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3 ways to use AI for sitewide entity optimization

Written on June 1, 2023 at 6:38 am, by admin

Ready to discover three incredibly simple (yet powerful) strategies that will help you optimize quicker and more effectively?

Here’s what you’ll learn in this article:

• How to use AI to provide a data source for on-page optimization. 
• Using AI to quickly create multiple schema types for every blog article on your website. 
• A free internal link solution that makes internal linking a breeze.

Key terminology

Before we begin, it’s important to connect these concepts to entities.

Entities

In machine learning, particularly in natural language processing, an entity is a significant thing or concept in a specific context. 

For instance, “Apple” could be an entity that represents the technology company or an entity that represents a type of fruit, depending on the context.

Internal links

Internal links are hyperlinks that direct to another page on the same website. They help to establish an information hierarchy for the given website and guide visitors to high-priority sites. 

From an SEO perspective, these links aid search engines in discovering, indexing, and understanding all the pages on your site. 

Internal links can also help search engines understand the context and relationship between different pages and their content. This can assist the search engine in identifying relevant entities on your site.

Schema

Schema (or Schema.org) is a collaborative, community-driven project with a mission to create, maintain, and promote schemas for structured data on the Internet. 

In other words, it’s a way to tag and categorize information on your webpage so that search engines can better understand what your page is about. This could be anything from a product review to an event announcement. 

By using schema markup, you’re helping search engines identify and understand the entities present on your webpage.

EAV (Entity-Attribute-Value)

EAV is a data model used to describe entities where the number of attributes (properties, parameters) that can be used to describe them is potentially vast. 

This is particularly useful in SEO because it helps represent information about entities flexibly, which can be beneficial in situations where the attributes used to describe an entity can vary widely.

Search engines seek to understand the searcher’s intent and the contextual meaning of terms as they appear in the searchable dataspace. 

The concept of entities, backed by the use of schema, EAV, and internal links, enables the search engine to comprehend a website’s content more effectively and present the most relevant results to users. 

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Overall, the following three tactics enhance the “semantic understanding” of your website. Along with other SEO practices, they can help improve your site’s visibility in the SERPs.

1. The hexa grammarian prompt sequence

This prompt is specifically designed around entities. As we’ve covered in the definitive guide to entities, entity understanding is largely tied to grammar. 

The nouns, adjectives, verbs, adverbs, prepositions, and EAV are all integrally tied to entities. 

While it sounds confusing, it’s simpler than you might think. Here’s what ChatGPT says about its importance.

Here are the six prompts:

• “Provide a comprehensive list of the most common verbs associated with the topic. Cluster the list and nest associated verbs.”
• “Provide a comprehensive list of the most common nouns associated with the topic. Cluster the list and nest associated nouns.”
• “Provide a comprehensive list of the most common adjectives associated with the topic. Cluster the list and nest associated adjectives.”
• “Provide a comprehensive list of the most common adverbs associated with the topic. Cluster the list and nest associated verbs.”
• “Provide a comprehensive list of the most common predicates associated with the topic.”
• “Provide a comprehensive list of attributes associated with the topic.”

When you get your answers, you can save them however you like. I prefer a Google sheet.

I suggest using this list in a couple of different ways.

You can use the hexa-list to inform your content briefs. You could use the hexa-list to optimize existing content. You could even use this list to help you craft clever prompts for OpenAI. 

I can’t give away all of the in-house secrets, but suffice it to say that this list can be used to help you with programmatic AI content deployment.

2. Schema and AI

Creating schema for hundreds of web pages is an absolute slog. Over the past few years, agencies have productized schema because it’s one of those tasks that no one wants to do.

Since schema is hard to understand and the benefits aren’t always understood, many people use an out-of-the-box solution (e.g., SEOpress, RankMath, Yoast).

This article’s co-author, Andrew Ansley, developed a straightforward system for schema generation. You don’t need to understand anything about schema to make this work.

All you need is an OpenAI playground and access to GPT-4.

For this example, we are going to use webpage schema so we can create a clear and structured declaration of the entities that are found in the blog article.

Setting up

Step 1: Grab the URL for your blog article.

Step 2: Provide the author, website URL, organization name, publisher name, and web page URL in the system text.

