The significance of a reputable, highly-rated, and trusted brand entity must be recognized regarding organic visibility. The evolving digital landscape, shaped by Google’s Search Generative Experience (SGE) and Bard, has added a new facet to SEO—brand entity SEO.
This guide will walk you through a five-step process to build your brand entity effectively.
Understanding Brands, Entities, and the Google Knowledge Graph
The Google Knowledge Graph is a database that understands and maintains relationships between distinct entities. An entity could be anything represented by a noun—a person, a place, an event, an idea, or a brand. Optimizing for Knowledge Graph entities such as location, cuisine, ambiance, awards, people, and, most importantly, the brand entity can significantly impact your organic visibility.
1. Securing CMO Sponsorship
Creating a brand entity is a collaborative effort that extends beyond the traditional boundaries of SEO. It’s essential to secure the sponsorship of your Chief Marketing Officer (CMO) for a ‘brand entity establishment’ project. Present the opportunities or threats related to brand entity presence, industry-relevant entity-only SERP features, and competitor brand entity presence to secure the CMO’s commitment.
2. Defining and Aligning Your Brand Entity Bio
To become a distinct entity in Google’s Knowledge Graph, it’s important to have a clear and consistent brand entity bio. Start with defining your official brand name and craft an entity bio that Google can understand clearly. Once a concise, meaningful, topical brand entity bio is drafted, it should be evaluated using Google’s Natural Language API. Once aligned with key stakeholders, it’s time to corroborate this information.
3. Corroborating Topical Relatedness
Google’s understanding of entities is based on their relatedness, which is determined by the frequency and authority of their co-occurrence. Establishing entity co-occurrence through authoritative repetition is essential. This can be accomplished by publishing your brand entity bio on your About page and other brand assets such as social media profiles, business directories, and industry sites.
4. Marking up All Aspects
The next step is using Organization schema markup on the About page in JSON-LD format. This helps in communicating essential attributes of your brand entity to search engines. Attention to elements such as name, description, image, address, contact details, awards, and unique identifiers. Once the page with valid structured data markup is live, manually submit the URL in Google Search Console for quick indexing.
5. Installing Related Entities
The final step in the process is to mark up every relevant entity on your site with structured data. This reinforces the connection between recognized entities and your brand entity. It’s equally essential to establish the entities of your key people, products, or events.
Building a strong brand entity can control the brand positioning Google presents to your audience, increase the chance your brand will appear on Google surfaces, and invest in the growing importance of entities. With a well-established brand entity, you will be well-positioned to enhance your organic visibility in the evolving digital landscape.
In Conclusion
As the digital landscape evolves, the importance of establishing a robust brand entity in the Google Knowledge Graph cannot be overstated. It is crucial to increase visibility across multiple Google surfaces and create a strong brand positioning that speaks directly to your audience.
This five-step guide provides a roadmap to navigating the complex world of SEO in the era of generative AI. By securing executive sponsorship, defining and aligning your brand entity bio, corroborating topical relatedness, utilizing schema markup, and establishing related entities, you can enhance your brand’s presence and strengthen your SEO strategies.
The future of SEO lies in effectively communicating with machines and humans. By building a resilient brand entity today, you are laying the foundation for your brand’s success tomorrow.
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