Things changed with keyword research. A SEO content strategy based on entities, rather than keywords is a must moving forward.
The new school way of creating a SEO content strategy focuses on not what has been rehashed or paraphrased too many times. It focuses on whats has not yet been created. Call it the modern day keyword gap in search, where looking at semantic ideas around keywords gives us other things to write about. We can lookupon these as topics.
There are a lot of websites out there with lots of content, but it isn’t quite serving its purpose any more. Ok, it links to the product page, or whatever its purpose was, and it did the rounds through social media and it even got an email shot. But the page just didn’t rank; not way it should have. So you haven’t got the long term gain.
Understanding your keywords as entities
We need to know how your keyword content is seen as entities or topics in Google. Through analysing your website and your competitors content through the lens of context. We can identify the related ideas, synonyms and the questions people ask. And through this, content can be created and optimised better. Because we’ll know what you do have and don’t have in the way of content, and how Google perceives the content you do present in the form of entities.
Some of your content Google understands through it’s knowledge graph. It has a semantic understanding of these words and related synonyms around it. These are sure fire keywords, Google knows about them. Do you?
But there are words in your content that are understood in a different way. They are not entities, not in the eyes of Googles knowledge graph, but still an entity, that is understood.
By creating a script that tells Google what what the page is about and what it mentioned. The page presents a greater level of search engine understanding. As a result of this, the page ranks better.
Through building up a series of core ‘entity’ pages and associated pages, we can then make the correct internal hyperlinks to support them.
On Page Optimisation
On page optimisation takes the opportunities far further. Many of you may have re-optimised after the BERT update. Adding all the pages with specific keywords and question content with ‘to, from, how and where’ keywords into you’re content strategy is a great start. But the entity keyword research does take it to another level. It will give a route map of what content can be improved and what to make next. I found in specific industries that normally never use this kind of SEO markup, like dental SEO marketing or adding SEO for the building trade it simply is never used. Implementing this kind of tactic can such a marked difference to your search engine rankings, especially at a local search level.