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Entity Search Today: What We're Seeing & How We're Using It By Carolyn Shelby


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From the SMX Advanced Conference in Seattle, Washington, June 2-3, 2015. SESSION: Exploring The New World Of Entity Search. PRESENTATION: Entity Search Today: What We're Seeing & How We're Using It - Given by Carolyn Shelby, @cshel - Tribune Publishing, Director, SEO. #SMX #13A

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Entity Search Today: What We're Seeing & How We're Using It By Carolyn Shelby

  1. 1. #SMX #13a @cshel What We’re Seeing and How We’re Using It Entity Search Today
  2. 2. #SMX #13a @cshel Carolyn Shelby - Presenter Director, SEO/SEM at Tribune Publishing I am a search engine optimization professional and webmaster with more than 20 years of experience building and promoting websites.  Technical SEO  Organic SEO  Forensic Audits  Holistic Optimization  Rebuilding websites  Speaking & Training
  3. 3. #SMX #13a @cshel
  4. 4. #SMX #13a @cshel  Uses Google’s Knowledge Graph (vast index of entities and their relationships) to answer the user’s question in the SERP.  Especially fun in Google Now because it reads the “answers” to you.  Quick Answers get read just like Graph Panels. It’s easier to get a Quick Answer. What is “entity search” anyway?
  5. 5. #SMX #13a @cshel Graph Panel Quick Answers Local 3-Pack Shopping
  6. 6. #SMX #13a @cshel
  7. 7. #SMX #13a @cshel  Google’s getting the answers from partners (usually Wikipedia), so if you want one of these, you have to have content on one of those partners.  Encourages users to stay on SERP rather than click-through to content. Graph Panel
  8. 8. #SMX #13a @cshel
  9. 9. #SMX #13a @cshel  If a question can be discerned or answered concisely, Google wants to provide that answer in the SERPs.  Takes information from “authority” sources.  Encourages users to stay on Google. Quick Answers
  10. 10. #SMX #13a @cshel
  11. 11. #SMX #13a @cshel  Must submit compliant product feed through Google Merchant  Obviously, must have things you sell.  Encourages customers to shop based largely on price. Shopping
  12. 12. #SMX #13a @cshel
  13. 13. #SMX #13a @cshel  Must have physical locations.  Seems to help greatly to have a fully completed Google+ Page.  Obviously isn’t going to be useful if you don’t have a brick and mortar store. Local 3-Pack
  14. 14. #SMX #13a @cshel The current state of things
  15. 15. #SMX #13a @cshel  “Moving away from keyword optimization” and “Moving toward entity optimization” Not as big of a difference as it sounds…  Everything save Graph Panels are trackable.  Quick Answers are easier to manipulate acquire than the others.  Schema and microformats not really as necessary as I originally thought – at least not for Quick Answers. What do we know so far?
  16. 16. #SMX #13a @cshel Quick Answers in Quantities
  17. 17. #SMX #13a @cshel
  18. 18. #SMX #13a @cshel  Traditional ranking factors matter less than the perceived authority of the publisher, the presentation of the content, and the phrasing of the question.  If your content has the easiest (for the bot) to read answer, you’ll become the truth. What Matters
  19. 19. #SMX #13a @cshel  No microformats.  No Schema.  Not as many links/as strong as Wikihow. It’s all in the presentation…
  20. 20. #SMX #13a @cshel  Huge photos (Not necessarily bad)  Ads in every “step”  But most importantly… no clean stretch of text in a proper <ul> Bad HTML
  21. 21. #SMX #13a @cshel Do Links Matter Anymore?
  22. 22. #SMX #13a @cshel
  23. 23. #SMX #13a @cshel  Keyword research still matters because you need to know how to phrase the answers to match the questions being asked.  Worry less about dropping links, and more about getting your info into authoritative publications.  Look for spaces where your competitors are not providing answers. Opportunities/Take-Aways
  24. 24. #SMX #13a @cshel THANK YOU! Carolyn Shelby Director, SEO Tribune Publishing @cshel or