Increasing Search Visibility With Googles Entity Search
Google began slowly rolling out entity search almost two years ago in an effort to increase relevancyby identifying what words mean. By developing a smarter search that understands the correlation between strings of characters and real-life context, Google can improve the user experience by offering timely, accurate results.
Since then, weve seen a major evolution of search that has changed listings for organic, paid, local, shopping, and many additional features. But what does thismean for your brand? Below, Ihave highlighted how these changes have affected search and offered insight into how your brand can overcome this changing environment to stay relevant.
The Knowledge Graph is a knowledge base used to enhance Googles search results with semantic search information gathered from a wide variety of sources. Googles entity search aims to expand the Knowledge Graph by understanding relationships through stringing together relevant data and making real-world connections between content and how users search.
Today, when users search, Google analyzes past searches on similar topics and collects the information other users found relevant to build its Knowledge Graph. Google takes this information and displays it directly on its search page within graph panels. These panels save users time and allow search engines to learn more about the behaviors and interests of its users.
Google leverages the Knowledge Graphs connected web of information to suggest related points of interest that simplify the search experience and help further educate users.
Entity search is another twist in the winding road of search optimization.One result of this new direction is that Google now provides direct answers to many queries within the search results, eliminating the need for users to click a link on the search engine results page (SERP).
However, this does not eliminate the need for brands to perform SEO.Google pulls its Knowledge Graph information from websites that are established as an authority based on search engagement, social activity, engagement around the web, and use of what they deem asfactual data.
That means it is important to continue developing quality content and high rankings in search. Some brands and publishers will have the opportunity to be referenced as direct answers due toentity search; its also important to not forget that niche and in-depth content still holds value for those users deeper in the sales cycle looking for more information.
As youve seen in search results, Google has continued to develop its knowledge graph feature with an assortment of panels and carousels focused around an increasing variety of topics. Google pulls information for these direct answer panels from partnerships (ex: restaurant menus) and facts (ex: historical information, birthdays, definitions) which limits the need for users to leave Google and dig for information through other websites.
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Increasing Search Visibility With Googles Entity Search