What are Entity Equivalents and How Can They Help With Entity SEO?
Jason Barnard during CONTFERENCE #1 – Online Content Intelligence & Content Marketing Conference.
In this short video clip, Jason Barnard explains the concept of Entity Equivalents, and how you can use them to better understand what are the key areas for you to focus on when optimising your Brand SERP and managing your Knowledge Panel. At Kalicube, we map your entity to equivalent entities (same Entity type, same geo region, same industry) and create a template of the Brand SERP and Knowledge Panels. Watch the video right to the end.
00:00 Entity equivalents
00:45 Similar entity type, category and geo region
01:05 Template of Google for Knowledge Panel
01:24 Showing what information Google understands
Transcript from: What are Entity Equivalents and How Can They Help With Entity SEO?
Jason Barnard : …which geo region you are in, next we at Kalicube figure this out using what we’re calling entity equivalents… and you could look at them as competitors,but it’s a little bit wider than that. It’s entities that you feel are equivalent to your own. So if I’m in the digital marketing space, it would be other marketing agencies.But it can go quite wide. It could be ORM agencies and it could be media companies. Within that space Search Engine Land would potentially be an Entity Equivalent if I felt that I was creating content that was similar to theirs. So, if it’s the same Entity Type, the same geo region, the same category…we can use this information – if you give us a list of, let’s say a hundred equivalent entities – we can bring the information in from their Knowledge Panels and indeed their Brand SERP, and we can give you a template for the Knowledge Panel.
I mentioned templating earlier on: Google has templates for different industries, different categories, different types of entity… and we can map out that template, both of the Knowledge Panel and of the Brand SERP. And that for me is incredibly powerful because it gives you the target you’re aiming at it. It shows you where the sweet spots are and it shows you what information Google understands within a specific industry, within a specific geo region, for a specific entity type…and it allows you to understand what it is you’re aiming for and what the, what things you are likely probable to.