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Wicked SEO - Using Entities to Define & Disambiguate

The SEM PDX Engage Marketing Conference presentation discusses how SEOs can enhance search visibility by using entity SEO, which focuses on the unique identification and relationship of content elements. The speaker, Grant Simmons, emphasizes the importance of contextual relevance and internal linking among entities for effective SEO strategies. Overall, the presentation underscores a shift from keyword-centric to entity-based approaches in search engine optimization.

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SEM pdx Engage Marketing Conference
SEM pdx Engage Marketing Conference How SEOs can leverage Entity SEO to improve topic focus, internal linking, and search visibility.
SEM pdx Engage Marketing Conference Is Content Born Wicked? or is Wickedness Non-Helpfulness Thrust Upon It?  In the land of SEO, sometimes content seems doomed to be misunderstood (just like Witches). But fear not, by leveraging Entity SEO, we can rescue it from confusion and guide it to greatness— no broomstick required.  Entity SEO is your Glinda the Good Witch, stepping in to sprinkle clarity over your content, helping search engines and users see its true topic focus, potential and meaning.
SEM pdx Engage Marketing Conference Torture?  I could not in good conscience continue with that outlandish whimsical and annoying style of writing!  Although I may slip back into “La-La Land” occasionally, I will endeavor to be the “good presenter” and keep this presentation fun and interactive  No flying monkeys (I can’t promise)  And now a little about me...
SEM pdx Engage Marketing Conference Grant Simmons  Former VP of Search Marketing at Homes.com  Proud American. Funny accent.  SEO & Content Consultant @ Brilliant Strategy  US Ambassador for InLinks (SEO Tool)  Fractional Director SEO @ a few agencies  Advisor to startups and early-stage venture-backed companies
SEM pdx Engage Marketing Conference Grant Simmons  Former VP of Search Marketing at Homes.com  Proud American. Funny accent.  SEO & Content Consultant @ Brilliant Strategy  US Ambassador for InLinks (SEO Tool)  Fractional Director SEO @ a few agencies  Advisor to startups and early-stage venture-backed companies  Some brands I’ve worked with
SEM pdx Engage Marketing Conference Grant Simmons  Former VP of Search Marketing at Homes.com  Proud American. Funny accent.  SEO & Content Consultant @ Brilliant Strategy  US Ambassador for InLinks (SEO Tool)  Fractional Director SEO @ a few agencies  Advisor to startups and early-stage venture-backed companies  Some brands I’ve worked with Not the GEICO Gecko!
SEM pdx Engage Marketing Conference Connect / reach out to chat SEO  grant@inlinks.com  linkedin.com/in/simmonet  twitter.com/Simmonet  Search in Google for grant simmons seo  grantsimmons.com
SEM pdx Engage Marketing Conference How SEOs can leverage Entity SEO to improve topic focus, internal linking, and search visibility.
SEM pdx Engage Marketing Conference I’ll Keep This Simple, Because I am Simple 
SEM pdx Engage Marketing Conference Let’s Start With a Question When did Wicked the Musical launch on Broadway?
SEM pdx Engage Marketing Conference Let’s Start With a Question When did Wicked the Musical launch on Broadway? October 30th 2003 *Preview on the 8th
SEM pdx Engage Marketing Conference Entity Basics
SEM pdx Engage Marketing Conference What is an Entity?  Something unique & cataloged  Has a unique record number or ID Disambiguation page on Wikipedia
SEM pdx Engage Marketing Conference Language Agnostic  Language & translations are mapped to ID  Its “graph” / connections are included Page on Wikidata
SEM pdx Engage Marketing Conference Entities Are Not (but can be)  Keywords (are not entities)  Phrases Entities Are:  Unique  Cataloged  Language-agnostic  Have an ID associated with them  Not magic
SEM pdx Engage Marketing Conference  Historically, SEO relied on keywords, but now, search engines leverage entities to understand sites  They recognize entities like Oz as a place or Wicked as a musical, a movie, and a concept (as in wickedness).  I did a thing… (wrote this article in 2013)  “Strings to Things” From Keywords to Entities
SEM pdx Engage Marketing Conference  No longer just “Wicked,” but with connections & relationships between entities too!  Characters like Elphaba, Glinda become related and contextual.  It’s like magic-ish Entities + Context
SEM pdx Engage Marketing Conference Not Magic. It’s The Knowledge Graph!
