Use Google’s NLP API to identify entities with the highest salience

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 26, 2019, 2:06 AM UTC

Search for topics in the “People Also Ask” section while conducting entity optimisation.

The article defines an entity as being "singular, unique, well-defined and distinguishable”, which differs from keywords as it isn't bound by language or spelling. An entity could range from being a book, event, brand, domain, company, person among other things.

Marketers should begin their entity optimisation by determining keyphrases they want to rank for, and then gather insights on topics that Google deems related in their entity graph. They can conduct a competitor analysis by identifying two or three top ranking articles for a keyphrase, and use Google’s NLP API to find their salience score.

They should focus on establishing a relationship between the targeted entities in the keyhrase to give Google more context for association. Marketers should also update the content around their entities regularly.

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