Outranking.io Summit Entity Analysis In SEO
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The document discusses the evolution of Google's understanding of topics and entities in search optimization, emphasizing the shift from keywords to entities for improving search results. It outlines factors like relatedness, notability, contribution, and prize as metrics for ranking entities. Furthermore, the text highlights the importance of scalable data collection and analysis to enhance user experience in SEO strategies.
![Strings Became Things
With Hummingbird 2013, Google took search phrases, such as [whitby town] and advanced it
from being 2 words, 10 characters, to meaning an entity: m/09t9_k.
This then allowed RankBrain 2015 to go from seeing [whitby town play football] to [m/09t9_k
play m/02vx4].
Understanding this, and then the related topics and entities around specific topics/entities
allows us create better user experiences and map more points within Google’s own perception
of the world.
@taylordanrw](https://image.slidesharecdn.com/202109-outranking-210901184725/85/Outranking-io-Summit-Entity-Analysis-In-SEO-3-320.jpg)
![Google KG API
{
"@context": {
"EntitySearchResult": "goog:EntitySearchResult",
"detailedDescription": "goog:detailedDescription",
"kg": "http://g.co/kg",
"goog": "http://schema.googleapis.com/",
"@vocab": "http://schema.org/",
"resultScore": "goog:resultScore"
},
"@type": "ItemList",
"itemListElement": [
{
"resultScore": 1504.721435546875,
"result": {
"name": "Whitby Town F.C.",
"@type": [
"Organization",
"Thing",
"SportsTeam"
],
"description": "Football club",
"@id": "kg:/m/09t9_k",
"detailedDescription": {
"license": "https://en.wikipedia.org/wiki/Wikipedia:Text_of_Creative_Commons_Attribution-
ShareAlike_3.0_Unported_License",
"articleBody": "Whitby Town Football Club is an English football club based in Whitby, North
Yorkshire. The club participates in the Northern Premier League, the seventh tier of English football. ",
"url": "https://en.wikipedia.org/wiki/Whitby_Town_F.C."
}
},](https://image.slidesharecdn.com/202109-outranking-210901184725/85/Outranking-io-Summit-Entity-Analysis-In-SEO-12-320.jpg)
Outranking.io Summit Entity Analysis In SEO
- 1. Incorporating Entity Analysis Into Site & Topic Optimization Optimizing for things, not strings. Dan Taylor, SALT
- 2. Why does this matter? We’ve known for a long time now that Google has advanced (and continues) to advance it’s understanding of topics and entities, and the relationship (and strength) of relationship between them. In more (very) recent times, this is also important in how Google is now changing title tags using elements from the URL, HTML, Image ALT text, headers… @taylordanrw
- 3. Strings Became Things With Hummingbird 2013, Google took search phrases, such as [whitby town] and advanced it from being 2 words, 10 characters, to meaning an entity: m/09t9_k. This then allowed RankBrain 2015 to go from seeing [whitby town play football] to [m/09t9_k play m/02vx4]. Understanding this, and then the related topics and entities around specific topics/entities allows us create better user experiences and map more points within Google’s own perception of the world. @taylordanrw
- 4. Entities The majority of what we know about entities has been taken from some patents, analysis, asking the Google advocates, and from what makes sense. RankBrain is not a ranking factor in the traditional sense. Its job is not to act as a signal but rather to adjust which signals carry what weight. This doesn’t mean keywords are redundant. Keywords are really vague and unhelpful when you think about it. A "pitcher" for example, can refer to glassware or baseball. But as an entity, each one is completely separate. There is no ambiguity because they are different entities that simply share a keyword. EMILY BRADY Google is no longer a "one-trick-wiki- poney" for #knowledgepanels - FAR FAR from it, in fact. & Schema is not the solution on its own. JASON BARNARD Entities are based on word identification and understanding. Topic clusters are critical to SEO on scale. "Keywords" are integral to both. ALAN BLEIWEISS This goes way beyond the traditional thinking in SEO: one keyword > one intent > one type of content > one type of SERP. We now have to think of entities first and ask ourselves what kind of content we can build around these entities. ROSHAN S. AMBLER
- 5. Ranking Search Results Based On Entity Metrics 2015 Patent. According to the patent, the ranking of entities for search involves considering four factors. ● Relatedness ● Notability ● Contribution ● Prize Relatedness Relatedness is determined based on the co-occurrence entities. Basically, if two entities are referenced frequently on the web. @taylordanrw
- 6. Ranking Search Results Based On Entity Metrics Notability Google uses a fairly simple formula (in the patent) to determine how notable an entity is. Avoiding the formula, it basically breaks down that the more valuable an entity is (determined by things including links, reviews, mentions, and relevance), the lower the value of the category or topic it’s competing in, the higher its notability. Contribution Contribution is determined by external signals (e.g., links, reviews) and is basically a measure of an entity’s contribution to a topic. A review from a well-established and respected food critic would add to this metric than my opinions on how well the restaurant cooked their steak. Prize The prize metric. A measure of the various relevant prizes an entity has received. These could be a Nobel Prize, an Oscar, or a TechSEO Boost Innovation award. @taylordanrw
- 7. Making this useful, means making this scalable So we have justification for why this is a powerful way of looking at content, and user value proposition - but the only way to make this useful is to make it scalable. This means scalable data collection + common sense and analysis. We can understand Google’s relations using various data sources. These include: ● Images + Image Search ● Google’s Knowledge Graph API ● Google Trends @taylordanrw
- 9. Google Images We know from other patents that Google annotates images as part of the mechanisms to grow and increase connections within the Knowledge Graph between entities (object and attribute).
- 10. Google Images
- 11. Google Images
- 12. Google KG API { "@context": { "EntitySearchResult": "goog:EntitySearchResult", "detailedDescription": "goog:detailedDescription", "kg": "http://g.co/kg", "goog": "http://schema.googleapis.com/", "@vocab": "http://schema.org/", "resultScore": "goog:resultScore" }, "@type": "ItemList", "itemListElement": [ { "resultScore": 1504.721435546875, "result": { "name": "Whitby Town F.C.", "@type": [ "Organization", "Thing", "SportsTeam" ], "description": "Football club", "@id": "kg:/m/09t9_k", "detailedDescription": { "license": "https://en.wikipedia.org/wiki/Wikipedia:Text_of_Creative_Commons_Attribution- ShareAlike_3.0_Unported_License", "articleBody": "Whitby Town Football Club is an English football club based in Whitby, North Yorkshire. The club participates in the Northern Premier League, the seventh tier of English football. ", "url": "https://en.wikipedia.org/wiki/Whitby_Town_F.C." } },