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Why comparable entity mining should be an integral part of your keyword research

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Dateme Tubotamuno

Focusing strictly on search volume when planning a keyword strategy is not enough. Keywords can be captured as real world entities. Entities do not exist in isolation but in relation to others.

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Why comparable entity mining should be an integral part of your keyword strategy Dateme Tubotamuno // SemanticGeek SLIDESHARE.NET/DATEMETUBOTAMUNO @DatemeT
Who am I? COMPARABLE ENTITY MINING @datemeT #BrightonSEO ● Male ● 1.75 ● West African ● Hobbyist runner ● My family marathon record ● Male ● 1.67m ● East African ● Professional runner ● World marathon record
Comparative entity - Eluud Kipchoge @datemeT #BrightonSEO
@datemeT #BrightonSEO TRADITIONAL KEYWORD RESEARCH
@datemeT #BrightonSEO Google Ads Keyword Planner
@datemeT #BrightonSEO Competitor KW Research with Ahrefs
@datemeT #BrightonSEO Search Intent Analysis https://sheetsformarketers.com/search-intent-analysis/
@datemeT #BrightonSEO Nick Eubank’s Master KW Research
@datemeT #BrightonSEO COMPARABLE ENTITY MINING
@datemeT #BrightonSEO We live in a world of comparison
@datemeT #BrightonSEO Comparison by Alteration
@datemeT #BrightonSEO Comparison by Transformation
@datemeT #BrightonSEO Comparison by Animation
@datemeT #BrightonSEO Comparison by Expression
@datemeT #BrightonSEO Comparison by Altercation
@datemeT #BrightonSEO Comparison by Aberration
@datemeT #BrightonSEO WHEN KEYWORD RESEARCH MEETS COMPARISON
@datemeT #BrightonSEO WHEN KEYWORD RESEARCH MEETS COMPARISON ENTITIES COME TO LIFE
@datemeT #BrightonSEO Keywords and Entities Keywords project the substance of self (search volume)
@datemeT #BrightonSEO Keywords and Entities Entities reflect the essence of relationships
@datemeT #BrightonSEO KW: "I am searched 50 times a day"
@datemeT #BrightonSEO Entity:"I am better understood in relation to others"
@datemeT #BrightonSEO Keywords and Entities You should like Keywords but love Entities
@datemeT #BrightonSEO Google is invested in using entities
@datemeT #BrightonSEO Google's adoption of entities
@datemeT #BrightonSEO Entities from the eyes of comparison
@datemeT #BrightonSEO Inspired by comparative genomics
@datemeT #BrightonSEO Structural and functional comparison Structural Functional
@datemeT #BrightonSEO STRUCTURAL COMPARABLES
@datemeT #BrightonSEO Zero Shot learning attributes http://openaccess.thecvf.com/content_CVPRW_2019/ papers/MULA/Zhao_A_Large- Scale_Attribute_Dataset_for_Zero- Shape Colour SizeTexture
Structural Comparable Relations @datemeT #BrightonSEO biggerThan smallerThan tallerThan moreRedThan LongerThan moreHollowThan moreLeanThan lessSweet moreRoundThansofterThanmoreStarchy thinnerThan moreCrispThan lighterThan moreCurvedThan moreGreenThan
@datemeT #BrightonSEO Brown Sugar vs Regular sugar
@datemeT #BrightonSEO Tortilla vs Roti
@datemeT #BrightonSEO Sultana cookies vs Oatmeal cookies
@datemeT #BrightonSEO Cupcakes vs muffin
@datemeT #BrightonSEO Plantain vs Banana
@datemeT #BrightonSEO Website on comparative entities http://www.differencebetween.net/
@datemeT #BrightonSEO FUNCTIONAL COMPARABLES
Bases for Functional Relations @datemeT #BrightonSEO isA typeOf designedFor madeFor usedFor createdFor producedFor servesAs canBe
@datemeT #BrightonSEO typeOf Functional Relations Skiing typeOf Winter Sports Snowboarding typeOf Winter Sports
Explicit Functional Comparables @datemeT #BrightonSEO healthierThan moreFillingThan moreCushionThan moreNutritious moreSafeThan easierToMaster morePlayersThan moreContact fasterThanmoreRiskyThanmoreSpicyThan moreSportyThan simplerThan moreDribblingThan harderToLearn easierThan
@datemeT #BrightonSEO Functional Comparison SKIING SNOWBOARDING Easier to learn but harder to master Harder to learn but easier to master
@datemeT #BrightonSEO healthierThan Comparison
@datemeT #BrightonSEO lessImpactThan Comparison
@datemeT #BrightonSEO Tennis shoes vs sneakers
@datemeT #BrightonSEO moreWarmthThan Comparison
@datemeT #BrightonSEO moreVisitedByCelebrities Comparison
@datemeT #BrightonSEO lessComfortableThan
@datemeT #BrightonSEO Mountain bike vs Gravel bike
@datemeT #BrightonSEO Gravel Bikes vs Cycle Cross
@datemeT #BrightonSEO Snorkelling vs Scuba Diving
@datemeT #BrightonSEO Recipe: Vegan burger results Veggie burger results for a best vegan burger search
@datemeT #BrightonSEO Recipe: Vegan burger results
@datemeT #BrightonSEO MongoDB vs MySQL
@datemeT #BrightonSEO Prawns Vs Shrimp, Prawns Vs Vegetarian
@datemeT #BrightonSEO Basketball vs Netball
@datemeT #BrightonSEO Coffee Shop vs Cafe
@datemeT #BrightonSEO Trainers vs sneakers
@datemeT #BrightonSEO Multi-coloured trainers page ranks for white sneakers
@datemeT #BrightonSEO The actual ASOS page ranking
@datemeT #BrightonSEO Tea vs Coffee
@datemeT #BrightonSEO Vegan vs Non-vegan recipe
@datemeT #BrightonSEO Vegan vs Non-vegan recipe - Non-vegan related result
@datemeT #BrightonSEO Vegan vs Non-vegan recipe - Non vegan related search
@datemeT #BrightonSEO BRINGING IT HOME
@datemeT #BrightonSEO High Probability of Structural Comparability STRUCTURAL SIMILARITY Similarity in Sound Similarity in Flavour Similarity in Taste Similarity in Colour Similarity in Size Similarity in Shape Similarity in Texture
@datemeT #BrightonSEO High Probability of Functional Comparability FUNCTIONALLY SIMILAR Similarity in goal Similarity in application Similarity in purpose Similarity in effort Similarity in coordinationSimilarity in posture Similarity in skill Similarity in movement Similarity in use case Similarity in preparation
@datemeT #BrightonSEO Graph Representation of Currant & comparable entities
@datemeT #BrightonSEO Wu and Palmer similarity measure score
@datemeT #BrightonSEO Python, NLTK & Wu and Palmer Analysis
@datemeT #BrightonSEO Currant and Comparable Entities
@datemeT #BrightonSEO Understand the structure and function of your product Structural Functional
@datemeT #BrightonSEO Run some analysis on Google’s SERP
@datemeT #BrightonSEO Then build comparable entities during KW research
@datemeT #BrightonSEO

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Why comparable entity mining should be an integral part of your keyword research

Editor's Notes

  1. keywords projects the substance of self (search volume) entity reflects the essence of relationships (triples - Subject - verb - oject and class structure - superclass - subclass- properties) They both need love from marketers
  2. http://www.differencebetween.net/
  3. function
  4. function
  5. function
  6. function
  7. function