Entity SEO: How to Get Your Business Recognised as an Entity by Google

This is a preview of Chapter 6 from my new ebook – Strategic SEO 2025 – a PDF which is available to download for free here.

Over the last 20 years, I’ve watched Google shift from merely matching keywords to truly understanding who and what is behind the content.

This evolution – often summed up by Google’s move to “things, not strings”- means that optimising for entities is now essential, especially for small businesses.

What Are “Entities” in Google’s Eyes?

In Google’s terminology, an entity is essentially a uniquely identifiable “thing” or concept – a person, place, organisation, idea, etc., as understood in Google’s Knowledge Graph similarweb.com.

Google’s Knowledge Graph is a massive knowledge base of facts about the world, which helps Google connect the dots between words and the real-world “things” they represent.

As Google Fellow Amit Singhal described when introducing the Knowledge Graph, it enables you to search for things (people, places, landmarks, businesses, etc.) that Google knows about, and get relevant information instantly.

In plain terms, Google wants to know exactly who or what it’s dealing with when ranking content.

From an SEO perspective, an entity isn’t just a keyword or phrase; it’s an actual concept with a unique identity in a database.

Dixon Jones puts it nicely: “An entity is a concept in a database with an ID number… something like the Eiffel Tower can be called ‘Eiffel Tower’ or ‘that big metal thing in Paris’ in many languages, but they all refer to the same well-recognised entity” 20i.com.

In practice, this means Google can recognise your business (or any topic) as a distinct entity if it finds enough information to confidently identify it in its Knowledge Graph or other structured data sources.

Why Entity SEO Matters (Especially for Small Businesses)

Entity SEO is about making your business “known” to Google as a trustworthy, authoritative entity.

This is crucial for earning Google’s trust.

If Google can’t determine that your website is backed by a real, reputable entity, you risk being overlooked or filtered out.

In fact, I’ve proposed the “Disconnected Entity Hypothesis” to describe what happens when a site lacks clear entity signals.

In short, sites without a robust, verifiable tie to a trusted real-world presence tend to get shoved to the gutter of search results.

Google won’t outright call it that, but the pattern is clear: websites with “no face” – no identifiable author, no company info, no external authority signals – struggle to rank.

Google is “hunting down entities it can’t vouch for”, as I have mentioned in my DEH.

On the flip side, if you establish your business as a known entity, Google is more confident serving your content.

Google spokespersons have repeatedly emphasised the importance of expertise, authority, and trust (E-E-A-T).

But those signals can only fully apply when Google understands who is providing the content.

As Jason Barnard explains: “If Google understands who you are, then it can apply [E-E-A-T] signals fully. If it has to guess who you are, then it can only apply them in a dampened manner… So being in Google’s Knowledge Graph – meaning Google has fully understood who you are – is crucial. Entity understanding and your identity in Google’s mind is the single most important thing in SEO”.

In other words, your great content and links won’t count for nearly as much if Google can’t tie them to a credible entity.

This is especially true after recent algorithm updates (e.g. Google’s Helpful Content and spam updates), which appear to favour “entities [Google] can bank on – healthy ones with a trail of trust” hobo-web.co.uk.

For small businesses, entity SEO can be a competitive equaliser. You might not outspend big brands on ads or have the highest Domain Authority, but you can carve out a clear identity in your niche.

By doing so, you signal to Google: “We are a real business with expertise in our area, and here’s the proof.”

Let’s find out exactly how to do that.

Practical Steps to Implement Entity SEO for Your Business

Entity SEO may sound abstract, but it comes down to concrete steps and best practices.

Below, I outline how a small business can build its entity presence, with guidance from Google and experienced SEOs.

Secure Your Business’s Presence in Authoritative Databases

To get recognised as an entity, your business needs to exist in the reference sources that Google trusts. An expert tip is to go to the primary sources of information for Google.

Google’s Knowledge Graph draws information from many places, including Wikidata, Wikipedia, official databases, and high-authority websites searchenginejournal.com.

In a 2018 AMA, Google’s John Mueller confirmed, “We use the Knowledge Graph (which comes from various places, including Wikipedia) to try to understand entities on a page.” searchenginejournal.com

This tells us that having a Wikipedia page greatly boosts entity recognition (though Wikipedia has strict notability rules, so not every small business can get one).

