Optimizing your website’s search engine was simplistically defined in the past by the quantity of keywords across the content found on your page. With advance of analytics and better understanding of optimization potential, this definition is no longer sufficient to fully explain the role of SEO. The use of categories enabled marketers to further increase the proficiency of their tuning through optimization. Keywords are not obsolete though, but they are no longer the primary focus of digital marketing professionals.
- Entity based SEO deals with using context rather than just keywords when it assists users in finding information they search for.
- Keywords are always important in terms of SEO strategy but humans don't search just using keywords, they need context.
- Entity based SEO has changed SEO in general because it allows for better mobile capabilities and translation improvements alike.
"When Google launched its knowledge graph, SEO shifted away from simply relying on keywords, and search engine crawlers began prioritizing rich snippets and entities on search engine results pages (SERPs)."
Read more: https://neilpatel.com/blog/entity-based-seo/