How to Find Related Entities in SEO

Entities matter. They’re the building blocks of how Google—and other search engines—interpret information.

By learning how to identify and connect related items, I’ve seen people boost their SEO visibility while forming stronger links in the Knowledge Graph.

In this article, I explain the basics of what these items are, why they exist, share a practical case study, and then offer 15 actionable tips on how to find related items for your business or brand. Let’s get started.

What Are Entities and Why Do They Exist?

Items represent “things” in the real (and digital) world. A person, a place, a business, or even a broad idea—any of these can be an item. Instead of treating search terms as collections of letters, Google tries to recognize actual things with definite characteristics and connections.

A Fundamental Shift

One of the most significant changes in Google’s search approach came in May 2012 with the introduction of the Knowledge Graph. Before then, Google mostly matched word strings to pages.

Now, it aims to grasp the meaning behind those words.

For example, if you search for “Eiffel Tower,” Google recognizes that it is a monument in Paris, stores historical information about it, and groups this information under an item with specific attributes and links.

Entity Catalogs

Google’s advanced ability to identify and organize items comes from multiple sources, also known as “entity catalogs.” These include:

• Wikipedia – A vast knowledge base maintained by contributors from all over the world.
• Wikidata – A related project focused on organized data.
• DBpedia – An effort to extract structured information from Wikipedia.
• Freebase – A former project that has been integrated into Google’s Knowledge Graph.

Below is a quick reference table comparing these major catalogs:

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Why Entities Matter

Items are used because search systems (and AI overall) need a steady way to interpret the world. Having organized data for each item means:

• Improved interpretation of search questions.
• Fewer unclear matches as the system can accurately tell which “thing” you mean.
• More context about connections, helping search engines show knowledge panels, graphs, or related suggestions.

Without these items, search engines would struggle with piles of text lacking context. Items allow them to understand what matters to you—and to your business.

A Local Coffee Shop Earns a “Buzz”

I noticed a local coffee shop (let’s call it “Brew Haven”) benefit from item-based SEO to build better digital presence.

They began by making sure their shop was listed in Wikidata, added location details to local directories, and secured brand mentions in local news outlets.

By linking these mentions and verifying that all references pointed to the same item (that is, Brew Haven located at 10 Main St.), they helped search engines grasp who they were and how they connected with other local businesses.

They didn’t run paid ads or hire popular influencers. They simply fixed inconsistencies (for example, different phone numbers or addresses across websites) and ensured their website content was in line with established categories—locally roasted coffee, baked goods, and community classes on brewing.

Two months later, Brew Haven’s knowledge panel started showing up in Google searches for “Brew Haven coffee near me.”At the same time, Google’s“.

People also search for” section displayed neighboring shops that sold pastries—exactly the kind of network Brew Haven wanted. Their efforts also greatly improved their local SEO performance.

15 Tips on Finding Related Entities

Now, here are 15 straightforward tips for finding related items for your business or brand. Not every idea will work for everyone, but these can help refresh your SEO strategy.

