Your Brand is a Thing, not a String

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Your Brand = An Entity .(and your most valuable asset). It Has Relationships With other entities. Entities and Relationships = Understanding. So… Brands Need to Leverage Entities and Relationships to Build ‘Understanding’

Marketing

2#SEOisAEO @jasonmbarnard
Three Things About...

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Listen: Kalicube.pro/pod
Thanks and Kudos :

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It Has Relationships
With other entities

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Organize your digital ecosystem

9#SEOisAEO @jasonmbarnard
Overview
Google Is Looking for
3 Things

10#SEOisAEO @jasonmbarnard
Understanding
Credibility
Deliverability

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Entities and
Relationships
= Understanding

12#SEOisAEO @jasonmbarnard
So…
Brands Need to Leverage
Entities and
Relationships
to Build ‘Understanding’

19#SEOisAEO @jasonmbarnard
Categorisation and Relationships

20#SEOisAEO @jasonmbarnard
Categorisation and Relationships

21#SEOisAEO @jasonmbarnard
Get in the Graph

22#SEOisAEO @jasonmbarnard
Entities in Media =
(Relatively) Easy

27#SEOisAEO @jasonmbarnard
Categorisation and Relationships

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What Should
You be Doing?

30#SEOisAEO @jasonmbarnard
Organise Your Digital
Ecosystem

31#SEOisAEO @jasonmbarnard
Build an Internal Knowledge Graph

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At the VERY least use structured Data
On EVERY page

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Start with your site
Using structured data
provide accurate,
pertinent, detailed
information...

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Then Corroborate :)

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Trusted Sources
(Wikipedia and Beyond !)

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Self as a ‘Trusted Source’

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Answer Boxes
(that look like Knowledge Panels)

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Google’s Sources
For KP ‘n AB

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99%
DataSet
23,932 KP / AB
with a link

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Brands (7442 - UK-centric dataset)
101

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People (4070)

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1. Map Out Your Ecosystem
(entities and relationships via and internal KG)
2. Educate Google
(via your your site)
3. Reinforce Understanding
(through corroboration)
Leverage Understanding

54#SEOisAEO @jasonmbarnard
Closing Thought

61#SEOisAEO @jasonmbarnard
It is a good learner...
Google’s Exam

62#SEOisAEO @jasonmbarnard
It is a good learner…
Are you a good teacher ?
Google’s Exam

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