An entity is singular, well-defined and distinguishable topics that are independent of other entities or keywords.
The entity-based SEO approach uses the context around a user query to throw up relevant results. It is also more “relevant, refine and granular” than keyword SEO and allows marketers to be more discoverable.
Marketers should make sure that their brand is a concrete entity. This opens up a large number of keywords for use, which would otherwise not be available. They should also carefully check the keywords they rank for and correct any problematic keywords that might damage their reputation.
Listing businesses on Internet directories like Yelp and Google My Business can also help in leveraging entity-based SEO. They should ensure that they are listed in the correct locations and with sites that have a high domain authority
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