Could entity optimization take precedence over keywords? Nobody knows for sure, but entity optimization is definitely becoming more important in the SEO industry. As a result, the future of search will likely include the need for websites to have relevant and recognizable entities that can answer specific queries.
At this moment, everyone is zeroing in on gaining a high Google position. There is a slow change occurring where organizations are becoming more focused on establishing themselves as an entity as Google has begun to lean more toward a search algorithm that involves taking a semantic approach.
One needs to look no further than at the SERPs as an example of how businesses with established entities appear at the top in SERPs. So how can your business establish itself as an entity?
First, it’s important to define what we mean by entity. An entity can be facts, concepts and physical objects that have a variety of documents associated with it. Entities are also people, places and things. In the traditional search model, documents support other documents. The search model that is more entity-centric, it’s the conceptual objects that are supported by documents.
Another way of looking at it is to think about how one word can have many meanings. This becomes problematic in Google search. People also use different words to find the same thing, which can turn up different search results. Establishing a map where all those different words can be routed to one entity solves that problem. Essentially, keyword searches alone do not pull up the relevant results. Entities are smarter than words.
The process of restructuring search to be more intelligent in answering queries more efficiently has also been called semantic search. Bots have a better understanding of the user’s intent when using semantic or entity search. Triplestores are a useful tool in semantic search and refer to the three parts of speech that form any sentence – the object, subject and predicate.
In semantic search, a triple relies on the subject – person or thing that does the action; the action that the subject carries out; and the object to which the action is delivered. Triplestores will store billions of triples that assist in making more intelligent responses to search queries.
The SEO industry is seeing more talk surrounding semantic search and entities, particularly because it is changing how Google ranks sites. SEOs are beginning to look beyond setting keywords, focusing on anchor text or establishing link credibility and popularity. More focus should be put on linking a page to a known entity.
Most SEO experts agree that search will become much more semantic in nature over the next few years, which means structured data will be much more important.
These changes should shore up some long-standing search issues, but there will likely always be a need for PageRank and page link graph. The newest search engines continue to work in parallel with the core page link citation system. PageRank continues to push indexation, and it also affects crawl priority rules, putting more pressure on webmasters to focus on the details to get the desired results.
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