Beyond Backlinks: How Google’s Entity Understanding Is Transforming Off-Page SEO
The traditional approach to off-page SEO has centered around one primary metric: the number of quality backlinks pointing to your website. Although backlinks remain important, this limited view is increasingly outdated in Google’s evolving algorithm landscape.
The search engine has transformed from a link-counting machine to a sophisticated system that understands the world through entities—people, places, things, concepts, and the relationships between them. This shift represents perhaps the most significant evolution in search since the original PageRank algorithm.
Search Engine Land points out that entity linking goes deeper than traditional linking, enabling you to connect pages based on the underlying concepts and their relationships. Yet most SEO practitioners remain fixated on links alone, missing the broader entity signals that increasingly drive search visibility.
This guide explores how sophisticated SEO programs are evolving beyond traditional link building to develop comprehensive entity authority strategies—and how your brand can gain competitive advantage through this approach.
Understanding Entity-Based Search: Google's Knowledge Evolution
To appreciate the importance of entity-based link building, we first need to understand how Google’s approach to search has evolved.
The Three Eras of Google Search
Era 1: Keyword Matching (1998–2011): In its early days, Google primarily matched keywords in queries to keywords on pages, with links serving as the main quality signal. The algorithm essentially asked: “Which pages contain these keywords and have the most authoritative links?”
Era 2: Intent Understanding (2012–18): Beginning with the Hummingbird update, Google began understanding the intent behind queries rather than just matching keywords. The algorithm now asked: “What is this searcher trying to accomplish, and which content best fulfills that need?”
Era 3: Entity Relationships (2019–Present): With BERT, MUM, and subsequent AI models, Google now understands the world through entities and their relationships. The algorithm increasingly asks: “What entities are related to this query, and which sources have the strongest entity authority on this topic?”
What Exactly Are Entities?
In search context, entities are distinct concepts that exist in the real world: people, places, organizations, products, ideas, events, and more. Google maintains a vast database of entities and their relationships, known as the Knowledge Graph, which contains more than 500 billion facts about 5 billion entities.
Importantly, entities exist independently of any single website or piece of content. When Google encounters your brand name, product, or key topics in content across the web, it’s not just registering keywords—it’s mapping connections to known entities in its Knowledge Graph.
How Entity Understanding Impacts Rankings
Backlinko identifies entity matches as a key page-level Google ranking factor. Establishing your brand, products, executives, and core topics as recognized entities with clear relationships to other authoritative entities now drives visibility more powerfully than traditional link metrics alone.
Entity-Based Link-Building: The New Approach
Entity-based link building represents a strategic evolution that focuses not just on acquiring links but also on systematically building entity associations through those links and other off-page signals.
Traditional Link Building vs. Entity-Based Link Building
Traditional approach:
- Focuses on link quantity and domain authority
- Targets any high-authority sites
- Measures success by raw link counts and domain metrics
- Relies on generalized outreach tactics
- Prioritizes direct links to your domain
Entity-based approach:
- Prioritizes links that build entity relationships
- Targets sources associated with key industry entities
- Measures success by entity association strength and topical authority
- Uses strategic entity alignment and relationship building
- Values entity mentions, even without traditional backlinks
The Four Pillars of Entity Authority Development
Effective entity-based link-building rests on four strategic pillars:
1. Entity Identification and Mapping
Before building entity authority, you must clearly define your entity landscape:
Core Entity Identification
- Map your primary brand entities (company, products, key executives)
- Identify your central topic entities (core concepts in your industry)
- Document entity variations (different naming conventions, abbreviations)
Entity Relationship Analysis
- Map existing associations between your entities and others
- Identify authoritative entities that should be associated with yours
- Discover entity gaps and misalignments in your current profile
Competitor Entity Assessment
- Analyze which entities your competitors are strongly associated with
- Identify entity authority gaps between your brand and competitors
- Discover unique entity association opportunities
2. Strategic Entity Association Building
Once you’ve mapped your entity landscape, the next step is strengthening key associations:
Authoritative Entity Alignment
