If you are an industry vet reading this, you may be familiar with entity search and the ongoing discussions taking place in the ad and marketing world. Many marketers are currently debating about what entity search means for their bottom dollar. Let’s first take a step back and clearly illustrate what this new search behavior means for the industry.
Entity search removes users from a “keyword-based” search activity and propels us into a new way of ad placement. The concept resolves language-based ambiguities and creates a database of facts about specific, unique entities such as people, places, businesses, events, etc.
One breakthrough example on the minds of everyone currently is Google’s Knowledge Graph. In some cases, Knowledge Graph is displacing and even removing traditional display ads, forcing businesses to load their products into Google’s product catalog or enlisting into Google Reviews. With Google’s Knowledge Graph search results pages will look fundamentally different from keyword-based search results, which we’ll delve into more detail on in a forthcoming post when we explore how to properly utilize Google’s Ad Sense as search changes.
For now, entity search offerings are focusing less on keywords and more on intent-based or collective intelligence. The real estate is different and understanding the way entity search affect online visibility is critical for this industry.
We can’t just sit back and watch the evolution of search happening in front of us, we have to be able to identify these trends and explore ways to make content commercially viable. To help marketers adapt to the entity search landscape they must first identify the new opportunities, and also stay focused on branding in order to reap the benefits of the SEO that comes with it.
Tune in for our next piece where we’ll explain if Google’s Ad Sense is still the right solution for marketers.
Recommended reading – http://www.searchenginejournal.com/getting-your-site-ready-for-the-knowledge-graph/65950/
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