The video discusses the concept of entity-based SEO and how it can be used to improve the visibility of a website. It shows how to extract entities from text using the word lift add-on for Google Sheets and how to inject them into the website's structured data.
Entity-based SEO is a method of optimizing a website based on the entities that are unique to that website. This can be done by looking at the title and meta description of each page, as well as checking the similarity between the pages' entities. Semantic publishing is a method of classifying text into entities so that the gaps between entities on a page can be determined. This information can then be used to optimize the website for better search engine ranking.