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Crafting Expertise, Authority and Trust with Entity-Based Content Strategy - Jamie Alberico - SMXL 2019

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At SMXL, I presented a talk about crafting effective, authoritative content by understanding entities. People, places, objects, and ideas have facets. Human users have unique perspectives and their language changes as their relationship to an entity changes. It's time we stop chasing keywords-- a byproduct of search intent-- in favor of strategic entity-based strategy.
This deck includes insights into how to access the data behind Google's knowledge graph, use external links to boost the search engine's understanding, and ways to become an authoritative and trusted source.

Published in: Marketing

Crafting Expertise, Authority and Trust with Entity-Based Content Strategy - Jamie Alberico - SMXL 2019

  1. 1. 6-7, NOVEMBER 2019 Content in 3D: Creating an entity-based strategy Jamie Alberico Technical SEO Consultant, Not a Robot
  2. 2. @jammer_voltswww.smxl.it #SMXL19 Content SEOs have 2 major challenges to face in 2020
  3. 3. @jammer_voltswww.smxl.it #SMXL19 1. The continued rise of zero-click SERPs
  4. 4. @jammer_voltswww.smxl.it #SMXL19 Source:HowMuchofGoogle’sSearchTrafficisLeftfor AnyoneButThemselves?,RandFishkin,SparkToro
  5. 5. @jammer_voltswww.smxl.it #SMXL19 2. Increased ranking and keyword volatility
  6. 6. @jammer_voltswww.smxl.it #SMXL19 Source:HowOftenDoesGoogleUpdateItsAlgorithm?,Dr.Pete,Moz
  7. 7. @jammer_voltswww.smxl.it #SMXL19 You could continue to analyze keywords and competitors
  8. 8. @jammer_voltswww.smxl.it #SMXL19 Chasing keywords and retro engineering competitors is exhausting.
  9. 9. @jammer_voltswww.smxl.it #SMXL19 You’re always chasing users all over the place. 9@jammer_voltswww.smxl.it #SMXL19
  10. 10. @jammer_voltswww.smxl.it #SMXL19 Keywords are a byproduct of human intent, capturing a momentary human relationship to an object, person, group, or location.
  11. 11. @jammer_voltswww.smxl.it #SMXL19 Keywords shift as our understanding and relationship to entities.
  12. 12. @jammer_voltswww.smxl.it #SMXL19 Conversion Consideration Interest Awareness tutorial what is who guide learn tips idea example [product name] [service name] [brand name] review top product attribute review comparison best order coupon buy price [store name] [city name] vs Language and the buyer’s journey
  13. 13. @jammer_voltswww.smxl.it #SMXL19 Unique user the same thing in very different ways
  14. 14. @jammer_voltswww.smxl.it #SMXL19 Source:JasonKessler/scattertext,Github
  15. 15. @jammer_voltswww.smxl.it #SMXL19 Geographic region, culture, age, and many other factors impact the language we use
  16. 16. @jammer_voltswww.smxl.it #SMXL19 What do you call a sweet, carbonated drink? Source:SodavsPopwithTwitter,EdwinChen
  17. 17. @jammer_voltswww.smxl.it #SMXL19 For SEO in 2020, keywords are past tense
  18. 18. @jammer_voltswww.smxl.it #SMXL19 character sheet onlinemovie b series m odules arcade game m ake a character basic rules campaign bard essentials kit monster manual explained for dummies groups near me kickstarter forbeginners dice name generator stranger things xboxone how to play whatis m inifigs w izards of the coast art criticalrole dnd5e what kind of game dungeon m aster how to introduce new players gravecleric d&dhistory fam ous people who play d&d d and d game levels collectors series dnd minis what type of gam e is how to get into d&d 5ebooklist adventurers league news dungeons and dragons wikipediahow to do dnd rolls when was dungeons and dragons made beatles playing d&d whatisneeded introducingnewbiestodnd paintedminiatures d&d 101 help dragon and dungeons companion officialsite cheap5ed&dbooks paladin minifigs rules for m y d&d group rpg charactersheetexample beholder twitch dnd stream upcom ingd&dbooks2019 rockgnome wildshape spellcasters Language orbits around concepts
  19. 19. @jammer_voltswww.smxl.it #SMXL19 Keywords are artifacts of something bigger.