Step 3: Copy and paste your blog article text into the system text.

As you can see from the image, the system text is on the left. The actual prompting is in the middle of the page, functioning exactly like ChatGPT – with a major upgrade. 

In playground, you can adjust settings and the system text functions as memory/context.

Inside the playground, you can use around 8,000 tokens (.75 words per token = 6,000 words). 

The schema prompt

The prompt is straightforward. All you need to enter into the user box is: 

• “Create WebPage JSON-LD schema. Use about and mentions. The about and the mentions should use entities and the associated Wikipedia page.” 

After you’re done, you’ll get some pro schema to add to your article. We typically use a plugin to inject header code into a blog article, but that is just one of many options.

If you don’t trust the AI, you can go to https://validator.schema.org/ and provide the code to see if it has any errors.

As you can see from the image, my pro schema code designed for entity optimization is free from flaws. Huzzah!

Another schema type that you can easily add to a blog is FAQPage schema.

FAQPage Schema

This schema type is simpler than the previous example. For this schema, you can delete your article text from the system and you can replace it with whatever you like.

The prompt is: 

• “Create FAQ schema.”

If you have the text inside of the system, it will generate something like the following example.

For those who prefer ChatGPT, you can just use the web browsing plugin (which is even simpler to use).

The only prompt you need is: 

• “Create FAQ schema for the URL [insert link here].” 

If you want to do multiple URLs, you can add additional URLs and ask ChatGPT to create FAQ Schema for each URL.

I can’t help but nerd out over how easy it is to accomplish SEO tasks with AI. While I am showing a non-programmatic example here, you can literally explain what you want to build, and the AI will provide the code.

You don’t even need to ask the AI for code to accomplish a more programmatic approach to schema. You can use this simple prompt sequence:

• “Create FAQ schema in JSON-LD format. Process one URL and when you are done with that task, initiate another prompt that continues the task until you process the final URL in the list.”

The answer looks like this:

When you use this method, the generation of results will end around the 6th URL. 

If you give a list of URLs that exceed the output length, you can type the word “continue,” and then the AI will continue down the list of URLs.

3. The internal link script

Internal links are incredibly important for passing authority between pages, improving crawlability for Google Bot, and communicating topic relationships for entity optimization. 

Here’s a script that Ansley created that only needs three things. 

• A Google Doc.
• A Google Sheet.
• App Scripts.

The doc is the article you’re writing that will link out to your other articles.

The Google Sheet contains all of your keywords and URLs. I use a sitemap. 

The next step is to ask ChatGPT to identify the keyword from the URL slug.

Here is the script.

function addLinksFromSheet() {
// Your Google Sheets ID
var sheet = SpreadsheetApp.openById('1AOvyOL0PCVVjY86aEEx77RqUWthV1m5Vzs2SyXE2f7g').getActiveSheet();
// Get all the rows of data in the Sheet, excluding the headers
var data = sheet.getRange("A2:B" + sheet.getLastRow()).getValues();
// Iterate over all the rows
for (var i = 0; i < data.length; i++) {
// The first column in the row contains the text to be hyperlinked
var searchPhrase = data[i][0];
// The second column contains the URL
var hyperlink = data[i][1];
// Use your addLinks function to add the hyperlink to the doc
addLinks(searchPhrase, hyperlink);
}
}
function addLinks(searchPhrase, hyperlink) {
if (!searchPhrase) {
return;
}
// Your Google Doc ID
const document = DocumentApp.openById('1_T5BRHiNi3iPnEL6xtys2qEV9WNzPZAwsQdIqtgiFtI');
const body = document.getBody();
let search = null;
let count = 0;
while (count < 1) {
search = body.findText(searchPhrase, search ? search : null);
if (!search) {
break;
}
const searchElement = search.getElement();
const startIndex = search.getStartOffset();
const endIndex = search.getEndOffsetInclusive();
searchElement.asText().setLinkUrl(startIndex, endIndex, hyperlink);
count++;
}
document.saveAndClose();
}

I emphasized the part of the script that requires your own unique document slug. 

