Entity Building: 10 The optimal way SEO by Entity 2019

  • What is Entity and how does it relate to SEO?
  • Why is Entity important?
  • How can optimize according to Entity?
I introduced the SEO Entity Building method for the website during the offline phase 1 year ago.
However, in this article, I will explain in detail these 3 questions, and guide from theory to providing detailed solutions so that you can practice Building Entity right on your website!
Now ... Start now!
Table of Contents Hide ]
  • Why is Entity important in SEO?
  • Entity in SEO: Create content
  • What is Entity in SEO?
  • How to extract Entity & Google to extract Entity?
  • 'THINGS NOT STRINGS' (Objects, not strings)
  • 10 Suggestions help you implement Entity for the website
    • 1. Not only building websites but also building brands
    • 2. Create content with depth
    • 3. Use Google natural language API
    • 4. Build content structure
    • 5. Change SEO standard content based on SERP
    • 6. Schema
    • 7. Optimize according to the search itinerary
    • 8. Satisfy the purpose of search
    • 9. Refer to the top 5 search results
    • 10. Avoid poor clickthrough rates (CTR)
  • Conclude:

Why is Entity important in SEO?

Overall SEO is becoming more and more difficult and complicated, by the following two reasons:
  1. Google is using more machine learning. Many algorithms are released regularly so it is difficult to grasp the principle and really understand what Google wants.
  2. Paid search (paid advertising) is increasingly expensive. 
    Running high-budget ads is the top reason for many companies and individuals moving to organic search to find customers, leading to a third reason that you're facing Google directly.
  3. You are competing directly with Google!
Compete with Google? 
Let me explain it to you!
The above is a screenshot of the search results for "buy sneaker" queries on both desktop and mobile.
Compare Desktop and Mobile versions when searching "buy sneaker"
You can see at the top of the results page what users see when they search for this keyword on Google.
All search results show:
Google can immediately provide answers to questions or satisfy your search purpose .
  • If your purpose is to purchase => Google will display the results of the pages running ad that you can go shopping. In addition, Google also produces results in the form of maps, where you can find them.
  • If your query is purely about information search, Google will try to answer your question directly.
More than 90% of SEOs don't know: 
Google has changed the game in distributing traffic to the website!
Now Google tries to answer user questions right on the search results page (SERP).
That means you will get fewer clicks (because the user has the answer right on the results page without clicking on your website to see the information).
Therefore, you must rank higher and make sure all SEO tactics are better optimized.

Entity in SEO: Create content

The question here is:
How to write better content to get traffic and still go to other sites?
A common situation is that more and more content is written to compete for rankings, not for sharing.
BuzzSumo's bottom is a research that shows the correlation between sharing on Twitter versus the amount of content being created. 
The amount of Content publish is increasing, but the amount of content is reduced
That's why we need Content optimization according to Entity, not only to provide the best user experience, but also to better present and rank on search engines!

What is Entity in SEO?

Entity is an abstract concept. It can be anything: place, people, organization, concept or idea.
For example, the following text, you will see Google recognizes many different types of Entities such as people, organizations like Google, timelines like 2007, countries like the US ...
This is how Google gradually improves the nature or the ability to understand language and text content.
If I have to define what Entity is , I would say these are semantically related entities, thereby helping to understand both literal and figurative meaning.
Entity is not only a clear object, it can also be a concept, an idea, a trend.
So why does Google care about Entity extraction (Entity extraction) or Entity extraction in general?
Many of you have heard about link charts (link graphs), link building links as well as spam.
In fact, Google is always trying to prevent this situation.
Every time many people think that social signal (the number of users sharing your posts on social networks) plays an increasingly important role because this indicator tells Google that this is the right content - but now it seems. as Entity replaced it.
Entity also helps content groups come from the same brand or company.
If you think about the application of a company and its website, these two Entities will tell Google which comes from the same brand and which comes from two different brands.
It is also agnostic and greatly supports voice search.

How to extract Entity & Google to extract Entity?