  20. 20. @jammer_voltswww.smxl.it #SMXL19 character sheet onlinemovie b series m odules arcade game m ake a character basic rules campaign bard essentials kit monster manual explained for dummies groups near me kickstarter forbeginners dice name generator stranger things xboxone how to play whatis m inifigs w izards of the coast art criticalrole dnd5e what kind of game dungeon m aster how to introduce new players gravecleric d&dhistory fam ous people who play d&d d and d game levels collectors series dnd minis what type of gam e is how to get into d&d 5ebooklist adventurers league news dungeons and dragons wikipediahow to do dnd rolls when was dungeons and dragons made beatles playing d&d whatisneeded introducingnewbiestodnd paintedminiatures d&d 101 help dragon and dungeons companion officialsite cheap5ed&dbooks paladin minifigs rules for m y d&d group rpg charactersheetexample beholder twitch dnd stream upcom ingd&dbooks2019 rockgnome wildshape spellcasters Google tracks these concepts as Entities
  21. 21. @jammer_voltswww.smxl.it #SMXL19 An Entity is "A thing or concept that is singular, unique, well-defined and distinguishable." Source:Questionansweringusingentityreferencesin unstructureddata,GooglePatents
  22. 22. @jammer_voltswww.smxl.it #SMXL19 Source:Questionansweringusingentityreferencesin unstructureddata,GooglePatents In 2016, Google patented Question answering using entity references in unstructured data
  23. 23. @jammer_voltswww.smxl.it #SMXL19 Receive a query Cause to be generated a plurality of search results based at least one part of the query Retrieve previously generated data comprising one more entity references. associated with at least one search result Rank the entity references . Select an entity result from the entity references . Provide an answer to the query based on the entity results . Source:Questionansweringusingentityreferencesin unstructureddata,GooglePatents
  24. 24. @jammer_voltswww.smxl.it #SMXL19 Zero click queries are being answered by Google’s understanding of Entities
  25. 25. @jammer_voltswww.smxl.it #SMXL19 Knowledge Cards
  26. 26. @jammer_voltswww.smxl.it #SMXL19 Answer Boxes
  27. 27. @jammer_voltswww.smxl.it #SMXL19 Voice Search
  28. 28. @jammer_voltswww.smxl.it #SMXL19 People Also Ask
  29. 29. @jammer_voltswww.smxl.it #SMXL19 SERP Tools
  30. 30. @jammer_voltswww.smxl.it #SMXL19 As user queries become more unique, Google uses entities to match user intent to results even when the keywords aren’t an exact match
  31. 31. @jammer_voltswww.smxl.it #SMXL19 Source:Questionansweringusingentityreferencesin unstructureddata,GooglePatents
  32. 32. @jammer_voltswww.smxl.it #SMXL19 How can we action this into content strategy?
  33. 33. @jammer_voltswww.smxl.it #SMXL19 Work one entity at a time Step 1.
  34. 34. @jammer_voltswww.smxl.it #SMXL19 Google’s Entity Repo
  35. 35. @jammer_voltswww.smxl.it #SMXL19 70Million items Congratulations, 3,5-dimethyl-3H-pyrazole! 🎂
  36. 36. @jammer_voltswww.smxl.it #SMXL19 Items are used to represent all the things in human knowledge, including topics, concepts, and objects.
  37. 37. @jammer_voltswww.smxl.it #SMXL19 • Person Luca Guglielmi, Lizzo, Marisha Ray • Organization Red Hat, Rainforest Trust • Location Milan, NYC, Living Room • Color Indigo, Cyan • Day 6 September, Wednesday • Concept Love, Mortality • Topics 1988 Summer Olympics, Brexit What can be an Entity
  38. 38. @jammer_voltswww.smxl.it #SMXL19 Find anything with a simple site search
  39. 39. @jammer_voltswww.smxl.it #SMXL19 Protip If you can’t find it on WikiData, search Wikipedia. The primary term is likely a synonym
  40. 40. @jammer_voltswww.smxl.it #SMXL19 Each element on a page establishes relationships that make the item • singular • unique • well-defined • distinguishable.
  41. 41. @jammer_voltswww.smxl.it #SMXL19 7 Elements are Constant 1. ID 2. Label 3. Description 4. Aliases 5. Languages 6. Statements 7. Identifiers 1 6 7 5 2 3 4
  42. 42. @jammer_voltswww.smxl.it #SMXL19 2. Label 4. Aliases 1. ID 3. Description
  43. 43. @jammer_voltswww.smxl.it #SMXL19 Primary Keyword Secondary Keywords Disambiguation Key to Scale
  44. 44. @jammer_voltswww.smxl.it #SMXL19 Download the full JSON file for the entity by Inserting the ID (Q183513)in this URL https://www.wikidata.org/wiki/Special:EntityData/ID.json to get the json version of any page ID: Automate & Scale
  45. 45. @jammer_voltswww.smxl.it #SMXL19 Know your unique value Step 2.