The inspiration for this script came from Hamish’s YoTtube channel, Income Surfers. Hamish is a new YouTuber, but his content is solid if you’re wanting AI + SEO.

The GIF below demonstrates what to do with Google App Scripts.

• Save project.
• Click Run and accept permissions.

The results look like the screenshot below.

The perk of this setup is you can essentially equip any of your writers with an easy way to internally link. 

One of the most difficult aspects of internal linking is the fact that most outsourced writers don’t know what to link to. 

Set up a database and maintain that list so your writers can apply all the internal links you want them to use.

If you’d like to include additional keywords, you can go to ChatGPT and paste your data. I used five keywords and five URLs for illustration purposes.

Prompt: 

• “I want to expand this table further. Repeat each URL 5 times and provide 4 additional keywords associated to each URL. The new keywords should have high semantic relevance to the original keyword in the list.”

Output:

As you can see, I now have five keywords to choose from. To avoid linking to the same URL, you’ll need to modify the script. Here is the new version:

function addLinksFromSheet() {
  // Your Google Sheets ID
  var sheet = SpreadsheetApp.openById('1jTwgsEgz5X4BbiNDjQeHJrRVtYdGi3LEKEBvPgIYtg8').getActiveSheet();
  // Get all the rows of data in the Sheet, excluding the headers
  var data = sheet.getRange("A2:B" + sheet.getLastRow()).getValues();
  // Keep track of the used URLs
  var usedUrls = [];
  // Iterate over all the rows
  for (var i = 0; i < data.length; i++) {
    // The first column in the row contains the text to be hyperlinked
    var searchPhrase = data[i][0];
    // The second column contains the URL
    var hyperlink = data[i][1];
    // Check if this URL has been used already
    if (usedUrls.indexOf(hyperlink) === -1) {
      // It hasn't, so add the hyperlink to the doc
      addLinks(searchPhrase, hyperlink);
      // And mark this URL as used
      usedUrls.push(hyperlink);
    }
  }
}

function addLinks(searchPhrase, hyperlink) {
  if (!searchPhrase) {
    return;
  }
  // Your Google Doc ID
  const document = DocumentApp.openById('1rLL9J6Lag6McZ6F22R3ptyb7XFqg9Bc1qmEgobrTa3w');
  const body = document.getBody();
  let search = null;
  let count = 0;
  while (count < 1) {
    search = body.findText(searchPhrase, search ? search : null);
    if (!search) {
      break;
    }
    const searchElement = search.getElement();
    const startIndex = search.getStartOffset();
    const endIndex = search.getEndOffsetInclusive();
    searchElement.asText().setLinkUrl(startIndex, endIndex, hyperlink);
    count++;
  }
  document.saveAndClose();
}

Using AI for entity SEO

The three specific examples above show how AI can be used to dramatically reduce the time involved in optimizing for entities. 

We always recommend utilizing AI for any repetitive or highly technical task and spending more of your time on the strategy or creative functions of SEO.  Entity SEO is no different.

However, it is important to know that there are many other uses for AI when optimizing for entities, and this is by no means an exhaustive list.  

Make sure to attend my session at SMX Advanced, taking place June 13-14, to learn more about Entity SEO and AI and why we believe Entity SEO will be crucial to top SERP positions in the future.

This article was co-authored by Andrew Ansley.

This is the third article in the entity SEO series. If you would like to start by reading the first two articles, they are linked here:

• The definitive guide to entity SEO
• How to optimize for entities

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Webinar: How to build consumer trust in a cookieless world by Cynthia Ramsaran

Written on May 31, 2023 at 3:37 am, by admin

Building consumer trust is crucial for marketers. But how is that trust built in a future without cookies?

This webinar will explore how brands can use choice, control, and transparency to create personalized, permission-based experiences that minimize compliance risk and drive marketing ROI without relying on third-party cookies. 

Learn more by registering for and attending “Trust Matters: Building Consumer Confidence in a Cookieless World,” presented by OneTrust.

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SMX Advanced kicks off in two weeks… don’t miss out!

