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What are entities and why are they important for SEO by @beanstalkim

 

 

what are entities and why are they important for seo by beanstalkim - What are entities and why are they important for SEO by @beanstalkim

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Entities are, in my opinion not so humble, the most important concept to understand in SEO at the present time. Complete stop.

Do you think I'm just another SEO professional who launches the latest "miracle solution" that will die on the table with many others before?

Consider this:

Three of the most important ranking factors in the last disclosure were:

All of these areas evolved since this disclosure, but it is highly likely that their overall importance has remained.

We know that an entity is defined by Google as follows:

"A thing or concept singular, unique, well-defined and distinguishable."

It is important to understand that the thing does not have to be a physical object, it can also be a color, a date, an idea, etc.

An entity is all that is:

Singular.Unique.Well -defined.Discible.

Now back to these three ranking factors.

Content

The content from the point of view of referencing concerns the connection of entities by relations.

In the statement: " SEO is dead ", there is the entity "SEO", there is the entity "dead" and there is the relationship that one relates to the other and the direction of the relationship.

All content is basically like this.

Links

The links are basically a link between entities even before Google (or Google) considers them as such.

They declare a relation and a direction between the pages of the Web. . These pages are entities containing other entities.

In addition, the entity of the anchor text is connected via a relation to a subject (also an entity) and this thematic entity is then connected via a directed relation (the link). ) to the entity of the target page.

RankBrain

RankBrain is not a ranking factor in the traditional sense of the word. His job is not to act as a signal, but rather to adjust what signals have what weight.

For a query like [best holiday gifts] RankBrain would interpret which signals have the most meaning to produce the best result.

The time itself being an entity, its importance would be greater than a list of 2014, regardless of the number of links that it has (for example) would be useless.

For a query of the "American" civil war "type, however, the rank-and-file entity would be a more important factor than freshness.

Essentially, RankBrain simply determines which metrics and entity relationships are most important for a specific query

What do we know about entities?

gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw== - What are entities and why are they important for SEO by @beanstalkim

google on how to improve sites that are not ranked by martinibuster - What are entities and why are they important for SEO by @beanstalkim1919909011T The majority of what we know about entities (or at least what I know) is derived from certain patents, intelligent people and what makes sense.

While patents must generally be read with a grain of salt, the ones I will cite below seem so logical that there is little doubt that they are integrated with Google's systems.

That said, Google could use these patents in different ways. I will not pretend to know exactly how. So we will talk about it in general and in which direction they lead us.

Ranking of search results based on the metric entity

The ranking of search results on the metric entity is the title of a patent Google. they were awarded in 2015 and were the first patent on the entities I read. This is not the last.

You can find my analysis of the patent here but you have to read and deal with formulas and in this article, we will spare you on the hunt.

According to the patent, the classification of entities to look for involves taking into account four factors. They are:

Relation. Connectivity is determined by co-occurrence entities. Basically, if two entities are frequently referenced on the Web (for example, "Donald Trump" and "President"), you get something like:
gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw== - What are entities and why are they important for SEO by @beanstalkim

google on how to improve sites that are not ranked by martinibuster - What are entities and why are they important for SEO by @beanstalkim
Indeed, they exist quite often together and on rather authoritarian properties to give a unique result. This same process connects other entities with the term when we pluralize it: gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw== - What are entities and why are they important for SEO by @beanstalkim google on how to improve sites that are not ranked by martinibuster - What are entities and why are they important for SEO by @beanstalkimEach of these people is an entity and they are associated with the entity "President" and so, when the query is plural – we see them all. Notability. Google uses a fairly simple formula (in the patent) to determine how remarkable an entity is. Avoiding the formula, it is fundamentally impossible to indicate that the more an entity has value (determined by elements such as links, reviews, mentions and relevance), the higher the value of the category or the subject in which it is in competition is weak, the higher its notoriety is high. On the face of it, that does not seem entirely logical, but basically it means that if you are a big fish in a small pond, you will have better notability than if you are that same fish that is swimming in the ocean . Contribution. The contribution is determined by external signals (links, critical, for example) and is essentially a measure of an entity's contribution to a subject. A criticism of a well-established and respected critic in the food field would add to this metric criterion in relation to Dave's speech on Yelp about the price, since the contribution of their entity in space is higher. Price. The price metric exactly matches what it looks like, a measure of the different relevant prices that an entity has received. These can be a Nobel Prize, an Oscar or an American research award. The type of price determines its weight and the greater the price, the higher the value attributed to the entity in question.

In the end, the process begins with the request for information by a user on an entity.

I can enter Google [best actresses].

After that, Google runs its process in the following order:

Determine the kinship of other entities and assign values ​​to them. Determine the notability of these entities and assign them a value to each.Determine the contribution measures of these entities and assign a value.Determine the prices assigned to entities and assign a value.Determine the applicable weights that each should have based on the type of query (his familiar?) Determine a final score for each possible entity.Produce a SERP that looks like … gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw== - What are entities and why are they important for SEO by @beanstalkim

google on how to improve sites that are not ranked by martinibuster - What are entities and why are they important for SEO by @beanstalkim

Hey, we did not say that their algorithms were flawless. But not bad.

Question Respondent with entity references in unstructured data

To move a little forward, we now examine a patent issued in 2016 .

This patent contains powerful ideas and, fortunately, it is easy to summarize.

