At this point, there can be nothing better than learning about SEO optimization with Entity. What I want to emphasize above is the importance of Entities in search. Now we’ll dive into how Entity drives your rankings in the future.
Entities, in my humble opinion, are the most important concept to understand in SEO right now.
What is Entity? Definition of Google
Entity is a single, unique, well-defined and distinguishable Thing or concept.
I used to think of entities as essentially nouns (a person, place, or thing). I was fundamentally wrong, they go beyond that. An entity can be an idea, an adjective, a concept, etc…
Anything can be uniquely identified. Red for example. Or the Pythagorean theorem. Or the article itself. Or the concept of entities it discusses. Or a word on it. Or a letter in that word. Or a pixel in that letter. Everything
It’s important to understand that Entity doesn’t have to be an object, it can also be a color, date, idea, and more.
Entity is anything:
– Clearly defined.
What is the Entity role in Search?
Entity is a more accurate method for Search Engines to understand user intent while mapping additional verified sources to answer a search query.
One way of introducing entities is to recognize that the Google Knowledge Graph is an entity graph and represents Google’s first step towards using semantic search (or entity search).
The three most important ranking factors, as acknowledged by Google, are:
– Content – Content.
– Links – Links.
Now let’s look back at these three ranking factors.
Content, from an SEO perspective, is the connection of entities in a relationship.
In the statement, SEO is Dead, there is an SEO entity, an entity is Dead, and there is a relationship that they connect to and the direction of the relationship.
All content is basically like that.
Links, at their very core, are a connection between entities even before we (or Google) think of them as such.
They represent relationships and orientations between pages on the web. Those pages are entities that contain other entities.
Furthermore, the anchor text entity is connected through a relationship with a topic (also an entity) and that topic entity is then connected through a directed relationship (association). with the landing page entity.
RankBrain is not a ranking factor in the traditional sense. Its job is not to act as a signal but to regulate which signals carry weight.
For a query like [best vacation], RankBrain interprets which signals make the most sense to produce the best results.
Basically, RankBrain itself simply determines which metrics and entity relationships are most important to a particular query.
Google Ranking search results based on Entity
Search results ranking based on Entity metric is the title of a Google patent they were granted in 2015 and was the first patent on Entities. It wasn’t the last time.
You can find a breakdown of the patent here but it’s a lot of reading and dealing with formulas and in this article we’ll focus on what’s important and related to ratings. .
According to the patent, ranking entities for search involves considering the following four factors:
1. Relevance. Relevancy is determined based on co-occurring entities. Basically, if two entities are frequently referenced on the web (e.g. Donald Trump and the US President) you get something like:
This is because they exist often enough with each other and on sufficiently authoritative properties to yield a single result. This same process connects other entities to the term when we pluralize it:
Each of them is an entity and they are associated with the President entity and so when the query is plural we see all of them.
2. Famous people (Notability). Google uses a fairly simple formula (in the patent) to determine how remarkable an entity is.
Avoid the formula, it basically breaks down that the more valuable an entity is (defined by things including affiliation, reviews, mentions, and relevance), the value of the category or subject. The less competitive it is on a topic, the higher its reliability.
On the surface this may sound implausible, but basically it means that if you’re a big fish in a small pond, you’re more noticeable than if you were the same size. Fish swimming in the ocean.
3. Contribution. Contribution is determined by external signals (e.g. links, reviews) and is essentially a measure of an entity’s contribution to a topic.
A review from a reputable and respected food critic would add to this metric more than Dave’s praise of Yelp on price for their entity contribution in the higher space.
4. Prizes (Prizes). The award metric is exactly what it sounds like, a measure of the various related awards an entity has received. This could be a Nobel Prize, an Oscar or an American search award. The award type determines its weight, and the larger the prize, the higher the value attached to the entity in question.
When all is said and done, the process begins with the user requesting information about an entity.
I can type in Google [best actress].
