The Single Most Important thing Entities: in SEO...Entities: The Single Most Important thing in SEO...

Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast

@jasonmbarnard

jasonbarnard

Entities:The Single Most Important thing

in SEO#SEOisAEO podcast

Brand SERP Guy

Entities(and why they are so very important)

Stringsto

Things

Things = Entities

Knowledge Graphs(simple concept, complex to build and use)

Knowledge Graph

Knowledge graph is

Entities with

Attributes and

Relationships

Entities / ThingThe thing does not need to be a physical object, it can also be a date, an idea, and more.

Attributes(think tags)

Relationships(think links)

Google isn’t quite there (yet)

Or is it?

Google Maps

JasonEntity type “Person”

PragueEntity type “Place”

CoffeeEntity type “Thing”

Solutions

Solution = productAnswer = provider

Winning Solution(s)

Winning Solution

Winning Solution● Distance

Winning Solution● Distance● Reviews

Winning Solution● Distance● Reviews● Is open

Winning Solution● Distance● Reviews● Is open● Is popular

Winning Solution● Distance● Reviews● Is open● Is popular● Has attributes that suit me

Winning Solution ● Distance● Reviews● Is open● Is popular● Has attributes that suit me● Customer Loyalty

Winning Solution● Distance● Reviews● Is open● Is popular● Has attributes that suit me● Customer Loyalty● Etc

Best Solution / ranking factors

● Distance● Reviews● Is open● Is popular● Has attributes that suit me● Customer Loyalty● Etc

Best Solution

● Distance● Reviews● Is open● Is popular● Has attributes that suit me● Customer Loyalty● Etc

Relative importance -> Context

=> Algo is adaptive

With entities comes

The ability to calculate the probability of meeting the user’s likely intent with far greater accuracy.

What an entity-based strategy looks like

Understanding

Explain to Google● Who you are

Explain to Google● Who you are● What you offer

● Clearly

● Clearly ● Consistently

● Clearly ● Consistently● In a phenomenal amount of detail

Practical steps

Copywriting

Entities

Semantic Triples

Jason drinks coffee

Entities

Semantic Triples

Relatedness

With Entities comes...

A dramatically reduced reliance on links

Change Targets

Think Entities, Not DA

Think of the entities you’re most interested in associating yourself with and get links on those sites, knowing that as links diminish in importance...Your links are doing double work for you.

User Generated Content

Tables, Lists, Headings

https://kalicube.pro/html5

Schema

Describes

Entities, their Attributesand relationships

PeopleBrandsThingsProductsOffersPricesConcepts

https://kalicube.pro/schema

Takeaways

Core Concepts

Explain to Google who you are and what you do

In as much detail as possible

Think Entities

Explain to Google who you are and what you do

In as much detail as possible

Think Entitiesuse

Logical Connections

EntitiesAnd

Connections

@jasonmbarnard

jasonbarnard

Entities:The Single Most Important thing

in SEOThank You !

#SEOisAEO podcast

The Single Most Important thing Entities: in SEO...Entities: The Single Most Important thing in SEO...

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