Introduction to Entities and the EAV Model

Entities and keywords are often discussed as if they were the same thing. They are related, but they serve different purposes. This lesson sets out the distinction clearly, shows how to read a search query from both perspectives, and introduces the entity-attribute-variable (EAV) model. Understanding this model helps with information gain, competitor analysis and programmatic SEO projects.

What this lesson covers

• What entities are and how each one has an entity type
• How keywords differ from entities and where the two overlap
• Reading search queries for SEO signals and for entities
• Why niche concepts may be classed as “other” by pre-trained models
• The EAV model: entities, their attributes and the variables of each attribute
• Using EAV combinations to plan targeted landing pages

Entities are distinct, well-defined concepts such as people, places, things or ideas, and each has a type. A keyword is a word or phrase with SEO value, and the same keyword can mean different things depending on context. The lesson works through example queries. A shopping query for a branded product reveals transactional and navigational intent from an SEO view, while an entity view identifies the organisation, the product and the person involved. A query about a beginner guide to a topic shows that some recognised entities are too niche to be prominent in general training data, so tools such as Google’s Natural Language API may label them as “other”.

The second half introduces the EAV model. Each entity has attributes, which are its characteristics, and each attribute has variables, which are its specific values. A simple example uses a dog, with breed as an attribute and individual breeds as variables. The lesson then applies the model to an influencer example, mapping attributes such as location, family status and niche, and showing how combining variables can produce more tailored landing page targets. It closes with practical advice for beginners: pre-trained models such as Google Cloud’s NLP API or Amazon Comprehend usually offer a faster route to entity extraction than custom training.

This lesson is part of the optional Introduction to Entities and Entity Extraction knowledge primer. It gives you the language needed for the more strategic modules on entity-based search and brand entities. It suits SEOs and content strategists who want a firmer grasp of entity thinking, and it points to the Semantic ML-Enabled Keyword Research course for a deeper treatment of EAV in keyword research.