A quick intro to entity-driven search, and how integrating it into the content strategy elevates a 360 search experience.

1. Unlock entity-
driven content
strategy for a
360° search
experience
Begüm Kaya
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2. About Begüm
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Founder & SEO Consultant @ BK Solutions
🌍 Technical SEO From Turkey to Global Sphere
Google Business Profile Gold Product Expert
Structured Data, Looker Studio, RegEx Enthusiast
Hreflang="tr", ”en" & “ja”
@begumkayaseo
/in/begum-kaya
PE Program
Opinionated SEO Opinions

3. The Agenda for
Today
On The Way to an Entity-Driven
Content Strategy
1. Identifying entities
2. Understanding why they matter
3. SERP features they influence
4. How to strategize accordingly
5. KPIs and reporting
6. Wrapping it up
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4. What is an “Entity”
An entity is a thing such as a
company, person, podcast, music
group, namely any thing.
A named entity is a specific entity
such as Paris, France (the capital of
France). Since Paris doesn’t refer to
a “specific” thing, it’s not an entity
but Paris, France is.
Entities and the relationship
between them is the key for search
engines to “understand” what we
are searching for.

5. How do we see entities in search?
The search is now less focused on the exact wording or strict keyword
selection and more focused on the underlying themes and relationships.
That’s why our content needs to follow a semantic structure so that it can
be best recognized by the search engines.
Google is trying to build information about entities by building knowledge
graphs.
The relationship between different entities they interpret (data stored in
these knowledge graphs) are displayed in the knowledge panel we see in the
search engine result pages (SERPs.)
Since we are among the data sources of which this interpretation is made,
we can control how our brand appears in SERPs.

6. Google’s Knowledge Algorithms keep building and
altering information on its Knowledge Graphs, which
in turn affect how our brand looks on search results -
where more than 8.5 billion searches happen every
day.
To be able to create a desired search experience and
meet your clients when they search for you or terms
related to you, SEO processes involve the following
phases:
● The information Google and other search
engines get about you - you can curate it
● How they interpret this information - you can
optimize it
● Related entities, searches and SERP features
like people also ask - you can enhance it
Why do they matter for a content strategy?

7. The Knowledge Graph Magnified Searches Entity Suggestions
Related Searches Featured Snippets People Also Search For
SERP Features influenced by entities

8. Brand searches
Creating an entity-driven content strategy
Marketing
SEO
Knowledge
Panel
Branding
Generic searches
Authority
building
NLP
Semantic
structure
Self
Confirming
Loop

9. 1. Back your content strategy with data,
2. Use the NLP API before publishing,
3. Identify related entities and interlink them,
4. Use optimized and possibly consistent images,
5. Be clear, consistent and readable with your copy,
6. Ensure your website doesn’t have any technical issues,
7. Provide internal and external linking with accurate and relevant anchor texts,
8. Optimize SEO meta data (page title, meta description, Hx tags) with generic terms,
9. Optimize the HTML code of your website to be in accordance with Semantic
HTML5,
10. Implement structured data markup to convey different entities and the
relationship in between,
11. Educate both content and dev teams to keep optimizing, e.g. insert table of content
for certain articles
Technical elements to help

10. How to measure the effectiveness of it?
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Use the following ideas for monitoring & reporting on content
effectiveness:
1. Use CASE WHEN to sort queries/LPs in Looker Studio
a. Number of entities ranking/having their knowledge
graph
b. Clicks, Impressions and CTR time series charts of entity
types
2. Number of related searches ranking
3. Traffic by entity type and traffic share analysis
a. Traffic expectation by page/Total search volume
4. GSC Search Appearance filters
5. Return on Investment
6. Visibility increase in any SERP features influenced by entities

11. Wrapping it all
up, for the win!
Unlock the power of entities
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1. Becoming an entity in the search engines’
eyes is the initial goal
2. That way, we can curate and optimize the
surfaced content in SERPs about us
3. Then, we can optimize the entity in
branded & generic searches
4. This will enable us to boost our content
strategy focusing on the related entities
5. The main goal is to increase the overall
visibility of our brand - in a way we want
6. Monitoring and reporting is vital, make
sure to differentiate by the audience

12. THANK YOU
One of the most powerful
earthquakes ever recorded in Turkey
(7.8) struck on 6 February, followed
by a second earthquake with a
magnitude of 7.5 and it affected 13
million people living in the area.
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https://ahbap.org/disasters-
turkey