Entities are machine classified objects and concepts that allow for reliable results, more efficient fact delivery, better UX of web search, and so much more. Basically put - entities are breathtaking! Izzi's talk touches upon entities and the Knowledge Graph within the context of Search over the past 8 years, and how brands and domains can leverage their power to be present and well-represented across SERPs, the risks of doing so, and what this all means for the ecosystem of search.

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Starting my
presentation the
normal way
Starting my
presentation with
memes and bad jokes

4. ⏰

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● Person, place, or thing
● Abstract concepts
● Brands
● Domain
● Identified by machines as totally individual, e.g. with a
● Unique Resource Identifier (URI)
● Wikipedia ID

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Event
kg:/g/11h5nvpg9y
Place
kg:/m/036wy
Person
kg:/m/011nvjjc
Thing
kg:/m/01qls

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17. In order to exist, a named entity has several requirements
● Name: An entity can have only one ID but multiple names or aliases (e.g. Barack Obama and President Obama)
● Unique identifier: Such as Wikipedia page IDs or URIs (Unique Resource Identifier)
● Type: A way of grouping entities based on categories, organized in a hierarchical structure, e.g. Author > Person
● Attributes: or characteristics most likely to be seen within the Type. E.g. birth date, height, spouse, for a Person.
● Relationships: The links between entities, and their connections.

19. Name
- Izzi Smith
- Birth name: Isobel Smith
Unique ID
- URL: https://izzismith.com
- Social alias: @izzionfire
Type
- Person
Attributes
- Day of Birth: 18.08.1993
- Place of Birth: Burnley, UK
- Height: 6ft
- Job title: Technical SEO Analyst
Relationships
- Works for: Ryte GmbH
- Speaker at: Women in Tech SEO
Festival

22. ???

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“Aleyda Solis is a a Global SEO Consultant and founded the agency Orainti.”
“The Women in Tech SEO Festival is an event in London.”
“Izzi Smith seeks beer.”

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Event
kg:/g/11h5nvpg9y
Place
kg:/m/036wy
Person
kg:/m/011nvjjc
Thing
kg:/m/01qls
Speaker at
Locatedin
Part of

29. Speculative
Fiction
Is Author of
Is Based on
actor
Starred in
Ottawa,
Canada
Born in
18.11.
1939
has Birth date Dystopian
Fiction
May,
2003
Published on
L.A.,
USA

30. Speculative
Fiction
Is Based on
actor
Starred in
Ottawa,
Canada
Born in
18.11.
1939
has Birth date Dystopian
Fiction
May,
2003
Published on
L.A.,
USA
Is Author of

31. Speculative
Fiction
Is Author of
Is Based on
actor
Starred in
Ottawa,
Canada
Born in
18.11.
1939
has Birth date Dystopian
Fiction
May,
2003
Published on
L.A.,
USA

32. Speculative
Fiction
Is Author of
Is Based on
actor
Starred in
Ottawa,
Canada
Born in
18.11.
1939
has Birth date Dystopian
Fiction
May,
2003
Published on
L.A.,
USA
https://www.theverge.com/2016/10/4/13122406/google-phone-event-stats

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36. Speculative
Fiction
Is Author of
Is Based on
actor
Starred in
Ottawa,
Canada
Born in
18.11.
1939
has Birth date Dystopian
Fiction
May,
2003
Published on
L.A.,
USA

37. Speculative
Fiction
Is Based on
actor
Starred in
Ottawa,
Canada
Born in
18.11.
1939
has Birth date Dystopian
Fiction
May,
2003
Published on
L.A.,
USA
Is Author of

38. How it works in a nutshell:
● The score is always relative to the contextual
document surrounding it.
● Determines what the most important topics in
a document are
● Factors impacting an entity’s salience score
include:
● Position within text, grammatical role,
clarity, reference counts, etc.
https://cloud.google.com/natural-language

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https://developers.google.com/knowledge-graph

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Unique ID (kg:/x/xxxxx/)
Use for future KG API pulls

