In today's digital landscape, search engine visibility is critical to online success. Yet many people find that Google and other search engines do not always understand content as intended. The question is: is this about keywords, or about how your content presents entities?

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From keywords to entities

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Traditionally, search engine optimization (SEO) has been about using the right keywords. Today, the picture is far more complex. Search engines and AI assistants build knowledge from entities — people, places, products, concepts — and how these relate in a larger context.

If the entities on your website are unclear, you run the risk of the content being misunderstood. This can mean that a page you have created about mobile subscriptions is interpreted as dealing with completely different topics, such as “EU regulations” or “Netflix”. The result is that you lose visibility in those searches that are actually relevant to your business.

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Why entity based optimization is cCrucial

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Entity based optimization is all about making sure search engines understand exactly what your content is about. When you clarify which entities the page covers, and how they relate to each other, the signals become stronger.

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This provides several advantages:

• The content will be correctly classified in Google's Knowledge Graph.

• The chance of appearing in relevant search results and featured snippets increases.

• AI assistants interpret content better when answering questions from users.

In short: It's not just about visibility, it's about making sure you're visible on the right searches.

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Examples of misunderstood landing pages

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A classic problem is landing pages that mix with the wrong context. For example:

• A page that deals with mobile subscriptions can be perceived as an article about “streaming services”, if the text puts too much emphasis on what you can watch on the mobile.

• A page about a product can be misinterpreted as a page about a completely different concept, if related entities are not clearly defined.

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When this happens, we often see that traffic drops and that those who actually visit the page do not find the information they were looking for.

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How to ensure proper understanding of the content

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To avoid misunderstandings, you need to build your content around clear entities and relationships. This may involve:

• Use of semantically rich language explaining contexts.

• Clear headlines and structure that show what the page is actually about.

• Inclusion of synonyms and relevant concepts that provide holistic understanding.

• Internal links that bind content together in a logical way.
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This creates a context that both people and search engines understand, and that ensures that your page ranks on the right keywords and queries.

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The Future: AI and knowledge graphs

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As artificial intelligence becomes a larger part of search services, entities become even more important. AI assistants build answers to questions by retrieving information from knowledge graphs, and the quality of answers depends on how well the entities are defined.

For companies, this means that entity-based optimization is more than SEO — it's a strategy for digital visibility in an AI-driven search landscape.

Conclusion

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So, does Google really understand what your website is about? The answer is: only if you help it understand. When entities, contexts, and context become clear, you increase your chances of being found, understood, and ranked correctly — both by humans and machines.

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