Why Entity Search Can Be Your Competitive Advantage in 2021
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This document outlines a presentation about using entity-led growth as a competitive advantage. It discusses how content discovery is challenging without entities. A 5-step framework is proposed for entity-led growth: 1) strategy and planning, 2) deployment and maintenance, 3) measure and analyze, 4) enhance content and expand results, 5) align, educate and celebrate. Case studies are presented showing how measuring performance by entity type can identify opportunities. Attendees are offered a complimentary entity audit to assess opportunities.
Why Entity Search Can Be Your Competitive Advantage in 2021
- 1. MilestoneInternet.com | +1 408-200-2211 Be everywhere your customers are Why Entity-Led Growth Can Be Your Competitive Advantage in 2021
- 2. @milestonemktg 2 Your Speakers Erik Newton VP of Marketing Milestone Inc Benu Aggarwal President and Founder Milestone Inc https://www.linkedin.com/in/eriknewton/ https://www.linkedin.com/in/benua/ Bill Hunt Global Strategy Consultant Back Azimuth https://www.linkedin.com/in/billhunt3/
- 3. Agenda 1. Why Content Discovery Is a Major Challenge 2. What and Why – Entity Search 3. 5-Step Framework for Entity-Led Growth 1. Strategy 2. Deployment & maintenance 3. Measure 4. Enhance content and expand results 5. Align, educate, and celebrate 4. Milestone Case Studies 5. Offer 6. Questions Agenda
- 4. @milestonemktg 4 Content Discovery is a Major Challenge for All Businesses 1. CMSs built for experience, not discovery 2. Without discoverability, content fades into no audience zone 3. Each piece of viable content generates predictable long-term value for business in Search, Local, and Lifted Direct 90% of Digital Content Has No Audience Content viability is the goal of content marketing Viable Zone No Audience Zone
- 5. @milestonemktg 5 Why Entity-Led Growth in 2021 Keyword Driven 2008 2021 Entity Driven KEYWORDS CONVERSATIONS No duplicate content No spammy content or links Relevant & precise results Understand Intent Longtail (FAQ) Local Mobile SERP Quality Local Results Thin Content FIGHT SPAM ENHANCE UX Smith (Entire Document)
- 6. @milestonemktg 6 What Are Entities? Entity Type Keyword Synonym Corresponding Entity Person Biden Joseph R. Biden Jr. Location Paris Paris, France Organization Google Alphabet Inc Event Trade Show Search Marketing Expo Concept / Thing SEO Search Engine Optimization • Entities are things, people, places, or concepts defined by facts and connections • Likely to have a Wikipedia entry • Independent of language: Eiffel Tower and Tour Eiffel is the same entity • Schemas are the vocabulary of entities
- 7. @milestonemktg 7 Google Advises to Strengthen Entities with Structured Data
- 8. @milestonemktg 8 Why Are Entities Used to Provide the Most Accurate Answer? Search engines use entities to understand and categorize the world’s information to provide most accurate answer regardless of the language or device
- 9. @milestonemktg 9 Schemas Strengthen Entities for Better Visibility and Results https://www.milestoneinternet.com/resources/research-reports
- 10. @milestonemktg 10 Holistic Approach Is Needed for Robust Growth INFRASTRUCTURE ENGAGEMENT AUTHORITY CONTENT FOUNDATION EXPERTISE AUTHORITY TRUSTWORTHINESS Improving the site’s infrastructure: 1. Crawling and indexing 2. Schemas 3. Speed and Core Web Vitals 4. Canonical 5. Mobile optimization 6. Redirect management 7. Globalization 8. Site migration Improving relevancy through: 1. On-page optimization 2. Optimizing existing content for entity-based search 3. Intent-based content creation across the buyer’s journey
- 11. @milestonemktg 11 Align – Entities, Intent, and Content to Improve Share of Visibility Popularity SEARCH ENGINE PRIORITIES SEARCH RESULTS MARKETING NEEDS • Blue text links • Spammy content • Blue text links • Quality content ALGORITHMS • Links and keywords • Combating spam • Universal results • Semantic search • Structured content • 1,200 SERP Features • In-search content • Mobile & Voice • Entities + intent • Core Web Vitals • Mobile only indexing • Keyword density • Link building • Original quality content • Earning links • Topical coverage • Schemas • Schemas + content • Share of visibility • Conversational content • CWV compliance 2008 Quality 2012 Intent 2016 Experience 2021
- 13. @milestonemktg 13 5-Step Framework for Entity-Led Growth Strategy & Planning Deployment & Maintenance Measure & Analyze Enhance Content and Expand Results Align, Educate, and Celebrate
- 14. @milestonemktg 14 Step 1: Strategy and Planning STRATEGY 1 2 3 4 5 1. Customer intent - who, what 2. Visibility footprint 3. Market potential 4. Current content & site analysis 5. Gaps - content and schema 6. Suggest ideal content and page structure
- 15. @milestonemktg 15 Step 2: Deployment and Maintenance 2 STRATEGY 1 DEPLOYMENT & MAINTENANCE 3 4 1. Develop entities and nested schema architectures 2. Validate and deploy 3. Automate opportunity, notification 4. Re-prioritize opportunities 5
- 16. @milestonemktg 16 Step 3: Measure and Analyze 3 4 STRATEGY 1 2 DEPLOYMENT & MAINTENANCE MEASURE 1. Share of visibility 2. SERP coverage 3. Potential cost saving 5
- 17. @milestonemktg 17 Step 4: Enhance & Expand STRATEGY 1 2 DEPLOYMENT & MAINTENANCE 3 MEASURE 4 ENHANCE Create and deploy the ideal page structure 1. Content elements 2. Calls to action 3. Visual balance 5