If your business is notable enough, earning a Wikipedia entry or at least a mention on Wikipedia will directly feed Google reliable info about your entity.

However, Wikipedia isn’t the only game in town. Wikidata (the structured database behind Wikipedia) is another key source; a Wikidata item for your business can sometimes lead to Knowledge Graph recognition.

Other databases matter too.

For example, many companies (especially startups and local businesses) get listed on Crunchbase, which provides structured profiles of organisations.

As one guide notes, registered businesses usually have a Crunchbase entity… linking to this in your schema markup can help disambiguate your company: inlinks.com.

Even if Crunchbase isn’t as “powerful” as Wikipedia, it’s a verified source that can reinforce your business details.

Get your Google Business Profile

Google Business Profile is another must for any local business. If you haven’t already, claim your Google Business Profile (formerly Google My Business) and fill it out completely.

This effectively creates an entity entry for your business in Google’s local Knowledge Graph.

As Dixon Jones emphasises, “make sure you’re on Google My Business, [it’s] especially important if you’re a local or regional business.”

A Google Business Profile listing ties your entity to a physical location, category, hours, reviews, and more – all signals that you’re a legitimate “somebody” in Google’s eyes, not a faceless website.

Other authoritative listings: Depending on your niche, seek inclusion in industry databases, government registries, or respected directories.

For instance, a healthcare clinic might get listed on Healthgrades, or a software company on G2 Crowd.

The goal is to create a footprint of facts about your business across the web: the same name, address, phone, description, and URL on all these sources.

Consistency is key – you want Google’s crawlers to find the same core information everywhere, reinforcing the existence of one unambiguous entity (your business).

Designate an “Entity Home” on Your Website and Use Schema Markup

Your own website should clearly represent your business as an entity. Think of your site (especially your homepage or an about page) as the Entity Home – the definitive source about who you are.

Jason Barnard advises creating a dedicated page (often the About Us page) that explicitly describes your organisation or yourself, and then corroborating that across the web – see thebrandserpguy.com.

I agree.

In practice, on that page, you should include factual details: founding date, founders or key people, location, what you do, awards, etc.

Then, you’ll want to mark it up with structured data.

Use schema.org markup (JSON-LD format) to define your entity for search engines.

For a business, you’d typically use the Organization schema (or LocalBusiness for local companies) with properties like name, logo, address, founding date, founder, etc. A crucial property to add is sameAs – here you list URLs that represent the same entity.

These can include your social media profiles, your Crunchbase page, your Wikipedia page (if it exists), Wikidata entry, Google Business Profile, or any other profile that Google can reference.

By providing sameAs links, you’re basically telling Google, “All these pages refer to the same entity – me.”

This can greatly help Google reconcile your entity’s identity across its Knowledge Graph and the web.

One thing to avoid: Don’t use Google’s internal Knowledge Graph IDs (the /g/ or /m/ codes) in your schema.

John Mueller has noted that while it’s technically possible to put a Knowledge Graph ID as a sameAs URL, it’s not recommended seroundtable.com.

Stick to public URLs that are recognised as authoritative profiles.

After adding structured data, test it with Google’s Rich Results Test or Schema Markup Validator to ensure it’s error-free.

While schema markup alone doesn’t guarantee a Knowledge Panel or ranking boost, it’s an important puzzle piece. It provides machine-readable context about your entity that can validate what Google finds elsewhere.

Build a Cohesive Topical Content Structure (Site-Wide Entity Optimisation)

Beyond official profiles and schema, your site’s content and structure need to communicate your topic authority to Google.

Entity SEO isn’t just about metadata; it’s also about how you organise and interlink your content so Google can see the breadth of knowledge you offer around your niche.

Start with your site architecture. A logical, hierarchical site structure helps Google understand the relationship between topics on your site.

In fact, Google’s John Mueller has implied that a well-structured site (with clear URL hierarchy, breadcrumbs, and internal links) helps Google grasp how things are connected on your site – see similarweb.com.

