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Keywords don’t tell the whole story—entities do. We take you inside the three-step process machines use to read your content like a detective at a crime scene: highlighting potential entities, using context to resolve ambiguity, and linking each mention to a unique identifier in a global knowledge base. By the end, you’ll see why “Jordan” only makes sense when surrounded by the right clues—and how to present those clues so search engines and AIs make the right call every time.

We start with named entity recognition, the digital highlighter that picks out people, organisations, products, places, and dates across unstructured text. Then we move to entity disambiguation, where context—co-occurring teams, locations, or concepts—guides the system to the correct meaning. Finally, we close with entity linking, the moment a string becomes a node with a library card in Wikipedia or Wikidata. That linkage is the bridge into Google’s Knowledge Graph, powering features like knowledge panels and richer, more confident results.

Along the way, we dig into why Wikipedia and Wikidata matter far beyond vanity. Accurate, well-sourced entries create a feedback loop that improves how machines understand your brand, your founders, and your products. If you don’t meet notability yet, don’t force it; build authority elsewhere with consistent profiles, structured data, and content that names and connects related entities. We also share a simple action: search for your brand, founder, and main product on Wikipedia and Wikidata and assess accuracy. Want more like this? Follow the show, share it with a colleague, and leave a review so we can help more teams make sense of entity-first SEO.

SEO Is Not That Hard is hosted by Edd Dawson and brought to you by KeywordsPeopleUse.com

Help feed the algorithm and leave a review at ratethispodcast.com/seo

You can get your free copy of my 101 Quick SEO Tips at: https://seotips.edddawson.com/101-quick-seo-tips

To get a personal no-obligation demo of how KeywordsPeopleUse could help you boost your SEO and get a 7 day FREE trial of our Standard Plan book a demo with me now

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"Werq" Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 4.0 License
http://creativecommons.org/licenses/by/4.0/

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Most of us were trained to think in keywords—count them, match them, stuff them. But Google no longer sees the web as a bag of words; it reads the world as a network of entities, relationships, and intent. We unpack the “things, not strings” shift and explore how Hummingbird, BERT, and advances in NLP turned SEO from phrase-matching into meaning-making. Along the way, we show how entity clarity powers knowledge panels, fuels AI answers, and builds the kind of topical authority that lasts.

I walk through a simple, practical framework for modelling your site as a connected set of real-world things. You’ll hear how to define your core entities—organisation, products or services, key people, and foundational concepts—then map attributes and relationships that make sense to both users and machines. Using a speciality coffee example, we contrast the old “pour over coffee” keyword page with an entity-rich cluster that links devices like Hario V60 and Chemex, technique steps like the bloom, and tools like a gooseneck kettle, all tied together with clear internal links and consistent naming.

If you’re ready to move beyond brittle tactics and build durable visibility, this is your starting point. By curating accurate data, writing with context, and connecting the dots across your niche, you help search engines understand your corner of the world—and you earn trust the right way. Subscribe for the upcoming mini‑season on entities, share this with a teammate who still counts keywords, and leave a quick review to tell me which entity you plan to own next.

SEO Is Not That Hard is hosted by Edd Dawson and brought to you by KeywordsPeopleUse.com

Help feed the algorithm and leave a review at ratethispodcast.com/seo

You can get your free copy of my 101 Quick SEO Tips at: https://seotips.edddawson.com/101-quick-seo-tips

To get a personal no-obligation demo of how KeywordsPeopleUse could help you boost your SEO and get a 7 day FREE trial of our Standard Plan book a demo with me now

See Edd's personal site at edddawson.com

Ask me a question and get on the show Click here to record a question

Find Edd on Linkedin, Bluesky & Twitter

Find KeywordsPeopleUse on Twitter @kwds_ppl_use

"Werq" Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 4.0 License
http://creativecommons.org/licenses/by/4.0/

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Tired of churning out endless blog posts that barely move the needle? There's a powerful alternative that smart brands are using to generate leads, backlinks, and unmatched brand authority.

In this eye-opening episode, I dive deep into "engineering as marketing" – the strategy of creating free, useful tools that attract and convert your ideal customers. Unlike standard content marketing, this approach leverages your development resources to build something truly valuable that competitors can't easily replicate. I break down exactly how industry leaders like HubSpot and Ahrefs have used this strategy to build massive audiences and convert casual visitors into paying customers.

You'll discover why these tools work so effectively as link magnets, how they target people at the perfect stage of awareness, and the specific qualities that make them irresistible to users. I share my firsthand experience implementing this strategy with KeywordsPeopleUse.com, explaining how our free tool option has generated substantial traction and conversions.

The beauty of this approach is its staying power – once you've created and promoted your tool, it continues working for you with minimal maintenance, unlike content that quickly becomes outdated. Whether you're an established brand looking to differentiate yourself or a startup seeking traction, this episode provides actionable insights for implementing engineering as marketing in your business. Start thinking about what tool you could build today that would transform your marketing results tomorrow.

SEO Is Not That Hard is hosted by Edd Dawson and brought to you by KeywordsPeopleUse.com

Help feed the algorithm and leave a review at ratethispodcast.com/seo

You can get your free copy of my 101 Quick SEO Tips at: https://seotips.edddawson.com/101-quick-seo-tips

To get a personal no-obligation demo of how KeywordsPeopleUse could help you boost your SEO and get a 7 day FREE trial of our Standard Plan book a demo with me now

See Edd's personal site at edddawson.com

Ask me a question and get on the show Click here to record a question

Find Edd on Linkedin, Bluesky & Twitter

Find KeywordsPeopleUse on Twitter @kwds_ppl_use

"Werq" Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 4.0 License
http://creativecommons.org/licenses/by/4.0/