The Entities' Swissknife: the app that makes your job easier
The Entities' Swissknife is an app developed in python and entirely dedicated to Entity SEO and Semantic Publishing, supporting on-page optimization around entities recognized by Google NLP API or TextRazor API. In addition to Entity extraction, The Entities' Swissknife allows Entity Linking by automatically creating the essential Schema Markup to make specific to online search engine which entities the material of our web page refers to.
The Entities' Swissknife can help you to:
understand how NLU (Natural Language Comprehending) algorithms "comprehend" your text so you can enhance it up until the topics that are most important to you have the very best relevance/salience score;
examine your rivals' pages in SERPs to discover possible gaps in your content;
produce the semantic markup in JSON-LD to be injected in the schema of your page to make explicit to search engines what topics your page is about;
analyze brief texts such as copy an advertisement or a bio/description for an about page. You can tweak the text till Google acknowledges with adequate self-confidence the entities that are relevant to you and assign them the correct salience rating.
It might be useful to clarify what is meant by Entity SEO, Semantic Publishing, Schema Markup, and after that dive into utilizing The Entities' Swissknife.
Entity SEO
Entity SEO is the on-page optimization activity that considers not the keywords however the entities (or sub-topics) that make up the page's topic.
The watershed that marks the birth of the Entity SEO is represented by the article released in the official Google Blog, which reveals the development of its Knowledge Chart.
The well-known title "from strings to things" plainly reveals what would have been the primary pattern in Search in the years to come at Mountain view.
To understand and streamline things, we can say that "things" is basically a synonym for "entity.".
In general, entities are objects or concepts that can be uniquely recognized, often individuals, things, things, and locations.
It is simpler to understand what an entity is by describing Topics, a term Google prefers to utilize in its communications for a more comprehensive audience.
On closer assessment, topics are semantically more comprehensive than things. In turn, the things-- the important things-- that belong to a subject, and contribute to defining it, are entities.
To quote my dear teacher Umberto Eco, an entity is any concept or item belonging to the world or one of the many "possible worlds" (literary or fantasy worlds).
Semantic publishing.
Semantic Publishing is the activity of releasing a page on the Internet to which a layer is included, a semantic layer in the form of structured information that explains the page itself. Semantic Publishing helps online search engine, voice assistants, or other intelligent representatives comprehend the page's context, structure, and meaning, making info retrieval and information integration more effective.
Semantic Publishing relies on adopting structured information and linking the entities covered in a document to the very same entities in various public databases.
As it appears printed on the screen, a web page consists of information in a disorganized or inadequately structured format (e.g., the division of sub-paragraphs and paragraphs) designed to be understood by people.
Distinctions between a Lexical Search Engine and a Semantic Online Search Engine.
While a traditional lexical online search engine is approximately based on matching keywords, i.e., easy text strings, a Semantic Search Engine can "understand"-- or at least attempt to-- the significance of words, their semantic connection, the context in which they are inserted within a query or a file, hence attaining a more accurate understanding of the user's search intent in order to produce more relevant results.
A Semantic Online search engine owes these abilities to NLU algorithms, Natural Language Comprehending, in addition to the existence of structured data.
Topic Modeling and Content Modeling.
The mapping of the discrete systems of content (Content Modeling) to which I referred can be usefully performed in the style phase and can be related to the map of subjects dealt with or treated (Topic Modeling) and to the structured data that reveals both.
It is an interesting practice (let me know on Twitter or LinkedIn if you would like me to blog about it or make an advertisement hoc video) that enables you to design a website and develop its content for an extensive treatment of a subject to obtain topical authority.
Topical Authority can be described as "depth of expertise" as viewed by search engines. In the eyes of Search Engines, you can end up being an authoritative source of details concerning that network of (Semantic) entities that define the subject by consistently composing original high-quality, comprehensive material that covers your broad topic.
Entity connecting/ Wikification.
Entity Linking is the process of recognizing entities in a text document and relating these entities to their special identifiers in an Understanding Base.
Wikification occurs when the entities in the text are mapped to the entities in the Wikimedia Structure resources, Wikipedia and Wikidata.
The Entities' Swissknife assists you structure your material and make it much easier for search engines to comprehend by extracting the entities in the text that are then wikified.
Entity connecting will also take place to the corresponding entities in the Google Understanding Graph if you choose the Google NLP API.
The schema markup properties for Entity SEO: about, discusses, and sameAs.
Entities can be injected into semantic markup to clearly state that our document is about some specific place, item, item, principle, or brand.
The schema vocabulary residential or commercial properties that are utilized for Semantic Publishing and that serve as a bridge in between structured data and Entity SEO are the "about," "discusses," and "sameAs" homes.
These homes are as powerful as they are sadly underutilized by SEOs, specifically by those who utilize structured data for the sole purpose of being able to get Abundant Results (FAQs, review stars, item functions, videos, internal website search, etc) created by Google both to improve the appearance and performance of the SERP however likewise to incentivize the adoption of this standard.
Declare your document's primary topic/entity (web page) with the about home.
Rather, utilize the mentions home to state secondary subjects, even for disambiguation functions.
How to correctly use the properties about and discusses.
The about home needs to describe 1-2 entities at most, and these entities should be present in the H1 title.
Mentions ought to be no more than 3-5, depending on the article's length. As a general rule, an entity (or sub-topic) should be explicitly mentioned in the markup schema if there is a paragraph, or a sufficiently significant portion, of the document devoted to the entity. Such "mentioned" entities should likewise be present in the appropriate headline, H2 or later.
Once you have actually picked the entities to website utilize as the worths of the discusses and about residential or commercial properties, The Entities' Swissknife performs Entity-Linking, via the sameAs property and generates the markup schema to nest into the one you have actually developed for your page.
How to Utilize The Entities' Swissknife.
You should enter your TextRazor API keyword or upload the credentials (the JSON file) associated to the Google NLP API.
To get the API secrets, sign up for a complimentary subscription to the TextRazor website or the Google Cloud Console [following these basic guidelines]
Both APIs offer a totally free daily "call" cost, which is ample for personal usage.
Entity SEO e Semantic Publishing: Insert TextRazor API KEY - Studio Makoto Agenzia di Marketing e Comunicazione.
Place TextRazor API SECRET-- Studio Makoto Agenzia di Marketing e Comunicazione.
Entity SEO e Semantic Publishing: Upload Google NLP API key as a JSON file - Studio Makoto Agenzia di Marketing e Comunicazione.
Upload Google NLP API secret as a JSON file-- Studio Makoto Agenzia di Marketing e Comunicazione.
In the present online version, you do not require to enter any crucial due to the fact that I decided to allow the usage of my API (keys are entered as tricks on Streamlit) as long as I don't exceed my day-to-day quota, benefit from it!