SEO: Evolution of Websites (Brands) to Search Entities

by Wayne Smith

We know websites (brands) are entities because they can have knowledge panels

targeting minimium viable E-E-A-T

Sites who register with "Google My Business," recieve a Google Knowledge Panel for their business which includes hours of operation and other information they give to Google. Organizations and local businesses also get Knowledge Panels either by using Schema to explictly provide the information or over time as Google collects information and builds up confidence from collecting enough information from multible sources.

The information in the knowledge panel needs to have a unspecified minimum viable E-E-A-T before Google is going to publish it on the panel. We can look behind the vale using the knowledge graph API and find the knowledge panels machine readable ID. The entity exists before a knowledge panel is shown.

We know from Kyle Woof, a well known SEO researcher, topical sites can be entities. In one of his tests, (he used ipsum lorem to fill in zones which were not part of the factors he was using), the ipsum lorem site recieved a knowledge panel for the topic ... it was not a business, no hours of operation; It was however regional topic without a specific address. Google later removed the panel and site as ipsum lorem is not intelligible or comprehensible; They also added to their changable guidelines that sites need to be intelligible and comprehensible to be included in Google's index, before they removed it; The guidelines have no grandfather clause.

Websites can be Entities, (Search Topics), What about Pages?

Several sites exist which when a page is created a knowledge panel normally follows

  • Wikipedia pages normally turn to knowledge panels. The requirements for a Wikipedia page is the topic has been spoken about in a journal, (normally newspaper), but also extends to books and science journals, which have a minimum viable fact checking and are considered objective. The information about the topic must be based on the facts already published. Wikipedia does not do first hand reporting, true or not.
  • IMDb database contains information on films, movies, television shows, video games and includes cast, crew and personal biographies. These pages are turned to knowledge graphs and are the source of a great number of the panels that refer to people. An individual in IMDb can edit their information, this information is public and with consent, (Normally, given to the production studio to allow them to use the person's name and image in association with the production).
  • Google Trends creates entities, that have a panel which is not populated with data. These entities of interest to Google may or may not expand into full panels, but are available for use by natural language processing algorithms.
  • An open database of concepts that can be used for natural language processing.

Google Trends creates or reports on KGMID or Search Entity Topics

An entity exists for "YMYL (Your Money or Your Life) Pages / Google Latest Algorithm change (August Upadate)" Note the spelling, oops. KGMID number "/g/11fhrq357f" ... ... It is not possible because of mathematical probability that this graph data was created by many people searching for the term and not a single typo from a web page.

Knowledge Panel which contains a typo

The requirements for creating a search entity page URL are not clear. But, it is fair to suggest: It was a page that came up when people searched for terms and topics related to that page, and was ranked higher than other pages. Google trends may have played a part. In other words breaking news that many people searched for, and the page had a high enough E-E-A-T to be trusted for a panel.

Finding Search Entities with Google Trends

When you enter a term into Google Trends, the search box suggests topics when it finds one. Let's use example as the example, there are three entities, the word, a musician, and a coloring book.

For entity SEO an additional entity would be needed to make the reference unambiguous, for natural language processing, and topical relevance. The old school would be related keywords.

For example, you may wish to say, "Example the stage name of Elliot John Gleave," or reference his website, if you wish to unambiguously reference the musician; Or say "as an example," or "to illustrate by example," to unambiguously mean example. Pulling up the knowledge panel for the entity will provide, dare I say, Examples.

Competition dictates what topics need to be unambiguous, and how much gain of knowledge for the terms on the page is beneficial.

When using schema you can make an unambiguous reference to the Wikipedia URL, the Google Knowledge Panel, or the site if it has a Google Knowledge Panel as a "sameAs."

screen shot of Google trends drop down on search

Finding the KGMID to research the topic for SEO

The Google Trends results for the topic provides the entity or KGMID, it is embedded in the URL. the KGMID is the q=[entity]. Move this value to Google search. Note: Other name=value fields are not needed. The Knowledge Panel for the topic, concept of example, (word), is as small as it gets. Note: The "%2F" is the same as "/" and should be changed to "/" IE /g/120ht8kb.

Knowledge panel for the word example

The list of sites for Google Knowledge Graph for the concept of "example, (the word)," is also small. Five dictionaries, One Wikipedia page, and four Google pages are used for natural language processing of the concept of example, which you can look at to gather the related terms.

Finding Search Entities from the Google Knowledge Panel

To get the KGMID from the panel: Click the "..." and select share. Follow that link, it will redirect to the URL of the Google Knowledge Panel