Google entity stacking
Entities are, in my not-so-humble opinion, the single most important concept to understand in SEO right now. Full stop.
Think I'm just another SEO professional spouting the latest "silver bullet" that will die on the table along with many before it?
Consider this:
Three of the most important ranking factors, at last disclosure, were:
- Content.
- Links.
- RankBrain.
All these areas have evolved since that disclosure, but there's a good chance that the overall importance of them has remained.
We know that an entity is defined by Google as:
"A thing or concept that is singular, unique, well-defined and distinguishable."
It's important to understand that the thing does not need to be a physical object, it can also be a color, a date, an idea, and more.
An entity is anything that is:
- Singular.
- Unique.
- Well-defined.
- Distinguishable.
Now let's look again at these three ranking factors.
Content
Content, from an SEO perspective, is the connection of entities by relationships.
In the statement, "SEO is dead" there is the entity "SEO", there is the entity "dead" and there is the relationship that one connects to the other and the direction of the said relationship.
All content is fundamentally like this.
Links
Links are, at their very core, a connection between entities even before we (or Google) thought of them as such.
They declare a relationship and direction between pages on the web. Those pages are entities that contain other entities.
Further, the entity of the anchor text is connected through a relationship to a topic (also an entity) and that topical entity is then connected via a directed relationship (the link) to the entity of the target page.
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