Previously, SEO was largely focused on marketing to humans. With the rise of language models like PaLM 2, MUM, OpenAI GPT-4, and Google’s BERT, SEO is now also about marketing to machines.
Google’s Search Generative Experience (SEG)
The release of Brand are reshaping the digital landscape. This development has a number of SEO implications. One of the most important is the focus on SEO brand entities.
But regardless of the interface, whether it’s expanded results, blue links, Google surfaces, or SGE, SEO timeliness is imperative for search engines to find and select our brand. And regardless of the user, whether human or AI, brand preference and brand awareness are essential for inclusion in the target audience’s thought process. Building a well-ranked, well-known, and trusted brand entity is therefore a fundamental key to organic visibility.
The Google Knowledge Graph
Google Knowledge Graph is a database that understands relationships between entities and “facts” about entities.
Google defines an entity as ” a thing for a concept that is unique, distinct, and clearly defined ,” which is linguistically represented by nouns. A unit of account can be a product, place, person, idea, event, or brand. Knowledge diagrams allow entities to be contextualized through connections to other entities.
For example, when we enter “Best Italian restaurant in Prague” into the search engine, the result does not match based on keywords, but rather on entities.
They are connected by:
- Location entities.
- Kitchen.
- Food subjects.
- Restaurant brand entities.
- Directory tag entities .
Then there is the various information that philippines mobile database makes the restaurant known. For example, these can be reviews that provide recommendations. A similar process occurs in SERPs when creating enhanced results, such as search packages .
There are many Knowledge Graph entities
- Location : City and surroundings.
- Cuisine : Italian.
- Food : Pizza, pasta, etc.
- Ambience : Good food, family friendly, etc.
- Awards : Michelin stars, Gault et Millau, etc.
- People : Owner, chef, etc.
But what is most valuable to you is promoting and growing your food blog the brand entity. It needs to be at the center of everything. SEO for brand entities significantly impacts most industries, where we see a lot of entity-only results in the SERP . And this will impact every industry as Brand becomes more popular and SGE continues to evolve.
Google doesn’t want to show brands
If your brand is not an entity in the Knowledge Graph, Google will have less confidence in the “facts” about that brand, its relevance to the cpa email list user’s query, and its relationship to other entities. In this case, Google will use entity-level visibility signals (formerly known as site-level ranking, but this ranking is somewhat outdated, so more than just a website).
What does this mean? Your brand will likely be less likely to be included in the AI’s consideration set. And since Google’s AI acts as a gatekeeper, it also has to consider the end user. On the other hand, Google has detailed documentation of your brand entity and its relationships to other entities in the Event Graph. This way, they can entity for SEO confidently determine that matches matter. It will give you better visibility in SERPs.