- What is Entity is it and how related to SEO?
- Why is Entity important?
- How can optimization according to Entity?
I introduced the SEO Entity Building method for the website during the offline phase 1 year ago.
However, in this article, I will answer the above 3 questions in detail, and guide you from theory to provide detailed solutions so you can practice Building Entity right on your website!
Now then… Let’s get started!
WHY ENTITY IS IMPORTANT IN SEO?
In general, SEO is getting more and more complicated, for two reasons:
- Google is using more machine learning.
Many algorithms are released so often that it is difficult to grasp the principle and understand what Google wants. - Paid search (paid advertising) is getting more and more expensive.
Running budget-intensive ads is the top reason many companies and individuals are turning to organic search to find customers, with the third reason being that you’re going head-to-head with Google. - You are in direct competition with Google!
Competing with Google?
Let me explain it to you!
Above is a screenshot of the search results for the query “buy sneaker” on both desktop and mobile versions.
Compare Desktop and Mobile versions when searching for “buy sneaker”
You can see at the top of the results page what users see when they search for this keyword on Google.
All search results show:
Google can immediately provide an answer to your question or satisfy your search intent.
- If your purpose is to buy goods => Google will display the results of pages running ads that you can shop. In addition, Google also gives results in the form of a map, where you can find and buy that product.
- If your query is purely informational, Google will try to answer your question directly.
More than 90% of SEOs don’t know:
Google has changed the game in distributing traffic to the website!
Google now tries to answer users’ questions right on the search results page (SERP)
This means you will get fewer clicks (because users already get the answer right on the results page without any problems). No need to click on your website to view information).
Therefore, the more you have to rank higher and make sure all tactics of web SEO are better optimized.
THE ENTITY IN ONPAGE SEO: CREATING CONTENT
The question here is:
How to write better content to get traffic and still go to other pages?
A common situation is that more and more content is written to compete for rankings, not to be shared.
Below is a BuzzSumo study that shows the correlation between shares on Twitter and the amount of content being created.
The amount of Content published is increasing, but the amount of shared content is decreasing
That’s why we need to optimize Content according to Entity, not only to provide the best user experience but also to present and rank better on search engines!
WHAT IS ENTITY SEO?
The entity is an abstract concept. It can be anything: place, person, organization, concept or idea.
Take for example the following text, you will see that Google recognizes many different types of Entity such as people, organizations like Google, timelines like 2007, countries like the USA…
What is Entity SEO?
This is how Google gradually perfected the naturalness or ability to understand language and text content.
If I had to define what Entity is, I would say that these are semantically related entities, thereby helping the machine understand both the literal and the figurative.
Note:
An entity is not only an obvious object, it can also be a concept, idea, trend.
So why does Google care about Entity extraction or consider Entity as a whole?
Surely many of you have heard about link graphs, related to link building as well as spam.
Google is always trying to prevent this situation.
There used to be a time when a lot of people thought that social signals (the number of times users share your articles on social networks) played an increasingly important role because it told Google this was relevant content – but now it seems to as Entity took its place.
The entity also helps to group content from the same brand or company.
If you think about a company’s app and its website, these two Entities will tell Google which one is from the same brand and which one is from two different brands.
It is also language agnostic and greatly aids in voice search.
EXTRACT ENTITY SEO & HOW DOES GOOGLE EXTRACT ENTITY?
Entity extraction is filtering all Entities out of the text to process, analyze, work with them…
If you are trying to extract Entity yourself, you need the following 4 factors: How to
extract entities?
- IDs to identify Entities such as addresses and MREIDs (Machine-Readable Entity IDs). Simply put, they are like URLs but they are not.
*Note: MREID is a string of characters (usually letters and numbers) written to indicate a single Entity (person, place, landmark). For example: /m/0qs4dyq
- Big data (data) – Google already has a huge data warehouse thanks to the corpus or Google index.
- Great knowledge base like Freebase or Wikipedia. Google bought Freebase many years ago and it was for exactly this purpose.
- Attributes, basically these attributes are relationships between Entities that help Google understand the concept behind them.
In 2012, Google released some of the data they had – about 500 entities, 3.5 billion pieces of information in Google’s knowledge base, and all of this data was updated about 7 years ago.
You can imagine how terrible this number is up to now.
Google used an algorithm called Word2Vec to increase language recognition.
The Word2Vec algorithm is based on two other minor algorithms, Skip Grams and Continuous Bag of Words (abbreviated CBOW).
This algorithm combines words, analyzes words that are close together, thereby understanding how words link in the text.
With Word2Vec, Google can draw letter diagrams or convert letters to numbers and then these numbers will be represented as vectors or graphs.
