Keywords have always been the backbone of SEO. They still play a role, but large language models (LLMs) don’t treat them the same way old search engines did. Instead of focusing on matches, AI builds a map of entities (people, companies, products, and ideas) and the relationships between them.

If you want your content to show up in AI-driven search and LLMs, repeating a phrase isn’t enough. You need to make the connections clear.

What Are Entities?

Entities are the nouns of the web. They’re names, brands, tools, and concepts that define a topic. When you write “Elon Musk, CEO of Tesla,” you’ve given AI three pieces of information: a person, a company, and a role.

AI doesn’t just store the words. It stores the relationship between them. If you later say “he” without context, the thread can get lost. But if you use names and attributes consistently, AI understands exactly who and what you’re talking about.

Why Entities Matter More Than Keywords

Keywords show intent. Entities give meaning. Let’s compare:

  • Keyword approach: “best CRM software”
  • Entity approach: “Salesforce is one of the most widely used CRM platforms”

Both lines speak to the same topic, but the second one does more. By naming Salesforce, you’re tying your content to an established entity. That strengthens the connection in AI’s knowledge graph and makes your page more trustworthy.

Practical Ways to Use Entities in Content

Clear entity use makes your writing easier for people and AI to follow. A few ways to get it right:

  • Name your brand instead of just saying “we”.
  • Stick to consistent references for people, tools, and companies.
  • Add attributes like roles or industries to clarify context.
  • Link out to authoritative sources that reinforce credibility.

These are simple habits, but they build a stronger web of meaning around your content.

How This Helps With AI Visibility

When you name entities and define their relationships, AI can place your content neatly into its knowledge graph. That makes it easier for your work to be surfaced, trusted, and quoted.

The bonus is that it helps readers too. Clear naming reduces confusion and improves flow. The same things that help AI also make your writing more human-friendly.

Conclusion

Keywords still matter, but they’re only part of the picture. If you want your content to stand out in AI search, focus on entities and the connections between them.

Look back at your posts with that lens. Are you naming your brand and products clearly? Are you giving enough context for readers and machines to connect the dots? If not, a few changes could go a long way. And if you want to know whether your brand is being recognized in AI chats, Murmur can help. The reports aren’t meant to hand you a list of fixes. They highlight where your brand shows up and where it doesn’t, giving your team the perspective to decide what content deserves more attention.