Within the SEO universe, there are many different types of methodologies. Not all projects are the same, but it is true that there is a kind of decalogue of best practices to position a website or online business. The study of keywords is essential to create content that helps the user and makes search engines view it favourably.
However, the way to do SEO is constantly changing, and while Google Discover is a new paradigm for gaining traffic in a brutal way, we also have to take into account other factors that, although not very new, are now essential. One of them is the disambiguation of entities.
Getting to know entities
I won’t go into too much detail, as there are already many comprehensive posts about entities on the web. But I will give you a brief description in simple language so that you understand the importance.
Basically, an entity can be compared to a “thing”, something that can refer to several other “things”. For example, the entity Barcelona can apply to a city, a flag, the name of a plaster mould, or a football team. When we understand this, it’s easy to see that we need to help Google understand why your text contains the entity “Barcelona”. This way, when someone searches, the company can more easily show the correct result.
Google returns several results for an entity.
If you’re someone who often checks sports results, Google will likely return results more in line with this when you search for something as simple as “Barcelona”.
Extracting entities to create content
Now that you know this, you’ll have realised the importance of contextualising entities so that search results better match your target audience. Going back to the topic of Barcelona; if you’re a travel agency, you should build content that helps Google associate your site with this.
And the best way to do this is by giving context to more related entities. Therefore, spying on the competition is key to seeing why they’re ranking for a particular search term. There’s no better way to do this than with a real example, and in this video, I’ll show you how to extract entities from the competition through SERPS without needing to use expensive tools. In the video description, I’ll leave the links to the extensions.