Create contextual content with semantic elements to optimise for search entity

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 25, 2022, 2:49 AM GMT+0

Adapting content to formats like voice search, additional search-enabled devices, and more can impact how content is displayed.

Entity search, a way in which bots interpret users’ intent while mapping similar sources to search queries, is how Google and other search engines currently find content. Marketers need to make sure their content aligns with this framework to boost the performance of their SEO efforts.

Google now prioritises entity search, instead of keywords, as the platform made several algorithm changes to meet users’ intent in the search results. Integrating verified semantic elements, removing ambiguous elements from the site infrastructure, and engaging searchers via context can optimise for search entity, notes Bill Hunt of Back Azimuth Consulting.

Search entities help businesses build knowledge graphs about prospects, as well as help discover gaps in topics and intent. Dixon Jones, CEO at DHJ Ventures, says that providing schema context can help Google understand an entity and an idea. According to Benu Aggarwal, creator of Milestone, marketers must adopt a strategic approach to schema creation to maintain and address content scaling concerns, as Google continually changes to align with consumers' search intent.

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