Entity SEO — Erin Sparks // Site Strategics

Erin Sparks, host of EDGE of the Web podcast and President of Site Strategics, talks about podcasting SEO and content marketing. Google's intent has always been serving consumers with the best information, not bringing traffic to websites. While that may seem at odds with our SEO goals, there is a way to build your entity’s relationship with Google by understanding the questions that people are asking. Today, Erin discusses entity SEO.
About the speaker

Erin Sparks

Site Strategics

 - Site Strategics

Erin is host of EDGE of the Web podcast and President of Site Strategics

Show Notes

  • 02:18
    What entity SEO is and how can you control it
    Entity SEO is about getting Google to trust you by feeding the AI. In addition to demonstrating your service or topic knowledge and the related subtopics on and off your website, youre also doing so through the mediums Google trusts like video, audio, etc.
  • 06:11
    Building value around an entity
    Googles intent is to serve information to its users. If youre able to follow the decision-making pathways of People Also Ask SERP feature with content on your website, social media, your Google business profile, etc, you can build your entitys relationship with Google.
  • 09:41
    Improving your entity ranking on Google
    Ultimately, its about finding those gaps in content where you can provide unbiased information and advocate for the customer. Google is going to trust that piece of content over funnel content because its solving a problem that nobody elses content has done.
  • 13:14
    Answering customer questions through different mediums
    Our content needs to meet the customer where they are. So we should be amplifying our answers by using mediums like audio, video, snippets, etc, to solve customer problems, which gains both consumer trust and Googles trust.

Quotes

  • "Keywords are dead and we cannot look at keyword ranking as a factor of success anymore. We have to understand that our job is to be able to communicate to Google on behalf of our client." -Erin Sparks, President, Site Strategics

  • "To feed Googles AI, you have to demonstrate your knowledge of a service or topic and the related subtopics on your website and the verifiable data collection Google's doing outside your website." -Erin Sparks, President, Site Strategics

  • "If Google thinks it is important to your consumer, you should have it on your website in one way, shape, or form to communicate to Google's audience subject matter expertise and information." -Erin Sparks, President, Site Strategics

  • "I think one of the best reveals over the last couple of years has been People Also Ask representation on the SERP itself." -Erin Sparks, President, Site Strategics

  • "And if you keep on following those rabbits down the rabbit hole with PAA, you're going to have plenty of information and knowledge of what Google thinks is important to its consumer." -Erin Sparks, President, Site Strategics

  • "Your content cannot be matching the consumer funnel all the time. You have to get out of that funnel and actually advocate for the customer." -Erin Sparks, President, Site Strategics

About the speaker

Erin Sparks

Site Strategics

 - Site Strategics

Erin is host of EDGE of the Web podcast and President of Site Strategics

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