EntitySEO.wikiThe Entity SEO Reference

SEO fundamentals

From EntitySEO.wiki, the entity SEO reference · Last reviewed · By · Published by Local Blitz · How we research

Search engine optimization (SEO) is the practice of helping search engines find, understand and show your pages to the right people. Google describes three stages: crawling (downloading pages), indexing (analysing and storing them) and serving (choosing results for a query). Entity SEO only works once these fundamentals are in place.

How does Google Search work?

Google says Search “works in three stages, and not all pages make it through each stage”:[1] Officially documented

  1. Crawling: automated programs called crawlers download text, images and videos from pages found on the web.
  2. Indexing: Google analyses the content and stores it in the Google index.
  3. Serving: when someone searches, Google returns the results it judges most relevant.

What are the rules?

Google Search Essentials sets out technical requirements (Googlebot is not blocked, the page works and returns HTTP 200, and it has indexable content), spam policies and key best practices.[2][3] Officially documented Bing publishes similar Webmaster Guidelines.[4]

What are the pillars of SEO?

PillarMain questionGuide
CrawlingCan search engines reach every important URL?Crawling
IndexingIs the right version of each page stored?Indexing
On-pageDoes each page clearly answer a need?On-page SEO
TechnicalIs the site fast, mobile-friendly, secure and renderable?Technical SEO
LinksIs the site well linked internally and cited externally?Links
LocalCan a nearby customer find and trust the business?Local SEO

How do ranking systems decide?

Google uses many automated ranking systems that look at “many factors and signals about hundreds of billions of web pages”, and publishes a guide to the notable ones, including link analysis, BERT, neural matching, RankBrain, freshness, reliable information and spam detection.[5] Officially documented Its helpful content guidance says these systems aim to reward content made to help people rather than to game rankings.[6]

Where do entities fit?

Entities are how a search engine connects what a page says to what it already knows. They depend on every stage above: an uncrawlable entity home or an unindexed About page teaches Google nothing. Once the basics work, add entity SEO. The same foundations support answer engines; see SEO as the foundation for AEO and AEO.wiki’s AEO vs SEO.

Frequently asked questions

What are the three stages of Google Search?

Crawling, indexing and serving search results. Google notes that not every page makes it through each stage.

Is SEO still relevant with AI search?

Yes. Google says SEO best practices remain relevant for AI Overviews and AI Mode and that no special optimizations are needed.

How long does SEO take?

There is no fixed timeline. Google's SEO Starter Guide notes that changes can take from hours to months to be reflected, depending on crawling and processing.

References

Pages accessed September 29, 2026 unless a date is given. See all sources and our editorial policy.

  1. ^ "In-depth guide to how Google Search works". Google Search Central.
  2. ^ "Google Search Essentials". Google Search Central.
  3. ^ "Spam policies for Google web search". Google Search Central. Updated May 2026 to cover generative AI responses.
  4. ^ "Bing Webmaster Guidelines". Microsoft Bing Webmaster Tools.
  5. ^ "A guide to Google Search ranking systems". Google Search Central.
  6. ^ "Creating helpful, reliable, people-first content". Google Search Central.
Categories: Search engine optimization