- Prioritize link-building from sources strongly associated with authoritative entities
- Develop content specifically addressing relationships between your entities and known authorities
- Create explicit entity connections through structured data and content formatting
Subject Matter Entity Enhancement
- Build topic-specific entity associations through specialized publications
- Develop relationships with recognized entity authorities in your field
- Create content explicitly connecting your brand to established topical entities
Entity Relationship Diversification
- Expand entity associations beyond your immediate industry
- Develop relationships with adjacent topic entities
- Create bridges between previously unconnected entity clusters
3. Entity Mention Optimization
Links are just one way to build entity associations. Sophisticated programs leverage multiple signals:
Unlinked Entity Mentions
- Systematically increase brand mentions across authoritative sources
- Ensure consistent entity naming and description across mentions
- Monitor and improve the context surrounding entity mentions
Co-Occurrence Engineering
- Strategically appear alongside authoritative entities in relevant content
- Develop patterns of entity co-occurrence in specialized publications
- Create content featuring authoritative entity mentions alongside yours
Entity Prominence Enhancement
- Increase the prominence of your entity mentions in high-value content
- Secure featured placements that emphasize entity relationships
- Develop entity associations in headers, prominently featured quotes, and key content sections
4. Entity Authority Measurement
Traditional link metrics don’t adequately capture entity authority. Advanced measurement includes:
Entity Recognition Tracking
- Monitor how search engines identify and categorize your entities
- Track knowledge panel appearances and information accuracy
- Assess entity disambiguation in complex queries
Entity Association Strength
- Measure the strength of connections between your entities and others
- Track topical authority for key subject entities
- Monitor entity relationship development over time
Entity-Driven Traffic Analysis
- Analyze search visibility for entity-related queries
- Track traffic changes for entity-oriented searches
- Measure conversion patterns from entity-associated traffic
Case Study: Entity Authority Development in Action
A SaaS company in the project management space came to us struggling with search visibility despite an aggressive link-building campaign that had secured more than 300 new backlinks in the previous year. Despite this traditional “success,” their organic traffic had increased only marginally, and they were consistently outranked by competitors with apparently weaker link profiles.
Our analysis revealed the issue: The company had quantity of links, but it lacked strategic entity associations. Its link profile connected the company primarily to general business publications rather than establishing strong associations with project management methodologies, workflow optimization entities, and productivity enhancement concepts.
The Entity Authority Strategy
We implemented a comprehensive entity authority development program:
1. Entity Landscape Mapping
First, we mapped their entity universe:
- Primary brand entities (company name, product names, founder)
- Core topic entities (20 key project management concepts and methodologies)
- Target entity relationships (connections to established authorities in the field)
We then analyzed the company’s entity authority gaps compared to competitors, finding it had a minimal association with critical industry entities such as Agile methodology, Kanban systems, and workflow optimization.
2. Strategic Association Development
Rather than pursuing any high-authority links, we focused on sources with strong associations to key entities:
- Project management methodology publications
- Productivity research institutions
- Workflow optimization authorities
- Software development and product management entities
3. Entity Mention Program
We supplemented link-building with a systematic entity mention strategy:
- Secured expert commentary placements alongside recognized authorities
- Developed co-citation with leading methodology entities through case studies
- Created content specifically addressing relationships between their product and established methodologies
4. Measurement Framework
We implemented entity-specific measurement beyond traditional link metrics:
- Entity association tracking for key industry concepts
- Share of search for entity-related queries
- Entity prominence in industry-specific contexts
The Results
The entity-based approach delivered transformative results:
- 218% increase in rankings for entity-related queries
- 147% growth in organic traffic despite only 43 new links (compared to 300+ in the previous campaign)
- Appearance in knowledge panels for key industry topics
- 89% increase in conversions from organic search
Most tellingly, the client’s software began ranking for methodology-focused searches where it previously had no visibility, despite minimal on-page changes—a direct result of strengthened entity associations.