- 18. @milestonemktg 18 Step 5: Amplify and Educate STRATEGY 1 2 DEPLOYMENT & MAINTENANCE 3 MEASURE 4 ENHANCE AMPLIFY Align, Educate, Communicate & Celebrate 1. Create case studies 2. Share success with various teams 3. Educate and align all teams 4. Create a robust plan to scale across teams 5
- 19. @milestonemktg 19 Deployment and Maintenance Steps Strategy Deployment & Maintenance Amplify Technical SEO (Engineering) + Entity Optimization + Automation for Deployment and Maintenance at scale • Customer Intent • Visibility Footprint • Market Potential Customer & Market Potential • Website Content analysis • CMS and Website Architecture • Crawlability and indexability of customer website Website Content & Site Analysis • Highlight Gaps • Suggest Content Topics & Schema • Develop Ideal Structure Gaps and Ideal Structure 01 02 03 • Entities Mapping based on website content and industry • Develop nested Schema architecture and attribute definition • Ongoing R&D to continue to scale with evolution of algorithm Entities and Nested Schema Architecture 04 • Validate Schemas and Attributes against schema.org and Google guidelines Schema Validation & Deployment 05 • Develop crawlers to monitor for new content and errors in schemas • Errors come in because of change in specs from Google, Schema.org, and new content additions Automate Error Handling & notification 06 • Technical Severity (Priority 1) Script Issues Site Level notifications Google Errors • Schema & Content Vocabulary Changes • Opportunity Content Site Level Notification Types and Reasons 07 • Share of visibility & Review Schema Performance • SERP Impact by Page and Content Type • Impact by Schema Type • Knowledge Graph Analysis • Rich Results Performance Measure 08 • Deploy Ideal Content & Page Structure • Align and Educate • Celebrate the success Enhance, Educate, Align 09 Measure
- 20. Putting the Framework into Practice
- 21. @milestonemktg 21 Identify Your Customers, Their Needs, and the Mechanism to Reach Them TOPICS (Content) What people search for and what content they expect in the results: • It used to be about keywords • Today it’s questions, topics, sub- topics, conversations • Eg: Meal Delivery in Bay Area Step 1 - Visibility Footprint, Keyword Research and Market Potential INTENT Why they are searching (motivating factors) • No time to cook • Need a change • Feeling lazy • Trying a new cuisine Step 2 - Intent Maps and Full Funnel Optimization ENTITIES How your audience consumes content • Pictures • Videos • Address • Delivery/Dine-in/Take-out Schemas help us show entities within the content to search engines Step 3 – Deliver Content the Way Your Audience/ Search Engines Consumes It.
- 22. @milestonemktg 22 What Is Your Current Visibility Footprint? • This multi-location retailer’s organic traffic has been largely stable over the past year • The location pages have been the primary contributors of growth thanks to local SEO M A I N S I T E L O C A T I O N P A G E S
- 23. @milestonemktg 23 Identifying Gaps in Topics, Entities and Intent Current Location Page Identify Topic and Entity Gaps Schema Gaps 4
- 24. @milestonemktg 24 Market Potential - Opportunity Sizing V I S I B I L I T Y Out of 4.5k searches/month Out of 23.5k searches/month Out of 2.4k searches/month Potential to gain exposure for additional >28K+ keyword searches O P P O R T U N I T Y INFORMATIONAL (Non- Local) NAVIGATIONAL (Los Angeles) TRANSACTIONAL (Branded)
- 25. Deploy Using Schema Manager to Scale
- 26. @milestonemktg 26 Incremental - Enhancing the Page for Maximum Growth 9 Topic & Entity Gaps (Partial List) 1. Flavors 2. Bakery Products 3. Gluten/Sugar Free 4. Bakery Services 5. Retail party items 6. Catering 7. Events 8. DYO 2 5 4 6 7 8 10 11 12 1 13 15 16 3 8 14 17 17 Schema Gaps 9. Breadcrumbs 10. Opening hours 11. Special Hours 12. Delivery method 13. Related links 14. Location (map) 15. Products 16. FAQs 17. Site navigation (Header + Footer)
- 27. @milestonemktg 27 Your Ideal Entity Optimization Workflow 1 Schema Vocabulary We created a master list of all schemas that are applicable to the industry We identified schemas that could not be deployed on the current site content (Schema gaps) We mapped unused schemas to the most suitable pages on the site (Location) We identified gaps in the content by analyzing the topics and entities covered by other sites ranking in search We enhanced the page architecture to include relevant content elements (images, headings, lists, etc.) We created the mock-up of the enhanced page for you to review before implementing it on the site We drafted enhanced content for the page by incorporating topics and entities currently missing 2 Schema Gaps 3 Schema Mapping 5 Topical Gaps 6 Content Elements 8 Page Mock-up 7 Content Enhancement We identified the incremental visibility potential from enhancing the topics, entities and schemas on these pages 4 Potential Sizing 2 days 1 day 3 days 1 day 1 day 2 days 2 days Once implemented, we will be measuring the impact in terms of visibility coverage and inclusion in rich results
- 28. Measure
- 29. Dynamically Measure and Monitor Errors in schema in August resulting in 47% decrease in rich results clicks and 32.2% decrease in rich results impressions Errors can happen due to changes in Google guidelines, schema attributes, technical issues, etc. Extensive R&D and Trial and Error Testing can be necessary to correct errors as there are no published guidelines on schemas. Error identified and corrected. Impressions went up 95.9%, clicks up 168%
- 30. @milestonemktg 30 Content Performance: Universal Search Results Apr 2020 – Mar 2021, compared to previous year.