1. Browse Wikipedia Pages
   Enter your industry, service, or main product on Wikipedia. Check the “See also” section, or look at references and linked articles. This can provide useful ideas for related topics, events, or organizations.
2. Check Google’s “People Also Ask”
   Search using your main business keyword on Google. Look at the “People Also Ask” questions. Google often groups questions around a key item. These can be hints for related topics or sub-items that are significant.
3. Use Competitor Knowledge Panels
   Look up your competitors. If they have a knowledge panel, note which topics or details Google attaches to them. That can be a clear indicator of related items in your niche.
4. Read Industry News
   Major industry publications or news sites often mention important players in your field. You might come across associations, regulatory groups, or technology providers that appear frequently. These are useful related items.
5. Wikidata Query Service
   If you’re comfortable with some technical research, try the Wikidata Query Service to search for your brand, product category, or local area. You can see connections and find new attributes that your item may share with others.
6. Scrutinize DBpedia
   DBpedia structures Wikipedia data in a semantic format. Searching DBpedia for your brand or industry can reveal synonyms, alternate labels, and relationships you might not have seen before.
7. Use Social Media Graph Data
   Platforms like Facebook or LinkedIn have their own networks. Look at suggested pages or connections that appear next to your brand or service in these networks. Those suggestions come from algorithmic associations—essentially related items.
8. Utilize Topic Modeling Tools
   Tools that generate latent semantic indexing keywords or topics can bring up related ideas. Though they might not explicitly list items, they often group related clusters around your main topic.
9. Check Patent Databases
   If you work in a specialized or technical area, reviewing patents can reveal useful synonyms and competitor innovations. Patent records often mention scientific names, companies, or technologies—each of which can be considered an item.
10. Interview Industry Experts
    Sometimes direct insight is best. Ask someone with experience in your industry which organizations, events, or historical moments are important to your field. This can quickly point you to relevant items.
11. Local Directories and Associations
    For local businesses, regional business associations or directories usually list related services in the area. This method helped Brew Haven notice complementary local partners like bakeries, dairy farms, or community events.
12. Use Google’s Knowledge Graph API
    If you’re technically inclined, query the Knowledge Graph Search API to see what Google considers related to your brand or topic. It might not show everything, but it provides official information from Google.
13. Observe “People Also Search For”
    When a knowledge panel is displayed, you might see a carousel or boxes for “People Also Search For” at the bottom. Each image or link represents a separate, related item.
14. Study Academic Research
    Specialized fields often have academic or scientific studies that mention various items. For example, an agriculture research paper might list major seed suppliers, important crops, and trade bodies. Each reference can serve as a potential SEO item.
15. Create Content from Found Entities
    After identifying these related items, include them in your content. Write blog posts or resource pages that mention them. By ensuring your website content talks about recognized and related topics, you help search engines understand your site better.

FAQ

What is an entity in SEO terms?

An entity in SEO is any distinct “thing” that Google can recognize and categorize—whether it is a person, organization, place, concept, or object. Instead of focusing solely on keywords, entity-based SEO helps search engines grasp the deeper meaning of your content.

How does the Knowledge Graph differ from a Knowledge Panel?

The Knowledge Graph is Google’s overall database of interconnected items, attributes, and relationships. A Knowledge Panel is the section on the search results page that shows summarized details about a specific item.

Is entity SEO only for big companies?

No. Small businesses can benefit from item optimization as well, particularly at the local level. When Google has a clear picture of your business details and connections, you are more likely to appear in local searches, knowledge panels, and related suggestion boxes.

Why is Wikipedia frequently used as a source?

Wikipedia follows strict editorial standards and has a large community of contributors. Search engines trust its editorial process, which makes it a popular source for verified facts about items.

Do I need advanced coding skills to investigate related items?

Not at all. While tools like APIs and semantic web services can speed up the process, you can also collect valuable insights manually from free platforms like Wikipedia, competitor knowledge panels, and local directories. Personal interviews and offline research remain effective ways to uncover important connections.

Can finding related items help with E-A-T?

Yes. Showing detailed knowledge of your field by referencing reliable, related items can build a stronger image of expertise and credibility. This approach tends to have a positive effect according to Google’s guidelines.

What’s the biggest mistake people make when looking for related items?

It is common to simply copy random words without checking how relevant they are. Using words that lack clear meaning or context can confuse both users and search engines. It is better to focus on meaningful connections that genuinely relate to your business.

How quickly can I see improvements from item-optimized content?

The time frame varies. Some notice changes in a few weeks, while for others it may take months. Factors include your industry, competition level, and how long your site has been active. Still, establishing your brand as a clear item tends to have lasting benefits.

Should I rely solely on knowledge panel suggestions for related items?

No. The suggestions you see in a knowledge panel represent just one part of the information. Combining data from multiple sources—like Wikipedia, local directories, and academic research—will provide a more complete picture.

Are there tools that automatically locate related items?

Many SEO platforms now include features for finding items. Yet, manual research is still important because it allows you to check context and keep full control over the details.

Why was Freebase significant?

Freebase was an open platform for classifying items that Google acquired. Its data contributed significantly to the development of Google’s Knowledge Graph in the early stages, although it has now been integrated into newer systems like Wikidata.

Can internal linking support item-based SEO?

Yes, a thoughtful internal linking strategy can emphasize important pages—effectively pointing to key items on your site. By consistently linking to pages that explain particular topics or offerings, you help search engines see them as important parts of your website.