Google has been talking about ‘from string to things’ since 2015. By that they mean they have moved away from matching the string of characters typed by their user into the search bar to the same string of characters in your content, to looking at the meaning of the words – actually understanding the ‘things’ those words represent (we call these ‘things’ entities.) In short, to bring better results, Google aims to understand the world much like a human. That is huge. :)
How close are we to seeing a noticeable effect from that? Closer, perhaps than many think. We get a clear view by looking at the entities in the Search Engine results today, and how regularly we see new presentations of them: knowledge panels, entity boxes, entity carousels, filter tabs in Image Search (and now being implemented in some blue link SERPs too)…
Jason Barnard is the CEO of Kalicube. Jason is also an entrepreneur, author and digital marketer who specialises in Brand SERP optimisation and Knowledge Panel management. Jason uses the pseudonym "The Brand SERP Guy" for his professional work.
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