Introduction to Entities and Why they matter for SEO?
Article By Harry S(SEO Strategist at Seoz)
What are Related Entities and SEO Takeaways?
Google is driven by the sole objective of making search accurate and friendly for people. With this at its core, the search engine giant introduces algorithm updates regularly. However, every once in a while, the company releases a mega update that changes search completely. Today, we are going to touch base on one such concept ‘Related Entities.’ Google patented Related Entities in February 2018, as a search based algorithm that provides information on a subject or topic and related subjects or topics.
Google views the whole world as a collection of entities and every person, place, or thing as an entity. For example, let us consider a dinner table – the roast chicken is an entity, the people eating are all entities, the different items on the table combined are an entity; this allows Google to provide a more accurate search result. Suppose you were to search for roast chicken and chicken salad, Google identifies both the searches originating from the same core entity chicken. Related Entities help Google provide a more accurate and faster search result. It also allows Google to identify how millions of websites all over the world are interconnected.
Let us take another example that will resonate with you better. If you were to type in the Google search “Twitter CEO,” the first result you get will be the picture of Jack Dorsey and a Wikipedia description. Right under this information, you will also find information searched by other people related to the same subject. In this case, Sheryl Sandberg, Mark Zuckerberg, Noah Glass, and so on. What Google is doing here is predicting if a person requires information about the CEO of a social media site, they might also be interested in the CEO of other similar companies.
The fascinating aspect in all of this is I as a business expert know the correlation between Jack and Mark (Jack being the CEO of Twitter and Mark being the CEO of Facebook), but how is Google able to understand the relation and assume both as related entities as both are entirely different people with very few similarities. They are not related by blood, they have not gone to the same school, and apart from both being the CEO of social media giants, they have nothing in common. So, how is Google able to accurately link the two?
Google uses its new patented algorithm called Related Entities to link one entity from the other by associating one search term with the other. This flowchart demonstrates how the commands provide the results:
Three Essential Points to Consider in Related Entities:
- The first aspect considered in Related Entities is if two search terms are correlated as they are often searched In this case, Jack and Mark are both CEO’s, so the algorithm would pair Jack and Mark under the entity CEO.
- The second aspect that the algorithm considers is relating the two entities using mentions in articles. If the name of Jack and Mark appear together in one blog or article, Google assumes the two to be connected. A key factor here is the reputation of the source on Google that has linked the two entities together.
- The third aspect is the most interesting; it reveals that Google has a separate entity database. Here, the sole job is to identify different entities and find ways to link them together. It allows Google to understand the millions of websites on the web, how each of them is connected, and how strong are these connections.
For example, the reputation of the source is a significant factor in Google’s Related Entities algorithm. It is vital that the website that has the article with both entities have considerable authority. A site such as Huffington Post with the mention of the two CEO’s will be given more priority than a new blog. If Mark and Jack are mentioned in several such high authority websites then, Google will always link the two together.
Possible Opportunities for SEO:
So what does it mean for you as an SEO professional or a website owner? It provides handy insights to strengthen the association between the brand and Related Entities. If you approach this smartly, you can combine your link building techniques with entities to boost your website’s ranking.
Right now, the results obtained from the entity algorithm is concentrated on people rather than things. If we are a little smart, we know it won’t be long before the algorithm evolves and starts finding associations between brands, markets, and locations.
As with all of Google’s algorithms, the ultimate goal of Related Entities is to transmit information accurately to search queries, in this case identifying Related Entities as part of the response.
Related Entities and SEO:-
The driving force behind any SEO effort is to provide increased visibility to a brand, company, or website throughout the globe or within a specific region. Good SEO adapts to changes in algorithms and uses it as an advantage, as with Related Entities. This algorithm update is not a challenge but an opportunity for websites to gain recognition, visits, and engagement. I hope the insights provided has been helpful to you.