Internal linking is very important for SEO. It is no longer enough to create a hierarchy, some breadcrumbs and navigation and say your internal links are optimized. You need an effective and scalable methodology to create contextually relevant internal links within the body of your content. This guide shows you the principals behind internal linking…
A well crafted internal link structure significantly improves your chances of your content being seen at the right place and at the right time. Your internal links structure is also known as your “Link Graph” and there are three core elements: Your Navigational or menu link structure, your breadcrumb link structure and – by far…
You can define your own entities on your own web pages. When a search engine such as Google comes to see your site, they will see the underlying structured data on the page, which will allow them to easily categorize the content. Webpage schema is a sensible approach to doing this. You do not need…
Whether you have decided that your strategy is to be the entity, be an authority on the entity or play on the edge, your next step is to start marshalling or making your digital assets. Here the thought process is rather different to the old school idea of “content marketing” where you just carry on…
This is much harder than it sounds, mostly because businesses do not entirely agree the message that they want to portray and the niche they want to dominate succinctly enough. Mary Bowling, a long-time SEO from Ignitor, recommends looking at your own website as if it was your own personal knowledge graph: Figure 2 Make…
Being the Entity If you are a business or organisation, then you ARE an entity. Google may not have enough confidence, yet, to know this. Every person on the planet is an entity, but Google does not yet try to distinguish between every version of “Purna Patel or “Sally Stokes” on the planet… at least…
Become an entity or an expert on an entity Your first strategic decision is whether you want to try to BE a fully defined entity in your own right. There has been a move in recent years away from optimizing for keywords and instead simply trying to make your brand stand out from the crowd…
Getting a Wikipedia entry is fraught with dangers. Inlinks has chosen not to list a specific strategy. Instead, we are bringing in tips and ideas from well-known practitioners in online retrieval, including inLinks users. One of the challenges is that Wikipedia is controlled ultimately by a very small and not necessarily unbiased group of people.…
Google’s Knowledge Graph is built upon Entities, primarily – but not exclusively – derived from sources like Wikipedia. But this is a training set. You can change Google’s knowledge graph by being associated to an entity.
Know what is an Entity and what isn’t Just as you can type in site:example.com into Google search to see all (or most) of the web pages that Google has for any given site in its web index, they also provide a tool https://developers.google.com/apis-explorer/#p/kgsearch/v1/kgsearch.entities.search to allow you to interrogate their knowledge base. This is a…
