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

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


Entities

Semantic Triples

Jason drinks coffee


Entities

Semantic Triples

Relatedness


Links


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


UGC


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

Documents

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