**Note: If you still remember vector knowledge, please read this section carefully. But if you have forgotten it and have never had the concept of vectors, go to the next section!
Google will understand words placed in the same relationship between different languages.
For example, in the first chart, the numbers 1, 2, 3, 4, 5 in English are one, two, three, four, five. These numbers in Spanish are also in the same position.
Below, we have the first chart of the words pig, cow, horse in English are pig, cow, horse and in Spanish, these words are in the same position.
Once you convert a letter to a number, the word will turn into a concept and the number represented will be completely unrelated to the language you are using.
When we join the vectors, we will see the relationship between language and country.
For example, Hanoi is the capital of Vietnam as well as Moscow the capital of Russia, the two relationships are the same.
From there, you can combine letters to derive the basic principles.
Everything becomes extremely logical.
‘THINGS NOT STRINGS’
This principle not only helps you to know how many words are on a page but also what these words mean, thereby knowing what users are searching for and want to know. what information.
If you consider this algorithm as a graph, then Entity here is the intersection (node) and the relationship obtained is the edges (edges) when connecting the intersecting points.
If you do a Google search for “United States presidential candidates in 2012” you will get results like Mitt Romney, Ron Paul, Gary Johnson – they are all Republican presidential candidates and still alive.
However, in reality, there are also many Johnsons like Andrew Johnson or Lyndon B Johnson who are also members of the Republican Party.
Next Mitt Romney and Johnson are both involved in Medicare (the federal health insurance program) All of the above connections between Entities help Google understand what the nature of these Entities are.
And if considered on a level greater than 1 billion times, Google’s awareness has been raised to a new level, not just the keyword density, but you have to stuff keywords to notify Google. What topic are you writing about?
This principle has been applied in the Knowledge Graph algorithm, in the right-hand column Google has provided various information about the keyword “watermelon”.
This principle is also shown in the carousel (red circled in the picture), Google can understand that all iPhone, apple watch, iPod lines, … belong to Apple products.
And again, this principle. Applied in SERP, when typing the keyword Airbus A380, Google will automatically output search results about civil aircraft.
Google has also announced they are changing this way in the announcement from Amit Singhal – Head of Google Search in 2012:
Experts call this graph (graph) – capable of understanding real-world Entities placed in their relationship to another entity: things, watches rings.” – Amit Singhal
You have probably heard “things not strings” somewhere and this is truly revolutionary, changing from keyword density and text to what is the entity of the text.
We’ve seen a lot of updates this year and I think these updates are interconnected rather than just individual updates aimed at Entity and pulling Entity.
These updates are intended to increase natural language understanding, so Google can understand what language and content the content is about.
10 TIPS TO HELP YOU IMPLEMENT ENTITY FOR YOUR WEBSITE
1. NOT ONLY BUILDING A WEBSITE, BUT ALSO BUILDING A BRAND
That means your brand must provide Google with all the criteria that other famous big brands have, including :
- create a social network account
- topic content
- logo
- domain
- create an AdWords account
- that links your social accounts to the website …
In which domain, logo, maps are important signals; so don’t forget to add the company address on the website. And surely you also want to become an expert on many different topics. So read on for suggestion #2.
2. CREATE IN-DEPTH CONTENT
So to create in-depth content, you first need to create content around a single topic but still cover all the information like a letter. miniatures on that topic. That’s the method Topic cluster that I introduced in early April!
It is advisable to avoid writing a series of articles on mixed topics. So that once on this page you will find all the information you need on any given topic.
3. USING THE GOOGLE NATURAL LANGUAGE API
You can go to cloud.google.com/natural-language to log into the API and test it directly by copying a piece of text here and seeing, what Entities Google finds in it. that piece of content.
Here is an illustration of a sample Google article:
Google can recognize concepts, places, people, brands, and some other little information.
You can also find:
- Sentiment about each Entity – that is, are you writing that Entity in a negative or positive context.
- Salience is a value between 0 and 1 that indicates how important that Entity is in the context of the article you are writing.
In the article I mentioned important concepts such as backlink, linking, Cheirank … so I want these Entities to appear at the top with the highest salience score possible.
Sometimes Google also inserts links to Wikipedia articles on a particular topic. This is a good sign that Google relies heavily on Wikipedia to understand Entities.
And now Google says your article contains Entities for which Wikipedia already has its own article about these Entities. From there, you can rest assured that Google knows the trustworthiness of your site or the credibility of articles on a certain topic.
Another great but often overlooked feature is categories. With the same landing page, the same API, Google understands what your content is in and what it doesn’t.
If you are writing a piece of content and want to know if it is well optimized, just copy and paste it here and change it as suggested by Google. Note that the most important concepts must correspond to the most important Entity in the output.
