the single most important thing entities: in seo...entities: the single most important thing in seo...
TRANSCRIPT
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
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Brand SERP Guy
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Entities(and why they are so very important)
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Stringsto
Things
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Things = Entities
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Knowledge Graphs(simple concept, complex to build and use)
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Knowledge Graph
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Knowledge graph is
Entities with
Attributes and
Relationships
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Entities / ThingThe thing does not need to be a physical object, it can also be a date, an idea, and more.
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Attributes(think tags)
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Relationships(think links)
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Google isn’t quite there (yet)
Or is it?
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Google Maps
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
JasonEntity type “Person”
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
PragueEntity type “Place”
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
CoffeeEntity type “Thing”
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Solutions
Solution = productAnswer = provider
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Winning Solution(s)
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Winning Solution
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Winning Solution● Distance
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Winning Solution● Distance● Reviews
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Winning Solution● Distance● Reviews● Is open
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Winning Solution● Distance● Reviews● Is open● Is popular
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Winning Solution● Distance● Reviews● Is open● Is popular● Has attributes that suit me
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Winning Solution ● Distance● Reviews● Is open● Is popular● Has attributes that suit me● Customer Loyalty
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Winning Solution● Distance● Reviews● Is open● Is popular● Has attributes that suit me● Customer Loyalty● Etc
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Best Solution / ranking factors
● Distance● Reviews● Is open● Is popular● Has attributes that suit me● Customer Loyalty● Etc
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Best Solution
● Distance● Reviews● Is open● Is popular● Has attributes that suit me● Customer Loyalty● Etc
Relative importance -> Context
=> Algo is adaptive
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
With entities comes
The ability to calculate the probability of meeting the user’s likely intent with far greater accuracy.
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
What an entity-based strategy looks like
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Understanding
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Explain to Google● Who you are
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Explain to Google● Who you are● What you offer
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Explain to Google● Who you are● What you offer
● Clearly
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Explain to Google● Who you are● What you offer
● Clearly ● Consistently
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Explain to Google● Who you are● What you offer
● Clearly ● Consistently● In a phenomenal amount of detail
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Practical steps
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Copywriting
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Entities
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Entities
Semantic Triples
Jason drinks coffee
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Entities
Semantic Triples
Relatedness
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Links
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
With Entities comes...
A dramatically reduced reliance on links
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
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.
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
User Generated Content
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
UGC
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Tables, Lists, Headings
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
https://kalicube.pro/html5
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Schema
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Describes
Entities, their Attributesand relationships
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
PeopleBrandsThingsProductsOffersPricesConcepts
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
https://kalicube.pro/schema
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Takeaways
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Core Concepts
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Explain to Google who you are and what you do
In as much detail as possible
Think Entities
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
Explain to Google who you are and what you do
In as much detail as possible
Think Entitiesuse
Logical Connections
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
EntitiesAnd
Connections
Entities: The Single Most Important thing in SEO (Jason Barnard) @jasonmbarnard #SEOisaEO podcast
@jasonmbarnard
jasonbarnard
Entities:The Single Most Important thing
in SEOThank You !
#SEOisAEO podcast