Then Google goes through their process in this order:
Determine the relevance of other entities and assign values.
Determine the notability of those entities and assign a value to each.
Determine the contribution metrics of these entities and assign a value.
Identify any awards given to the entity and assign a value.
Define the applicable weights each weight should have based on the query type (sound familiar?)
Determine the final score for each possible entity.
Render a SERP that looks like this
Their algorithm is not perfect. But not bad.
Answer the question using entity references in unstructured data
We are currently reviewing a patent issued in 2016.
This patent contains some powerful ideas and, thankfully, is easy to summarize.
Here’s what to do:
– Each entity is assigned a unique identifier. This will likely involve Google’s acquisition of Metaweb in 2010 (shown here by Bill Slawski).
– Determining the most likely entity requested by a searcher can be accomplished by establishing which entity appears the most times in the top 10 results.
– There is an entity database. To save Google having to process the top results every time a query is run, the database exists simply storing entities and their connections. Think of it like a federated database, but for entities.
– Entities ranked by quality score may include freshness, previous user choices, incoming and possibly outgoing links.
– When a query for an entity is executed, the relevance of the other entities is determined for the results. To illustrate, for the query [dave davies], Google needs to determine which entity metric is most important to it. The date of birth entity is considered important, his band entity and some other entities are important enough to make the Knowledge panel.
– Methods for Google to infer context for various entities.
– Identify entities and their relationships when data is unstructured.
– This method also allows Google to learn new entities.
With this technique, Google’s capabilities around learning about entities and their relationships become significantly stronger.
Combined with their advances in natural language understanding and machine learning and the importance of entities jumps forward even more.
Entity Example “Dave Davis”
Consider that the name Dave is an entity. In fact, ‘Dave Davis’ is an entity. In fact, there are four people in my city. And there are three in this photo:
Each of these entities has a connection. They all have the name Dave Davies. There are several other similar characteristics. They will all have male gender and number of intersection points but the way they differ is much larger. And that’s where entities come in.
Let’s use as our example the most famous ‘Dave Davies’ in this image and just look at a basic illustration of the entity ‘Dave Davies’ from the band The Kinks. If you’re not familiar with him here’s who we’re talking about:
Now, let’s take a look at a small portion of his entity graph in a very poor illustration based on one from a Google patent but adapted to our example here:
What you can basically see here is an image of entities (circles) and relationships (lines). If you think this kind of relationship graph looks familiar, it’s probably because it looks a lot like:
Are you starting to see connections? Good Knowledge Panels are only the tip of the iceberg, but they serve as a great visual example of the entities and their relationships used directly in search.
The last patent we will discuss here is simply titled, Related Entities and was granted in its current form earlier this year 2018.
Here’s what we can get from the patent:
– Again we see a reference to the entity database. This database does not simply contain a list of known entities but as outlined above, also how they connect to other entities. The Dave Davies entity (the Kinks guy, not me “Dave Davies SEO”) will connect to the entities:
+ February 3, 1947, by date of birth relationship
+ Daniel Davies by relationship is child (has child)
danieldavies.com by the relationship is having a website.
And so. All these connections are contained in the database.
– There is a mechanism for prioritizing entity relationships. As noted above, the order in which Dave Davies came into life in his family is a known entity but is not preferred over other entities identified to provide a higher probability of interest for searcher.
– Stronger sites like Wikipedia provide a stronger relationship between entities. For example, a Wikipedia page discussing Ronald Reagan as president of the United States would connect the two entities of Ronald Reagan and the President of the United States much more than they mention in this article with a leading agency. related to SEO and marketing.
As you can see, the patent itself is quick to summarize but the ideas within it are powerful.
Why are Entities important for SEO?
Entities are important to SEO because, at their core, they are the world.
We ourselves understand everything around us in the context of Entity and their relationships.
A big part of the reason we’re talking about this now is because Google uses the concept of machine learning to search.
Without machine learning, Google cannot understand the language well enough to interpret pages and entity relationships.
