Search engines haven’t relied solely on keyword matching for years now, but with the coming of age of AI, they are now prioritizing understanding the context and relationships between entities, specific people, places, or things, to deliver more accurate and relevant search results. This shift has led to the rise of Entity SEO, a strategy that focuses on optimizing content around these identifiable entities.
What Is Entity SEO?
Entity SEO focuses on clarity. It’s about structuring your content so that search engines can understand not just the words, but the meaning behind them. This approach builds around specific, well-defined concepts that search engines can recognize and connect to broader topics.
For example, in digital marketing, we might organize content around entities like “Digital Marketing for Law Firms” or “Generative AI SEO”, identifiable concepts within Google’s Knowledge Graph, making it easier for your content to rank for high-intent, semantically relevant searches.
In 2025, over 82% of high-performing content in competitive industries includes structured data and explicit entity signals. This shift is reshaping the way content earns visibility and trust online.
When entities are properly defined and connected, they trigger enhanced results in search, like featured snippets, local packs, and knowledge panels while driving more qualified traffic and reinforcing topical authority.
We’ve embraced this evolution at SunHouse with a strategic focus on Entity SEO. It’s helped us increase visibility, clarify expertise, and deliver tangible results for clients.
This guide unpacks our approach and offers a clear path for business owners and marketers ready to hone their Entity SEO expertise.
Step 1: Define Your Core Entities
Before Entity SEO can work, you need a clear picture of the people, services, and locations that define your business.
At SunHouse Marketing, for example, our core entities include:
Organization: SunHouse Marketing
Person: Fran Jakubowicz (Founder and CMO)
Services: Digital Lead Generation, Foundational SEO, Generative AI SEO, Paid Lead Acquisition
Specialized Services: Digital Marketing for Law Firms, Healthcare Providers, and B2B Firms
Places: Toronto, Canada and Beit Shemesh, Israel
We use tools like the Google NLP API to scan our content and confirm that these entities are consistently recognized across the site.
To apply this to your business:
Identify your key services, leadership team, and geographic focus
Run an entity audit using NLP tools to see which ones Google already detects
Update your content, schema, and internal links to reinforce any missing or weak entities
This foundational step ensures that everything you publish is anchored to the concepts that matter most to your business and the algorithms ranking it.
Step 2: Build Topic Clusters Around Core Entities
We structure content into tightly aligned clusters, each centered on a clearly defined entity. This creates semantic depth, strengthens internal linking, and signals authority to search engines.
Example cluster: Digital Marketing for Healthcare Organizations
SEO for Healthcare Providers
HIPAA-Compliant Lead Generation
Why Clinics Benefit from Generative AI SEO
Within each cluster, we maintain consistent language (e.g., using “healthcare marketing” rather than switching to “medical marketing”), optimize image alt text with relevant descriptors, and reference high-authority sources like Search Engine Land and Forbes to reinforce topical credibility.
This approach not only improves rankings it ensures each piece of content supports a larger narrative that search engines can understand and reward.
Step 3: Implementing Schema for Entity Optimization
Structured data plays a critical role in Entity SEO. By marking up key entities like your brand, services, team members, and content topics, schema helps search engines connect your site to their Knowledge Graphs. This enhances your authority, improves content classification, and boosts visibility in semantic search.
At SunHouse Marketing, we implement entity-driven schema using platform-specific tools and custom code, depending on your setup:
WordPress: We use the Schema & Structured Data for WP & AMP plugin to manage markup for entities like
Organization,Person,Article,FAQ, andService. It provides structured, scalable control over how your site communicates with Google’s systems.Shopify: With Schema Plus for SEO & JSON-LD, we inject structured data across products, collections, reviews, and articles helping align your store’s content with known commercial entities in Google’s index.
