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Google was granted a patent
with the name "Question
answering using entity references in unstructured data". The
patent is long and full of technical lingo but if offers some insights
into how Google finds relevant information on your web pages.
According to the patent, an entity is
"a thing or concept that is
singular, unique, well-defined and distinguishable. For example, an
entity may be a person, place, item, idea, abstract concept, concrete
element, other suitable thing, or any combination thereof."
In other words, an entity is something
that people search for on
Google. The patent explains how Google might find information on the pages
that are not organized in a pre-defined manner, i.e. regular web pages
that can have any kind of layout and code design.
do you have to adjust your web pages?
Google's algorithms try to find the
connections between the different
pages and the topics that they find. There are some things that you can do
to make sure that Google finds the right "entities" on your pages:
Make sure that your pages are relevant to a topic
This is quite obvious but many
websites still do not have a clear focus on a particular topic.
If you want to sell shoes, make sure that your website is
relevant to the topic 'shoes' and everything that is related to that
Your web pages should not only provide
the direct answer to the
question of a searcher. It should also contain supporting information.
If a searcher has further questions, the answers should be available on
your web pages.
Google wants to provide solutions on
the search result pages. If your
web pages provide these solutions, they will be listed in the search
The structure of your web site is important
Of course, it makes sense to use structured markup code on your web
pages. It is even better if search engines can find the structure
without that code.
The navigational elements on your web
pages should be clear and
concise. If a web page about "tiger" is embedded into a website about
golf, search engines will be able to find out that you're talking about
the golf player, not the animal.
The navigational elements on your
website should be clear and concise.
Use categories, sub categories and clearly arranged sections. The
structure of your web pages should also be visible in the URLs of your
web pages and the folder structure on your site.
The easier your website visitors can
find what they are looking for,
the easier it will be for search engines to find relevant content.
The structure of your web pages is important
Depending on the keywords for which
you want to get high rankings, it
can be helpful to provide an answer in paragraph format. Google
distinguishes different query types. "Who is" queries might prefer
solutions that are written in paragraphs while "how do I" queries might
prefer answers in bullet lists.
Ideally, your website should offer
both solutions. If your website has
many different pages that explain the topic from many different angles
(in a way that looks good to human website visitors), it is more likely
that your pages will get high rankings on Google and other search
The patent does not contain new
information. It just confirms that
Google is able to see your website as a whole and that they are able to
put your website into a greater context with other websites.
Even without dedicated structured
data code, your website visitors and search engines should be able to
recognize the structure of your website. The easier it is to find the
structure of your website, the better.
The tools in SEOprofiler help you to
optimize your website for these
ranking algorithms. If you haven't done it
your SEOprofiler account now:
Internet marketing news of the week
Google: the mobile first index
will take some time
a Google webmaster hangout, Google’s John Mueller said that Google will
release the mobile-first index later this year. [...]
I don’t know about Q1 but it is differently not like next week where we
will be switching [the mobile first index] on."
need to change canonicals from desktop for mobile first indexing
you are updating any canonicals, you do not need to update all
desktop/mobile canonicals on your site to make the mobile version be
the primary URL. [...]
Sites do not have to make changes to their canonical links; we’ll
continue to use these links as guides to serve the appropriate results
to a user searching on desktop or mobile."
penalty for intrusive interstitials on mobile websites now live
John Mueller and Google’s Gary Illyes both confirmed that Google
started to roll out the penalty for mobile websites that use intrusive
The new penalty does not impact desktop searches. It seems that some
websites lost 10 positions after the release of the new penalty. Some
examples can be found here."
SEARCH +++ ENGINE +++ NEWS +++ TICKER +++
- Google’s link search operator is officially
dead – here’s a free alternative.
- Google has removed the term 'fake news' from its advertiser
- Google Home traffic marked as direct traffic by Google Analytics.
- Mobile search ads will feature a click-to-call option
automatically after Feb 6th.
- Bing Places testing new local listing
redesign; adds popular times.