Let's get down with entities and keyword mapping
✨ Algorithm updates
You've probably heard by now about the new Google Search Generative Experience (SGE). If you're outside of the United States you probably won't get access. So here's a roundup by SERoundTable.
🔬 Keyword research
Ever heard of content mapping? It's a method of linking queries (or keywords) to search intent. There are different types of search intent: informational, navigational, transactional and commercial intent. If you map keywords to intent it's easy to see if you cover each step in your sales funnel. Perhaps you're only chasing TOFU (top of funnel) keywords or BOFU (bottom of funnel) keywords. By mapping out the intent you get a good overview of your existing content. After that it's easy to fill in the blanks. But also to optimize the content for each page to match the intent. Here are two more articles to explain it:
- Keyword mapping cheatsheet by Aleyda Solis.
- Content mapping by Search Engine Land.
🔗 Linkbuilding
Linkbuilding outreach sucks. You probably hate sending hundreds of mails or using some platform and having to reply to every shady website under the sun. Once in a while there are alternatives - remember the skyscraper technique. This guide is a bit similar. It's called the EVE framework. Apparently you need to Educate, Validate and Empower your readers and links will follow naturally. They give plenty of examples which types of content correspond to each category. It really is worth looking into if you hate outreach.
🧪 Technical
If you want to build your brand you need to get the basics right. Enter entities.
How can you find entities? Well, for starters you can use Google's Knowledge Graph API. Or, you can type something and check the "images" section of the SERP. That will list the available and connected entities.
Now we know what entities are, let's get to establishing your brand entity. Important steps are:
- Secure CMO sponsorship: the entire company needs to accept this new entity.
- Define and align your brand entity bio.
- Corroborate topical relatedness.
- Markup everything you can.
- Establish related entities.
Excel at SEO
Welcome to this weeks edition. It's packed with SEO gold! ✨ Algorithm updates None, this week! 💻 On page Orphan pages are an often overlooked SEO problem. But they can have massive impact, including: Reduced crawlability and Indexing Wasted SEO potential Poor user experience So, how to find and fix this? Read it here. 🧪 Technical If you're building a new website (or restructuring) it's important to get the basics right. You might be wondering if you should do a single-page website or a...
💻 On page You've probably been following the buzz about topical authority lately. Well, yesterday (may 23rd) Google came out with an update on topic authority for news websites. So, what determins topic authority? Their systems "know" which sources are a notable source for certain topics or locations. Who is the original reporter? And, how many times is this source cited? What's the source's reputation. What is their history, how often have they received recommendations or awards? 🧪 Technical...
This friday I've put some more focus on linkbuilding in the newsletter. After the whole Skyscraper technique back in the day all articles seem to be the same. Well, I think I found a few articles that do linkbuilding better and less soul draining. ✨ Algorithm updates Nothing big this week that we can actually check. Of course Google is rolling at AI in search through their Search Labs. But there have been a few announcements. One regarding Core Web Vitals. They're removing First Input Delay...