SEM pdx Engage Marketing Conference The Knowledge Graph  Catalog of “things”  Unique  Connected  Universal  Contextual  References (numbered)
SEM pdx Engage Marketing Conference Example Knowledge Graph IDs  Elphaba = Q3051679  Green = Q3133  Brunette = Q2367101  Witches hat = Q18395215  Female = Q6581072  Nessarose (sibling) = Q15912748  Creator: L. Frank Baun = Q207544  Freebase ID = /m/011c6f9p | /m/04lbl_ Source: Wikidata
SEM pdx Engage Marketing Conference Example Knowledge Graph IDs  Elphaba = Q3051679  Green = Q3133  Brunette = Q2367101  Witches hat = Q18395215  Female = Q6581072  Nessarose (sibling) = Q15912748  Creator: L. Frank Baun = Q207544  Freebase ID = /m/011c6f9p | /m/04lbl_ Source: Wikidata > Freebase ID Links to Google Search
SEM pdx Engage Marketing Conference The Knowledge Graph Google Search by ID
SEM pdx Engage Marketing Conference The Knowledge Graph Google Search by ID
SEM pdx Engage Marketing Conference The Knowledge Graph Wikidata Links to Wikipedia – Machine Database
SEM pdx Engage Marketing Conference The Knowledge Graph …And Wikipedia is Made for Humans 
SEM pdx Engage Marketing Conference The Knowledge Graph Wikipedia Internal Links Made for Humans 
SEM pdx Engage Marketing Conference The Knowledge Graph Internal Links (to / from) Add Context Little more later…
SEM pdx Engage Marketing Conference Test Your Knowledge Graph! Name Two Songs from Wicked the Musical!
SEM pdx Engage Marketing Conference Test Your Knowledge Graph! Name Two Songs from Wicked the Musical! You Are Going to be Popular for Answering This Question!
SEM pdx Engage Marketing Conference Disambiguation
SEM pdx Engage Marketing Conference This is for Kent!
SEM pdx Engage Marketing Conference Which Witch is Which?
SEM pdx Engage Marketing Conference Entities for Disambiguation
SEM pdx Engage Marketing Conference Known Attributes Entities for Disambiguation Witch One Witch Two Bad Witch hat Brunette Unpopular West Green Q3051679 Good Tiara Blond Popular South Not Green Q63887519 Unique Identifiers
SEM pdx Engage Marketing Conference Known Attributes Entities for Disambiguation Witch One Witch Two Bad Witch hat Brunette Unpopular West Green Q3051679 Good Tiara Blond Popular South Not Green Q63887519 Unique Identifiers Provide Context
SEM pdx Engage Marketing Conference Defying Gravity? Maybe not But defining web content? Yes!
SEM pdx Engage Marketing Conference Entity-Complete Content
SEM pdx Engage Marketing Conference What About Content?  Entity-complete content you create is more nuanced than just keyword inclusion.  Having additional relevant entities, synonyms, connections for context helps.  Search engines get the context, and they love it.
SEM pdx Engage Marketing Conference These Concepts Should Be Included Elphaba Glinda Witch hat Shiz University Elphaba Mother Green Skin Ruby slippers Glinda’s Tiara Being Popular Glinda’s Dress Munchkins Silver lamé shoes
SEM pdx Engage Marketing Conference Galinda or Glinda? Q3
SEM pdx Engage Marketing Conference Galinda or Glinda? Wikipedia Knows! A3
SEM pdx Engage Marketing Conference Filling Gaps - Glinda’s Shoes
SEM pdx Engage Marketing Conference The Results Are Pretty Blah
SEM pdx Engage Marketing Conference Opportunity for “Information Gain”
SEM pdx Engage Marketing Conference Information Gain for SGE (via Best Links)
SEM pdx Engage Marketing Conference Information Gain for Content (Helpfulness)
SEM pdx Engage Marketing Conference Glinda’s Shoes Article for Information Gain
SEM pdx Engage Marketing Conference Fill Gaps With Sub-topics / Entities / New Ideas
SEM pdx Engage Marketing Conference Topic Outline for Glinda’s Shoes Content Outline: InLinks
SEM pdx Engage Marketing Conference Topic Outline Expanded Introduction - Introduce the fascination with "The Wizard of Oz" and its timeless appeal. - Preview the focus on Glinda the Good Witch and the significance of her shoes. Who is Glinda the Good Witch? - Brief character analysis of Glinda from L. Frank Baum's classic. - Transition to how she's represented in media, prominently Billie Burke's portrayal. The Enchantment of Glinda's Costume - Discuss the intricacies of Glinda's costume in the movie. - Highlight the role of Billie Burke in bringing the costume to life. - The fashion influence of Glinda's wardrobe on women's styles. The Ruby Slippers: A Shoe Like No Other - Introduce the Ruby Slippers commonly associated with Dorothy. - Discuss their connection to Glinda and their magical symbolism. Read the expanded outline https://t.ly/wicked-outline @ InLinks.com
SEM pdx Engage Marketing Conference Full Article Read the full article https://t.ly/wicked-article @ InLinks.com
SEM pdx Engage Marketing Conference Full Article Includes synonyms, entity occurrence / inclusion @ InLinks.com Read the full article https://t.ly/wicked-article
SEM pdx Engage Marketing Conference Test Your Knowledge Graph! Approximately, How Many People Worldwide Have Seen the Musical Wicked?
