I have the following problem : My native language is not English so I was planning to build an electronics website in my native language . I don't know whether to use entities or not in the content . It will definitely help the users but I don't know how that would affect my positioning . I did a little experiment and the SERP for a keyword written without entities and the SERP for the same keyword with entities are totally different . So what do you think ? Should I use HTML entites or not ? Thanks in advance .