Topical Authority in the Age of Entity SEO - BrightonSEO San Diego
Deck of my presentation for BrightonSEO San Diego on how important it is to focus on Entities, Topical Authority associated with Information Gain to succeed in SEO and the future of search.
Became Less Influential UX Became an Integral part of SEO Google’s Evolved Towards Understanding Topics, Concepts and Entities. @FelipeBazon #BrightonSEOSanDiego
optimization that focuses on enhancing the visibility and understanding of "entities" — distinct concepts, people, places, or things — rather than just focusing on keywords. In entity SEO, the aim is to build a comprehensive web of information around these entities to help search engines better recognize and contextualize the content. @FelipeBazon #BrightonSEOSanDiego
entity is anything uniquely identi fi able — like a person, organization, location, product, or concept. For example, “Albert Einstein” is an entity, as is “New York City” or “SEO.”
Knowledge Graphs: Search engines like Google use semantic search and knowledge graphs to connect related entities, interpreting the relationships between them rather than just matching keywords. Google’s Knowledge Graph is an extensive database that holds information on millions of entities and their connections, helping it provide more relevant results based on understanding, not just word matching.
Entities: Entity SEO involves creating content that reinforces an entity's relevance, authority, and relationships to other entities. This envolves creating well- rounded content around a topic, and linking to authoritative sources to reinforce context.
Search Engines: This involves using structured data markup (schema) to provide clear metadata to search engines. Don’t limit structured data usage to only those recognized by Google Guidelines.
CONTENT, INTERNAL AND EXTERNAL LINKING, AND CONSISTENT TOPIC AUTHORITY ACROSS PLATFORMS TO HELP SEARCH ENGINES BUILD A CLEARER PICTURE OF AN ENTITY'S SIGNIFICANCE.”
or content creator's perceived expertise, trustworthiness, and comprehensiveness on a particular subject or fi eld. Establishing topic authority means consistently producing high-quality, in- depth content that thoroughly covers aspects of a particular topic, signaling to search engines that the website is a reliable source of information within that niche. @FelipeBazon #BrightonSEOSanDiego
WITHIN ONE OR MORE TOPICS BY USING DEPTH AND BREADTH OF CONTENT. BUILDING TOPICAL AUTHORITY IS CRUCIAL TO ACHIEVE TOP RANKING AND DRIVE QUALIFIED TRAFFIC FROM HIGHLY COMPETITIVE KEYWORDS WITH TRANSACTIONAL INTENT.”
of your Niche @FelipeBazon #BrightonSEOSanDiego Conduct and Entity Research Create Content Clusters (pilar pages, Supporting Articles & Detailed Subtopics]
pieces and entities. @FelipeBazon #BrightonSEOSanDiego By Leveraging entities to signal deep expertise within a topic. By assuring E.e.A.T Signals of Authors that are Entities within the GKP.
added value a piece of content provides compared to existing resources on the web. Google’s algorithms increasingly prioritize content that introduces unique, valuable insights, addressing gaps in information rather than duplicating widely available data. @FelipeBazon #BrightonSEOSanDiego
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