Search Engine Optimization (SEO) has always been a dynamic field, continuously evolving with search engines like Google and Bing updating their algorithms. Today, more than ever, businesses must adapt to new changes to maintain and improve their SEO performance. In this blog post, we’ll explore 10 new SEO terms that are reshaping the game and offer actionable insights on how to stay ahead.
1. Entity-First Indexing: SEO Beyond Keywords
What It Means: Google now prioritizes entities—people, places, and things—over traditional keyword-driven SEO.
Before: SEO relied heavily on keyword density, for example, ranking for “best Mexican restaurants” depended on how well that phrase was optimized throughout the content.
After: Now, pages that mention specific entities, such as “Dos Caminos’ Mexican Restaurant in NYC,” are prioritized. Google understands that users are looking for particular entities rather than general information.
How to Adapt:
- Your content should focus on entity-based optimization by including detailed information about specific people, places, products, and businesses.
- Use structured data (Schema markup) to help Google recognize entities on your page more effectively.
Example: A local business like a bakery could optimize for “Turkish Bakery by Liah in Manhattan,” making their page stand out for location-specific searches.
Here is a comparison table between traditional keyword-based indexing and entity-based indexing:
| Aspect | Traditional Keyword-Based Indexing | Entity-Based Indexing |
|---|---|---|
| Primary Focus | Keywords and phrases used throughout the content | Entities (people, places, things) mentioned within the content |
| Example of Focus | “Best Italian restaurants” | “Giovanni’s Italian Restaurant in NYC” |
| Search Engine Approach | Matches exact or similar keywords | Understands and identifies entities even with varying keywords |
| Search Query Sensitivity | Relies on exact keyword matching (e.g., “best Mexican food NYC”) | Can understand the context (e.g., “Mexican eateries in New York”) |
| Optimization Strategy | Repeating and distributing target keywords throughout the content | Providing detailed information about specific entities |
| Ranking Signals | Based on keyword density, placement, and synonyms | Based on the entity’s relevance, reputation, and relationship |
| Use of Structured Data | Optional but can help with featured snippets | Essential for defining entities (Schema markup helps search engines recognize entities) |
| Impact on Local SEO | Limited as it relies more on keyword optimization for locations | Strong as it prioritizes businesses, places, and people in specific locations |
| User Search Intent | Matches only direct keyword search intent | Captures broader user intent through entity recognition |
| Content Example | “Best restaurants in NYC” repeated multiple times throughout the page | Mentions of “famous NYC Mexican restaurants like Dos Caminos” with structured data |
| SEO Evolution | Becoming less relevant with AI and smarter search algorithms | Gaining prominence as search engines become better at understanding entities |
This table provides a clear comparison of how SEO strategies are transitioning from keyword-dominant methods to entity-based techniques, allowing businesses to better optimize their content for modern search algorithms.
