One Orange Cow
Contact Us
Digital Marketing   Digital Strategy Consulting   Marketing   SEO for Business   

The Power of Entity-Based SEO for E-commerce Businesses

By   Thursday, November 28, 2024

The Power of Entity-Based SEO for E-commerce Businesses

As e-commerce continues to grow more competitive, traditional SEO strategies may not be enough to secure long-term success. Entity-based SEO provides a more advanced approach, aligning with how Google processes and organises information. By adopting this method and using structured data, e-commerce businesses can boost their visibility and improve performance on search engine results pages (SERPs).

What is Entity-Based SEO?

Unlike traditional SEO, which relies heavily on keyword optimization, entity-based SEO focuses on understanding concepts or objects as entities. An entity is a unique, distinct object that search engines can recognise and associate with specific attributes. These entities are stored in Google's Knowledge Graph, a database that Google uses to understand relationships between different entities, such as brands, products, and locations.

For e-commerce businesses, this shift from keyword-based SEO to entity-based SEO means that Google doesn’t just recognise your product as a keyword but as an entity with specific characteristics. For example, Nike Air Max 270 isn’t simply a search term—it’s an entity with attributes like brand (Nike), model (Air Max 270), and product features (Air cushioning, lightweight design)​.

Traditional SEO

  • Focuses on keywords and search volume
  • Uses backlinks and keyword-rich content for rankings
  • Primarily on-page optimization
  • Ranking often fluctuates with algorithm updates

Entity-Based SEO

  • Focuses on understanding entities and relationships
  • Uses structured data, schema markup, and semantic SEO
  • Leverages Knowledge Graphs, SERPs, and relationships between entities
  • More stable rankings due to entity recognition

While traditional SEO can still bring results, entity-based SEO provides more consistency and relevance in search results, especially for well-established products and brands that Google recognizes as entities.

Why Structured Data Matters

Structured data, or schema markup, is a crucial component of entity-based SEO. It helps search engines understand your e-commerce products better by providing clear and organised information. Without structured data, Google may have difficulty identifying your product as an entity and categorising it correctly. As a result, your product may not appear in the rich search results that include images, prices, reviews, and availability.

For e-commerce businesses, implementing schema markup improves your chances of appearing in:

  • Rich snippets: Enhanced search results with additional information like product ratings, price, and availability.
  • Knowledge Panels: A box that appears on the right side of Google search results, summarising key facts about an entity.
  • Product Carousels: Horizontal scrolling search features that showcase products related to a user’s search​.

Product Recognition as Entities

When your products are recognized as entities by Google, they gain more prominence and relevance in search results. For example, Nike Air Max 270 is not just a product listed in e-commerce stores. It’s an entity with a history, related products, and associations with other brands and technologies. Google’s Knowledge Graph can pull all of these together to present a well-rounded view of the product, helping it stand out in competitive searches​.

Case Study: Optimising the Nike Air Max 270

Let’s explore how the Nike Air Max 270 can benefit from entity-based SEO:

  1. Schema Markup: Define the product using structured data. Include key elements like the brand (Nike), model name (Air Max 270), and specific attributes such as Air cushioning and lightweight materials. Unique identifiers such as GTIN (Global Trade Item Number) or SKU (Stock Keeping Unit) help differentiate this product from other sneakers.
  2. Knowledge Graph: When searching for Nike Air Max 270, Google might display a Knowledge Panel on the SERPs. This panel includes product images, descriptions, and links to related searches, increasing user engagement.
  3. Rich Snippets: By including customer reviews, star ratings, and product availability in the schema markup, this product can appear with rich snippets. Such features can directly lead to improved click-through rates.

Practical Steps for Implementing Schema Markup

To ensure that your products are recognised as entities by Google, follow these steps:

  1. Use the Correct Schema Markup: Implement product schema for every product page. Include essential attributes like name, price, brand, availability, and unique identifiers (e.g., GTIN, MPN, SKU). You can use tools like Google’s Structured Data Markup Helper or Schema.org for guidelines on adding markup.
  2. Test Your Structured Data: Use tools like Google’s Rich Results Test or Schema Markup Validator to ensure your structured data is correctly implemented and optimized for rich results.
  3. Leverage Brand and Feature Associations: Link your products to related entities. For example, if you’re selling Nike Air Max 270, ensure that your schema markup highlights the relationship between Nike and Air cushioning technology. This will help strengthen your product’s association with well-known brands and technologies.
  4. Monitor Performance in Google Search Console: Keep an eye on how your product pages are performing in search results. High visibility, rich snippets, and Knowledge Panels can be indicators that your product is recognized as an entity.

The Long-Term Benefits of Entity-Based SEO

  1. Stable Rankings: Unlike keyword-focused SEO, which fluctuates based on Google algorithm updates, entity-based SEO provides more stable rankings due to Google’s reliance on structured data and Knowledge Graph associations.
  2. Improved User Engagement: Rich snippets, Knowledge Panels, and product carousels increase user engagement and click-through rates, which can lead to higher conversions.
  3. Better Search Visibility: By optimising for entities, your e-commerce store gains more visibility in highly competitive searches, especially for well-known products.
  4. Enhanced Brand Authority: Associating your products with strong entities like brands, technologies, and related products enhances your authority in the marketplace and improves user trust.

For e-commerce businesses, entity-based SEO represents a crucial evolution in how products are discovered and ranked in search engines. By implementing structured data, optimising for entity recognition, and leveraging Google’s Knowledge Graph, you can ensure that your products stand out in search results, drive more traffic, and ultimately boost conversions.

Key Takeaways:

  • Focus on implementing structured data and schema markup to get your products recognized as entities.
  • Monitor Knowledge Graph and Google Search Console insights to track your product's performance.
  • Use schema markup tools to validate and optimise your product pages for rich snippets.

For more tailored guidance on implementing entity-based SEO, contact us at One Orange Cow.




Learn More