Understanding the NEW Seo!

Before we jump right into the training, it’s best to make sure you understand a little more about what Google is looking for in an article. Based on the concept of Semantic Search, they use Topical Relevance as the basis of reviewing any online article. To better understand how this is used, it’s important that one understands the topic – entity relationship as opposed to the concept of articles ranked via keywords. This isn’t as complicated as it may seem – it’s just different to how it’s been done in the past.

Many SEO articles you read discuss using “quality” content for Topical Relevance. But they don’t explain what exactly “quality” means. We will discuss this briefly as it’s such an important concept to understand before writing for the web. We suggest you read further on the web about this topic until you have a really good understanding.

As we have heard for many years now, when it comes to ranking, Google likes to concern itself with E-A-T or Expertise, Authority and Trustworthiness. In the past, ranking was based on a page by page basis. This is no longer the case and your whole site is considered on the ranking of any page on it. The Authority and Trustworthiness is mostly based on the site as a whole. This was mostly based on the links to and from other relevant and respected sites, the length of time the site has been around providing expert content and a number of other factors. Because of this, SEO has primarily been about link building, aged domains and keyword density. It’s the concept of Expertise that has changed quite drastically over time as Google has refined its processes in determining what your site is all about and if you have articles that completely and fully discusses the sites topic. And they are now using this expertise factor much more heavily for ranking than ever before.

When Google is reviewing a page, it tries to determine what the topic of that page is about. It then tries to decide if this is relevant to the topic of the site. If it doesn’t think it is, then it might not look at your page any further. In the past, search engines looked for “keywords” that stood out on a page. Not anymore. Google understands what keywords are related to a topic and it bases it’s ranking on the topic. This significantly reduces the number of opportunities for a page to rank. Understanding this concept of Topics is of prime importance today.

If it does think this page has merit, it will take the topic of the page and generate a list of entities that it feels will comprise all there is to know on this topic. Entities are distinct items that are considered part of your topic. For example, in the case of the Jaguar car brand, different entities that would comprise expertise in this topic would be the different heads of the company, the individual car models, the pricing of the cars, the color of the bodies, the use of chrome on the car, etc. As you can see, this list will get very, very long.

The big problem is that Google is not willing to share this entity list with anyone. It just compares a sites content to what they expect and then decides how much of an expert you are as compared to others.

This is the simple basics of Google’s method of determining expertise in an article. Each article will be about a small part of the sites’ topic. And overall, the entities for that topic should be used throughout all the articles on the site to cover the content associated with that topic as completely as possible. Again, getting back to our previous example, you might use primary entities such as the car models in titles, headers and the article itself. Whereas minor entities, like colors would be used in the descriptions of those models. The important thing is to use as many of the entities as possible in the creation of all of your online articles.

Many very high-priced solutions today scan over the top pages for a topic and use Googles own API to identify the entities that are found on these pages. This is a good start but are you sure that you are getting all the top entities that Google expects?

This is the genius of Gseo, it doesn’t guess entities by looking at other peoples’ pages. It actually EXTRACTS the top entities being expected by Google from Google themselves.