For example, if you run a travel blog, a structure like:

example.com/travel/ (general topic page)
example.com/travel/destinations/ (subcategory)
example.com/travel/destinations/paris (specific entity page)
example.com/travel/destinations/milan (specific entity page)

This tells Google that Paris and Milan are entities under the sub-topic “destinations,” which falls under the broader topic “travel.”

A pyramid-like site architecture (homepage -> categories -> sub-categories -> pages) isn’t just good for UX, it’s an SEO signal that your content is systematically covering a topic area.

By structuring content into silos or clusters, you essentially map an entity hierarchy that mirrors real-world relationships.

DO NOT THINK you need to rip your site apart, in terms of URL structure. You probably don’t need to; if your directory structure is different, you can still rely on internal links.

Use internal linking generously and meaningfully to reinforce these relationships.

If you have a cornerstone page about “Home Security Systems,” and several blog posts about related components (cameras, sensors, alarms), link them to the cornerstone and to each other where relevant.

This network of contextual links essentially says to Google: “All of these pages are about closely related entities/topics.” The easier you make it for Google to crawl your whole content network and see the connections, the better it can assign you authority for the overall subject matter.

Pro tip: Analyse how top competitors structure their sites in your vertical.

If the leading sites in your niche all have sections for certain subtopics, that’s a clue to what Google expects to see as part of the topic cluster.

You don’t need to copy their navigation exactly, but knowing the common content segments can guide your own site structure decisions – see.

Optimise On-Page Content with Entities in Mind (Semantic SEO)

Entity SEO also transforms how you approach on-page optimisation.

Instead of obsessing over one keyword per page, think in terms of covering a topic comprehensively and semantically (as I advised in my 2018 SEO for beginners ebook).

Here are practical on-page tactics for entity optimisation:

Use Semantic HTML Structure: Organise your headings (H1, H2, H3…) to reflect a logical breakdown of the topic. Your H1 should clearly state the page’s primary topic (the main entity or concept). Then use H2s for major subtopics or aspects, and H3s for details under those subtopics. This not only helps readers but also signals to Google the hierarchy of concepts on the page similarweb.com and similarweb.com. For example, if your page is about “Healthy Eating Habits” (primary entity), an H2 might be “Foundation of a Balanced Diet,” with H3s under it like “Role of Macronutrients” and “Essential Micronutrients”similarweb.com. This kind of semantic structuring reinforces the context of each section. Pro Tip – Optimise your Headings 2-6 for the USER ON THE PAGE, not necessary for Search Engines.
Cover Related Entities and Contextual Terms: Google’s understanding of a page comes from the network of entities mentioned in the text. Ask yourself: what related people/places/things would naturally be mentioned when discussing this topic? If you have a page about “Bruce Lee,” it’s logical to mention “Jeet Kune Do” (the martial art he created) and maybe related figures like “Ip Man” or “Chuck Norris.” In fact, if none of those appear, your content might be seen as oddly shallow or off-topic. Google’s analysis (with NLP algorithms) will look for these semantically connected terms. A quick trick is the “People Also Ask” or related searches: these often hint at entities tied to your topic. Another is using Google’s Natural Language API demo on a high-ranking article in your topic to see what entities Google extracts – this can reveal which terms Google strongly associates with the topic.
Answer User Intents Directly: Because Google’s stated goal is to satisfy search intent, make sure your content addresses common questions head-on. Often, this means providing a concise answer or definition at the top of your page (which can even land you a featured snippet). From an entity standpoint, directly defining or explaining the entity early on gives Google a clear signal of relevance. For instance, if the page is “What is Entity SEO?”, start by literally defining it. This aligns with semantic search principles – you’re matching the meaning of the query, not just repeating the query words. It’s good for users and for search engines’ understanding. Think DISTANCE “from”.. Distance from the TITLE to THE TEXT or from the TITLE to a TABLE.
Avoid “Keyword Stuffing”; Aim for Meaningful Coverage: In the old days, one might just repeat a keyword to death. Now, it’s about coverage of concepts. If you write naturally and thoroughly on a subject, you’ll include many related entities and phrases without forcing it. One clever exercise (credited to Laurent Bourelly) is the “mystery word game”: write a paragraph about your topic without naming it explicitly – if it’s still obvious what you’re talking about, you’ve included enough relevant context words. This helps ensure you’re not relying on one keyword, but truly describing the entity and its connections.