SEM pdx Engage Marketing Conference Test Your Knowledge Graph! Approximately, How Many People Worldwide Have Seen the Musical Wicked? 65 Million! More than the population of Italy!
SEM pdx Engage Marketing Conference Finding Entities
SEM pdx Engage Marketing Conference Often Needs a “Human in the Loop”
SEM pdx Engage Marketing Conference Though Tools DO Help (AI & NLP & InLinks  )
SEM pdx Engage Marketing Conference Humans Better - Add Expertise & Experience
SEM pdx Engage Marketing Conference Humans Better - Add Expertise & Experience What is this? CLUE
SEM pdx Engage Marketing Conference Human Looking for Flying Monkey Information  “Flying Monkey” returns jeans, hemp products, a movie theater, and a theory!  “Flying monkeys” are apparently a type of person you should avoid
SEM pdx Engage Marketing Conference Human Modifying Query Based on Found Set (I didn’t find the Oz monkeys in the first set of results, so I modified the query)
SEM pdx Engage Marketing Conference We find the entity we should be referencing is actually “winged monkeys”
SEM pdx Engage Marketing Conference We find the entity we should be referencing is actually “winged monkeys” “winged monkeys” Knowledge Panel too!
SEM pdx Engage Marketing Conference Winged Monkeys is our Entity!
SEM pdx Engage Marketing Conference Fly Winged Monkeys, Fly!
SEM pdx Engage Marketing Conference
SEM pdx Engage Marketing Conference Feed The Knowledge Graph
SEM pdx Engage Marketing Conference Feeding the Knowledge Graph  Structured data is like giving the search engine a map of Oz. It helps the search engine connect Elphaba to Glinda to the Wizard in a way that makes sense.  When structured data is set up right, search engines know exactly who’s who and what’s what and which’s witch – clarifying your content’s meaning.  SameAs Schema is a primary methodology of associating a page’s topic focus to TKG.
SEM pdx Engage Marketing Conference sameAs Schema
SEM pdx Engage Marketing Conference sameAs Schema
SEM pdx Engage Marketing Conference https://schema.org/sameAs
SEM pdx Engage Marketing Conference https://schema.org/sameAs
SEM pdx Engage Marketing Conference SameAs Schema Usage Basically saying “This page is about this known entity” [the main topic of the page] i.e. “The Green Witch is Elphaba” Also: “This page mentions these entities as context”
SEM pdx Engage Marketing Conference SameAs Schema Example <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://www.wickedmovie.com/characters/Elphaba#WebPage", "headline": ”Elphaba - The Wicked Witch of the West | Wicked Movie (2024)", "url": "https://www.wickedmovie.com/characters/elphaba", "about": [ {"@type": "Thing", "name": "Elphaba", "sameAs": "https://en.wikipedia.org/wiki/Elphaba"} ],"mentions": [ {"@type": "Person", "name": "Gregory Maguire", "sameAs": "https://en.wikipedia.org/wiki/Gregory_Maguire"}, {"@type": "Thing", "name": "musical theatre", "sameAs": "https://en.wikipedia.org/wiki/Musical_theatre"}, {"@type": "Thing", "name": "musical", "sameAs": "https://en.wikipedia.org/wiki/Music"}, {"@type": "Thing", "name": "film", "sameAs": "https://en.wikipedia.org/wiki/Film"}, {"@type": "Thing", "name": "character", "sameAs": "https://en.wikipedia.org/wiki/Character_(arts)"}, ] } </script> @ InLinks.com
SEM pdx Engage Marketing Conference SameAs Schema Example About <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://www.wickedmovie.com/characters/Elphaba#WebPage", "headline": ”Elphaba - The Wicked Witch of the West | Wicked Movie (2024)", "url": "https://www.wickedmovie.com/characters/elphaba", "about": [ {"@type": "Thing", "name": "Elphaba", "sameAs": "https://en.wikipedia.org/wiki/Elphaba"} ],"mentions": [ {"@type": "Person", "name": "Gregory Maguire", "sameAs": "https://en.wikipedia.org/wiki/Gregory_Maguire"}, {"@type": "Thing", "name": "musical theatre", "sameAs": "https://en.wikipedia.org/wiki/Musical_theatre"}, {"@type": "Thing", "name": "musical", "sameAs": "https://en.wikipedia.org/wiki/Music"}, {"@type": "Thing", "name": "film", "sameAs": "https://en.wikipedia.org/wiki/Film"}, {"@type": "Thing", "name": "character", "sameAs": "https://en.wikipedia.org/wiki/Character_(arts)"}, ] } </script> @ InLinks.com
