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How Topic Entities Are Becoming as Valuable as Keywords in Optimizing Your Business’s Web Presence
The switch of SEO focus to entities was born out of Google’s Knowledge Graph. You can most easily see the impact of the Knowledge Graph in the rich snippets at the top of search results when you type in a specific question.
For example, if you search, “Who invented the first AC?” Google will show you:
For example, if you search, “Who invented the first AC?” Google will show you:
Google is combining context with all the world’s searchable data to display the appropriate search results according to the relevant “entities,” or as Google refers to them, “topics.”
This new reliance on entities has led to a shift away from all-keywords-all-the-time optimizations to generating content about specific entity topics for which a business can compete. Of course, in order to have your content displayed in a Rich Snippet, your website also needs proper schema markup.
This isn’t entirely dissimilar from going after featured snippets, which is why the strategies for top placement in either context goes hand in hand. Unique, relevant content that provides knowledgeable answers is given far more weight than awkwardly keyword stuffed content that’s focused entirely on keyword density instead of substance.
The other benefit, from both the searcher’s and business’s perspective, is improved contextual search results. In the before times, small businesses that wanted to rank among competitors with larger marketing budgets were often forced to focus on content tailored to very specific search terms and keywords.
This inevitably led to awkward content. The new ability for Google to find relevant entities and information based on the context of a search means your business is rewarded for publishing content that is both relevant and well written.
Typing in Nikola Tesla gives you drastically different results, listing pictures, books, fictionalized appearances in TV and movies, various encyclopedic entries, etc. The “Knowledge Graph” is essentially the framework on which entities are pinned and organized. All the books, television shows and encyclopedia entries for Tesla are categorized as individual entities under that Tesla umbrella and become increasingly nuanced and subcategorized as more detail is added. As inquiries get more specific Google search results display more focused and specific entities as the top results. Typing in TV shows about Tesla is another example of how the Knowledge Graph leverages entities to deliver specific rich snippet results:
This new reliance on entities has led to a shift away from all-keywords-all-the-time optimizations to generating content about specific entity topics for which a business can compete. Of course, in order to have your content displayed in a Rich Snippet, your website also needs proper schema markup.
This isn’t entirely dissimilar from going after featured snippets, which is why the strategies for top placement in either context goes hand in hand. Unique, relevant content that provides knowledgeable answers is given far more weight than awkwardly keyword stuffed content that’s focused entirely on keyword density instead of substance.
The other benefit, from both the searcher’s and business’s perspective, is improved contextual search results. In the before times, small businesses that wanted to rank among competitors with larger marketing budgets were often forced to focus on content tailored to very specific search terms and keywords.
This inevitably led to awkward content. The new ability for Google to find relevant entities and information based on the context of a search means your business is rewarded for publishing content that is both relevant and well written.
How Google Defines an Entity
If it makes things easier, you can think of entities as groups of related topics and keywords. Simply searching Tesla is going to give you results about both the inventor and the vehicle manufacturer (although nearly all the results will be about the manufacturer – sorry Nikola.)Typing in Nikola Tesla gives you drastically different results, listing pictures, books, fictionalized appearances in TV and movies, various encyclopedic entries, etc. The “Knowledge Graph” is essentially the framework on which entities are pinned and organized. All the books, television shows and encyclopedia entries for Tesla are categorized as individual entities under that Tesla umbrella and become increasingly nuanced and subcategorized as more detail is added. As inquiries get more specific Google search results display more focused and specific entities as the top results. Typing in TV shows about Tesla is another example of how the Knowledge Graph leverages entities to deliver specific rich snippet results:
Rich Snippets Outperform Top Search Results
The rich snippets that are delivered to searchers who ask specific questions generally outperform the regular top results since they meet the searcher’s need without requiring them to click through to a new page for more information.Keywords still matter to entities, especially since they help define what an entity is and help Google’s algorithm develop context around a particular entity.
Why Does This Matter for Small Business SEO?
Entities don’t appear out of thin air. They’re pulled from what’s published on the internet. You don’t have to apply for your business to be established as an entity, it will happen automatically as your business generates information, from publishing addresses and hours attached to your name on listing services to publishing a list of services or products on your website.You can add to the entity that is your business through publishing additional static content service pages to your website or blogging. Those additional keywords are further attached to the entity that is your business. When searchers nearby are looking for the products and services you provide, your business will be one of the entities the algorithm delivers as a relevant result.
Building Your Entity and Relevance Takes Time and Effort
Google has invested a lot of time and effort into the switch from a keyword-focused search algorithm to one that relies on entities. They’ve committed to entity-focused search, so its worth your time to begin developing a content strategy that helps you rank for searches relevant to your business.Although there’s no magic bullet to get you to the top of search engine result pages, Google has been fairly clear on how to make progress – generate relevant content that answers the questions of searchers or clearly provide the solutions they’re seeking.
REV77 Can Help with Your Business’s SEO Strategy
REV77’s SEO packages include several necessary services, including:- Listings
- Review response
- Backend and schema optimization
- Content planning and creation
Our team understands how to build a clear association between your business and the services you offer in your locality. Let us make sure your business is the one providing answers to searchers near you. Contact REV77 today for a free digital marketing audit .
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