The Five Most Valuable Entity Association Strategies for 2025
Based on our work with clients across industries, these strategies offer the highest ROI for entity-based authority development:
1. Entity-Focused Digital PR
Traditional digital PR focuses on securing coverage in high-authority publications. Entity-focused digital PR prioritizes placements that establish strategic entity relationships.
Implementation Approach:
- Target publications specifically associated with key entity clusters
- Develop storylines that explicitly connect your brand to authoritative entities
- Focus on securing entity mentions in the most prominent positions (headers, featured quotes)
- Prioritize stories that establish new entity relationships in your target area
Potential Impact: Clients implementing this approach have seen 3X to 5X higher ranking improvements from fewer but more entity-relevant placements compared to traditional high-volume digital PR.
2. Subject Matter Expert Positioning
Developing your team members as recognized entities themselves creates powerful entity associations for your brand.
Implementation Approach:
- Identify key subject areas where team members can develop entity authority
- Secure expert commentary placements alongside established entity authorities
- Develop personal brand entities through specialized publications and speaking engagements
- Create content explicitly connecting personal brand entities to company entities
Potential Impact: Companies with executives or team members established as subject entities see 70% higher organic visibility for associated topic clusters compared to those relying solely on brand entity development.
3. Strategic Entity Partnership Development
Formal relationships with established entities create powerful association signals beyond traditional link-building.
Implementation Approach:
- Identify authoritative organizations strongly associated with your target entities
- Develop partnership content that explicitly connects your entities
- Create co-branded resources establishing entity relationships
- Secure dual entity mentions across multiple authoritative sources
Potential Impact: Entity partnerships have driven 2X to 3X faster authority development for new brands compared to traditional link-building approaches.
4. Entity-Rich Resource Creation
Developing definitive resources that connect multiple entities creates powerful association signals.
Implementation Approach:
- Create comprehensive content centered on relationships between key entities
- Include explicit mentions and definitions of related entities
- Secure authoritative contributors associated with established entities
- Implement robust entity-focused structured data
Potential Impact: Entity-rich resources have generated 4X more organic visibility and 3X more authoritative links than traditional content for our clients.
5. Local Entity Association Development
For businesses with physical locations, local entity associations offer tremendous opportunities.
Implementation Approach:
- Build associations with recognized local place entities
- Develop connections to local organization and event entities
- Create content explicitly mapping relationships between your brand and local entities
- Secure entity mentions in location-specific authoritative sources
Potential impact: Businesses with strong local entity associations can achieve higher visibility in local searches compared to those focused only on traditional local SEO.
Implementing Entity-Based Link Building: Where to Start
Shifting to an entity-focused approach requires adjusting your existing SEO processes:
1. Conduct an Entity Authority Audit
Begin by understanding your current entity landscape:
- Identify which entities you’re currently associated with
- Assess the strength of those associations
- Compare your entity profile to competitors
- Identify critical entity gaps and misalignments
2. Develop Your Entity Strategy
Based on your audit, create a strategic entity roadmap:
- Define your target entity universe
- Prioritize key entity relationships to develop
- Identify authoritative sources for each target entity
- Create an entity measurement framework
3. Transform Your Link-Building Process
Evolve your existing link-building to incorporate entity considerations:
- Adjust outreach targeting based on entity associations
- Modify content creation to emphasize entity relationships
- Enhance placement priorities beyond traditional metrics
- Implement entity-specific success measurements
4. Monitor and Refine Your Entity Authority
Implement ongoing entity authority tracking:
- Track entity association development over time
- Monitor entity-specific ranking changes
- Assess traffic patterns for entity-related queries
- Continuously refine entity priority based on results
How Prose Builds Entity Authority Through Strategic Off-Page SEO
At Prose, we've developed a sophisticated approach to entity-based link-building that goes beyond traditional off-page tactics. Our methodology is designed to establish and strengthen your brand’s entity associations with the topics, concepts, and authorities that drive visibility in your industry.