In short, think of each page as building Google’s confidence in your knowledge of the topic.

The more clearly Google can see which entities your content is about and how they relate, the more likely it is to deem your page a good answer for relevant queries.

Highlight Authors and Build E-E-A-T Signals Around Your Entity

Google’s focus on entities isn’t just about companies or products – it also extends to people (like the authors who write your content or the professionals at your business).

For a small business, this means you should feature real, credentialed people and link their identities to your brand.

Make sure articles and blog posts on your site have author names (and ideally brief bios) attached.

If Jane Doe writes an article, have an author page for Jane that describes her credentials (and mark it up with Person schema).

Google has what’s called an “author entity” for prominent writers and a “publisher entity” for websites jasonbarnard.com.

You want to feed the right information to those. The more Google can identify “Oh, this article on example.com was written by Dr. Jane Doe, who is also listed as a medical expert on HealthSite.org,” the more it can trust the content.

As a small business, you might not have famous authors, but you can still establish your team’s expertise.

Link to their LinkedIn profiles, mention awards or certifications – anything that would exist in the Knowledge Graph or at least signal REAL credibility.

Likewise, be transparent about your business on your site.

Have a robust About page (as discussed) and show trust factors: physical address, photos of your team or premises, membership in professional associations, etc.

All these contribute to your entity’s trustworthiness.

Google’s own quality rater guidelines (used internally to train algorithms) place huge importance on E-E-A-T for content creators and websites.

By demonstrating Experience, Expertise, Authority, and Trust, you are essentially saying, “We are a legitimate, experienced entity in our field.”

Remember, as Jason states, “Google is a child that wants to learn, and we need to educate it” about who we are.

So don’t be shy – spell it out. If you’re a licensed contractor with 10 years in business, say so.

If your CEO has a PhD in the topic you’re covering, make that known.

Think of every detail as another reference point for Google’s entity understanding.

6. Maintain Consistency and Corroborate Information Across the Web

Finally, Entity SEO isn’t a set-and-forget deal. You need to maintain the consistency of your business information and continually seek corroboration.

Ensure that whenever your business is mentioned elsewhere (news articles, directories, guest posts, etc.), the facts match what’s on your site. Inconsistent NAP (Name, Address, Phone) data, for instance, can confuse Google’s local entity resolution.

Use a service or manually keep track of all your listings and correct any discrepancies.

It also pays to monitor your presence in Google’s Knowledge Graph. You can use Google’s Knowledge Graph API to query if your entity is recognised (it will return an ID and some info if found).

Set up Google Alerts for your brand name or key people to catch new mentions – those might be opportunities to build more entity signals (for example, if a local newspaper mentions your business, make sure they included a link or at least the correct name – if not, you might reach out to fix any errors).

This is another good way of finding and NUKING any bad press about your site. Identify that, and deal with it!

If you start to see a Knowledge Panel appear for your business on Google searches (that box with facts on the right side), that’s a great sign – it means Google has assembled an entity profile for you.

At that point, claim the knowledge panel (there’s a “Claim this knowledge panel” option) by verifying through your official accounts.

Once claimed, you can suggest edits to it and further ensure accuracy.

7. Leverage Entity-Oriented SEO Tools (Optional, Advanced)

As a bonus step, consider using tools that specialise in entity SEO to refine your strategy. For example, InLinks (which Dixon Jones co-founded) can analyse your content and suggest internal links and schema based on entity detection.

There are also tools to visualise knowledge graphs of your site or to find entity gaps in your content.

While you can absolutely do Entity SEO manually, these tools can provide guidance – think of them as training wheels that use NLP APIs and knowledge bases to make recommendations (like telling you that top-ranking pages about “DIY home security” all mention a certain concept that you omitted).

Whether or not you use specialised software, the fundamental strategy remains: treat your website not just as a collection of pages, but as an interconnected web of known entities and topics.

You’re effectively teaching Google how all the pieces fit together and why your business is a trusted authority in your domain.

