Increasing Search Visibility With Google’s Entity Search

Google's move towards entity search is changing how search marketers operate, and columnist Thomas Stern discusses some ways in which we can adjust to this new reality.

Google began slowly rolling out entity search almost two years ago in an effort to increase relevancy by identifying what words mean. By developing a smarter search that understands the correlation between strings of characters and real-life context, Google can improve the user experience by offering timely, accurate results.
Since then, we’ve seen a major evolution of search that has changed listings for organic, paid, local, shopping, and many additional features. But what does this mean for your brand? Below, I have highlighted how these changes have affected search and offered insight into how your brand can overcome this changing environment to stay relevant.

Entity Search & Knowledge Graph

The Knowledge Graph is a knowledge base used to enhance Google’s search results with semantic search information gathered from a wide variety of sources. Google’s entity search aims to expand the Knowledge Graph by understanding relationships through stringing together relevant data and making real-world connections between content and how users search.
Today, when users search, Google analyzes past searches on similar topics and collects the information other users found relevant to build its Knowledge Graph. Google takes this information and displays it directly on its search page within graph panels. These panels save users time and allow search engines to learn more about the behaviors and interests of its users.
Google leverages the Knowledge Graph’s connected web of information to suggest related points of interest that simplify the search experience and help further educate users.
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