Our Entity Authority Development Process
Our approach combines strategic entity mapping, relationship building, and measurement:
1. Entity Landscape Analysis
We begin by mapping your complete entity universe:
- Comprehensive audit of existing entity associations
- Competitor entity authority assessment
- Entity gap and opportunity identification
- Strategic entity prioritization based on business impact
2. Entity Authority Strategy
We develop a customized entity authority roadmap:
- Target entity relationship identification
- Authority source mapping for each entity cluster
- Content and placement strategy for entity development
- Cross-channel entity reinforcement planning
3. Strategic Implementation
We execute multi-faceted entity authority campaigns:
- Entity-focused digital PR
- Subject matter expert positioning
- Strategic content partnerships
- Entity-rich resource development
- Authoritative mention acquisition
4. Entity Performance Measurement
We track entity development through sophisticated metrics:
- Entity association strength monitoring
- Entity-driven search visibility tracking
- Entity-specific traffic and conversion analysis
- Ongoing entity strategy refinement
Client Success: Financial Services Entity Authority Transformation
A financial services technology provider came to us struggling to establish visibility in a crowded marketplace dominated by established players. Despite solid technical SEO and content, they were unable to break through in search.
The Entity Challenge: Our analysis revealed they had minimal entity associations with the financial concepts, methodologies, and authorities central to their offering. Despite creating quality content, they existed in an "entity vacuum" that limited their visibility.
Our Entity Authority Approach:
We implemented a comprehensive entity authority program:
- Entity Mapping and Strategy
- Identified 35 key financial technology concepts they needed to associate with
- Mapped the authoritative sources for each entity cluster
- Developed an entity gap analysis comparing their profile to competitors
- Created a 12-month entity development roadmap
- Strategic Entity Association Building
- Secured placements in publications specifically associated with fintech entities
- Positioned their executives alongside recognized industry authorities
- Developed content explicitly connecting their platform to established methodologies
- Created entity-rich resources defining their relationship to key financial concepts
- Measurement and Refinement
- Implemented entity-specific tracking for association strength
- Monitored entity-driven search visibility weekly
- Refined targeting based on entity performance data
- Developed entity authority scoring specific to their industry
The Transformation:
The entity-based approach delivered exceptional results:
- 312% increase in organic visibility for entity-related searches
- 178% growth in qualified organic traffic within 9 months
- Establishment as a defined entity within the fintech space
- Knowledge panel appearance for their core technology
- 94% increase in lead quality from organic search
Our Entity Authority Expertise
What separates our approach from traditional link building:
Entity Strategy Specialization
We've developed proprietary methodologies for mapping entity relationships and identifying high-impact association opportunities specific to your industry.
Relationship-Based Implementation
Our team leverages established relationships with authoritative sources across dozens of entity clusters to secure strategic placements.
Entity Measurement Systems
We've built sophisticated tracking systems that measure entity association strength and its impact on search visibility beyond traditional metrics.
Cross-Channel Entity Reinforcement
We implement coordinated entity signals across earned, owned, and technical channels to maximize entity authority development.
Ready to Transform Your Off-Page SEO Through Entity Authority?
In today's search landscape, traditional link-building alone isn't enough to drive competitive visibility. By developing systematic entity associations, you can establish authoritative connections that drive sustainable search performance.
Contact us to learn how Prose can help your organization implement an entity-based link-building strategy that transforms your search visibility.
Additional Resources
- Download: Entity Authority Audit Template
- Guide: Measuring Entity Association Strength
- Case Study: Entity Authority Transformation in Healthcare
- Webinar: The Future of Entity-Based Search
This guide draws on our experience developing entity authority for more than 100 clients across industries, combined with insights from search quality evaluator guidelines, patent analysis, and performance data across more than 300,000 keywords.