Extraction of Entity is to filter all Entity from the text to process, analyze, work with them ...
If you are trying to extract Entity yourself, you need the following 4 elements:
  1. ID to identify Entity as address and MREID (Machine Readable Entity ID). Simply put, they are like URLs but not so. * Note: MREID is a character string (usually letters and numbers) written to designate a single Entity (person, place, landmark). For example: / m / 0qs4dyq
  1. Huge data (data)  - Google has a huge database of data thanks to corpus (corpus) or Google index.
  2. Great knowledge store like Freebase or Wikipedia. Google bought Freebase many years ago and is exactly for this purpose.
  3. huộc properties (attributes) , basically these attributes is the relationship between the Entity help Google understand the concepts behind them.
In 2012, Google published some of its data - about 500 entities, 3.5 billion information in Google's knowledge base, and all this data was updated about 7 years ago.
You can imagine how far this number is, right now.
Google has used algorithms called Word2Ve c to increase language awareness.
Word2Vec algorithm is based on two other small algorithms: Skip Grams and Continuous Bag of Words (abbreviated CBOW).
Basically, this algorithm combines words together, analyzing words that stand close to each other, thereby understanding how the words link in the text.
With Word2Vec, Google can draw text diagrams or convert text into numbers and then these numbers will be represented in vector or diagram form.
** Note: If you still remember the knowledge of vectors, please read this section carefully. But if you've forgotten it and never had a concept of vectors, go to the next section!
Google will understand the words put in the same relationship between different languages.
For example, in the first chart there are English numbers 1, 2, 3, 4, 5 in one, two, three, four, five. These numbers in Spanish are also in the same position.
Below, we have the first chart of English pig, cow, horse and pig, cow, horse and in Spanish, these words are in the same position.
Once the text is converted into a number, the word will turn into a concept and the representative number will be completely unrelated to the language you are using.
When connecting the vectors, we will see the relationship between language and country.
For example, Hanoi is the capital of Vietnam as well as Moscow is the capital of Russia, these two relationships are the same.
From there, you can match words to draw basic principles.
Everything becomes extremely logical.

'THINGS NOT STRINGS' (Objects, not strings)

This principle not only helps you know how many words are on a page but also the meaning of these words, from which the user is searching and what information he wants to know.
If you see this algorithm as a graph, then the Entity here is the intersection (node) and the relationship is the edges when connecting the intersection points.
If you search on Google " United States presidential candidates in 2012 " keyword , you will get results like Mitt Romney, Ron Paul, Gary Johnson - they are presidential candidates from the Republican Party and still alive.
However, in fact, many Johnson family members like Andrew Johnson or Lyndon B Johnson are also members of the Republican Party.
Mitt Romney and Johnson followed up with Medicare (federal health insurance program). All of the above contacts between Entities help Google understand the nature of these Entities.
And considering on a level greater than 1 billion times, Google's ability to recognize has been raised to new heights, not merely keyword density (keyword density) that you have to cram keywords to inform Google. what are you writing about
This principle has been applied in the Knowledge Graph algorithm , at the right hand column Google has provided many different information about the keyword "watermelon".

This principle is also shown in the carousel (red circled part in the picture), it is clear that Google can understand all the lines of iphone, apple watch, ipod, ... all belong to Apple products.
And again, this principle is applied in SERP, when typing the keyword Airbus A380, Google will automatically produce search results on civil aircraft.
Google has also announced that it is changing this way in announcements from Amit Singhal  Google Search manager in 2012:
Experts call this chart (graph) - capable of understanding Entities in the real world in their relationship with other entities: things not strings. "- Amit Singhal
Perhaps you've heard "things not strings" somewhere and this is really revolutionary, changing from what is the keyword density and the text towards the entity of the text.
We have seen many updates this year and I think these updates are interlinked rather than just a single update aimed at Entity and extracting Entity.
These updates are intended to increase the ability to understand natural language, from which Google can understand the language and what content it is writing about.

10 Suggestions help you implement Entity for the website

1. Not only building websites but also building brands

That is, your brand must provide Google with all the criteria that other well-known big brands have, including:
  • Create a social network account
  • topic content
  • logo
  • domain
  • create an AdWords account
  • link your social accounts to the website ...
In which domain, logo, maps are important signals; so don't forget to add your company address on the website. And surely you also want to be an expert in many different topics. So read on to the second suggestion.

2. Create content with depth

So to create content in depth, we need to create content first around a single topic but still cover all information as a miniature library on that topic. That's the Topic cluster method, which I introduced in early April!
Avoid writing a series of articles on different mixing topics. To get to this page, you will find all the necessary information on a certain topic.

3. Use Google natural language API

You can visit cloud.google.com/natural-language to log in to the API and test it directly by copying a piece of text here and see what Google finds Entities in the content section.
Below is an illustration of a sample article on Google:
Google can identify concepts, places, people, brands and some other small information.
You can also find:
  • Sentiment about each Entity - means you are writing that Entity in a negative or positive context.
  • Salience is a value between 0 and 1 indicating how important that Entity is in the context of the article you are writing.
In the article I mentioned important concepts like backlink, linking, Cheirank ... so I want these Entities to appear above with the highest salience possible.
Sometimes Google also links to Wikipedia articles on a specific topic. This is a good signal that Google relies heavily on Wikipedia for understanding Entities.
And now Google says your article contains Entities that Wikipedia has its own article about these Entities. From there, you will be assured that Google knows the reliability of your site or the reliability of the article on a certain topic.
Another great feature is often overlooked as categories . Along with a landing page, the same API, Google admits to understand which content your field is in and not in any field.
If you are writing a piece of content and want to know if it has been optimized well, just copy paste here and change it according to Google's suggestion. Note that the most important concepts must correspond to the most important Entity in the result sheet.