SEM pdx Engage Marketing Conference SameAs Schema Example Mentions <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://www.wickedmovie.com/characters/Elphaba#WebPage", "headline": ”Elphaba - The Wicked Witch of the West | Wicked Movie (2024)", "url": "https://www.wickedmovie.com/characters/elphaba", "about": [ {"@type": "Thing", "name": "Elphaba", "sameAs": "https://en.wikipedia.org/wiki/Elphaba"} ],"mentions": [ {"@type": "Person", "name": "Gregory Maguire", "sameAs": "https://en.wikipedia.org/wiki/Gregory_Maguire"}, {"@type": "Thing", "name": "musical theatre", "sameAs": "https://en.wikipedia.org/wiki/Musical_theatre"}, {"@type": "Thing", "name": "musical", "sameAs": "https://en.wikipedia.org/wiki/Music"}, {"@type": "Thing", "name": "film", "sameAs": "https://en.wikipedia.org/wiki/Film"}, {"@type": "Thing", "name": "character", "sameAs": "https://en.wikipedia.org/wiki/Character_(arts)"}, ] } </script> @ InLinks.com
SEM pdx Engage Marketing Conference Entity Internal Linking
SEM pdx Engage Marketing Conference Internal Linking & Entities  Think of internal linking like the relationships in Wicked. It’s all about how characters (or in this case, content) are connected.  You link Elphaba to Glinda, just like you link related content on your site.  Use these connections to guide users (and search engines) through a “wickedly” (groan) well-structured content journey with anchor text that’s description and ‘helpful.’
SEM pdx Engage Marketing Conference  We ALL know that internal links and anchor text is important… the Wizard told us so… Entities & Internal Linking
SEM pdx Engage Marketing Conference  We ALL know that internal links and anchor text is important… the Wizard told us so… Internal Linking & Context
SEM pdx Engage Marketing Conference Internal Linking & Anchor Text
SEM pdx Engage Marketing Conference Entities & Anchor Text  Entities are ‘understood’ by search engines  Anchor text provides context to search engines  Using entities, synonyms, and stems in anchor text helps users and search engines!
SEM pdx Engage Marketing Conference Wrapping This Up! (no one mourns the wicked)
SEM pdx Engage Marketing Conference How to Implement Entity SEO  Identify core entities in your existing content  Research related entities for additional opportunities  Find gaps in topic coverage  Connect relevant pages together  Based on entity/topic relationships.  Reinforce your topic pages with internal links  Hub / Spoke | Pillar / Support | Clusters  Use relevant (entity/topic-driven) anchor text for links  Try InLinks for free!
SEM pdx Engage Marketing Conference The Yellow Brick Road  Leverage tools to help automate  Keep a human in the loop  Build clusters  Ensure minimal overlap / duplication  Build helpful content (include entities)  Leverage sameAs schema  Deploy with great internal linking  Use InLinks 
SEM pdx Engage Marketing Conference The Lego Brick Road
SEM pdx Engage Marketing Conference Talk To Me About InLinks Or connect / reach out to chat SEO  grant@inlinks.com  linkedin.com/in/simmonet  twitter.com/Simmonet  Search in Google for grant simmons seo  grantsimmons.com
SEM pdx Engage Marketing Conference What is Entity SEO? (and the academy!)
SEM pdx Engage Marketing Conference Stay Wicked, My Friends!
SEM pdx Engage Marketing Conference Thank you!
SEM pdx Engage Marketing Conference
SEM pdx Engage Marketing Conference
SEM pdx Engage Marketing Conference
SEM pdx Engage Marketing Conference
SEM pdx Engage Marketing Conference

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Wicked SEO - Using Entities to Define & Disambiguate

  • 1.
    SEM pdx EngageMarketing Conference
  • 2.
    SEM pdx EngageMarketing Conference How SEOs can leverage Entity SEO to improve topic focus, internal linking, and search visibility.
  • 3.
    SEM pdx EngageMarketing Conference Is Content Born Wicked? or is Wickedness Non-Helpfulness Thrust Upon It?  In the land of SEO, sometimes content seems doomed to be misunderstood (just like Witches). But fear not, by leveraging Entity SEO, we can rescue it from confusion and guide it to greatness— no broomstick required.  Entity SEO is your Glinda the Good Witch, stepping in to sprinkle clarity over your content, helping search engines and users see its true topic focus, potential and meaning.
