Entity Mapping – The New Keyword!
Entity Mapping Who What How
Short SOP: Entity Mapping
- Parent Topic / Category
Purpose: Identify the main categories and subcategories for entity-based research.
Steps:
- Identify Main Category:
- Define the overarching category of the business or service.
- Ensure it is broad enough to encompass all related services/products.
- Determine Subcategories:
- Break down the main category into specific subcategories that are directly relevant to the business.
- Ensure subcategories are distinct yet comprehensive enough to cover all aspects of the main category.
Examples:
- Main Category: Plumber
- Subcategories:
- Water Heater Repair
- Leak Detection (with sub-category Slab Leak Detection)
- Drain Cleaning
- Main Category: Personal Injury Attorney
- Subcategories:
- Slip & Fall Cases
- Dog Bites Lawyer
- Auto Accident Lawyer (with subcategories Motorcycle Accident and Truck Accidents)
- Main Category: Roofing Contractor / Roofer
- Subcategories:
- Roof Repair
- Roof Replacement
- Commercial Roofing (with sub-category TPO Roofing)
Key Considerations:
- Ensure subcategories are specific to allow for targeted content creation.
- Regularly review and update categories to align with industry changes and business expansion.
- Keyword Variations / Synonyms (Most Important)
Purpose: Identify variations and synonyms of target keywords to ensure comprehensive coverage in search queries.
Steps:
- Research Keyword Variations:
- Use Google Search to find synonyms by looking for bold keywords in the search results.
- Utilize tools like Google Keyword Planner, SEMrush, and Ahrefs for additional keyword suggestions.
- List Synonyms:
- Compile a list of alternative terms and phrases that users might search for.
- Group synonyms by relevance and search volume to prioritize content creation.
Examples:
- Personal Injury Law Firm:
- Personal Injury Attorney
- Personal Injury Lawyer
- Personal Injury Firm
- Plumbing:
- Plumbing Company
- Plumbing Services
- Plumber
- Roofing:
- Roofing Company
- Roofers
- Roofing Contractor
Key Considerations:
- Focus on high-intent keywords that match user search behavior.
- Regularly update the list of synonyms to reflect changes in language and search trends.
- Related Entities
Purpose: Identify related entities and sub-keywords that are contextually linked to the main keyword.
Steps:
- Identify Target Keyword:
- Select the main keyword you are focusing on.
- Ensure it is a high-impact keyword relevant to the business.
- Find Related Entities:
- Identify sub-keywords and related terms that are contextually relevant to the main keyword.
- Use tools like Google Trends, AnswerThePublic, and related searches on Google to discover related entities.
Examples:
- Target Keyword: Water Heater Repair
- Sub Keywords:
- Flood
- Tank
- Tap
- Valve
- Target Keyword: Auto Accident Lawyer
- Sub Keywords:
- Damages
- Bone Fracture
- Traffic Collision
- Accident Case
- Target Keyword: Roof Repair
- Sub Keywords:
- Construction
- Building Engineering
- Roof Shingle
- Bitumen
Key Considerations:
- Ensure related entities add value to the main keyword and enhance content relevance.
- Use related entities to create comprehensive and detailed content that answers user queries.
Summary:
This SOP outlines the entity mapping process to replace traditional keyword research with entity-based research. By identifying main categories, subcategories, keyword variations, synonyms, and related entities, you ensure comprehensive and accurate representation in search queries. This approach enhances your business’s online visibility and ensures that content aligns with user search behavior and intent. Regularly review and update your entity mapping strategy to stay current with industry trends and search engine algorithms.