Entity SEO - The Future of Content Ranking

The future of search engines in regard to choosing what content to rank and determining its meaning.



In this article, we won’t get too “deep into the weeds”. This article will provide an overview of entity SEO developments in the context of strengthening your internet marketing decisions.

Become an Authority to Enjoy More Leads & Conversions 

The importance to digital marketers is that when users often or consistently interact with specific content, the website that delivers that data will become recognized as an authority on that topic. Being recognized as the authority means casting a broader net to drive traffic to your website. 

Now Google can anticipate desirable content based on the user activity they track. Three major criteria are: 

• The frequency and amount of search activity regarding a topic. 
• The degree users exhibit signs of extended engagement with the topic and time on the website. 
• Your demonstrated level of focus on the topic … broad, narrow, in-depth. 

Google will begin to rely on your site based on positive user visits coupled with evidence search results satisfaction. That underscores the critical nature of user engagement. Frequent engagement deficiencies are likely to negatively affect your page's ranking. Making up for that loss is time-consuming and expensive. 

Relevant Content is King 

The solution is to consistently deliver high-quality, relevant content on a specific topic that drives positive user engagement. Doing so reinforces your site as an authority on that subject in Google’s eyes and results in a boost in search rankings. 

Note: Google checks the accuracy of the factual foundations of published content. In developing your content, it is critical to research, fact-check and only cite reputable sources to ensure your credibility as an authority. 

Additionally, Google is “conscious” of the consistency of your content as it relates to the topic for which you have achieved authority status. Inconsistent content, even if it’s related to your topic as an expert, can distort the unique value of your website and endanger your rankings. 

Remember … your objective is quality of content, not quantity. Only include content that supports your area of expertise. Too much unfocused content will lessen your stature as a topical authority and injure your rankings. 

Google will assess the worth of new content as it relates to your primary expertise. So, satisfy that function by tying new entries to your acknowledged proficiency as an authority. 

Takeaways 

As promised, this piece is not to develop entity SEO technical competence. Rather it is to provide you with foundational knowledge of major Google search engine developments and how it affects your internet marketing strategy decision-making. 

In the event you have in-house SEO staff expertise, the foregoing can be a prompt for discussion of how your company is or will meet evolving search challenges. 

If you are like most small businesses, it’s unlikely that you have an on-site digital resource. Not to worry ... 



Our experts are ready to talk with you about your SEO or Google Ads efforts, schedule your call today!