Google’s move towards entity search is changing how search marketers operate, and columnist Thomas Stern discusses some ways in which we can adjust to this new reality.
Google began slowly rolling out entity search almost two years ago in an effort to increase relevancy by identifying what words mean. By developing a smarter search that understands the correlation between strings of characters and real-life context, Google can improve the user experience by offering timely, accurate results.
Since then, we’ve seen a major evolution of search that has changed listings for organic, paid, local, shopping, and many additional features. But what does this mean for your brand? Below, I have highlighted how these changes have affected search and offered insight into how your brand can overcome this changing environment to stay relevant…
