Are you restructuring your site to better answer questions from searchers? Here are our thoughts on entity based search, its value, and a quick trick to help establish your entity in the all-seeing eyes of Google.
In our last installment, we discussed ways to optimize your site for semantic search, without altering your site’s code or markup. To search semantically is simply to ask questions of a search engine using your natural language. And more than likely, you’re asking questions about a particular entity – a brand, an actor, a movie, an event.
The intent of Google’s Knowledge Graph was to give an identity to every entity in the world. Identity can include facts such as date of birth, important films, place of birth. So, when you ask Siri or Google Now voice assistants “Where was Barak Obama born?” – you get an answer. Not a list of sites where you can find the answer.
Google research has shown that on more difficult queries, people first search using their natural language questions. This means longer queries on average. But as the queries failed, the searches would revert to keyword queries.
So there is certainly value in Google developing a better understanding of natural search. But there is nothing we as SEOs can do to optimize for every single phrase or long tailed keyword.