Building Trust and Recovering from Trust Deficits

Bringing it all together, here is a checklist of practical steps:

Clearly Identify Your Website’s Owner and Purpose: Create a comprehensive “About Us” page that states who runs the site (individual person, team, or company). Include the business name and any legal entity information if applicable (e.g. LLC name, registration number for companies). Explain your site’s mission or purpose so users (and Google) understand why it exists. This directly addresses QRG Section 2.5.2 by showing who is responsible: hobo-web.co.uk. Action: For example, list your company’s full name and address, or if you’re a solo blogger, share a bit about yourself and your credentials. Hobo Web advises that publishing your “full company name, legal registration info, and editorial oversight” is ideal hobo-web.co.uk.
Provide Author Bylines and Bios: Every piece of content that has a discernible author should list one. Add bylines to articles or posts, and link each byline to a dedicated author page or bio section. On the author page, include the author’s background, qualifications or experience in the topic, and other publications if relevant. Google explicitly “strongly encourages adding accurate authorship information” on content hobo-web.co.uk and developers.google.com. This helps satisfy the “Who created the content” aspect of E-E-A-T. Action: Even if the “author” is the site name (e.g. a news site’s staff), you can state content is produced by the “So-and-so Editorial Team” and describe that team. The key is that no content should appear anonymous – lack of authorship is a trust killer (“Lack of authorship transparency is considered unhelpful” in Google’s own words hobo-web.co.uk). AI Answer Engines like ChatGPT and AI overviews LOVE this too!
Show Contact and Customer Support Info: Make it easy for users to contact you or get help. At minimum, have a Contact page with a contact form or email address. If you are a business, provide a phone number and physical address. If you offer products or services, list customer service channels or hours. Google’s guidelines associate robust contact info with higher trust (and lack thereof with lowest quality) hobo-web.co.uk. Particularly for online stores or financial services, users expect to see real-world contact details – it signals that there are real people behind the site who will be accountable. Action: Ensure your site’s footer or menu prominently links to contact information. Respond promptly and helpfully to inquiries – while this is a user experience issue, positive interactions can lead to good reviews, bolstering your reputation.
Implement Structured Data for Organization/Person: Help Google connect the dots about your entity by using schema markup. For example, use Organization schema on your About page to provide your company’s details (name, logo, address, founders), or the Person schema for individual authors (name, title, sameAs links to social profiles or Wikipedia, etc.). Shaun Anderson notes that structured data “ties it all together” for section 2.5.2 compliance. While schema markup itself isn’t a ranking factor, it can feed Google’s Knowledge Graph and improve how your entity is recognised. Action: Add <script type=”application/ld+json”> JSON-LD markup on pages to define the organisation and author entities. Also link out to official profiles (LinkedIn, official social media, professional associations) – these sameAs links can reinforce that your entity is real and has external corroboration.
Demonstrate Experience and Expertise in Content: This addresses the “Experience” and “Expertise” parts of E-E-A-T, which support trust. Ensure your content showcases first-hand experience where appropriate. For instance, if you have a product review, mention that you tested the product and include original photos or data – Google says “it can build trust with readers” when they see evidence of hands-on experience developers.google.com. If you discuss a YMYL topic, consider having an expert review the content (and mention that fact). Always strive for factual accuracy and cite sources for important facts or statistics. Not only will this satisfy users, it aligns with Google’s helpful content criteria (e.g., “Does your content clearly demonstrate first-hand expertise…?”developers.google.com). Action: Add a “References” or “Sources” list if applicable, or inline citations for studies and authoritative references. Regularly update content that could go out of date, especially on YMYL topics, to maintain accuracy. Speak in 1st person for Experience and 2nd person when speaking to the user (another recommendation from Google’s style guide – internal documents).