4. BUILD THE CONTENT STRUCTURE
This seems to be the basic knowledge when getting started with SEO but I want to emphasize it again.
Your content should be easy to read, understand, use many headlines, tables. Google likes these.
Using bulleted or numbered lists will help you better communicate to users as well as web crawling systems.
The better the content structure, the better Google understands your content, how different sections, paragraphs, and words come together and how important it is.
Learn how to write content: 7 steps to writing standard SEO articles 2021!
Don’t forget to include the source and the author’s name. There is a lot of debate surrounding EAT (short for expertise and authority), authority and authority pages are becoming an important factor in SEO.
5. CHANGING SEO CONTENT BASED ON SERP
It sounds ridiculous, but this is proven to be an effective way to reproduce quality content. That means you will be based on Google’s results on the SERP to understand what information Google thinks is the most important.
Since this section has not been implemented by Google for the Vietnamese market yet, you can switch from “how to lose weight” to English as “how to lose weight” and refer to the “People also ask” section.
You can tap expand and Google will give you more questions. Use these questions as paragraphs, subheadings, and make sure the article covers all the important information here.
Also, don’t forget to check out the Knowledge Graph section if you have one. This is extremely valuable information to help you answer the heart of that topic.
Also, you can get ideas from ‘Searches related to’ at the bottom of the page or ‘People also search’, ‘People also look for.
In general, you will easily get an outline for the content just by looking closely at the SERP.
6. SCHEMA
As you know, you should use the schema and the JSON-LD schema, but a nice analogy is to use the item prop tag “same as”.
This code will help inform Google something like “This organization is like the one mentioned in this Wikipedia article” or “This is the social profile of this brand”…
Addwatches tag when inserting structured data to your page to help Google understand the direct relationship between Entities.
7. OPTIMIZING ACCORDING TO THE SEARCH JOURNEY
When writing content, you need to know where users start from and what stage they will go to in the search journey.
Every query, every keyword a user types to find your site has a past and a future. You need to ask yourself what steps the user searched for before and what the next step is.
From there, you can place other articles as related articles below or insert them directly into the content.
In addition, adding breadcrumbs, navigation to the page will help users know which query they are looking for in which topic or field.
That’s why I previously advised you to create a library of information about the topic, not just expand different articles on different topics.
8. SATISFY SEARCH INTENT
Nowadays, if you don’t directly satisfy the user’s search intent, you won’t be in the rankings.
Google divides search intent into 4 basic categories as I mentioned earlier, including information, navigation, product review, and purchase.
When looking at the search results, we can determine what the search intent is here, from the perspective of Google. For example, with the query “buy sneakers”, it is clear that the user wants to buy sneakers.
If a user asks a question, it is clear that the search intent here is information. In other words, we can completely know the different search intents of users based on the search results displayed.
It sounds simple, but it’s not always the case. For example with the keyword ‘Independence Day. Most of the year, when you search for this keyword on Google, you will see a series of results related to the movie ‘Independence Day.
But what if the 4th of July is coming, the results shown are about the holiday? It can be said that search intent and Entity change over time. User search intent also changes over time.
For example, when it comes to Apple. How to distinguish Apple is the name of a famous brand or the name of a fruit? If Apple wasn’t as famous as it is today, maybe things would have been different?
Keep this point in mind and constantly monitor search results to understand what Google wants and how it’s changing.
9. REFER TO THE TOP 5 SEARCH RESULTS
Don’t forget to refer to the top 5 articles to see what your competitors are writing and try to write better than them.
You don’t have to watch exactly 5 articles. The number is not important but the key is that you have to observe what your competitors are writing, what their subtopics are and how the structure of the content is organized.
Then you can do the same, or better. You can find out what information your competitor’s articles are missing, thereby adding to your own for a better chance of ranking higher on Google.
10. AVOID LOW CLICK-THROUGH RATE (CTR)
We all recognize that user signals are very important. CTR or time on site are both considered user signals.
If you were also affected by major updates this year, you should go to Search Console and check what your CTR was before the site lost traffic and see if the CTR was the cause of you being affected by the update.
Therefore, you should regularly go to Search Console to see which queries have low CTR to optimize the snippet and content.
Check if your article has satisfied the search intent, or the content is old, the content is poor and re-optimize the new post.
CONCLUSION:
At this point, I have explained in detail for you to better understand Entities in SEO and how Google perceives the relationships between Entities together!
And most importantly, you already know 10 ways to apply Entity to your website. How will you apply? Let me know the results!
P/s: The article is copyrighted by GTV SEO, if you copy, remember to credit the source.
Source: https://gtvseo.com/entity-seo/
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