Without machine learning, and RankBrain specifically, Google couldn’t learn to prioritize signals accurately and quickly and adjust for the unknown and learn from them.
So now we’re starting to see all of this come into play and with it a huge change in the way pages are ranked.
With incoming entities:
– The ability to calculate the probability of meeting user intent with much greater accuracy.
– The ability to understand from language and tone, whether the outcome will be positive or negative.
– A significant reduction in reliance on links.
Links will still be a strong signal I am sure, but they will become a simple among many mechanisms for setting entity values.
To optimize in this new world (Entity), we need to change the way we think about our websites and the way we market externally.
If we want to rank for blue widgets, we need to consider that Google may or will soon understand all the different entities associated with them and accordingly searcher intent will be met.
And now you need to consider what entities you need on your website and how they need to be connected to maximize the probability that Google understands that you are capable of serving more possible intents than your competitors. compete.
Entity and Links
Perhaps more important for SEO professionals will be the change in links.
If I’m right, and it seems inevitable, the links will become a simple connection between many entities.
Why would an association be necessary to pass the pass value if every other signal and strong understanding of how the related entities are laid out?
One idea to get away with is to consider every logical connection, regardless of the type of SEO you’re doing.
If you’re writing content, think about the other Entities that exist on the page or website and make sure they stand out from the crowd.
And when you’re doing link building, think about the entities you’re most interested in linking to and get links on related sites that help add value to those entities.
How to optimize ENTITY for SEO on your website (ONSITE)
What can you do to increase your entity value?
This question has many answers. Increasing the value of the entity that is your website (it contains countless entities, of course) requires simply reinforcing your value and the relationships you want to be associated with.
Some simple things you can do are:
– Build Content by Topic Cluster (Semantic & Topic Authoirity): Create content that attracts users to meet their INTENT, which will prove Topic Authority in the eyes of users and Google.
– Create content that doesn’t just talk about your products and services, but discusses your site’s topic in more depth. Content strengthens your site’s association with the topic you want to rank for. This will have the secondary benefit of increasing your authority that Google will see you as responding to multiple user intents.
– Build relevant links and get your brand and website mentioned on relevant pages. Better links mentioned but since Google works harder and harder to understand your entity, I can say that they will no longer require links to assign links between entities.
– Add Schema to your site. Schema is an easy way to add information to your website about your association with specific topics, brands, products, services, and more. and there are many other benefits. See which Entities need more Schema for your website here:
4.Keep Google My Business up to date. If you don’t have a Google My Business listing, you should probably do that instead of reading this article, but you’re almost done when you’re done. This is where you specifically tell Google a lot of information about your site, your company, topical relevance, and tons of other information. You can also use it to add additional information to your Knowledge Panel to attract searchers so it has other benefits too.
5.Updates for Popular Socials: Stay up to date with new and useful information on your popular Socials.
How to Deploy Entity Off Your Website (OFFSITE)
1.Building Entity OffSite includes the following steps:
2. Create business profile accounts on popular Social Profiles: Use reputable social networking sites in the world to build your company’s brand and LINK to your website. From on your site use Schema to list external Entities on popular Socical as follows:
3. Use Google Platforms: Connect Google resources like Google Sites, Blogger, Google My Business, Google Map, Google News to build a unified unified link (relationship and relevance) for authentication Entity.
4. Create Google My Business: To optimize and improve the chances of showing up on Google Search and Google Maps.
Social Review: Use Brand, Product Review about your brand, product, service. Thereby ensuring increased Trust for your brand in the eyes of Google and users. Note: this is a real user review, not made by you.
The entities are necessary for Google to provide the information you request, when you search for the pizza entity with the location relationship of the entity closest to you. As a result, you will get the Pizza delivery addresses around you.
So a top priority and to begin with you should think about producing Entity optimized Content in the near future. See the article Detailed instructions for 10 steps to optimize Content with Entity
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