ENTITIES
- rwangchuk
- Nov 20, 2020
- 3 min read
Entities originally comes form the latin word, ens which means being or a thing. It is said due to the rise of natural languages, entities too are gaining much popularity especially in the field of online marketing. Entities in lay mans language can be defined as a thing or object which are uniquely identifiable with names, types and attributes. Entities can be also have several types and attributes. For example a name Narendra Modi in India can be of several persons, all independent entities really, but the help of the types of narendra modi such as the current prime minister of India, since india has only one prime minister at a time, there can be only one narendra modi. To add to that with the help of several attributes of the entity, one can further segregate the specific entity in question. Entities can also have relationship with other entities.
In today’s time, the entitie have started playing a big role in the search engines. Unlike the traditional ways of doing things where one simply needed to search for some product or a thing on google search with a group of three to four words, keywords so to speak, one expected the best results possible with those keywords on it, but that also depended on the amount those same set of keywords have been used on the search engines. But with the entities functionalities playing a big part in the search, today, it simply makes the same search a more comprehensive, complex, granular search for the user. Hence throwing back richer more accurate results, all thanks to the entities! Some of the fine examples of entities is simply displayed throught the Google lens app, which gives back accurate results through the use of images and even music! Many of the biggies of the industry are trying the same as Google such as Bing. It is also noted that the use of these highly intelligent methods are also creating some problems for the search engines when the entities ofcourse are not related and can throw some confusing results back.
Then in 2012, Google came out with the next step in dispersing intelligent thought out information to all through their brilliant knowledge graph, a next step in search with taps into the collection of intelligent information from the web and working a little like humans. Google knowledge graph simply collects information through the web, in other collects entities and connects the relationships between the different entities, eventually giving out a wholesome information about an entity, in other words a more complete picture.
Where does the information ( entities ) get fed into Google from?
Google’s knowedge graph was first fed by an acquired company called Freebase, a knowledge database by Metaweb back in 2010 which at a future got merged with another company called Wikidata by the Wikimedia Foundation Wikidata Project. Now majority of all the information is sourced from Wikidata. Other relevant and main sources of data for the knowledge graph are namely Wikipedia and the CIA world factbook. It is also said that, any source with a certain level of structure, expertise and authoritativeness could be a potential source for the knowledge graph.
Dive into local business entities and focus on improvement
If one needs to think about the local sources and searchability of their businesses some of the elements or entities so to speak which would be of high relevance would be;
GMB ( Google My Business )
Knowledge graph API
Structured data
Near me search optimization
Entity based searching
Visibility
Consistency
Rich snippets
Sematic way concept
Social platforms such as Yellow Pages, yelp, Tripadvisor, Fb, Apple maps, Bing, Wikipedia, Navmii just to name a few
In conclusion, it is very evident that the importance of entities is only going to grow for the future in the search box, and the experts out there would only have to alter their goals with the positive adoption of these proving much profitable than being stuck to the traditional ways of dealing with search and its optimizations.
Reference;
Comments