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Entities first SEO – build your content around the topic of your pagE
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What is Entity SEO?
This type of SEO is about understanding the entities around your business and then creating content to describe or promote them. The goal is to create a network of entities that will result in a long-term relationship with your business. Entities are anything from people, products, recipes, articles or companies related to your business.
What does 'Things not strings" mean?
“Things not strings” is a unique model used in SEO that uses a graph model to represent the world. The idea was created by Michael Greenacre who has had an extensive career in programming and AI. This is the model that Google has advised they are moving towards, and have already adopted as a major component of their ranking platform. Essentially things are entities, and the relationships between them.
The thing is, the things themselves aren’t changing but the way they’re interpreted has some flexibility. That’s much harder to index.
Google Analytics let’s you see what is working on your website
Can I do Entity SEO at home?
To determine the entities on your page, You can make use of Google’s Natural Language Processing API, either directly through the API or by copying/pasting information into the landing page’s demo feature. It will then spit out the entities in that block of text.
What is a Google Entity
A search entity is an object that Google is aware of.
As a user , we do not have access to all of Google ‘s knowledge.
We lack a clear view of their collection of entities.
They have the Google Knowledge Graph Search API , but it is not comprehensive in my opinion.
Optimizing Your Website For Search Entities Can Help You Improve Your SEO However , Google will occasionally display some of their knowledge directly in the knowledge panel.
Frequently Asked Questions
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What is an Entity
Entities are the words used in a sentence to refer to people, places, things, events or ideas.
An entity is usually a noun or a pronoun. For example: “Benjamin Franklin.”
Entities can also be proper nouns that are capitalized. For example: “The United States of America.”
What is Topic Association SEO
Topic association SEO is a marketing technique in which the content is created around a specific keyword.
The keyword is the anchor, and all content is created to justify that page and its topic – which is the target keyword.
The target keyword is almost always an entity.
The technique is based on the idea that popularity in Google is associated with appropriate keywords. This means that if you want to rank your website for a given term, you should create content about it and use this term or variations of it as many times in your article as would be deemed reasonable.
This SEO technique was popularized by Brian Dean of Backlinko – one of the most successful bloggers and marketers in the world.
It is a process of targeting content that is closely related to the keywords that are most relevant to your niche and writing about those keywords. You can also target keywords that are not in your niche but may be related to it.
The process starts by brainstorming topics for the post, listing out words or phrases that come up, and then sorting them into categories (e.g., “Topics directly related to SEO” vs. “Not directly related to SEO – but related to digital marketing”).
How do I create a Google Entity?
Google Entities allow the user to search for a specific topic and discover related information. They are most easily created by either creating, or linking from a entity that exists in Wikipedia or any other reliable source. Internally linking them together, and categorizing them into groups help Google place them within a given entity framework (the knowledge graph).
Google uses entities in its search engine to create customized results for each user. These entities help Google offer more personalized results based on a user’s interests. Users can also create their own entities by linking together all of the relevant information they find on Google about their topic of interest.
Users can use these entities as content pieces or embed them in their blog posts so that others can find related information about their topic of interest.
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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.
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.