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Most of us were trained to think in keywords—count them, match them, stuff them. But Google no longer sees the web as a bag of words; it reads the world as a network of entities, relationships, and intent. We unpack the “things, not strings” shift and explore how Hummingbird, BERT, and advances in NLP turned SEO from phrase-matching into meaning-making. Along the way, we show how entity clarity powers knowledge panels, fuels AI answers, and builds the kind of topical authority that lasts.

I walk through a simple, practical framework for modelling your site as a connected set of real-world things. You’ll hear how to define your core entities—organisation, products or services, key people, and foundational concepts—then map attributes and relationships that make sense to both users and machines. Using a speciality coffee example, we contrast the old “pour over coffee” keyword page with an entity-rich cluster that links devices like Hario V60 and Chemex, technique steps like the bloom, and tools like a gooseneck kettle, all tied together with clear internal links and consistent naming.

If you’re ready to move beyond brittle tactics and build durable visibility, this is your starting point. By curating accurate data, writing with context, and connecting the dots across your niche, you help search engines understand your corner of the world—and you earn trust the right way. Subscribe for the upcoming mini‑season on entities, share this with a teammate who still counts keywords, and leave a quick review to tell me which entity you plan to own next.

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"Werq" Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 4.0 License
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