Entity-based SEO: An explainer for SEOs and content marketers

Hubspot's publication of an explainer on entity-based SEO highlights the importance of optimizing content around concepts, relationships, and context rather than isolated keyword phrases. This shift in SEO strategy is driven by search engines' ability to identify entities, such as distinct concepts, people, places, or things, and connect them through knowledge graphs. For website owners, this means that their content optimization strategies need to evolve to keep pace with search engines' increasingly sophisticated understanding of entities and their relationships. Entity-based SEO requires a deeper understanding of the context and concepts surrounding a particular topic, rather than just targeting specific keywords. This can have significant implications for website owners who rely on search engine traffic, as their content may need to be rewritten or reoptimized to take into account the entity-based approach. To adapt to this new landscape, website owners can take several actionable steps: first, conduct an entity-based audit of their existing content to identify areas where they can improve their optimization strategy; second, use tools like Hubspot's keyword research tool to identify relevant entities and relationships that can inform their content creation; and third, update their llms.txt files to reflect the new entity-based approach, ensuring that their content is properly indexed and crawled by search engines.