Webflow: For Webflow sites, we manually implement JSON-LD schema via embedded code blocks. This gives us full control to define and optimize entities such as
Organization,WebSite,LocalBusiness, andServiceessential for businesses seeking custom design with advanced SEO performance.Manual JSON-LD (All Platforms): When plugins or native options fall short, we apply entity-specific JSON-LD markup directly into site code or template headers. Common types include:
Organization– to define your business and establish brand identityPerson– to attribute expertise, authorship, or leadershipService– to clarify offerings and industry focusWebPage– to support semantic differentiation across URLs
We adapt schema strategy based on platform capabilities and your business goals, ensuring that the most relevant entities are clearly structured and reinforced across your site. Here’s an example using SunHouse Marketing as an example:
{
“@context”: “https://schema.org”,
“@type”: “Organization”,
“name”: “SunHouse Marketing”,
“url”: “https://sunhousemarketing.com”,
“logo”: “https://sunhousemarketing.com/logo.png”,
“description”: “SunHouse Marketing is a digital marketing agency specializing in lead generation, SEO, and generative AI strategies for law firms, healthcare providers, and B2B service firms.”,
“sameAs”: [
“https://www.linkedin.com/company/sunhouse-marketing”,
“https://www.crunchbase.com/organization/sunhouse-marketing”,
“https://www.clutch.co/profile/sunhouse-marketing”
],
“founder”: {
“@type”: “Person”,
“name”: “Fran Jakubowicz”,
“jobTitle”: “Founder and CMO”,
“url”: “https://sunhousemarketing.com/about”,
“sameAs”: “https://www.linkedin.com/in/franjakubowicz”,
“knowsAbout”: [
“Digital Marketing Strategy”,
“SEO for Healthcare”,
“Lead Generation”,
“Marketing Automation”
]
},
“foundingDate”: “2009”,
“address”: {
“@type”: “PostalAddress”,
“addressLocality”: “Jerusalem”,
“addressCountry”: “IL”
},
“knowsAbout”: [
“Digital Lead Generation”,
“SEO for Law Firms”,
“SEO for Healthcare Organizations”,
“Generative AI SEO”,
“Entity Optimization”
]
}
Step 4: Create Dedicated Entity Pages
Every entity needs a primary page.
- SunHouse Marketing: About Us
- Fran Jakubowicz: Team page
- Generative AI SEO: Blog or service page
- Toronto, Canada: Contact page
Best practices:
- Internally link to these pages often
- Use them as @id in schema
- Ensure external sites (LinkedIn, Clutch) point to these URLs
Step 5: Strengthen Internal Linking with Strategic Anchors
We build semantic connections across the site by using purposeful, descriptive anchor text making it easier for both users and search engines to understand how our content relates to key services and entities.
Examples include:
To keep our internal structure clean and effective, we audit these relationships regularly using Semrush. This helps us maintain link equity flow, identify underlinked pages, and ensure alignment between site architecture and entity optimization strategy.
Step 6: Build Off-Page Signals That Reinforce Entity Authority
Search engines evaluate your brand not just by what’s on your site, but by how consistently and credibly you appear across the broader web. These external signals help validate your key entities like your company, founder, services, and location and strengthen your position in the Knowledge Graph.
We actively manage and optimize high-authority off-page assets, including:
LinkedIn (Company and Founder pages)
Google Business Profiles for local visibility and structured location data
Relevant industry directories and partner listings
We also pursue high-impact credibility builders such as:
Guest contributions to outlets in our industry.
Podcast interviews featuring Fran Jakubowicz as a subject-matter expert
Client reviews and testimonials aligned with entity schema and trust signals
Recommended Tools by Use Case
Purpose | Tools |
Entity Detection | Google NLP API, InLinks |
Schema Markup | Schema.org, |
Internal Linking | Screaming Frog, Semrush |
Knowledge Graph | |
Topic Discovery | AlsoAsked, AnswerThePublic, Semrush |
At SunHouse Marketing, we use entity optimization to position our clients as authoritative voices in competitive fields like law, healthcare, engineering, finance and other B2B service industries. It helps align content with intent, improve search accuracy, and drive higher-quality traffic that’s ready to convert.
Ready to own your niche? Contact us for a free Entity SEO audit and see what your website is capable of.
