Step one to befriend Google is to outline an entity bio, primarily who you might be as a model, which sounds ridiculously straightforward, however let’s simply begin along with your identify. I’ve a problem for every of you. Once you subsequent go to your workplace, seize a pen and paper, stroll over to every division and ask them to put in writing down the model identify, some will write it as you anticipate, some with completely different spacing or capitalization. Others, the web site URL, others, authorized entity identify. And this can be a downside, as a result of Google’s pure language processing is delicate to spelling and casing, so every of those will be interpreted as completely different entities. And that is simply the identify. You additionally have to align the model positioning. And this cannot be some corporatized mash of this yr’s buzzwords or subjective declare that you just’re primary or some fluffy advertising tagline that lacks substance. Summarize the model in a approach that people will learn as genuine and Google can confidently perceive, in order that it might extract the connection between your model entity and your key subject. To do that, describe your model with a semantic triple of topic, predicate, object.
You may as well consider this as writing the model entity’s relationship to the trade entity. After which add within the distinctive promoting proposition, the one most persuasive motive why folks ought to select you. This provides you outcomes like model is Seattle’s family-friendly health club, or model is a touchdown web page builder for entrepreneurs, or model is an easy-to-use accounting software program. Then elaborate on the model bio to deal with your target market, core choices, awards and membership, key folks or companions, historical past, contact particulars, and the place related, editorial or ethics insurance policies, and there’s your Data Graph-optimized about us web page copy.