  • 4.
    SEM pdx EngageMarketing Conference Torture?  I could not in good conscience continue with that outlandish whimsical and annoying style of writing!  Although I may slip back into “La-La Land” occasionally, I will endeavor to be the “good presenter” and keep this presentation fun and interactive  No flying monkeys (I can’t promise)  And now a little about me...
  • 5.
    SEM pdx EngageMarketing Conference Grant Simmons  Former VP of Search Marketing at Homes.com  Proud American. Funny accent.  SEO & Content Consultant @ Brilliant Strategy  US Ambassador for InLinks (SEO Tool)  Fractional Director SEO @ a few agencies  Advisor to startups and early-stage venture-backed companies
  • 6.
    SEM pdx EngageMarketing Conference Grant Simmons  Former VP of Search Marketing at Homes.com  Proud American. Funny accent.  SEO & Content Consultant @ Brilliant Strategy  US Ambassador for InLinks (SEO Tool)  Fractional Director SEO @ a few agencies  Advisor to startups and early-stage venture-backed companies  Some brands I’ve worked with
  • 7.
    SEM pdx EngageMarketing Conference Grant Simmons  Former VP of Search Marketing at Homes.com  Proud American. Funny accent.  SEO & Content Consultant @ Brilliant Strategy  US Ambassador for InLinks (SEO Tool)  Fractional Director SEO @ a few agencies  Advisor to startups and early-stage venture-backed companies  Some brands I’ve worked with Not the GEICO Gecko!
  • 8.
    SEM pdx EngageMarketing Conference Connect / reach out to chat SEO  grant@inlinks.com  linkedin.com/in/simmonet  twitter.com/Simmonet  Search in Google for grant simmons seo  grantsimmons.com
  • 9.
    SEM pdx EngageMarketing Conference How SEOs can leverage Entity SEO to improve topic focus, internal linking, and search visibility.
  • 10.
    SEM pdx EngageMarketing Conference I’ll Keep This Simple, Because I am Simple 
  • 11.
    SEM pdx EngageMarketing Conference Let’s Start With a Question When did Wicked the Musical launch on Broadway?
  • 12.
    SEM pdx EngageMarketing Conference Let’s Start With a Question When did Wicked the Musical launch on Broadway? October 30th 2003 *Preview on the 8th
  • 13.
    SEM pdx EngageMarketing Conference Entity Basics
  • 14.
    SEM pdx EngageMarketing Conference What is an Entity?  Something unique & cataloged  Has a unique record number or ID Disambiguation page on Wikipedia
  • 15.
    SEM pdx EngageMarketing Conference Language Agnostic  Language & translations are mapped to ID  Its “graph” / connections are included Page on Wikidata
  • 16.
    SEM pdx EngageMarketing Conference Entities Are Not (but can be)  Keywords (are not entities)  Phrases Entities Are:  Unique  Cataloged  Language-agnostic  Have an ID associated with them  Not magic
  • 17.
    SEM pdx EngageMarketing Conference  Historically, SEO relied on keywords, but now, search engines leverage entities to understand sites  They recognize entities like Oz as a place or Wicked as a musical, a movie, and a concept (as in wickedness).  I did a thing… (wrote this article in 2013)  “Strings to Things” From Keywords to Entities
  • 18.
    SEM pdx EngageMarketing Conference  No longer just “Wicked,” but with connections & relationships between entities too!  Characters like Elphaba, Glinda become related and contextual.  It’s like magic-ish Entities + Context
  • 19.
    SEM pdx EngageMarketing Conference Not Magic. It’s The Knowledge Graph!
  • 20.
    SEM pdx EngageMarketing Conference The Knowledge Graph  Catalog of “things”  Unique  Connected  Universal  Contextual  References (numbered)
  • 21.
    SEM pdx EngageMarketing Conference Example Knowledge Graph IDs  Elphaba = Q3051679  Green = Q3133  Brunette = Q2367101  Witches hat = Q18395215  Female = Q6581072  Nessarose (sibling) = Q15912748  Creator: L. Frank Baun = Q207544  Freebase ID = /m/011c6f9p | /m/04lbl_ Source: Wikidata
  • 22.
    SEM pdx EngageMarketing Conference Example Knowledge Graph IDs  Elphaba = Q3051679  Green = Q3133  Brunette = Q2367101  Witches hat = Q18395215  Female = Q6581072  Nessarose (sibling) = Q15912748  Creator: L. Frank Baun = Q207544  Freebase ID = /m/011c6f9p | /m/04lbl_ Source: Wikidata > Freebase ID Links to Google Search
  • 23.
