Article on Rank ranger bringing together expert opinions on SEO trends for 2021 – part one of a four part series.
JASON BARNARD – ENTITY BASED SEARCH IS HERE – YOU NEED TO BE READY
Jason Barnard, The Brand SERP Guy, is a digital marketing consultant. He specializes in Brand SERPs and knowledge panels. He hosts a leading digital marketing podcast (intelligent, interesting, and fun).
He is currently building the Kalicube Pro SaaS Platform (tools and courses to help you optimize your Brand SERP and knowledge panel) @jasonmbarnard
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)…