seo

In the past, SEO was largely focused on marketing to humans. However, with the rise of large language models, such as OpenAI’s GPT-4 and Google’s PaLM 2, MUM and BERT, SEO is now also about marketing to machines.

But no matter the interface, whether blue links, reformas baratas zaragoza rich results, Google surfaces, SGE or chatbot, the timeliness imperative of SEO is for searchers to find and choose our brand.

And no matter the user, whether human or AI, brand awareness and brand preference are vital for inclusion in the target audience’s consideration set.

Therefore, building a well-known, top rated and trusted brand entity is the cornerstone of organic visibility.

Brands, entities and the Google Knowledge Graph

The Google Knowledge Graph is a database that understands relationships between and “facts” about entities.

Google defines an entity as “a thing or concept that is singular, unique, well-defined and distinguishable” that is represented linguistically by nouns. For example, an entity may be a person, place, product, event, idea or brand.

Knowledge Graphs allow entities to be contextualized through their connections to other entities.

So when I type into Bard “Best Italian restaurant in Berlin,” it does not match based on keywords, but rather on entities.