Google doesn’t read strings of text; it understands things. This is the essence of Semantic Search. In 2026, “keywords” are just a proxy for “user intent.” To rank, you must understand Entities.
What is an Entity in SEO?
An entity is a singular, unique, well-defined, and distinguishable thing. It can be a person, a place, a brand, or a concept. Google’s Knowledge Graph is a map of these entities and how they relate to each other.
For example, if you write about “Apple,” Google uses semantic context to know if you mean the fruit or the iPhone company. You don’t need to repeat “Apple iPhone” 50 times; you just need to mention “iOS,” “Tim Cook,” and “App Store.”
Topic Clusters vs. Keyword Stuffing
Old SEO: Write 50 articles targeting variations of the same keyword.
New SEO: Create one comprehensive “Pillar Page” covering the core entity, then link to sub-topics.
This builds Topical Authority. Google sees that you cover the entire “graph” of a subject, not just isolated terms.
LSI Keywords are Dead (Sort of)
Do not obsess over LSI (Latent Semantic Indexing). Instead, obsess over Co-occurrence. What other words naturally appear when an expert talks about this topic?
If you are writing about “Coffee,” you should naturally mention “beans,” “roast,” “barista,” and “brewing.” If you don’t, Google suspects your content is thin.
Structuring Content for Semantics
Use clear, logical headers. Nest concepts properly. A good article structure looks like a taxonomy tree.
- H1: Main Entity (The Topic)
- H2: Primary Attribute of Entity (e.g., Benefits)
- H3: Specific Detail of Attribute (e.g., Cost Savings)
Conclusion
Stop writing for robots that count words. Start writing for a Knowledge Graph that connects concepts. Connect the dots for Google, and it will connect you to users.
