How to approach SEO in a world where Google has moved from strings and keywords to things, topics and entities. Dixon JOnes is the CEO of InLinks, who have build a proprietory NLP algorithm and Knowledge Graph designed for the SEO Industry.

1. Entity SEO
Dixon Jones | inLinks
Slideshare.net/dixonhjones
@Dixon_Jones

2.  Entities and Knowledge Graphs
 How Topics are replacing
keyword
 Google and Entity SEO

3. What is an Entity?

4. An Entity is a record
or article or topic in a
Knowledge Base

5. This is an
Entity

6. This is a
Knowledge
Base
(Sort of)

7. This is a
Knowledge
Graph
(Sort of)
German Lager

8. This is a
Knowledge
Graph

9. Internal
Data
Manual
Data
e.g..
Lyrics
Direct Access Storage:
Single Point of “Truth”
A list of “Topics”,
“Things” or “Entities”
(not pages)
The Problem
Entities try to Solve
The
Problem
Entity SEO
tries to
Solve

10. Why is the move to an Entity
based model so pressing for
Google?

11. Scale

12. Scale:
Trillions
To
Billions

13. Entities
help Google
go Deeper
with less
repetition.

14. Words vary
between
languages.
Topics don’t. Idea 1
Idea 2
Translate to 100+ Languages on
fly
Translate to 100+ Languages on
fly
100 pages in
separate
languages
Hard to disambiguate &
cross reference

15. So… What
does this
mean for us
as SEOs?
First we’ll need algorithms to convert text to Entities / Topics

16. What
entities are
in your
content?
• https://cloud.google.com/natural-
language/

18. Google does NOT report all
the entities on the page!

19. Entity SEO in a Nutshell/Analogy/Mataphor
It’s all about scaling this idea on your own site: Connect entities,
not words… Then translate the signals into Schema.
This Photo by Unknown Author is licensed under
CC BY-SA

20. Associate
pages with
Topics.
Then link
topics to
those pages

23. Linking
ideas is
better than
linking
words

24. Not all links
are created
Equal
© @Majestic (Patent Pending)

25. Tips and
Takeaways
• Build your site as if it was a
miniature Knowledge Graph
• Build content pages around the
Knowledge graph created by the top
pages for a given phrase
• Create “Topic” landing pages (with
Webpage schema)
• Internally link ideas (not keywords)
to those landing pages

27. E n t i t y S E O
Dixon Jones
Email Talk@DixonJones.com with
Entities”