Boost Your External Reputation (Earn Mentions and Reviews): While you can’t directly control what others say, you can encourage positive buzz. If you are a business, claim your profiles on review platforms (Google, Yelp, industry-specific sites) and encourage happy customers to leave reviews. If you produce great content, do outreach for backlinks or mentions from respected sites in your niche, not for “link juice” per se, but to get your name out there as a trusted source. Google’s raters will check for external signals,vertical-leap.uk, and likely the algorithm does something similar (evaluating mentions or links from authoritative sources as a sign of credibility). Action: Feature testimonials or case studies on your site; these might get picked up by others. Engage in your community (forums, Q&A sites, social media) under your real name or brand to build a positive presence. Also, watch for any negative content about your site – if it’s legitimate criticism (e.g. unresolved customer complaints), address it proactively. A pattern of unresolved complaints can tank trust.
Ensure Technical Trust Factors are in Place: This includes having a valid SSL certificate (HTTPS) – an outright requirement nowadays, as users (and browsers) will flag non-HTTPS sites as insecure. Also, display trust seals or certifications if relevant (for example, if you have a medical site and you follow the HONcode, or if you’re an e-commerce site and have PCI compliance – let users know). Make sure your site doesn’t trigger security warnings (no malware, no deceptive download prompts). Use clear design and avoid aggressive ads or pop-ups (a Google webmaster violation on its own!), especially on YMYL pages, as these can be seen as signs of low quality or even scaminess hobo-web.co.uk. Action: Perform a security audit. If you handle user data, have a privacy policy and terms of service accessible beyond legality, it shows transparency about user rights. If you have any third-party endorsements or are part of a trusted program (like Google’s News Publisher or a medical accreditation), mention it.
Align with Google’s “People-First” Content Guidelines: Ultimately, build your site for users, not for Google. Google’s helpful content criteria asks: “Will someone reading your content leave feeling like they’ve had a satisfying experience?”developers.google.com. If your site is currently filled with SEO-driven filler or articles on every trending topic (regardless of your expertise), you may have a trust problem. Focus your content scope on what you (or your team) truly know and can provide value in. Google is increasingly adept at distinguishing content created just to game search from content created to genuinely help people. As Danny Sullivan put it, they’re looking to reward sites “built on genuine expertise, passion, and trust” and filter out those “built purely for flipping and monetization” and hobo-web.co.uk. Action: Do a content audit: If you find pages you created solely for traffic with no real value, consider pruning or improving them. Stick to a “why” that is user-centric – e.g. publishing because you have something unique to share or a problem to solve for users. This will naturally enforce a level of authenticity that machines and people interpret as trust.
If hit by HCU or a Core Update, Fix Trust Issues First: If you’ve experienced a sharp drop in rankings around a known core update or helpful content update, and you suspect your site might be seen as a “disconnected” or low-trust entity, prioritise the above trust-building steps. Technical SEO or minor tweaks won’t bring back traffic if the core issue is Google’s lack of trust in your site. John Mueller has advised that sites can “regain traffic by improving quality,” but it’s not a simple fix and often requires broad changes that align with core updates’ timing hobo-web.co.uk – in other words, you might only see recovery when Google reruns its core algorithm, and only if you’ve significantly improved what was lacking. Hobo Web’s guidance is even more direct: “Any recovery would start with [Section 2.5.2] basic compliance if that is what is lacking, because Trust is the overarching signal from E-E-A-T, and you can’t have trust without compliance in this area.” hobo-web.co.uk. So, start by fixing the trust fundamentals (transparency, E-E-A-T signals) and be patient for Google to reassess. During this time, continue adding genuinely helpful content and demonstrating to Google that your site is run by responsible, real people.
Avoid Black-Hat or Deceptive “E–E-A-T” Hacks: Finally, a caution: Do not attempt to fake trust signals. Google and users are getting better at sniffing out inauthenticity. For instance, don’t create a bogus persona with a stock photo and pretend they are the author of all your articles – that can backfire terribly if uncovered (and it’s ethically dubious). Don’t buy fake reviews or engage in link schemes claiming endorsements. Such tactics violate Google’s guidelines and can lead to manual or algorithmic penalties. As I wryly recounted on the Hobo SEO Blog, some SEO advice out there encourages people to “fake E-E-A-T with fake profiles,” which he calls “extremely grey… Black even!” hobo-web.co.uk. It’s not worth risking your site’s integrity. Instead, invest that effort into real improvements and genuinely showcasing the expertise you and your team possess.