4. Build content structure

This seems to be the basic knowledge of SEO introduction but I want to emphasize it again.
Your content must be easy to read, understand, use many headlines, tables. Google likes these things.
Lists that use bullets or numbering help you better express the user as well as the web crawl system.
The more standard the content structure is, the better Google understands your content, the different sections, paragraphs, and words combined together and how important.
Don't forget to write the source, the author's name. There is a lot of debate around EAT (short for expertise and authority), authoritative and credible sites that are becoming an important factor in SEO.

5. Change SEO standard content based on SERP

It may sound absurd but this is proven to be an effective way to recreate quality content. That is, you will rely on Google's results on SERP to understand what Google thinks is the most important information.
Since Google has not been implemented for market VN, so you can switch from " how to lose weight " into English as " how to loose weight " and  refer to the " People also ask ".
You can click expand and Google will give you more questions. Use these questions as paragraphs, subheading and make sure the article answers all important information here.
Also, don't forget to look at the Knowledge Graph section, if any. This is extremely valuable information to help you answer the right focus of that topic.
Also, you can get the idea of ​​'Searches related to' at the bottom of the page or 'People also search', 'People also look for'.
In general you will easily gather the outline for content just by carefully observing the SERP.

6. Schema

As you know, you should use the schema and the json-ld schema but there is a great analogy of using itemprop tag " same as ".
This code will help inform Google about "This organization is like the organization mentioned in this article on Wikipedia" or "This is the brand's social profile" ...
So add this tag when inserting structured data into your page to help Google understand the direct relationship between Entities.

7. Optimize according to the search itinerary

When writing content, you need to know which stage the user originates from and which stage he or she will go to.
Each query, each keyword that users type to find your site has a past and future section. You need to ask yourself which steps the user has searched for before and what is the next step.
From there, you can put more articles in the form of related articles below or insert directly into content.
In addition, adding breadcrumb, navigation to the page will help users know which query they're looking for in the topic or field.
That's why I previously recommended that you create an information library on the topic, not just expand different articles on different topics.

8. Satisfy the purpose of search

Today, if you don't directly satisfy the user's search purpose, you won't be in the rankings.
Google divides search purposes into 4 basic categories as I mentioned before, including: information, navigation, product review, and purchase.
When looking at the search results, we can determine what the search purpose is, from Google's perspective. For example, the query to "buy sneakers" is obviously the user wants to buy sneakers.
If the user asks a question, it is clear that the purpose of the search here is information. In other words, we can fully know the different search purposes of users based on the search results displayed.
It sounds simple, but not every case. For example, the keyword 'Independence Day'. Most of the time of the year, when searching for this keyword on Google, you will see a series of results related to the movie 'Independence Day'.
But if it is coming up on July 4, will the results show about the holiday? It can be said that search purposes and Entity change over time. The purpose of the user's search also changes the time.
Such as referring to Apple. How to distinguish Apple is the name of a famous brand or the name of a fruit? If Apple is not as famous as it is today, it may have been different?
Keep in mind this point and constantly monitor search results to understand what Google wants and change.

9. Refer to the top 5 search results

Don't forget to check out the top 5 articles to see what your competitors are writing and try to write better than them.
You do not need to see exactly 5 articles. The unimportant quantity is that you have to observe what your opponent is writing, what their sub-topic is and how the structure of the content is arranged.
Then you can do the same, or better. You can find out what your opponent's article is missing, which in turn adds to your lesson to have a better chance of ranking on Google.

10. Avoid poor clickthrough rates (CTR)

We all recognize that user signals (signals that user behavior based on Google to determine website rankings) are very important. CTR or time on site is considered a user signal.
If you are also affected by major updates this year, you should go to Search Console and check how much CTR is before the page loses traffic and see if CTR is the cause of your impact.
So you should always go to Search Console to see which queries have a low CTR so that you can optimize the snippet and content.
Check that your post has satisfied the search purpose, or the old content, poor content and optimize the new post.


At this point, I have explained to you more about Entity in SEO and how Google recognizes the relationships between Entities!
And most importantly, you know 10 ways to apply Entity to your website. How will you apply it? Let me know the results!


My name is Nguyen Manh Cuong. I was born in a poor village in Ba Vi district, HA NOI province - windy and sunny land

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