If you want to understand SEO of modern era, you have got learn about entities. The major reason is that SEO has become advance, and it is going to be more advanced in the coming months and years. Catching up with the updates and developing strategies to deal with the changes is something which remains quite important but doing do is easier said than done.
A few most important entities that are going to be long term include:
The evolution of all three entities has been quite evident. There had been other ranking factors which were thought to be quite stronger but all those have gone into the abyss.
Content, without a doubt, is the king of SEO. The matter of fact is that content serves as a medium which connect different entities inside it to each other to make the overall page understandable. For instance, if anyone says “SEO is dead”, he is basically talking about two entities, i.e. “SEO” and “Dead”. Content is the medium in which the entities get an opportunity to connect with each other.
We all know how important the links are. Now, you may not be familiar with the concept of entities when it comes to discussion about links but you certainly know about the link’s ability to connect one page to another. Looking at the concept of entities in this regard, you can call pages the entities in this regard. There are basically three entities at work, i.e. two pages and a link. The link works behind anchor text. The anchor text is an entity which provides the context of the page it leads to. If a link can be described as a direct relationship, an anchor text is the logical relationship between the pages.
RankBrain is not exactly a ranking signal, but we are not exactly talking about the ranking signals. When we talk about entities, role of RankBrain cannot be ignored because it is the very algorithm working in the backend in order to established logical connections between the entities. The algorithm does it by making adjustments according to the weightage the ranking signals carry.
For instance, if you write ‘best holiday gifts’ RankBrain is going to see which ranking signals would provide best results to this query. It is going to consider some entities in this scenario. for instance, time can be considered as an entity in this regard. If you are entering this query in 2018, you would certainly find search results belonging to 2014 useless. RankBrain has been trained to consider time as the most important entity in this regard. However, time is not going to be the major entity for the queries like ‘American Civil War’.
The purpose of seeing things from the perspective of entities is to make things simplified. This way, you will also be able to know what entities are going to be the part of the game in the coming days.