    SEM pdx EngageMarketing Conference The Knowledge Graph Google Search by ID
  • 24.
    SEM pdx EngageMarketing Conference The Knowledge Graph Google Search by ID
  • 25.
    SEM pdx EngageMarketing Conference The Knowledge Graph Wikidata Links to Wikipedia – Machine Database
  • 26.
    SEM pdx EngageMarketing Conference The Knowledge Graph …And Wikipedia is Made for Humans 
  • 27.
    SEM pdx EngageMarketing Conference The Knowledge Graph Wikipedia Internal Links Made for Humans 
  • 28.
    SEM pdx EngageMarketing Conference The Knowledge Graph Internal Links (to / from) Add Context Little more later…
  • 29.
    SEM pdx EngageMarketing Conference Test Your Knowledge Graph! Name Two Songs from Wicked the Musical!
  • 30.
    SEM pdx EngageMarketing Conference Test Your Knowledge Graph! Name Two Songs from Wicked the Musical! You Are Going to be Popular for Answering This Question!
  • 31.
    SEM pdx EngageMarketing Conference Disambiguation
  • 32.
    SEM pdx EngageMarketing Conference This is for Kent!
  • 33.
    SEM pdx EngageMarketing Conference Which Witch is Which?
  • 34.
    SEM pdx EngageMarketing Conference Entities for Disambiguation
  • 35.
    SEM pdx EngageMarketing Conference Known Attributes Entities for Disambiguation Witch One Witch Two Bad Witch hat Brunette Unpopular West Green Q3051679 Good Tiara Blond Popular South Not Green Q63887519 Unique Identifiers
  • 36.
    SEM pdx EngageMarketing Conference Known Attributes Entities for Disambiguation Witch One Witch Two Bad Witch hat Brunette Unpopular West Green Q3051679 Good Tiara Blond Popular South Not Green Q63887519 Unique Identifiers Provide Context
  • 37.
    SEM pdx EngageMarketing Conference Defying Gravity? Maybe not But defining web content? Yes!
  • 38.
    SEM pdx EngageMarketing Conference Entity-Complete Content
  • 39.
    SEM pdx EngageMarketing Conference What About Content?  Entity-complete content you create is more nuanced than just keyword inclusion.  Having additional relevant entities, synonyms, connections for context helps.  Search engines get the context, and they love it.
  • 40.
    SEM pdx EngageMarketing Conference These Concepts Should Be Included Elphaba Glinda Witch hat Shiz University Elphaba Mother Green Skin Ruby slippers Glinda’s Tiara Being Popular Glinda’s Dress Munchkins Silver lamé shoes
  • 41.
    SEM pdx EngageMarketing Conference Galinda or Glinda? Q3
  • 42.
    SEM pdx EngageMarketing Conference Galinda or Glinda? Wikipedia Knows! A3
  • 43.
    SEM pdx EngageMarketing Conference Filling Gaps - Glinda’s Shoes
  • 44.
    SEM pdx EngageMarketing Conference The Results Are Pretty Blah
  • 45.
    SEM pdx EngageMarketing Conference Opportunity for “Information Gain”
  • 46.
    SEM pdx EngageMarketing Conference Information Gain for SGE (via Best Links)
  • 47.
    SEM pdx EngageMarketing Conference Information Gain for Content (Helpfulness)
  • 48.
    SEM pdx EngageMarketing Conference Glinda’s Shoes Article for Information Gain
  • 49.
    SEM pdx EngageMarketing Conference Fill Gaps With Sub-topics / Entities / New Ideas
  • 50.
    SEM pdx EngageMarketing Conference Topic Outline for Glinda’s Shoes Content Outline: InLinks
  • 51.
    SEM pdx EngageMarketing Conference Topic Outline Expanded Introduction - Introduce the fascination with "The Wizard of Oz" and its timeless appeal. - Preview the focus on Glinda the Good Witch and the significance of her shoes. Who is Glinda the Good Witch? - Brief character analysis of Glinda from L. Frank Baum's classic. - Transition to how she's represented in media, prominently Billie Burke's portrayal. The Enchantment of Glinda's Costume - Discuss the intricacies of Glinda's costume in the movie. - Highlight the role of Billie Burke in bringing the costume to life. - The fashion influence of Glinda's wardrobe on women's styles. The Ruby Slippers: A Shoe Like No Other - Introduce the Ruby Slippers commonly associated with Dorothy. - Discuss their connection to Glinda and their magical symbolism. Read the expanded outline https://t.ly/wicked-outline @ InLinks.com
  • 52.
    SEM pdx EngageMarketing Conference Full Article Read the full article https://t.ly/wicked-article @ InLinks.com
  • 53.