- 31. @milestonemktg 31 Content Performance by Schema Type Schema Type # of Impressions Impressions YoY # of Clicks Clicks YoY Article 2.9M 17.3% 72.9K 30.5% BreadcrumbList 7.1M 19.2% 160.9K 46.4% MedicalOrganization 4.5M 8% 96.4K 36% MedicalProcedure 196.8K -14.5% 1,513 70.2% MedicalWebPage 281.5K -9.2% 2,280 65.6% Physician 84.5K 76.9% 1,392 87.9% Which schemas have the most impact?
- 32. @milestonemktg 32 Content Performance: Clicks & Impressions
- 33. Enhance & Expand
- 34. @milestonemktg 34 Notification Types and Reasons /Opportunity 1.Script issues: • Errors when schema loader script blocked. • Incorrect schema detected 2.Site-level notifications: Errors on client’s site that MS cannot fix. eg: Redirects (3xx, 4xx), Domain errors (5xx) 3.Google Errors: Schema errors in Structured Data Testing Tool and RRTT Priority 1 Technical Severity Priority 2 Schema and Content Priority 3 Opportunity 1. Vocabulary changes: Due to change in Schema.org / Google guidelines for required / recommended fields. e.g.: Price became a mandatory field for Product schema 1. Missing Attributes/Google Warnings: Content not available on the site. e.g.: Recipe Ingredient attribute missing on Recipe schema
- 35. @milestonemktg 35 Opportunities Content & Schema Opportunities • Add video duration so Schema can be tagged for this attribute • Add Rating, Reviews, or SKU so Schema can be tagged for these elements Redirection Management • 3xx, 4xx ,5xx pages cannot have schema added. Resolve site level issues • Speed Issues Site Slow Site is slow and not meeting core web vitals criteria. Review best practice around core web vitals. 1 2 3 • https://blog.milestoneinternet.com/seo/understanding-the-core-vitals-update/ • https://blog.milestoneinternet.com/google-update/google-core-web-vitals-solution-ranking-factor/ • https://blog.milestoneinternet.com/seo/using-accelerated-mobile-pages-amp-increases-speed-core-vitals-rank-traffic-and-revenue/ More Information on Core Web Vitals
- 36. Amplify: Communicate, Align, Educate and Celebrate
- 37. @milestonemktg 37 Communicate Align Educate Celebrate Communicate, Align, Educate and Celebrate
- 38. @milestonemktg 38 Amplify and Educate for additional Growth Opportunities Content, markup, and layouts aligned with latest Google algorithm Why 1. Increase visibility 2. Saturate SERP 3. Organic traffic Location Schemas Rich Topic Paragraphs Maps Lists & FAQs Rich content snippets • Paragraph • Bullet list • Schema • Image or video
- 39. @milestonemktg 39 Share the Impact - Initial Results of Entity Optimization Page went live (impressions are up and average rank has improved) IMPRESSIONS AVG. POSITION
- 40. @milestonemktg 40 Key Takeaways 1. Understanding entities verses keywords 2. Creating robust entity-led growth framework 3. Continuous testing 4. Measure results 5. Automate and scale 6. Amplify and educate on results
- 41. @milestonemktg 41 Sign Up for a 2021 Entity Audit First 10 attendees* to register will get a complimentary entity review * Available to first 10 to respond, not available to agencies, consultants, or individuals https://www.milestoneinternet.com/resources/request-audit
- 42. +1 408-200-2211 MilestoneInternet.com Silicon Valley | Bangalore | Ahmedabad Thank You