Let’s be honest—keeping up with the ever-shifting landscape of SEO can sometimes feel like trying to outrun your own shadow. For years, SEO was all about cramming in the right keywords and hoping Google would give you a gold star. But search engines have gotten smarter, and now there’s a new player in town: entity-based SEO.
In this post, we’ll explain what entity-based SEO is, how it’s different from the old keyword-heavy approach, and why it’s a game-changer for your digital agency here in Edinburgh.
The Old-School SEO Game: Keywords, Keywords, Keywords
Once upon a time, SEO was all about keywords. You’d choose a phrase like “best digital agency in Edinburgh” and weave it into your content as many times as possible. If you could rank for that exact phrase, you were laughing.
But there were a few problems. Not only did this method result in some fairly awkward, clunky writing, but it also limited your chances of ranking for anything outside those exact words. Plus, readers quickly got tired of keyword-stuffed content that didn’t feel natural.
Enter Entity-Based SEO: A Smarter Way to Rank
Today, search engines don’t just look for exact words—they’re looking for connections between different “entities.” An entity could be a specific place like “Edinburgh,” a concept like “digital marketing,” or even your business itself. The key is that Google now understands these entities in a broader context, so it can connect the dots between related topics.
For example, instead of needing to repeatedly use the phrase “best digital agency Edinburgh,” you could mention related topics like creative services, branding, or other businesses in your area. Google can now piece together that your agency offers web design, branding, and other services, even without you spelling it out with exact-match keywords every time.
Why Entity-Based SEO Matters for Your Strategy
So, how does this shift change the way you approach SEO? Here’s what it means for your digital agency:
1. Prioritise Meaning Over Keywords
2. Rank for More Queries
By focusing on entities rather than just keywords, your content has the potential to rank for a wider variety of searches. You might find your post on web design in Edinburgh popping up for related terms like “creative agencies in Edinburgh,” “digital strategy,” or even “branding solutions.”
3. Better Content = Happier Users
With entity-based SEO, you can write naturally without worrying about hitting a specific keyword count. This leads to better content that’s easier to read and more engaging. Search engines love that because it keeps people on your site longer and reduces bounce rates—all of which boost your rankings.
4. Boost Your Local SEO
For businesses in Edinburgh, entity-based SEO gives you an edge. Search engines now understand local neighbourhoods, landmarks, and even events. Instead of just targeting “digital agency Edinburgh,” you could rank for searches like “creative agency near Stockbridge” or “digital marketing experts in Leith.”
How to Incorporate Entity-Based SEO
If you’re ready to move towards entity-based SEO, here are some practical steps to get you started:
1. Use Structured Data
Add schema markup to your site to help search engines understand what your business is about. Highlight important entities like your services, location, and company name to improve your visibility in search.
2. Create Contextually Rich Content
Write content that explores related topics, not just the core services you offer. If you’re writing about digital marketing, bring in related concepts like UX design, branding, and the local business scene in Edinburgh.
3. Optimise for Local Search
Mention local landmarks, neighbourhoods, or events in your content to show search engines that your agency is part of the local scene. It can help you rank higher in searches with local intent.
4. Get Quality Backlinks
Building connections with other reputable local businesses or industry players is still important. Backlinks from trusted entities help search engines see your agency as part of a wider, credible network.
Final Thoughts
Entity-based SEO is about broadening your approach—moving beyond keywords and embracing the connections between different topics and concepts. This approach allows your content to rank for a wider variety of search terms, all while improving user experience. For your Edinburgh digital agency, adopting entity-based SEO can make all the difference in standing out online and boosting your visibility.
If you’re ready to step up your SEO game and start embracing this smarter approach, we’d love to help. Get in touch with us today to find out how we can elevate your digital strategy.