  46. 46. Electronics @jammer_voltswww.smxl.it #SMXL19 Your business is in a vertical.Tabletop RoleplayingGames Pug-themed everything Vintage Apparel
  47. 47. @jammer_voltswww.smxl.it #SMXL19 It has unique business goals.Tabletop RoleplayingGames SaaS: Character/Campaign Management Media: Streaming Sessions Ecommerce: Sell Campaign Materials
  48. 48. @jammer_voltswww.smxl.it #SMXL19 Your perspective and knowledge that makes you uniquely useful. x
  49. 49. @jammer_voltswww.smxl.it #SMXL19 Identify the context of your entity Step 3.
  50. 50. @jammer_voltswww.smxl.it #SMXL19 In the real world, we have things have parts and attributes.
  51. 51. @jammer_voltswww.smxl.it #SMXL19 We can reasonably expect cars to have wheels
  52. 52. @jammer_voltswww.smxl.it #SMXL19 Would you buy a wine without a vintage?
  53. 53. @jammer_voltswww.smxl.it #SMXL19 Entities have facets
  54. 54. @jammer_voltswww.smxl.it #SMXL19 The more facets you cover, the more authoritative you are on the entity.
  55. 55. @jammer_voltswww.smxl.it #SMXL19 WikiData Statements are contextual relationships
  56. 56. @jammer_voltswww.smxl.it #SMXL19 Statements establish relationships between entities. Source:Questionansweringusingentityreferencesin unstructureddata,GooglePatents
  57. 57. @jammer_voltswww.smxl.it #SMXL19 Google is heavily invested in these semantic relationships
  58. 58. @jammer_voltswww.smxl.it #SMXL19 Google Patent WikiData Semantic Dashboard Source:DataDonation,WikiData
  59. 59. @jammer_voltswww.smxl.it #SMXL19 These relationships are a quantifiable means of measuring expertise
  60. 60. @jammer_voltswww.smxl.it #SMXL19 Statements are made of Properties • Properties establish relationships between items • Used to group items together • Create linked data structure • Each property is also an item • Prefixes will denote use – P = Property – C = Item
  61. 61. @jammer_voltswww.smxl.it #SMXL19 Each entity has a set of properties Tool:WikiDataPropertyExplorer
  62. 62. @jammer_voltswww.smxl.it #SMXL19 • said to be the same as (P460) • different from (P1889) - (different from, but sometimes confused with ...) Properties compare items Source:Wikidata:Identifiers,Wikidata
  63. 63. @jammer_voltswww.smxl.it #SMXL19 • part of (P361) - (section of .../ contained within .../ pieces of ...) • instance of (P31) - (is an example of ...) • subclass of (P279) - (is a subset of ...) Properties identify parts of Source:Wikidata:Identifiers,Wikidata
  64. 64. @jammer_voltswww.smxl.it #SMXL19 • has part (P527) - (contains ...) • has parts of the class (P2670) (has parts that are instances of .../ some parts form subclass of ...) Properties identify contained items Source:Wikidata:Identifiers,Wikidata
  65. 65. @jammer_voltswww.smxl.it #SMXL19 Source:Towardauniversaldecoderoflinguistic meaningfrombrainactivation Map your entity’s properties.
  66. 66. @jammer_voltswww.smxl.it #SMXL19 Spiral out method 1. Start with the core of the entity 2. Brief summarize all its main aspects briefly 3. Identify which facets/areas of knowledge in line with your business perspective 4. Identify how these facets connect to other tangible items related to your business offerings
  67. 67. @jammer_voltswww.smxl.it #SMXL19 Create content that expresses relationships between entities Step 4.
  68. 68. @jammer_voltswww.smxl.it #SMXL19 Combine entity statements with your perspectiveTabletopGaming Ecommerce x
  69. 69. @jammer_voltswww.smxl.it #SMXL19 Ditch the feeling words Mimic the same quantifiable objects and relationships used by items and their properties.
  70. 70. @jammer_voltswww.smxl.it #SMXL19 TabletopGaming As [persona], I want to [task] in order to [outcome]. "As an ecommerce site, I want to create content about games you can play with D20 dice sets in order to generate interest in our products." Ecommerce x Practice by writing user stories
  71. 71. @jammer_voltswww.smxl.it #SMXL19 Queries have intent. So should your content. • Informational • Location-based • Transactional
  72. 72. @jammer_voltswww.smxl.it #SMXL19 TabletopGaming Ecommerce Content Topic: "Tabletop games that use d20" Intent: Informational x
  73. 73. @jammer_voltswww.smxl.it #SMXL19 TabletopGaming Ecommerce x Result: Position Zero & 1
  74. 74. @jammer_voltswww.smxl.it #SMXL19 Leverage the authority of identifiers for research Step 4.
