It’s time to think of the future of SEO. What should we focus on? It’s time to find out more about entities and how they affect our SEO strategies.
Brighton SEO is an exciting conference for everyone who wants to find out more about the latest trends and tactics in all things SEO. No matter how experienced you are, there’s always a session to inspire you to try out new ideas.
Greg Gifford, Vice President of Search at Wikimotive, talked about entities and the future of SEO.
Google is considering an entity a thing or concept that is singular, unique, well-defined, and distinguishable. In fact, according to Greg Gifford, entities are the most important concept in SEO.
It was back in 2012 that Google moved to entity search. Real-world entities and their relationships started being ranking signals. A year later, Google started focusing on the semantics to make its ranking algorithm smarter. Then we found out in 2015 that ranking search results started being based on entity metrics.
Thus, it’s time to start focusing more on entities and how they affect our SEO.
It’s useful to remember then that every site consists of numerous entities. The internal links are simply the relationships between entities. Our content is simply made up of entities and their relationships.
When thinking of the future of search, we need to keep in mind that Google is becoming smarter.
Here are Gifford’s tips that will future-proof your SEO strategy:
According to Greg Gifford, we need to stop doing these things that will affect the future success of our SEO strategy:
SEO will be less about writing content with the right keywords and more about having the best answer based on the intent of the search.
Build your entity and pay attention to how it’s connected to other entities instead.
The optimization should not focus on one page but rather on the overall entities and how their relationships can improve your success.
Links will probably always matter but will be less important as Google gets better at understanding entity signals.
There are many interesting takeaways from this session in Brighton SEO that can be useful when planning your strategy for 2020.
You can also find the session’s slides here for more details.
What future trends can you spot for SEO in 2020? Share them in the comments.
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