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Topical Authority in the Age of Entity SEO Felipe Bazon Hedgehog Digital speakerdeck.com/felipebazon @FelipeBazon @FelipeBazon

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How to Rank a Subdomain from Another Country Above Well Stablished ccTLDs. speakerdeck.com/felipebazon @FelipeBazon @FelipeBazon

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How to Dominate one of the most Competitive Product Categories in Brazil’s E-commerce Ecosystem. speakerdeck.com/felipebazon @FelipeBazon @FelipeBazon

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DO YOU KNOW ANY OF THESE BRANDS? @FelipeBazon #BrightonSEOSanDiego

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Source: The Keyword by Google @FelipeBazon #BrightonSEOSanDiego

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Since then … Keywords Alone no Longer Dominate SEO @FelipeBazon #BrightonSEOSanDiego

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Since then … Keywords Alone no Longer Dominate SEO Backlinks Became Less Influential @FelipeBazon #BrightonSEOSanDiego

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Since then … Keywords Alone no Longer Dominate SEO Backlinks Became Less Influential UX Became an Integral part of SEO @FelipeBazon #BrightonSEOSanDiego

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Since then … Keywords Alone no Longer Dominate SEO Backlinks Became Less Influential UX Became an Integral part of SEO Google’s Evolved Towards Understanding Topics, Concepts and Entities. @FelipeBazon #BrightonSEOSanDiego

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Entity SEO Entity SEO is an approach to search engine 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

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How Entity SEO Works @FelipeBazon #BrightonSEOSanDiego 1. Understand Entities: An 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.”

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How Entity SEO Works @FelipeBazon #BrightonSEOSanDiego 2. Semantic Search and 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.

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How Entity SEO Works @FelipeBazon #BrightonSEOSanDiego 3. Optimize Content Around 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.

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How Entity SEO Works @FelipeBazon #BrightonSEOSanDiego 4. Structure Data for 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.

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@FelipeBazon #BrightonSEOSanDiego

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@FelipeBazon #BrightonSEOSanDiego

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@FelipeBazon #BrightonSEOSanDiego Source: Semrush Position Tracking

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“IS YOUR BRAND AN ENTITY RECOGNIZED BY GOOGLE’S KNOWLEDGE GRAPH?”

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@FelipeBazon #BrightonSEOSanDiego Source: Kalicube Knolwedge Graph Explorer

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@FelipeBazon #BrightonSEOSanDiego Source: Kalicube Knolwedge Graph Explorer

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“IN PRACTICE, ENTITY SEO INVOLVES USING STRUCTURED DATA, HIGH- QUALITY CONTENT, INTERNAL AND EXTERNAL LINKING, AND CONSISTENT TOPIC AUTHORITY ACROSS PLATFORMS TO HELP SEARCH ENGINES BUILD A CLEARER PICTURE OF AN ENTITY'S SIGNIFICANCE.”

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Topical Authority Topic authority in SEO refers to a website 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

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“TOPICAL AUTHORITY IS A SEO TECHNIQUE USED TO BUILD AUTHORITY 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.”

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“IN THE AGE OF ENTITY SEO, TOPICAL AUTHORITY IS THE MOST EFFECTIVE WAY TO ESTABLISH A SITE AS AN TRUSTED SOURCE WITHIN AN SPECIFIC NICHE.”

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HOW IMPORTANT IS TOPICAL AUTHORITY? DIFFERENTIATES TOPICAL RELEVANCE FROM TRUE AUTHORITY @FelipeBazon #BrightonSEOSanDiego

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HOW IMPORTANT IS TOPICAL AUTHORITY? DIFFERENTIATES TOPICAL RELEVANCE FROM TRUE AUTHORITY @FelipeBazon #BrightonSEOSanDiego GOOGLE FAVORS SITES THAT COVERS TOPICS DEEPLY AND ACCURATELY OVER BROADER AND SHALLOW CONTENT.

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@FelipeBazon #BrightonSEOSanDiego

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@FelipeBazon #BrightonSEOSanDiego

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@FelipeBazon #BrightonSEOSanDiego Source: Semrush Position Tracking

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@FelipeBazon #BrightonSEOSanDiego Source: Semrush Position Tracking

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@FelipeBazon #BrightonSEOSanDiego

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@FelipeBazon #BrightonSEOSanDiego

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Content Breadth

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Content DEPTH

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How to Build Topical Authority? Start with a Topical Map of your Niche @FelipeBazon #BrightonSEOSanDiego

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How to Build Topical Authority? Start with a Topical Map of your Niche @FelipeBazon #BrightonSEOSanDiego Conduct and Entity Research

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How to Build Topical Authority? Start with a Topical Map of your Niche @FelipeBazon #BrightonSEOSanDiego Conduct and Entity Research Create Content Clusters (pilar pages, Supporting Articles & Detailed Subtopics]

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How to Build Topical Authority? Start with a Topical Map of your Niche @FelipeBazon #BrightonSEOSanDiego Conduct and Entity Research Create Content Clusters (pilar pages, Supporting Articles & Detailed Subtopics] Leverage Internal Linking

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Building a strategy @FelipeBazon #BrightonSEOSanDiego

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Forecasting Growth @FelipeBazon #BrightonSEOSanDiego

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download The Spreadsheet! 1. Access http://bit.ly/3Z0wSNP 2. Request Access to the SS 3. Make a Copy 4. Start Using the Spreadsheet @FelipeBazon #BrightonSEOSanDiego

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ENTITY SEO AND TOPICAL AUTHORITY: A SYMBIOTIC RELATIONSHIP

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How Entities Enhance Topical Authority By Building connections between content 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.

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“ARE YOU AN ENTITY WITHIN GOOGLE KNOWLEDGE GRAPH?”

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@FelipeBazon #BrightonSEOSanDiego

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Information Gain Information Gain is the concept that measures the 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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Source: Animalz @FelipeBazon #BrightonSEOSanDiego

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Intro to Information Gain Score @FelipeBazon #BrightonSEOSanDiego Source: Google's Patent

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@FelipeBazon #BrightonSEOSanDiego

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@FelipeBazon #BrightonSEOSanDiego

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@FelipeBazon #BrightonSEOSanDiego

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@FelipeBazon #BrightonSEOSanDiego

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@FelipeBazon br.hedgehogdigital.co.uk

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@FelipeBazon #BrightonSEOSanDiego

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@FelipeBazon br.hedgehogdigital.co.uk

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“MOVING FORWARD, ENTITY SEO IN COMBINATION WITH TOPICAL AUTHORITY AND INFORMATION GAIN ARE MY BIGGEST BETS TO SUCCEED IN AN AI OVERVIEWS WORLD.”

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THANK YOU! Felipe Bazon @FelipeBazon @FelipeBazon @FelipeBazon #BrightonSEOSanDiego