SEO in Orbit: Creating entity-based content that converts

OnCrawl Ambassador Murat Yatağan and JP Sherman dive deep into the question of how to create content that machines understand in order to increase rankings, CTR and conversions. Join us for insights on how to build content for SEO in 2019.

This OnCrawl webinar is part of the SEO in Orbit series, the first ever webinar series sending SEO into space!

Aired on: May 15th, 2019

Presenting JP Sherman – [01:38]
What are entities? – [06:24]
What is structured data? – [07:26]
What is Schema.org ? – [08:56]
Biological constraints on how people search – [10:05]
– Accessibility – [10:16]
– Pattern-seeking behavior – [11:36]
Recent evolutions in search engines – [14:13]
– Understanding individuals and their patterns – [15:20]
– Accounting for context – [16:17]
SERP ranking and CTR optimization – [17:44]
Difference between ranking with neural matching vs keywords – [22:01]
– Triggering neural networks for search intent – [22:31]
– Google’s use of entities to decipher queries – [23:56]
Knowledge graphs – [25:09]
– Horizontal relationships of entities sharing characteristics – [25:56]
– Filling template gaps – [26:36]
Structured markup and machine learning – [27:21]
Structured markup to signal content to search engines – [28:56]
Featured snippets – [29:35]
– Present information in simple, clear ways – [30:46]
– Support with structure and markup – [31:32]
– Speed of understanding – [32:21]
– Use in voice search and new Google features – [33:21]
Collaborating with smart people – [34:24]
How Google handles SERP-based intent – [37:22]
– Consuming historical data – [37:46]
– Data mining of user behavior on a platform level – [38:05]
– Keyword refinements – [38:46]
– Related searches – [40:07]

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