“The problem is never about content; the problem is always about discovery,” said Benu Aggarwal, founder of digital marketing agency Milestone Inc., in her presentation at SMX Next.
The way Google and other search algorithms analyze and rank content has changed drastically over the years, and not all pieces of content are primed for it. A website could have the best content on the internet but fail to rank well if it’s not optimized for discoverability.
“Traditional [content] systems are not designed to think about discovery, they are designed for user experience,” Aggarwal said. “That’s why the new Core Web Vitals update from Google has made such a big shift — it’s all about the discovery of content.”
Google and other search engines now discover content primarily through entity search, which is the method bots use to understand user intent while mapping other related sources to search queries. Marketers who fail to ensure their content aligns with this framework will find their SEO campaigns falling short.
Here are three reasons why marketers should adopt an entity search strategy.
Google has moved from term-based search to entities
Ever since its inception, Google has undergone numerous algorithm changes to provide better search results for its users. One of the most impactful shifts is the primary focus on entities as opposed to keywords.
“These changes are being rolled out not only to find it [content] but to remove the ambiguity of it,” Bill Hunt of Back Azimuth...
Read Full Story: https://searchengineland.com/why-entity-search-is-necessary-for-seo-success-379015
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