The term “entities” refers to the unique terms, phrases and names that Google uses to identify websites. These entities are important because they allow Google to properly index your site and determine appropriate ranking metrics.
Google can also use these entities to identify duplicate content on your site, which can cause confusion in search results. Google uses entities such as cities and countries for the purposes of indexing.
For example, if you were to look up “murray” in English, you would see that murray is an entity. Therefore, if you are optimizing your site for a city named “murray”, you would want to make sure that it appears near the top of the SERPs (Search Engine Results Page).