Here are the points to remember:

A unique identifier is assigned to each entity. This will probably concern the acquisition of Metaweb by Google in 2010 (which was covered by Bill Slawski here ). The most likely entity requested by a researcher can be determined by determining which entity appears most often in the drop-down list. First 10 results. For example, if someone does a search [dave davies] most of the top ranked sites refer to the entity of guitarist Kinks. This is the entity used for elements such as the knowledge panel. There is a database of entities. To prevent Google from having to process the best results every time a query is executed, there is a database that simply stores the entities and their connections. Think of it as a database of links, but for entities. Entities are ranked at a quality level that may include freshness, previous user selections, inbound links, and possibly outbound links. Remember that this is just the patent: do not hurry and create a link to all the sites you can find. I find this part unlikely to weigh outside very specific situations. When a query is made for an entity, the relevance of other entities is determined for the outcome. To illustrate, for the query [dave davies] Google must determine which metrics of entities are the most important. The entity of birth date is deemed important, the entity of his brother, his group and a number of others are important enough to constitute the panel of knowledge. That he was born eighth in his family is not considered important enough. This is not to say that the importance of entities only concerns knowledge panels, but simply that it is one of the clearest visual illustrations. These are methods that allow Google to infer the context of multiple entities with the same name. To use their example, there is Philadelphia city, cream cheese and movie. If I ask a question "where" I would refer to the city, "who acted" would be the movie, and "what's good with" would be the food. The answer, by the way, is lox, red onion and capers. This technique allows Google to determine the entities and their relationship when the data is not structured (by referring to information that does not have a predefined data model or that is not organized. This method also allows Google to learn new entities.

This technique greatly enhances Google's capabilities in learning about entities and their relationships.

In combination with their progress in understanding natural resources. of language and the machine and the importance of entities make a leap forward.

Related Entities

The last patent that we are going to address here is simply entitled " Related Entities "And was granted in its present form at the beginning of the year.

Here is what we can remember from patent:

There is a mechanism for determining the priority of relationship between entities. As noted above, the order in which Dave Davies entered the life of his family is a known entity but is not a priority over other entities determined to provide a higher probability. high interest for the researcher. More powerful sites like Wikipedia provide a stronger relationship between entities. For example, a Wikipedia page dealing with Ronald Reagan as President of the United States would connect the two entities "Ronald Reagan" and "President" far more than what is mentioned in this article with an authority over the US. news related to SEO and marketing.

As you can see, the patent itself is quick to summarize but the ideas it contains are incredibly powerful.

Why are entities important for SEO?

gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw== - What are entities and why are they important for SEO by @beanstalkim

google on how to improve sites that are not ranked by martinibuster - What are entities and why are they important for SEO by @beanstalkim

] Entities are important for SEO because they are essentially the world.

We understand all that surrounds us in the context of entities and their relationships. We simply do not think that way.

Much of the reason we are just starting to talk about it is that it takes machine learning to use the concept from a level of research.

Without machine learning, Google does not understand enough language to interpret the relationships between pages and entities.

Without machine learning and RankBrain in particular, Google can not learn. how to prioritize signals accurately, on the fly, adjust to strangers and learn from them.

So we are now starting to see that all this is happening and that there is a huge change in the page ranking.

The entities come in:

The ability to calculate the probability of responding to the likely intent of the user with much greater accuracy. The ability to understand from the language and tone, whether a result is positive or negative.Is dramatically reducing dependence on links.

Links wil I remain certain, I am sure, but they will simply become one mechanism among others to establish the values ​​of an entity.

To optimize this new world, we must change the way we view our sites and market ourselves externally.

If we want to classify the "blue widgets", we must consider that Google can now or soon will understand all the different entities associated with them and in what order the researcher's intention will probably be

And now you need to determine what entities you need on your site and how they need to be connected to maximize Google's chances of understanding that you are more likely to respect the diversity of possible intentions than your competitor.

Entities & Links

The change of links may be even more important for SEO professionals.

If I'm right, it seems inevitable, the links will only make one. Entity connector among many others.

Why would a link be necessary to transmit a value if all the other signals and a good understanding of the entity relationship are in place?

Google does not need to see that I specifically make a link to Dave Davies' website of the Kinks.

They will know, thanks to the context, that this article refers to this entity and binds it strangely to various entities such as Google patent US20180046717A1, but their systems will determine that the kinship link is all just not. and the association between this article and the Kinks guitarist will be minimal.

We think we can delete all logical links, regardless of the type of referencing you practice.

If you are writing content, think of other entities that should exist on the page or site and make sure that they are. Review the top 10 sites and determine which other entities appear on these pages.

And when you create links, think of the entities with which you are most interested in an association and get links to those sites. , knowing that even if links lose value, you are still OK.

Are you a Miami real estate agent? Get links on real estate sites but also on sites related to Miami. You can go a step further and think about the types of sites that also have close links with real estate.

Mortgage brokers, for example, would be strongly associated with real estate and thus constitute a good second-level entity. references.

The entities are here to stay

Google must be able to send us the information we request when we ask the entity "pizza" with the location link of the Entity "close to me."

So order one and start thinking about the contents that you will address next.

Additional Resources:

] Credits Image

Featured Image: Author, November 2018
Useful information: Adobe Stock
All the screenshots of Screen made by the author, November 2018
Why it's important: Adobe Stock

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