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Everything You Didn't Know About Entity SEO

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Everything You Didn't Know About Entity SEO

  1. 1. Everything You Didn’t Know About Entity SEO sara.taher.com
  2. 2. Entity SEO: What, Why, How Hello! By the end of this webinar, you’ll: Understand what is entity SEO and why it’s important How to incorporate Entity SEO concepts into your SEO workflows sara-taher.com learn the right mindset to approach content today and in the future!
  3. 3. What is an Entity sara-taher.com “An entity is a thing or concept that is singular, unique, well-defined and distinguishable. ● person, ● place, ● item, ● idea, ● abstract concept, ● concrete element Generally, entities include things or concepts represented linguistically by nouns.” ~ Google An Entity Not an Entity Beauty Beautiful Running Shoes Best running shoes Book Books
  4. 4. Why We Need to Think of Entities? sara-taher.com
  5. 5. Once upon a time… sara-taher.com Around 10 years ago, the SERPs were filled with low quality results!
  6. 6. So… Panda was designed to reduce the rankings for low-quality sites (“sites which are low-value add for users, copy content from other websites or sites that are just not very useful”) and reward better rankings to high-quality sites (“sites with original content and information such as research, in-depth reports, thoughtful analysis, etc…”) Panda 2011 A.k.a web spam algorithm update, was created by Google to help reduce the number of sites appearing in SERPs that were using black hat SEO techniques to manipulate results with link schemes. probably the biggest algo. update ever. very big impact… there were tons of penguin updates till 2016 Penguin 2012 Google announces knowledge graph and moving towards “things not strings”. The Knowledge Graph 2012 Hummingbird signaled Google’s commitment to an increasingly sophisticated understanding of the intent of searchers’ queries with the goal of matching them to more relevant results and arguably marked the beginning of the semantic search era. Hummingbird 2013 sara-taher.com
  7. 7. From an Information Engine to a Knowledge Engine Language can be ambiguous. Are we looking for monument, or Taj Mahal the musician? Find the right things if you search for “when was diana born”, Google will understand that you are talking about “princess diana” and is able to provide the answer to your question directly in SERPs. Get the best summary Finally, the part that’s the most fun of all—the Knowledge Graph can help you make some unexpected discoveries. Go deeper and broader 01 02 03 sara-taher.com
  8. 8. Things, Not Strings sara-taher.com A knowledge graph, also known as a semantic network, represents a network of real-world entities—i.e. objects, events, situations, or concepts—and illustrates the relationship between them. This information is usually stored in a graph database and visualized as a graph structure, prompting the term knowledge “graph.” ~IBM
  9. 9. Things not Strings sara-taher.com “Some of the actors for the Avengers movie include, Robert Downey Jr. who played Iron Man in the movie along Mark Ruffalo who played the popular Hulk. Robert Downey Jr. is also known for portraying Charlie Chaplin, the famous comic, in a previous movie.” Text/information Graph
  10. 10. sara-taher.com About this result Google used to show other terms/entities that would naturally be present along side the main target keyword. Can you write a recipe without talking about “ingredients”?
  11. 11. Keyword Research Vs. Entities sara-taher.com Topic: Road Trip to Florida Keywords ● Road trip to florida, ● florida road trip, ● road trip fl Entities ● Map ● Travel ● Itinerary ● Planner Topic: 7 day Dubai Itinerary Keywords ● dubai itinerary ● dubai trip itinerary ● 7 day dubai itinerary ● dubai itinerary 7 days Entities ● tour ● airbnb ● Tourist attraction ● United Arab Emirates ● Burj Khalifa ● Dubai Mall Unlike keywords, entities don’t have to include the same words as the main topic”
  12. 12. What does using entities mean for SEOs? 01 02 It doesn’t matter whether you use “color” or “colour”, etc… Spelling Density; The repetition of exact match keywords “buy shoes online” all over the content is less important. Keyword difficulty and search volume also matter less. Keyword Metrics Google understands that a puppy is a dog, so using either or both in content is totally fine. Same as with things like “robert downey jr” & “rdj” Variations sara-taher.com 04 03 Topical Authority Topical Authority can be achieved by focusing on entities rather than keywords, as One cannot exist without the other.
  13. 13. How to Do Entity Research? sara-taher.com
  14. 14. 1. Image Search A mix of entities and related search terms sara-taher.com