41. https://carlhendy.com/knowledge-graph-search/

42. https://carlhendy.com/knowledge-graph-search/

44. 👀
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Search System
Index Database
Search Engine
Indexing Engine
Ranking Engine
Network
Query
Results
Query
Document
results
Izzi’s Device

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Search System
Index Database
Search Engine
Indexing Engine
Ranking Engine
Network Query
Results
Query
Results
Izzi’s Device
Related Entity Database
Related Entities Engine

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https://patents.google.com/patent/US20180046717A1/en

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Technology is amazing

53. Search System
Index Database
Search Engine
Indexing Engine
Ranking Engine
Related Entity Database
Related Entities Engine
“Query”
1. During the indexing process,
entities are extracted using
NLP and Information
Extraction.
2. During the ranking process,
queries are assessed to be
related to any entities (and if
there is the need) and the
connected data can be
provided. 53

54. Search System
Index Database
Search Engine
Indexing Engine
Ranking Engine
Related Entity Database
Related Entities Engine
“Entity Related Query”
● An Answer
● Structured Information
● Properties of the Entity
● Related Entities
● Related Queries & Answers
● Varying content formats
● A heck load of other stuff
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Wow

58. Quick points:
Entity based search is much more efficient for Search Engines,
mainly due to language agnostic retrieval.
MFI arguably helped Google properly re-classify and index
existing entities and locate new ones.
Google is transitioning from a Link Graph to the
entity-fuelled Knowledge Graph
Search will (and already does) rely on contextual and device
specific signals
https://mobilemoxie.com/blog/entity-first-indexing-mobile-first-crawling-1-of-5/

60. ツ

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62. Entity-Related Searches = 0 Click SERPs
● People don’t want / need to parse your content heavy document
● Google is powerful at providing answers to Entity-Related Searches
● Adapt with the times by optimizing your owned entities!
● Or move on and accept your loss. Which is fine!
https://searchengineland.com/now-more-50-of-google-searches-end-without-a-click-to-other-content-study-find
s-320574

63. Knowledge Cards Integrations
63

64. 1. Navigation Tabs
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65. 2. Nutrition Info
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66. 3. Local Packs
66

67. 4. And so on...
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68. E.g. Entity Carousels
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69. Featured Snippets with Extracted Entities
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70. Knowledge Cards with supplemental Featured Snippets
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Searcher makes
informational query
Satisfaction is met :)Google directly answers
People carry out more
actions on Google
People trust in their
algorithms (your ranking)
Your brand awareness
from entity results
Advances in Search
technology for our benefit
Faster conversions from
on-SERP integrations
Decreased trust in paid
results?? 😏

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Entities

76. Her Books
Wikipedia
Entry
Critic
Reviews
Social
Profiles
Awards
Interviews
Web
Domain

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🗣 Brand Entities 🏠 Domain Entities
● Build up an authoritative
voice in your industry
● Ensure your Knowledge
Graph results are
well-optimized
● Provide a better factual
representation of your
brand and attributes
● Be seen as a trusted
location of information in
the web
● Build up more external
connections in the web that
help your landing pages
rank for associated queries
● Structure data with Schema
for better machine
classification and
interpretation
💡 Topics Entities
● Find new, valuable content
opportunities
● Feed factual information
that can be useful outside
your native language
● Be present in all types of
search facets and features
● Enrich device-agnostic
search results
E.g. Izzi Smith E.g. https://izzismith.com E.g. “SEO memes”

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85. 😏
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86. 😍
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88. IZZI
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89. Branded Knowledge Result Optimization:
● Check any Entity-Featured Snippets and ask for inclusion
● Claim your Knowledge Panel via GSC
● Even if it’s unlinked / affiliate - it’s still worth it!
● Add Organization/ Business specific Structured Data
● Claim, enrich and monitor your GMB local listings
● Use a square-focus logo that stands out from the pack

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93. https://en.ryte.com/product/content-success/