By following the steps above, you will be aligning your site with Google’s definition of a high-trust, high-quality site. This not only helps protect you from the negative impacts of core updates and HCU changes, but it also provides a better experience to your users (which is the whole point – “helpful content” is content that serves users well). In many ways, what’s good for users is now clearly good for SEO.

“Trust” is the linchpin

In Google’s modern search landscape, “Trust” is the linchpin of site quality.

The Search Quality Rater Guidelines place trust at the heart of E-E-A-T, and Google’s core algorithms, reinforced by updates like the Helpful Content Update, increasingly filter out sites that lack trust signals. “Trust” from Google’s perspective comes from transparency, credibility, and a positive reputation. Section 2.5.2 of the QRG, asking “Who is responsible?”, might be the simplest distillation of what webmasters need to answer on every site they run.

If Google (or users) can’t readily see who stands behind a website and why that site should be believed, rankings will suffer, as we saw dramatically with many sites in late 2023.

The Disconnected Entity Hypothesis provides a framework to understand these outcomes: it essentially says trust = connectivity.

A site well-connected” to a known entity (through clear disclosures and associations) can be trusted; a site that is “disconnected” (operating in the shadows of anonymity or unclear ownership) is treated as untrustworthy by default, no matter how good its content might be.

This hypothesis, while not officially confirmed by Google, aligns with everything Google has been communicating. Google doesn’t want to send users to what it deems “unhealthy” or questionable web entities.

Therefore, our job as webmasters (an old term, I know, but is there a better word?) and SEOs is to present our sites as healthy, trustworthy entities – to prove our credibility at every opportunity.

To recap, ensuring strong E-E-A-T with an emphasis on Trust involves: clearly stating who you are (Experience/Expertise are embodied in real people or organizations), demonstrating authority through real-world credentials or endorsements, and above all not giving the user or Google any reason to doubt the honesty, safety, or reliability of your content. I made the Hobo EEAT Tool to help with this aspect.

It’s an ongoing effort – trust can’t be built overnight, but it can be steadily earned. By following the principles discussed, drawn from both Google’s guidelines and expert insights like Hobo Web’s – webmasters can fortify their sites against algorithm changes and create a better web experience for users. In the end, that is Google’s goal as well: “to surface great content for users”, which inherently means content from sources users (and Google) can trust.

By making Trust your SEO north star, you not only please Google’s algorithms, but you also build a site that users feel comfortable and confident using – and that is a recipe for long-term success.

Key Takeaway

Entity SEO is about aligning your online presence with Google’s understanding of the world.

For small businesses, it’s one of the most powerful ways to punch above your weight.

By turning your business into a well-defined entity that Google can recognise – through profiles on trusted platforms, structured data, authoritative content, and consistent signals of credibility – you make it easy for Google to trust and surface your site.

In my experience, this approach can protect you from algorithm volatility, too.

When Google’s systems “know” you and the value you provide, you’re less likely to be seen as just another generic site. Instead, you become the go-to entity for your niche or locale.

And as Google’s algorithms continue to evolve, focusing more on semantic understanding and less on crude keyword matching, investing in Entity SEO is not just wise – it’s essential. As Dixon bluntly put it, “if you don’t start thinking around entities, you’re going to be screwed in the end”.

The good news is that by following the steps in this guide, you’re well on your way to entity optimisation mastery.

You’re helping Google connect the dots about your business, forging the very connections that can catapult your small business to big visibility.

Build your entity, nurture it, and let Google see the real-world expertise behind your website. In the long run, this is how you win in SEO: not by tricking an algorithm, but by building an identity online that algorithms recognise and reward.

Then you focus on people first, content, avoiding search engine first content, and you win!

Disclosure: Hobo Web uses generative AI when specifically writing about our own experiences, ideas, stories, concepts, tools, tool documentation or research. Our tool of choice for this process is Google Gemini Pro 2.5 Deep Research. This assistance helps ensure our customers have clarity on everything we are involved with and what we stand for. It also ensures that when customers use Google Search to ask a question about Hobo Web software, the answer is always available to them, and it is as accurate and up-to-date as possible. All content was verified as correct by Shaun Anderson. See our AI policy.