  15. 15. 2. Pull Google Trends related queries and related topics sara-taher.com
  16. 16. 3. Collect data from autocomplete and search suggestions sara-taher.com
  17. 17. 4. Wikipedia sara-taher.com
  18. 18. 5. Use Google Knowledge Graph to pull relevant entities sara-taher.com
  19. 19. 6. Google Knowledge Graph Search API https://cloud.google.com/natural-language#natural-language-api-demo sara-taher.com
  20. 20. 7. Use non-web resources sara-taher.com
  21. 21. How to Incorporate Entities in Your SEO Workflow? sara-taher.com
  22. 22. Topical Maps A topical map is a map of subtopics that are related to the main topic. sara-taher.com
  23. 23. Entity SEO Zion national park Hiking Cable Mountain weather hotels map sara-taher.com
  24. 24. Entity SEO Zion national park Hiking Cable Mountain weather hotels map Topic: Zion National Park Keywords: ● Main keyword(s): Zion national park Long tail keywords (attributes): ● zion national park weather ● zion national park hotels ● zion national park lodge ● zion national park map ● zion national park airport ● zion national park trails Entities: ● hiking, ● cable mountain, ● the watchman mountain, ● horse ranch mountain, ● great white throne mountain, ● Camping, ● Lodging Note: Bottom of funnel pages & pillar pages usually are matched with 1 main entity. Also glossary, what is, who is pages. sara-taher.com
  25. 25. Schema & Entities <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "WebPage", "@id": "ENTER PAGE URL HERE", "mainEntity": { "@type": "Park", "name": "Zion national park", "openingHours": "Mo,Tu,We,Th,Fr,Sa,Su 11:00-20:00", "telephone": "+155501003344", "sameAs": "https://en.wikipedia.org/wiki/National_park" } } </script> ● Use mainEntity if the webPage is about a specific entity. ● You may also want to add schema referring to other entities on the page as follows if there’s no schema.org type for your entity: {“@type”: “Thing”, “name”: “Tour”, “sameAs”: “https://en.wikipedia.org/wiki/ Walking_tour”}, sara-taher.com
  26. 26. Internal Linking sara-taher.com Nothing new and no surprises, internal linking is important more than ever!
  27. 27. Case Study sara-taher.com
  28. 28. sara-taher.com Using Entities to Disambiguate the Location of a Local Business ● Used google maps to find and note local any key entities, such as state parks, lakes, or other features in the area. ● Created and edited content by referencing landmarks as well as adding driving directions from to the client location from famous landmarks. Example: "XYZ Contractor is located in Old Town Fort Collins, just east of Horsetooth and minutes from Colorado State University..." ● The website received 32% lift by simply adding geographically relevant terms to the page and linking to driving directions. Source: Brian Kato @ https://www.link-assistant.com/news/entity-case-study.html
  29. 29. How related the entity is to the search term. Relatedness Ranking Entities on Search Notability is an entity's relative importance. Entities are more notable in low-competition categories. They’re also more valuable when they have more links, reviews, mentions, and relevance. Searching for Apple, the company or the fruit? Notability Contribution refers to an entity’s contribution to a topic and focuses only on a particular niche. In other words, this measures how much weight an entity has in its industry. Contribution It measures relevant prizes an entity received, such as the Nobel Prize or Academy Award. The more prestigious the prize, the higher the value attached to the entity. Prizes sara-taher.com
  30. 30. sara-taher.com Tools “Sara Taher is a Canadian based SEO consultant with over 8 years experience in the field. She is most known for her SEO tips and riddles that she shares on her Linkedin account.” Link: https://www.textrazor.com/demo
  31. 31. Resources ● https://www.seobythesea.com/ ● https://www.holisticseo.digital/ https://www.link-assistant.com/news/entity-case-study.html ● https://patents.google.com/patent/US20160371385 ● https://starling.social/blog/post/143/entity-first-seo-strategy ● https://support.google.com/programmable-search/answer/9 350760 ● https://inlinks.net/p/insight/why-is-no-one-talking-about-entit y-seo/ ● https://minuttia.com/entities/ ● https://kalicube.com/learning-spaces/faq/brand-serps/entity -home-in-seo-explainer/ ● https://wordlift.io/blog/en/seo-case-studies/ ● https://www.infront.com/blog/the-ultimate-guide-to-entity-se o-an-introduction-to-entity-based-seo/ ● https://beanstalkim.com/learn/articles/patent-ranking-searc h-results-based-on-entity-metrics/ ● https://searchengineland.com/see-entities-web-page-tools-h elp-194710 ● https://wordlift.io/blog/en/content-hub-seo/ ● https://searchengineland.com/semantic-search-entity-based- search-388221 sara-taher.com
  32. 32. Thank You! sara-taher.com

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