94. 94https://cloud.google.com/natural-language

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97. The Process (in a nutshell)
● The system then generates a natural language query to
remedy that
● Based on conventions of related entities, the question is
raised when there are value mismatches
● Likely predictions are returned and evaluated with query
processing.
● Highly confident answers enrich and grow the
Knowledge Graph.
More info:
http://www.seobythesea.com/2018/10/how-googles-knowledge-
graph-updates-itself-by-answering-questions/

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99. <script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "ExhibitionEvent",
"name": "Women in Tech SEO Festival",
"@id": "https://www.womenintechseo.com/conference",
"sameAs":"https://www.facebook.com/groups/698643063902454",
"startDate": "2020-03-06",
"location": {
"@type": "Place",
"name": "Barbican Centre",
"address": {
"@type": "PostalAddress",
"addressLocality": "London",
"postalCode": "EC2Y8DS"
} },
"performer": {
"@type": "Person",
"name": "Izzi Smith",
"worksFor": "Ryte GmbH",
"jobTitle": "Technical SEO Analyst"
} } }
</script>
99

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<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "ExhibitionEvent",
"name": "Women in Tech SEO Festival",
"@id": "https://www.womenintechseo.com/conference",
"sameAs":"https://www.facebook.com/groups/698643063902454",
"startDate": "2020-03-06",
"location": {
"@type": "Place",
"name": "Barbican Centre",
"address": {
"@type": "PostalAddress",
"addressLocality": "London",
"postalCode": "EC2Y8DS"
} },
"performer": {
"@type": "Person",
"name": "Izzi Smith",
"worksFor": "Ryte GmbH",
"jobTitle": "Technical SEO Analyst"
} } }
</script>

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<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "ExhibitionEvent",
"name": "Women in Tech SEO Festival",
"@id": "https://www.womenintechseo.com/conference",
"sameAs":"https://www.facebook.com/groups/698643063902454",
"startDate": "2020-03-06",
"location": {
"@type": "Place",
"name": "Barbican Centre",
"address": {
"@type": "PostalAddress",
"addressLocality": "London",
"postalCode": "EC2Y8DS"
} },
"performer": {
"@type": "Person",
"name": "Izzi Smith",
"worksFor": "Ryte GmbH",
"jobTitle": "Technical SEO Analyst"
} } }
</script>

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<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "ExhibitionEvent",
"name": "Women in Tech SEO Festival",
"@id": "https://www.womenintechseo.com/conference",
"sameAs":"https://www.facebook.com/groups/698643063902454",
"startDate": "2020-03-06",
"location": {
"@type": "Place",
"name": "Barbican Centre",
"address": {
"@type": "PostalAddress",
"addressLocality": "London",
"postalCode": "EC2Y8DS"
} },
"performer": {
"@type": "Person",
"name": "Izzi Smith",
"worksFor": "Ryte GmbH",
"jobTitle": "Technical SEO Analyst"
} } }
</script>

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Entity
Knowledge
Feature:
Powered
by:
Local Panel & Map
Packs
Google Discover &
News Carousels
Product Panels &
Surfaces across Google
Google Booking
Integrations
- Google my Business
listings
- Consistent NAP data
- LocalBusiness Markup
- Article Markup
- Highly trending topics
- Published by strong
author and domain
entity
- Product Markup
- Product feeds added
to Google Merchant
Centre
- Partner sources
- “Hotel ads”
- Specific Structured
Data

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Nice!But the rankings
are useless for
performance
KPIs

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110. 0.9% of all
clicks
53% of all
Impressions!
https://en.ryte.com/product/search-success/

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114. Your checklist from today onwards!
❏ Incorporate and link to relevant entities within your content to be seen as a reliable source of information
❏ Discover how well your brand is being represented and optimize that for all Search facets.
❏ Structure your Data using JSON-LD implemented Schema.org to be factually present across SERPs.
❏ Exclude entity keywords that you will never earn clicks from, from your KPI reporting and analyses.
❏ Contribute to a better search ecosystem by building more & more strengthened connections.