In 2026, the battle for the top of the SERPs isn’t won by stuffing keywords; it’s won by mastering context. Google no longer ranks pages based solely on keywords; it ranks based on how well your SEO strategy reflects entities, their meanings, and their relationships across your webpage.
Category pages, landing pages, blog posts, and even informational content can all win, but only if Google can clearly recognize entities and their intent. This is where entity-based SEO fundamentally changes how content is built.
What are Entities in SEO?
An entity is a distinct, well-defined, and singular object or concept that a search engine can identify regardless of the specific language or synonyms used. Unlike keywords, which are just strings of text, entities have:
- Relationships: Connections to other entities (e.g., “Steve Jobs” is related to “Apple”).
- Identity: A unique identifier (like a person, a specific brand, or a landmark).
- Attributes: Specific data points, such as a person’s birthday or a product’s price.
Take a query like “running shoes.” In this case, some users may be looking for specific products, but others might be exploring broader concepts, such as:
- Trail vs road
- Waterproof
- Neutral or stability
- Carbon plate
- Cushioning level
These are not keywords. These are entities with clear relationships.
If your page doesn’t mention or structurally support these entities, Google doesn’t see authority. It sees incomplete topical coverage, which weakens your overall SEO strategy.
From Keywords to Entities: The 2026 Shift
Keywords are just strings of text. Entities are the “things” that those strings represent: concepts, materials, brands, and specific attributes.
Over the past few years, Google’s shift toward entity-based SEO has gained momentum. Instead of just matching words, Google now uses:
- Entity Extraction: Identifying the specific “nodes” of information on a page.
- Knowledge Graphs: Structuring how entities connect and relate to each other.
- Schema Markup (Structured Data): Providing explicit signals that help Google confirm entity types, attributes, and relationships—bridging the gap between on-page content and the Knowledge Graph.
- Refinement Chips: UI-level signals that expose Google’s internal entity understanding.
Upgrade Your Strategy with Google Entity Scraper
Refinement Chips (also called Search Refinement Chips) are the small suggestion buttons shown on Google Search, often at the bottom of the SERP or within image results.
To take advantage of this shift, I built a free Chrome extension that extracts Google’s own entity signals directly from the SERP.
Introducing “Google Entity Scraper by Akarsh”
This Chrome extension is built for entity extraction and entity-based SEO workflows. Instead of manually guessing which attributes, subtopics, or concepts to include, you can extract them straight from Google’s refinement data and map them into your content and marketing strategy.
Key Features:
- Instant Entity Extraction: Scrapes Google’s Refinement Chips in one click.
- Context Discovery: Understand exactly which attributes (entities) Google associates with your primary keyword.
- No Heavy Tools Required: You don’t need expensive entity extraction tools or complex NLP APIs.
- 100% Free: No credits, no sign-ups, and no “limited-time” trials.
How It Works:
- Search for your target keyword on Google.
- Click the Google Entity Scraper icon.
- Extract the list of refinement chips (entities) that Google is already prioritizing.
- Implement these entities into:
- Meta Tags
- Content Briefs/Outlines
- Webpage Content
- Video Titles & Descriptions
This approach strengthens entity relationships and helps your content integrate more naturally into Google’s knowledge graph.
And you don’t have to limit yourself to new content briefs, you can also conduct a content audit and revamp your existing content pieces by sprinkling in a few relevant entities.
Download the Tool
Stop leaving entity optimization and topical authority to chance. Use the same entity signals Google relies on to build a smarter, future-proof SEO strategy.
Download Google Entity Scraper Here!
And guess what? We used the extension to refine this piece of content, too!
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