Written on May 31, 2023 at 3:37 am, by admin

Successful search marketers need to keep up with the latest trends and tactics while seamlessly executing on a day-to-day basis. Make this the year you…

• Boost PPC productivity and performance with generative AI
• Increase SERP visibility with structured data and schema testing
• Effectively test different RSAs to boost PPC revenue
• Confidently configure GA4 for your business needs
• Optimize your ad campaigns and drive conversions
• Drive up indexing for maximum content visibility
• Craft effective ChatGPT prompts that yield targeted results

… and much, much more. Attend SMX Advanced, online June 13-14, to learn actionable, expert-level tactics that will give you an edge over the competition and set you up for a winning Q3 and beyond — all for free, and all without leaving your desk.

Each day kicks off with an exclusive keynote from Google and Microsoft:

• Jumpstart your SMX experience with a straight-from-the-source keynote featuring Cathy Edwards, VP of Google Search, and Michael Schechter, Vice President of Bing Growth and Distribution at Microsoft. Together with Search Engine Land’s own Barry Schwartz, they will discuss how Google and Bing are incorporating generative and conversational AI into their search engines and what it means for SEOs.
• Launch into day 2 with another conversational AI keynote featuring Kya Sainbury-Carter, Corporate Vice President at Microsoft Advertising. Kya and Search Engine Land contributor Greg Finn will explore the impact of conversational search on PPC and how you can adapt your PPC strategies to remain competitive.

And that’s just the start. Your free pass also unlocks…

• The entire expert-level agenda programmed by the Search Engine Land editors
• Advanced, actionable tactics to overcome critical SEO and PPC obstacles
• Live Q&A (Overtime!) where you’ll get specific answers in real-time
• 5 invigorating Coffee Talk meetups on GA4, automated bidding, ChatGPT, and more
• Live and on-demand access so you can train at your convenience
• A personalized certificate of attendance and digital badge

Don’t miss this once-a-year opportunity to participate in a free online training program that speaks to your degree of expertise, connects you with peers who are on your level, and delivers actionable tactics that will take your search campaigns to a greater level of success. Secure your free All Access pass now!

Psst… Have you heard? The 2023 Search Engine Land Awards are open for entries! Don’t miss your opportunity to boost team morale, attract new business, and stand apart from the competition… enter now!

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Bing Chat gains Android home widget and improved sports scores

Written on May 31, 2023 at 3:37 am, by admin

Microsoft released a number of improvements to Bing Chat, including an Android home widget, improved sports scores and other updates for SwiftKey, the company announced. This is in addition to the other changes, including Bing being added as the default search provider for ChatGPT.

Android home widget. There is now a new Bing Chat widget that you can enable on your Android device’s Home screen. Once you install it, there will be a Bing icon will take you directly to Bing Chat.  

Here is how that looks:

Improved sports scores. Bing Chat said it improved its “sports grounding,” adding they have “taken steps to help Bing Chat give better answers if you’re asking questions about sports topics — including games, schedules, stats, and standings across a variety of sports.”

Here is me asking for sports scores this morning:

Other changes. Bing also announced a number of changes to SwiftKey including how to compose messages in SwiftKey, new tones in SwiftKey when composing messages and new translator in SwiftKey for iOS.

Why we care. Now your sports score searches in Bing Chat should be a bit better, plus if you use Android, you can now access Bing Chat using the Android widgets. Don’t you just love these improvements?

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Google Search Console shows the wrong mobile indexing status for some sites

Written on May 31, 2023 at 3:37 am, by admin

About a week ago, Google did its last batch of moving sites to mobile-first indexing and some mobile-friendly sites were still noticing their sites were being reported as being crawled using desktop indexing. It turns out, there is a reporting bug in Google Search Console that may show the wrong mobile indexing status for some sites.

What Google said. Google’s John Mueller posted on Twitter a few minutes ago about the issue. John wrote, “It looks like we’re also showing the wrong mobile indexing status for some sites in Search Console, which is a reporting issue on our side (and also not related to mobile friendliness).”

Where to check. To check your indexing status, login to Google Search Console, click on the “Settings” link on the left side bar and then look under the “about” section to see your indexing status.

Why we care. So if you are nervous after noticing Google reporting that your mobile-friendly site(s) were being reported as crawled using desktop indexing, it might be a bug. Check back in a week or so to see if things have changed.