    SEM pdx EngageMarketing Conference Full Article Includes synonyms, entity occurrence / inclusion @ InLinks.com Read the full article https://t.ly/wicked-article
  • 54.
    SEM pdx EngageMarketing Conference Test Your Knowledge Graph! Approximately, How Many People Worldwide Have Seen the Musical Wicked?
  • 55.
    SEM pdx EngageMarketing Conference Test Your Knowledge Graph! Approximately, How Many People Worldwide Have Seen the Musical Wicked? 65 Million! More than the population of Italy!
  • 56.
    SEM pdx EngageMarketing Conference Finding Entities
  • 57.
    SEM pdx EngageMarketing Conference Often Needs a “Human in the Loop”
  • 58.
    SEM pdx EngageMarketing Conference Though Tools DO Help (AI & NLP & InLinks  )
  • 59.
    SEM pdx EngageMarketing Conference Humans Better - Add Expertise & Experience
  • 60.
    SEM pdx EngageMarketing Conference Humans Better - Add Expertise & Experience What is this? CLUE
  • 61.
    SEM pdx EngageMarketing Conference Human Looking for Flying Monkey Information  “Flying Monkey” returns jeans, hemp products, a movie theater, and a theory!  “Flying monkeys” are apparently a type of person you should avoid
  • 62.
    SEM pdx EngageMarketing Conference Human Modifying Query Based on Found Set (I didn’t find the Oz monkeys in the first set of results, so I modified the query)
  • 63.
    SEM pdx EngageMarketing Conference We find the entity we should be referencing is actually “winged monkeys”
  • 64.
    SEM pdx EngageMarketing Conference We find the entity we should be referencing is actually “winged monkeys” “winged monkeys” Knowledge Panel too!
  • 65.
    SEM pdx EngageMarketing Conference Winged Monkeys is our Entity!
  • 66.
    SEM pdx EngageMarketing Conference Fly Winged Monkeys, Fly!
  • 67.
    SEM pdx EngageMarketing Conference
  • 68.
    SEM pdx EngageMarketing Conference Feed The Knowledge Graph
  • 69.
    SEM pdx EngageMarketing Conference Feeding the Knowledge Graph  Structured data is like giving the search engine a map of Oz. It helps the search engine connect Elphaba to Glinda to the Wizard in a way that makes sense.  When structured data is set up right, search engines know exactly who’s who and what’s what and which’s witch – clarifying your content’s meaning.  SameAs Schema is a primary methodology of associating a page’s topic focus to TKG.
  • 70.
    SEM pdx EngageMarketing Conference sameAs Schema
  • 71.
    SEM pdx EngageMarketing Conference sameAs Schema
  • 72.
    SEM pdx EngageMarketing Conference https://schema.org/sameAs
  • 73.
    SEM pdx EngageMarketing Conference https://schema.org/sameAs
  • 74.
    SEM pdx EngageMarketing Conference SameAs Schema Usage Basically saying “This page is about this known entity” [the main topic of the page] i.e. “The Green Witch is Elphaba” Also: “This page mentions these entities as context”
  • 75.
    SEM pdx EngageMarketing Conference SameAs Schema Example <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://www.wickedmovie.com/characters/Elphaba#WebPage", "headline": ”Elphaba - The Wicked Witch of the West | Wicked Movie (2024)", "url": "https://www.wickedmovie.com/characters/elphaba", "about": [ {"@type": "Thing", "name": "Elphaba", "sameAs": "https://en.wikipedia.org/wiki/Elphaba"} ],"mentions": [ {"@type": "Person", "name": "Gregory Maguire", "sameAs": "https://en.wikipedia.org/wiki/Gregory_Maguire"}, {"@type": "Thing", "name": "musical theatre", "sameAs": "https://en.wikipedia.org/wiki/Musical_theatre"}, {"@type": "Thing", "name": "musical", "sameAs": "https://en.wikipedia.org/wiki/Music"}, {"@type": "Thing", "name": "film", "sameAs": "https://en.wikipedia.org/wiki/Film"}, {"@type": "Thing", "name": "character", "sameAs": "https://en.wikipedia.org/wiki/Character_(arts)"}, ] } </script> @ InLinks.com
  • 76.
