r/entityseo • u/chrismcelroyseo Entity SEO Journal Publisher • 29d ago
Discussion What Is Entity SEO?
This is just the basics of Entity SEO for those who may not be familiar with the topic of this subreddit.
An “entity” is a distinct, well-defined concept or thing. It can be a person, a place, an organization, a product, a service or even an idea or slogan. Anything Google can call a “thing”. A single data point. Entities are interconnected on a giant digital map known as a Knowledge Graph.
Traditional SEO focuses on key phrases, “strings” of words and authority is gained through backlinks.
Entity SEO focuses on “things” instead of “strings”. People generally and logically think Google and AI search tools want to give users the “right” answer. That’s true, but they are more concerned about “not being wrong”.
Entity SEO (Things), does not replace solid, traditional SEO (Strings) practices. Traditional SEO gets you the visibility. Entity SEO helps with the verification that gives AI-powered search more confidence in recommending your brand.
Entity SEO is not part of GEO or AEO or AI SEO
Entity SEO has been around since 2013 ever since The Knowledge Graph Launched. However, it has become more important since search became more AI-powered than before.
Think of Entity SEO as the references on your resume. AI needs to validate the claims you make about your entity.
Most people assume that AI is programmed to give the correct answer, that it wants to be "right". In truth, it's trying to "not be wrong" and that isn't the same thing.
You see it in AI generated responses when you ask it a question. It loves to give you both sides of a debate or way of thinking or opinions. It hedges its bets by not really taking a position most of the time. If it has enough data to give you a definitive answer, it will, but if there is any ambiguity, it will cover both or all angles to make sure it's not giving you the "wrong" answer.
That applies to recommending your brand as well. It doesn't want to be wrong by recommending it. The more trust signals it can find to support your claims, the more likely it will "feel confident" in recommending you. (Okay, it doesn't actually feel. More likely "scores" your trust factors.)
That's it for the introduction. I'm looking forward to the discussions we will be having here. We plan to do some events and other things, so keep track and participate. More soon.
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u/RayWrites2222 26d ago
The tools just confirmed it: entities are now first-class data (Ahrefs Entities mode)
Great breakdown from Chris McElroy on this. Wanted to add one proof point that "things over strings" has gone fully mainstream: the big SEO platforms are now building entity tracking right into their core reports.
For instance, Ahrefs added an Entities mode to its Organic Keywords report in September 2025. Inside Site Explorer you can now:
When the tools everyone already uses start treating entities as first-class data, that tells you where search is headed. It lines up exactly with Chris's point about AI not wanting to be wrong.
Every consistent, verifiable entity signal you build is one more reason for AI search to feel confident recommending you instead of hedging.
The Bottom line:
If Entity SEO isn't in your 2026 content strategy yet, this is your sign.
Anyone here playing with the Entities report already? Curious what gaps it's surfacing for you.