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Microsoft Ads to launch UET Insights dashboard with new traffic data

Written on May 30, 2023 at 12:37 am, by admin

Microsoft Ads will start collecting more website data through its Universal Event Tracking Tag to power UET Insights, a new dashboard for advertisers to launch in June.

The dashboard. Data will be available in near real-time and won’t be sampled on the new dashboard. It will include these metrics:

• Session count.
• Popular pages.
• Device breakdown.
• Country breakdown.
• Quick backs (the number of sessions where a visitor navigated to a page, then quickly returned to the previous page during the selected time period).
• Average active time.

Here’s a preview of what the UET Insights dashboard looks like:

New data signals. Additional website performance signals captured by the UET Tag will include:

• Page latencies (speed and load times).
• Click and scroll interactions.
• Purchase cart details.
• Cart abandonment details.
• Browser-based signals.
• JavaScript browser errors.

Starting June 29. That’s the date when Microsoft will automatically enable UET Insights on all existing UET tags. UET Insights will be enabled by default on all newly created tags.

Opting out. Before UET Insights is enabled:

• Complete an opt-out form by June 26 to disable the automatic upgrade.

After UET Insights is enabled:

• Disable one tag: Navigate to Tools > UET tag, select your tag. Hover over UET Insights, select the pencil icon. You’ll get a pop-up, Edit your insights setting. Set the toggle to off.
• Disable multiple tags: Go to the All Tags page, select all the tags you want and choose Disable Insights.

Why we care. Microsoft says the goal here is to help advertisers better understand user engagement and improve ad targeting. Hopefully this new data can help advertisers improve ROI and drive more traffic and conversions.

About UET Tags. Launched (then on Bing Ads) in 2014, a sitewide UET tag powers conversion tracking, remarketing and automated bidding strategies on Microsoft Ads.

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Google Search of today won’t exist in 10 years, says DeepMind co-founder

Written on May 26, 2023 at 3:36 pm, by admin

Google will look much different in 2033 – where conversation is the interface rather than the search box.

That’s according to Mustafa Suleyman, cofounder of DeepMind (which Google bought in 2014), in an interview on the No Priors Podcast.

Why we care. ChatGPT, the new Bing and Google’s new Search Generative Experience are all huge signals of a major shift in search. Clearly, nothing will change immediately. But in the coming years these changes could potentially upend the way Google – as the dominant search engine – has shaped the web and, as a byproduct, SEO and PPC.

The search dialogue. Google is “an appallingly painful” conversation right now, where the answer comes in the form of 10 blue links (though Suleyman didn’t mention all the search features and ads that also act as “answers” on today’s SERPs).

Google learns from the results people click on, how long they spend on websites and whether they come back to the search box to refine their search or click on other results. He added:

• “The problem is [Google’s] using 1980s Yellow Pages to have that conversation. And actually now we can do that conversation in fluent natural language.”

Google rewards engagement, not answers. Google has shaped content production in a way that favors optimizing for ads and rewards content creators for keeping people on pages longer, Suleyman said.

• “You go on a webpage and all the text has been broken out into sub bullets and subheaders separated by ads. You spend five to seven or 10 seconds just scrolling through the page to find the snippet of the answer that you actually wanted. But most of the time you’re just looking for a quick snippet. … that looks like high-quality content to Google and it’s ‘engaging’.”

From ‘speaking Google’ to ‘speaking to AI.’ Suleyman believes we’re nearing a point where searchers will no longer have to think “How do I change my query and write this?”

• “We’ve learned to speak Google. It’s a crazy environment. We’ve learned to Google, right? That’s just a weird lexicon that we’ve co-developed with Google over 20 years. No, now that has to stop. That’s over. That moment is done and we can now talk to computers in fluent natural language, and that is the new interface.”

Bottom line. Suleyman believes Google should be “pretty worried” that the Google search we know today won’t be the same in 10 years.

• “It’s not going to happen overnight. There’s going to be a transition. But these kind of succinct, dynamic, personalized, interactive moments are clearly the future in my opinion.”