    SEM pdx EngageMarketing Conference SameAs Schema Example About <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://www.wickedmovie.com/characters/Elphaba#WebPage", "headline": ”Elphaba - The Wicked Witch of the West | Wicked Movie (2024)", "url": "https://www.wickedmovie.com/characters/elphaba", "about": [ {"@type": "Thing", "name": "Elphaba", "sameAs": "https://en.wikipedia.org/wiki/Elphaba"} ],"mentions": [ {"@type": "Person", "name": "Gregory Maguire", "sameAs": "https://en.wikipedia.org/wiki/Gregory_Maguire"}, {"@type": "Thing", "name": "musical theatre", "sameAs": "https://en.wikipedia.org/wiki/Musical_theatre"}, {"@type": "Thing", "name": "musical", "sameAs": "https://en.wikipedia.org/wiki/Music"}, {"@type": "Thing", "name": "film", "sameAs": "https://en.wikipedia.org/wiki/Film"}, {"@type": "Thing", "name": "character", "sameAs": "https://en.wikipedia.org/wiki/Character_(arts)"}, ] } </script> @ InLinks.com
  • 77.
    SEM pdx EngageMarketing Conference SameAs Schema Example Mentions <script type="application/ld+json"> { "@context": "https://schema.org", "@type": "WebPage", "@id": "https://www.wickedmovie.com/characters/Elphaba#WebPage", "headline": ”Elphaba - The Wicked Witch of the West | Wicked Movie (2024)", "url": "https://www.wickedmovie.com/characters/elphaba", "about": [ {"@type": "Thing", "name": "Elphaba", "sameAs": "https://en.wikipedia.org/wiki/Elphaba"} ],"mentions": [ {"@type": "Person", "name": "Gregory Maguire", "sameAs": "https://en.wikipedia.org/wiki/Gregory_Maguire"}, {"@type": "Thing", "name": "musical theatre", "sameAs": "https://en.wikipedia.org/wiki/Musical_theatre"}, {"@type": "Thing", "name": "musical", "sameAs": "https://en.wikipedia.org/wiki/Music"}, {"@type": "Thing", "name": "film", "sameAs": "https://en.wikipedia.org/wiki/Film"}, {"@type": "Thing", "name": "character", "sameAs": "https://en.wikipedia.org/wiki/Character_(arts)"}, ] } </script> @ InLinks.com
  • 78.
    SEM pdx EngageMarketing Conference Entity Internal Linking
  • 79.
    SEM pdx EngageMarketing Conference Internal Linking & Entities  Think of internal linking like the relationships in Wicked. It’s all about how characters (or in this case, content) are connected.  You link Elphaba to Glinda, just like you link related content on your site.  Use these connections to guide users (and search engines) through a “wickedly” (groan) well-structured content journey with anchor text that’s description and ‘helpful.’
  • 80.
    SEM pdx EngageMarketing Conference  We ALL know that internal links and anchor text is important… the Wizard told us so… Entities & Internal Linking
  • 81.
    SEM pdx EngageMarketing Conference  We ALL know that internal links and anchor text is important… the Wizard told us so… Internal Linking & Context
  • 82.
    SEM pdx EngageMarketing Conference Internal Linking & Anchor Text
  • 83.
    SEM pdx EngageMarketing Conference Entities & Anchor Text  Entities are ‘understood’ by search engines  Anchor text provides context to search engines  Using entities, synonyms, and stems in anchor text helps users and search engines!
  • 84.
    SEM pdx EngageMarketing Conference Wrapping This Up! (no one mourns the wicked)
  • 85.
    SEM pdx EngageMarketing Conference How to Implement Entity SEO  Identify core entities in your existing content  Research related entities for additional opportunities  Find gaps in topic coverage  Connect relevant pages together  Based on entity/topic relationships.  Reinforce your topic pages with internal links  Hub / Spoke | Pillar / Support | Clusters  Use relevant (entity/topic-driven) anchor text for links  Try InLinks for free!
  • 86.
    SEM pdx EngageMarketing Conference The Yellow Brick Road  Leverage tools to help automate  Keep a human in the loop  Build clusters  Ensure minimal overlap / duplication  Build helpful content (include entities)  Leverage sameAs schema  Deploy with great internal linking  Use InLinks 
  • 87.
    SEM pdx EngageMarketing Conference The Lego Brick Road
  • 88.
    SEM pdx EngageMarketing Conference Talk To Me About InLinks Or connect / reach out to chat SEO  grant@inlinks.com  linkedin.com/in/simmonet  twitter.com/Simmonet  Search in Google for grant simmons seo  grantsimmons.com
  • 89.
    SEM pdx EngageMarketing Conference What is Entity SEO? (and the academy!)
  • 90.
    SEM pdx EngageMarketing Conference Stay Wicked, My Friends!
  • 91.
    SEM pdx EngageMarketing Conference Thank you!
  • 92.
    SEM pdx EngageMarketing Conference
  • 93.
    SEM pdx EngageMarketing Conference
  • 94.
    SEM pdx EngageMarketing Conference
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    SEM pdx EngageMarketing Conference
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    SEM pdx EngageMarketing Conference