusted sources.
• Trustworthiness: The site is honest, transparent, and secure, with clear ownership and reliable information.

Websites that demonstrate strong E-E-A-T are generally more resilient to Google algorithm changes because Google is more confident in their credibility and long-term value.

Mistakes to Avoid to Maximize Entities in SEO

Many people fail at SEO entities due to overuse or misuse. Entities should help readers, not confuse them.

Common mistakes, including forcing entities into the text, ignoring search intent, not using schema markup, creating unrelated articles, relying too heavily on tools, and not updating content, will be explained below:

Stuffing the Entity into the Article

Entity stuffing happens when entity names are repeated too often or placed unnaturally in the text. Instead of helping Google understand the topic, this makes the content feel forced and uncomfortable to read. Google is smart enough to detect this behavior, and content that feels unnatural can lose credibility and ranking potential.

Ignoring Search Intent

Search intent refers to what the user actually wants when they type a query into Google. Using entities without considering intent can lead to content that is technically accurate but irrelevant to the reader. Entities should support the user’s goal, whether they are looking for information, a solution, or a comparison, and not distract them with unnecessary details.

Neglecting Schema Markup

Schema markup helps search engines clearly identify entities and understand their relationships. Mentioning an entity in text without structured data is like telling Google something without providing proof. Without schema markup, Google may miss important connections, reducing the effectiveness of your entity-based optimization.

Creating Isolated Content

Isolated content occurs when articles exist without internal links to related topics. Even if each article mentions strong entities, Google struggles to understand the overall structure of the site. Connecting entity-related pages through internal links helps build a clear topical structure and strengthens semantic relevance.

Only Relying on Tools

SEO tools are helpful for discovering entities, but blindly following tool recommendations can lead to shallow or awkward content. Tools cannot fully understand context, audience needs, or tone. Human judgment is still necessary to decide which entities truly add value to the content.

Leaving Updates to Dust

Entities and their relationships can change over time, especially in fast-moving industries like technology or digital marketing. Content that is not updated may contain outdated entity relationships, which can reduce trust and relevance. Regular updates ensure that your content stays accurate and aligned with Google’s current understanding.

Conclusion

Entities are a core part of modern SEO because they help search engines understand meaning, context, and relationships between topics. When used correctly, entities make content more informative, structured, and trustworthy, benefiting both users and search engines.

By focusing on clarity, relevance, and proper implementation, entity-based SEO can significantly improve visibility and long-term performance. Instead of chasing keywords alone, building content around entities allows your website to grow authority and remain competitive as search algorithms continue to evolve.