Entities first SEO - build your content around the topic of your page
Entities are the things your page is about, They are also the the things Google can recognise.
Entities - People, Places, Events or things - sometimes processes.
Problems, People, Places and Solutions
If you think about it, entities are the things that are not easily misinterpreted, they act as the anchors the cornerstones of the internet. Google looks at the language and descriptions used to define the entity, the language, the keywords can change but entities remain the same.
An entity is a thing with distinct and independent existence.
You are an entity.
If it can be named. ‘The it is an entity’, Entity is the new name of the trust game.
Entities are the solid real life things that SEO is about!
As an article in Search Engine Watch once put it, the role of entities in SEO has been heavily researched – entity optimisation just isn’t a trendy subject you might see every time you check your Social media timeline.
We’d much rather explore easier but less relevant ideas – easy reading article, like ‘is content in a subfolder is better ranked than content in a subdomain?’, or ‘is it a good idea for a SEO to study Python?’.
Yet entity optimisation should have the same volume of press as any other subject that SEO drills into the ground week after week. We would like to help you understand why and how to tackle entities, and their associated intent when creating your content and site structure.
What we are looking at - in this crazy COVID-19 landscape.
Google describes an entity as “a thing or concept that is unique, singular, well defined and distinguishable.” An entity may be an occurrence, an event, an idea, a book, an individual, a business, a location, a brand, a domain, and more – essentially a noun. You may ask, “isn’t that a keyword? “An object is not bound by language or spelling, but rather by a commonly recognised concept or thing. Its relationship with other entities is at the heart of it’s definition. Google uses the “nodes” and “edges” illustration to describe entities, with entities as nodes and connections or relationships as edges.
Good SEO teaches you how to create meaningful edges that connect the entity nodes. Generally more nodes between entities will provide the search engine with a more complete understanding of the entities in your content.
How do we describe entities using natural language? How do we ensure that Google understands what our entities do?
Google extracts the entities
Google likely crawls pages, and then uses Extractions, Entity forms, their properties and relationship strength ratings and scores to create information graphs that Google uses to rank the relevance of an entity to a page and a query.
Entity Extraction – Entity Classes, Entity Instances and Entity Attributes
In addition to these descriptions of what an entity is, we are often taught of classes and subclasses of entities, and how entities can fall into various categories of classes and subclasses. This is crucial to consider because, when it knows about them, the search engine can attempt to fit entities into distinct groups.
How Google identifies entities for extraction
- An entity candidate is detected in a document accessible over a network.
- The detected entity candidate is determined to be a new entity based on one or more entity models stored in a database.
- A known entity proximate to the new entity is detected wherein the known entity is contained in the one or more entity models.
- A context proximate to the new entity and the known entity is detected wherein the context has a lexical relationship to the known entity.
- A second entity class associated with the known entity and a context class are detected as being associated with the context.
- A first entity class is generated which is associated with the new entity based on the second entity class and the context class.
- A first entry in the database is generated in at least one of the one or more entity models, the entry reflecting the association between the first entity class and the new entity.
Entities are the hooks that the web hangs off
We look at your entity stack, and the entities of your competitors:
- We tell you which entities you need
- We show you how to use those entities
- We show you what Google expects
- Entity Research done for you
Data is the Proof
- Google Search Console
- Google Analytics
- Google Tag Manager
- Google Sitekit*
- Google Optimize
Experience You Can Trust, Results You Can See!
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My services will help to not only to increase the amount of traffic to your site – but revenue to your site. As your e-commerce SEO expert I can say from experience that a typical site can drive in as much as 30% of new orders through search engine optimisation. It has historically been natural for sites to spend a lot of money on paid ads, comparison engines, and Google shopping. But these days, specifically in a post COVID-19 world, more and more people are home, just surfing the web organically. This is where SEO shines!
Investmenting time and effort on improvements such as better site structure and improved user experience can make for better landing pages that in turn convert better for both SEO and PPC.