Google CEO on Search in 10 years. In a recent interview, Google CEO Sundar Pichai was asked whether we are nearing the end of link-based search and 10 blue links. Pichai said search will be “more ambiently available to users in radically different ways” compared to today, adding:

• “I think the experience will evolve substantively over the next decade. We have to meet users in terms of what they are looking for.”

Watch the interview. The video is embedded below. Or, if you prefer, you can read the transcript.

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SEO and ChatGPT: What’s DAM got to do with it? by Cynthia Ramsaran

Written on May 25, 2023 at 12:35 pm, by admin

In the world of content creation and customer experience, AI’s ability to alleviate tedious tasks has been hyped. However, for a successful digital asset management strategy, librarians still know best how to generate and manage complex information libraries using metadata.

In this webinar, content experts will explain what content creators, managers and users need to know to ensure you can find, use and control your content in order to deliver maximum value.

Register and attend “Metadata, SEO, and ChatGPT: What’s DAM Got To Do With It?” presented by Acquia.

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TikTok tests AI chatbot for search and discovery

Written on May 25, 2023 at 12:35 pm, by admin

TikTok is testing an AI chatbot in select markets. Called Tako, the AI-powered tool is meant to help TikTok users with search and discovery.

Why we care. Google has acknowledged that TikTok is a threat. So we’re watching closely as TikTok makes moves to improve search on its platform, as well as testing search ads.

What it looks like. Here’s how TechCrunch described it:

“It will appear on the right-hand side of the TikTok interface, above the user’s profile and other buttons for likes, comments and bookmarks. When tapped, users can ask Tako various questions about the video using natural language queries or discover new content by asking for recommendations.”

Here’s a screenshot:

Image source: TechCrunch

What TikTok is saying. TikTok confirmed the AI chatbot is being tested with select users in the Philippines, via Twitter:

• “We’re in the early stages of exploring chatbot tools with a limited test of Tako with select users in the Philippines. Tako is an AI-powered tool to help with search and discovery on TikTok. Tako is powered by a third-party chat assistant and is designed to help make it easier to discover entertaining and inspiring content on TikTok. No current plans for this beyond these early tests, but we’re excited to hear your feedback!”

Google’s TikTok threat. Google revealed a surprising stat last year: that 40% of young people go to TikTok or Instagram (not Google Maps of Search) when searching for a place to eat lunch. That was according to Google Senior Vice President Prabhakar Raghavan, citing internal research of U.S. users between the ages of 18 and 24. He also noted these newer Internet users search differently.

TikTok is not a search engine like Google, which crawls the entire web. TikTok is basically an internal search engine – like YouTube, which is often called the second biggest search engine. And this new AI chatbot, if rolled out globally, could let TikTok users discover content via chat rather than typing in a search box.

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Are you getting the most from your martech stack? Take the 2023 Replacement Survey

Written on May 25, 2023 at 12:35 pm, by admin

Under budget constraints but also under pressure to generate growth, marketing and marketing ops leaders have been taking a close look at the ROI on martech solutions.

We want to know what conclusions you have been reaching. Have you been consolidating your existing stack? Have you been gambling on promising new tools? Are you perhaps reducing your tech holdings?

The need for better features. The 2022 survey showed solutions being replaced in a quest for better features, in particular:

• Better integrations/open API.
• Improved data capabilities.
• Ability to measure ROI.
• Better customer experience.

Those were all higher on the list than cost. What, if anything, has changed?

We’re in a very different place than we were just a year ago. The world opened for business again. Many people returned to the workplace. It was no longer necessary to do almost everything – from shopping to hanging out with friends – digitally.

That doesn’t mean we’ve abandoned our multi-faceted digital environments. We discovered that many virtual experiences worked just fine. There was, however, something of a deceleration in digital transformation (after the insane acceleration of 2020), arguably leading to the retrenchment we saw in a number of marketing tech companies that had perhaps grown too fast.

Taking the temperature. Against a backdrop of economic uncertainty, our hunch is that there’s still a thirst out there for innovation, for tech-enhanced efficiency, and for better-supported data-based decision making. After all, marketers have hardly hesitated to get their hands on generative AI.

But we need data to see whether our hunch is right. So please take about three minutes or so to complete our Replacement Survey and let us know how your martech world is evolving.

The 2023 MarTech Replacement Survey is here.

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