Dave Davies' session from SMX West 2020. The core concept of the sessions was to leave attendees able to: - Understand what entities are as they relate to search, based on Google patents - Understand the rise of machine learning (specifically the BERT algorithm) and how entities impact its core functioning - Apply entities knowledge when creating content and executing SEO with word orders, hierarchies and schema

1. @BeanstalkIM
ENTITIES:
THE SINGLE MOST IMPORTANT
CONCEPT IN SEARCH
FULL STOP!

2. @BeanstalkIM
• WHAT & WHERE ARE ENTITIES?
WHAT WE’LL BE COVERING …
• WHY ARE THEY
IMPORTANT?
• HOW CAN YOU USE THIS?

3. @BeanstalkIM
Sorry - I am not this Dave Davies.
WHO AM I ?
Yup, That Tracks.
CEO Of Beanstalk Internet Marketing
Been An SEO Since 1999
Married To My Business Partner
(who’s thankfully as nerdy as I am)
Spoke At My First SMX In 2009
Dave Davies

4. @BeanstalkIM
I think a lot about entities.
ALSO…

5. @BeanstalkIM
SO WHAT ARE ENTITIES?
“A thing or concept that is
singular, unique, well-defined
and distinguishable.”

6. @BeanstalkIM
SO WHAT ARE ENTITIES?
This
Session
Has SpeakerHas Moderator
Has Met
Has Email
Has LinkedIn
…
Works
With
SMX
West
Has Event
Has Logo
February 20,
2020
Has Date
Has Color
Has Date
You !
Attendees Has Slide
Has Color
Has Session
Has
Time Limit

7. @BeanstalkIM
WHICH MAY ALL LEAVE YOU SAYING…

8. @BeanstalkIM
WHICH MAY ALL LEAVE YOU SAYING…WHICH MAY ALL LEAVE YOU SAYING…

9. @BeanstalkIM
WELL, LET’S LOOK AT REAL LIFE …
Me
A somewhat more
Famous Dave Davies
(he gets a statue after all)
The significantly more
famous singer for
The Kinks.
HERE’S HOW GOOGLE SEES “ME”…

10. @BeanstalkIM
THIS IS HOW GOOGLE SEES THE IMPORTANT
ONE …
HERE’S HOW GOOGLE SEES “ME”…
The significantly more
famous singer for
The Kinks.

11. @BeanstalkIM
THIS IS HOW GOOGLE SEES THE IMPORTANT
ONE …

12. @BeanstalkIM
Share these #SMXInsights on your social channels!
An Entity Is: A thing or concept that is singular,
unique, well-defined and distinguishable.
They are not just a thing …
They are everything.

13. @BeanstalkIM
A BIT ABOUT MACHINE
LEARNING
AND BERT
• Machine Learning In Search
Relies On Entities.
• BERT Improved Search Through
Improving Context Of Words And
Entities.
• We Use Words To Describe
Ideas. Entities. The Machines Are
Catching Up.

14. @BeanstalkIM
HOW CAN YOU USE THIS?
FINALLY !!!

15. @BeanstalkIM
ONE: THE TECHNICAL WAY
https://cloud.google.com/natural-language/#natural-language-api-demo

16. @BeanstalkIM
TWO: THE NON-TECHNICAL WAY
A – Featured Snippets
(before you chase them make sure the recent update is what you want)
B – Knowledge Panel (entities)
(moving to position 0)
C – People Also Asked
D – Organic
E – Video
F – Related Entities (entities)
G – Searches Related To
And Local Is Almost Entirely Based On Entities

17. @BeanstalkIM
SO USE YOUR EYES AND MORE IMPORTANTLY
…

18. @BeanstalkIM
SEE YOU AT THE NEXT SMX!
SEEYOU ATTHE NEXT SMX !