While classic Search Engine Optimization (SEO) covers all measures that help a website become more visible in unpaid (organic) search results.Open glossary entry → asks which A keyword is the search term users enter into a search engine to find information, products or providers. Keywords are the basis against which rankings and visibility are measured.Open glossary entry → a website ranks for, Entity SEO ensures that search engines and AI systems can clearly recognise brands, people, products, services and topics and relate them to one another. It goes beyond pure keyword optimisation.Open glossary entry → additionally asks whether machines clearly understand who a brand is, what it offers and which topics it is associated with.
An entity is a uniquely identifiable thing or concept, such as an organisation, person, brand, product, place or technical term. Search engines and AI systems process information as entities and their relationships.Open glossary entry → SEO connects several areas: a visible entity definition, Organization schema describes a company or organisation as an entity, with details such as name, URL, logo, address, contact and official profiles.Open glossary entry →, sameAs, author profiles, Internal linking refers to links that connect pages within the same website. They control how search engines and users find and thematically classify content.Open glossary entry →, High-quality content comes from better information value, not from more words. It fully answers the search intent, provides concrete facts, shows expertise and supports key statements with sources.Open glossary entry → and a consistent Brand identity refers to the consistent description of a brand across its website, structured data and external profiles. It helps machines recognise the brand clearly and distinguish it from others.Open glossary entry → across external profiles.
Two typical weaknesses are an unclear entity definition (the core entity is vague or purely promotional) and low entity coverage (important entities, attributes and relationships are missing from content or markup).
Importantly, entity SEO guarantees neither a knowledge panel nor a mention in AI answers. It does improve the conditions for a brand to be recognised as distinct, topically relevant and trustworthy. Schema markup is code that describes a page's content in a structured way, so search engines understand it not just as text but as clearly classified information.Open glossary entry → must always match the visible content.