Entity search has become a competitive advantage for businesses and brands.
With Google opening its topics API and releasing the most comprehensive deep learning algorithms, such as PaLM, LaMDA2 and MUM, it’s critical to understand the semantic web and how to create and operationalize entity SEO.
This article will start our exploration of the what, why and how of leveraging entity search and deploying a winning strategy across the organization. (There is much more to come in my future Search Engine Land articles.)
What is entity search and why is it critical?
Before diving deeper into entity SEO or semantic SEO, let’s start with what problems search engines are trying to solve and how entities help solve these problems.
Simply put, search engines are trying to provide the best and most comprehensive answers to every search query across all devices.
However, the way we search has evolved.
A few years back, searching meant typing keywords into a search engine. Today, 40-50% of searches are conversational from various devices, such as smartphones, Google Home, Alexa, etc.
A major challenge for search engines is understanding the context and intent behind the user query. Search algorithms that previously matched content with keywords are inadequate to process and understand queries that are often sentences and paragraphs and match them with the most relevant result.
A search engine can only cater to this changing search behavior by understanding relationships between words...
Read Full Story: https://searchengineland.com/entity-search-is-your-competitive-advantage-385705
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