I’ve been reading a lot lately about entity-based SEO and was intrigued to recognize things from my time as a teacher. For some time now, search engine algorithms have shifted from straight keyword recognition to what SEO refers to as entities: terms, phrases, and concepts that are semantically related. It reminds me of the hierarchy of learning, an applied teaching technique.
It’s amazing. We are using a human learning process for machines.
Entity-based SEO is the shift away from keyword-based strategies to topic-based strategies. In essence, entity-based content focuses less on the overly literal “target location + practice area + lawyer” approach to SEO and more on presenting related concepts to “lawyer” like judge, courtroom, laws, and statutes, thereby better understanding the searched topic and meeting the user’s needs.
As I said, that sounds a whole lot like the hierarchy of learning.
Entities Are How Humans Organize Their Thoughts
Hierarchy of learning is something we all do throughout our whole lives. We learn a simple concept and then make connections between that simple concept and more complex ones. That’s why it’s a teaching technique in schools.
Start With a Simple Concept
A sphere is a great example of this. To teach a child about spheres, you start with a simpler concept: a drawing of a circle. You then show non-examples, like a square, so that your student learns how to distinguish between what is and is not a circle. Next, you would have them identify circles around them, like cups, plates, and clocks. Finally, you would have them draw or make their own circle.
Build Up to More Complex Concepts
After they’ve learned the circle, you build up to the more complex concept: a sphere. You show an example, like a ball, have them identify other examples, like the classroom globe, and then create spheres of their own with Play-Doh.
Attach Value and Function
Eventually, you will notice that your student starts developing connections. As they see spheres around them, like dodge balls, globes, or oranges, they will make connections between the shape, function, and value. Dodge balls are for fun, globes are for learning, and oranges are delicious.
This process continues throughout our lives. It’s how we process new information, but what’s fascinating to me is how programmers have replicated this process. They have been able to create search algorithms to learn and draw associations.
Fuzzy Logic as Defined by an English Major
Fuzzy logic in computer science allows search engines and AIs to create these semantically related connections. Prior to fuzzy logic, computers and search engines had only two responses: on/off, yes/no, true/false. There was no middle ground. Fuzzy logic, though, allows us to mimic human associations through “degrees of truth.”
Take temperature, for example. We have a wide range of words to draw upon to describe the weather beyond just “It’s hot.” Fuzzy logic places a value between 0 to 1 on the language we use for the words between hot and cold. It assigns a degree to the value of warm, temperate, and frigid. It creates value and a connection, much like we make connections between concepts, values, and functions. It recognizes entities.
So, when I read about shifting our focus to entities in SEO, I thought we were already doing that.
Has SEO Really Changed?
When there’s an update in the algorithm, SEOs spring into action, trying to discern what’s changed and how it’s affected their clients. Inevitably, someone will say how we need to stop what we’re doing and adapt to these new changes.
To me, the algorithm updates are an amazing technological advancement. But aren’t we already creating entity-based SEO?
Content strategy and writing should focus on the readers’ needs. Entities are just replicating how we learn, think, and make connections. From my point of view, the algorithm is catching up with us, not the other way around.
For example, when we write content, we make connections between our clients’ roles as lawyers and the concepts and values of their profession:
Focus on Locally Relevant Content
We’ll include information that people in a target community will recognize. We’ll mention major streets with heavy traffic, services and facilities at local parks, and locations that draw large crowds. We’ll aid accident victims by referencing local law enforcement departments, explaining how they can obtain police reports, and referring to hospitals and emergency services nearest to them.
Use Trustworthy Sources
We also reference and cite trustworthy sources, which help establish the law firm’s authority in a practice area. It also provides the reader with helpful information, answers common questions, and addresses genuine concerns. We may provide car accident statistics for a city, traumatic brain injury symptoms for families to watch for in their loved ones, or the amount of time a victim has to file a lawsuit under the state’s statute of limitations. These links show that our lawyers understand the legal issues and emotional challenges the reader may be facing, and also include relevant entities.
Share Anecdotes and Awards
It’s also crucial to present the law firm’s services and values, how they can help the reader, and improve their lives. We demonstrate this through highlighting a law firm’s successes and connections with the local community. We will post things like:
- Real testimonials from clients
- Actual personal injury cases with settlement values
- Awards from organizations like Martindale-Hubbell and Lawyers of Distinction
- Scholarship announcements
- FAQs on car insurance and liability
These personal anecdotes show a human connection to the reader. From the client’s struggles following an accident, through their physical and emotional recovery, and the hope the lawyer brings to them, the reader can identify with the tales and feel confident about calling the law firm for help.
Are We Educating the Client or Dazzling Them?
The other habit I frequently see, especially today when discussing AI, is the spread of “technobabble.” It really bothers me when terms like “entity-based SEO” or the mysterious (to our clients) three-letter acronyms are used like ammunition in a shock-and-awe sales pitch.
As SEO providers, we must avoid jargon when speaking with potential clients. Buzzwords create distance and confusion. Clear language builds trust. Clients need plain explanations. They need to know what drives results. They need to know how a strategy works and why it matters. Strong law firm SEO solutions focus on education, clarity, and alignment with client goals.
And here’s why: SEO providers shouldn’t need to adapt to the algorithm because the opposite is happening. The algorithm is adapting to how humans think. SEO providers are already using entities to connect with the reader by providing helpful topics and content that addresses their needs.
Be Direct, Be Human
If you’re writing to be helpful, staying on topic, and meeting users’ intent, then you’re probably accomplishing a lot of what entity-based SEO seeks to accomplish. We owe it to ourselves to learn about and understand the role of entities in algorithms, but don’t be deceived into thinking it’s a drastically new approach to communicating, planning content, or writing/creating content.
Focus on human needs first. The algorithms will catch up.