  75. 75. @jammer_voltswww.smxl.it #SMXL19 Identifiers like Quora topic, subreddit, and niche specific IDs lead you to what real humans are talking about. https://tools.wmflabs.org/freebase/google/g/11c581wy7m
  76. 76. @jammer_voltswww.smxl.it #SMXL19 Google Knowledge Graph ID • Type of property (P2671) • identifier for Google Knowledge Graph API • IDs start with “/g/” • Older Freebase (deprecated) entries start with "/m/"
  77. 77. @jammer_voltswww.smxl.it #SMXL19 The Graph ID value will take you to a SERP full of Google Knowledge Graph entries See the SERP >> https://tools.wmflabs.org/freebase/google/g/11c581wy7m
  78. 78. @jammer_voltswww.smxl.it #SMXL19 Google Identifiers Why research here? Because it’s pragmatic for Google to trust its own datasets. • Freebase ID (P646) • Google News Topic ID (P5337) • Google Doodle (P4431) • Google+ ID (P2847) • YouTube channel ID (P2397) • Google Play Store app ID (P3418) • Twitter username (P2002) • Facebook ID (P2013) • Google Maps Customer ID (P3749)
  79. 79. @jammer_voltswww.smxl.it #SMXL19 Google Identifiers • Google Books ID (P675) • Google Scholar author ID (P1960) • Google Scholar paper ID (P4028) • Google Play Store app ID (P3418) • Google Arts & Culture asset ID (P4701) • Google Play Movies & TV ID (P6562) • Google Arts & Culture asset ID (P4701) • Google Play Music artist ID (P4198) • Google News publication ID (P6157)
  80. 80. @jammer_voltswww.smxl.it #SMXL19 Use outbound links to trusted entity references Step 5.
  81. 81. @jammer_voltswww.smxl.it #SMXL19 Identifiers are trusted sources of truth for information about the entity
  82. 82. @jammer_voltswww.smxl.it #SMXL19 Create outbound links to trusted identifiers nofollow is now a hint for crawling and index. Coming March 2020, nofollow may be a ranking hint. Why? Because all links can be used to establish context
  83. 83. @jammer_voltswww.smxl.it #SMXL19 Your Content Trusted Identifier Entity Outbound link establishes connection to entity Establishes facts about the entity
  84. 84. @jammer_voltswww.smxl.it #SMXL19 When content is connected to entities, Google can extract facts (They’ve got the patent to prove it!) Source:Questionansweringusingentityreferencesin unstructureddata,GooglePatents
  85. 85. @jammer_voltswww.smxl.it #SMXL19 Make and contribute resources to Wiki sources Step 6.
  86. 86. @jammer_voltswww.smxl.it #SMXL19 You’ve leveraged Wiki’s Expertise and Trust.
  87. 87. @jammer_voltswww.smxl.it #SMXL19 Contribute to the Wiki knowledge pool and become the authority.
  88. 88. @jammer_voltswww.smxl.it #SMXL19 In WikiData’s Own Words Source:Datadonation,WikiData
  89. 89. @jammer_voltswww.smxl.it #SMXL19 How to add data to Wikidata 1. Contact the Wikidata community describing what data you have and would like to include in Wikidata. 2. Decide with the Wikidata community what data is suitable to import. 3. Work with the Wikidata community to import the data Source:Datadonation,WikiData
  90. 90. @jammer_voltswww.smxl.it #SMXL19 • Images • Videos • Audio • Translations • Accessible versions (ASL) • Quotations • Learning tools • Textbooks & manuals All contributions agree to Creative Commons CC0 License Do not start with your brand. • Wikipedia • Wiktionary • Wikimedia Commons • Wikidata • Wikiquote • Wikibooks • Wikisource • Wikispecies • Wikinews • Wikiversity • Wikivoyage • MediaWiki Be factual. Earn trust. Source:Questionansweringusingentityreferencesin unstructureddata,GooglePatents
  91. 91. @jammer_voltswww.smxl.it #SMXL19 Step 7. | ̄ ̄ ̄ ̄ ̄ ̄ ̄ ̄ ̄ ̄| DON'T BE AFRAID TO LEARN IN PUBLIC |__________| (__/) || (•ㅅ•) || /   づ
  92. 92. @jammer_voltswww.smxl.it #SMXL19 • Data Donation, Wikidata • Wikidata:List of properties • Wikidata pageview analysis • Wikidata propbrowse • Wikibase/DataModel/JSON • Wikidata Property Explorer • Question answering using entity references in unstructured data, Google Patents • Method entities.search, Knowledge Graph Search API, Google Search Resources • What Are Entities & Why They Matter for SEO, Dave Davies, Search Engine Journal • Beetlejuice's Guide to Entities and the Future of SEO, Greg Glifford • Google Extracts Facts from the Web to Provide Fact Answers, Bill Slawski • Google Gets Smarter with Named Entities: Acquires MetaWeb, Bill Slawski

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