Using Entities in SEO Content for Higher Visibility

In a recent tweet, SEO expert Lily Ray shared an intriguing finding from her research on Rick Steves’ travel content. 

Her exploration led to an influx of Rick Steves-related articles in her Google Discover feed, many of which were from various travel websites rather than Steves’ official site. 

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Interesting: now that I’ve started looking at the Rick Steves website for SEO purposes, I’m getting more Rick Steves content in Discover.

But not from the https://t.co/C7GH6ZVxkY website.

It appears other sites write entire travel articles based on his advice, where his name is… pic.twitter.com/B6OCCe7nie

— Lily Ray 😏 (@lilyraynyc) June 22, 2024

This observation raises an important question for content creators and marketers: How can they utilize the influence of renowned figures to boost their content’s visibility? 

Here’s an in-depth look at how this tactic works and how you can apply it to your own SEO strategy.

What is Google Discover?

Google Discover is a personalized content feed that delivers articles, videos, and other web content based on a user’s interests and previous interactions. 

Launched in 2018, Discover aims to help users explore content without the need for a search query. It surfaces content that is timely, relevant, and engaging, making it a powerful tool for driving traffic to websites.

Insights from Lily Ray’s Research

Lily Ray’s observations offer valuable insights on how using influential figures can boost visibility on Discover. She notes, “Because he’s seen as his own entity in Discover, this creates an opportunity for other sites to show up for Discover users interested in his content.”

Her research into Rick Steves’ travel content revealed several noteworthy points:

• Entity Recognition: Rick Steves is recognized by Discover as a distinct entity. This means that content mentioning him is more likely to be surfaced to users interested in his work, regardless of the content’s source.
• Content Opportunity: Websites that reference Rick Steves can capitalize on his established reputation. By creating articles based on his advice and highlighting his name in titles and headers, these sites can increase their chances of appearing in Discover feeds.
• Extended Reach: Even though the content did not originate from Rick Steves’ official site, other sites benefit from his popularity, illustrating the potential reach when leveraging well-known figures.

Here are a few examples of Ray’s Google Discover feed highlighting Rick Steves-related content.

How Entities Work Wonders for SEO

Rick Steves has been a trusted name in the travel industry for decades, renowned for his comprehensive travel guides and engaging television shows. 

His extensive knowledge and reliable advice have earned him a loyal following, making his name a powerful asset for SEO. 

The effectiveness of using authoritative names or entities in content creation lies in several key factors:

• Authority and Trust: Rick Steves is synonymous with reliable travel information. Likewise, taking advantage of popular names within each industry can boost the credibility of the content.
• Higher Engagement: Content featuring well-known figures tends to attract more clicks and engagement. This increased interaction can enhance performance on Google Discover, where user engagement is a critical factor.
• Audience Expansion: By referencing a popular person or an entity, content creators can tap into his/her established audience, expanding their reach to a broader demographic.
• Improved SEO Performance: Articles featuring authoritative names are more likely to rank higher in search results, benefiting overall SEO efforts.

Unique Benefits of Using Influential Names

Using influential figures ensures consistent performance across different platforms, boosted credibility, and better backlink opportunities.

• Consistent Results Across Platforms: Content featuring well-known figures tends to perform well not only on Google Discover but also on social media and other content distribution channels, helping build a cohesive brand presence.
• Boosted Credibility: Using quotes, interviews, or references from influential figures adds a layer of credibility to your content. This is beneficial in niches where trust and expertise are crucial, such as health, finance, or technology.
• Better Backlink Opportunities: Content that references or features influential figures is more likely to be shared and linked to by other websites, enhancing your backlink profile. Quality backlinks are a key factor in improving overall SEO performance.

Strategies to Emulate for Other Influential Figures

The extended visibility gained from leveraging well-known figures is exemplified by the reach Rick Steves’ name brings in the travel industry. 

However, this strategy is not limited to travel; it can be effectively applied to other niches as well. Let’s see how:

• Content Creation Tips: When creating content, ensure that it effectively incorporates the advice or persona of the chosen figure. Use their name in titles, headers, and throughout the content to maximize its impact. Ensure the content is valuable and genuinely reflects the figure’s insights or recommendations.
• SEO Optimization: Optimize your content for Discover by focusing on title formatting, keyword integration, and metadata. Titles should be engaging and include the influential figure’s name, while keywords should be strategically placed to enhance discoverability.

Implications and Predictions

As algorithms evolve to better recognize entities and their relevance to users’ interests, the use of influential figures in SEO strategies is expected to increase. 

This trend implies that content creators will need to adapt continuously, integrating various influential names to keep their content fresh and engaging. 

To stay ahead, a proactive approach is essential, with regular updates to strategies based on the latest trends and algorithm changes to maintain and enhance visibility on platforms like Google Discover.

However, while leveraging popular figures can be highly effective, it carries potential risks. 

Over-relying on a single figure can be problematic if their popularity declines or if their advice no longer aligns with your brand’s voice. 

Diversifying the influential figures you use and ensuring they resonate with your brand’s values is crucial.

Furthermore, there is the challenge of potential misuse of an influential figure’s name. 

Websites not officially associated with the figure might use their name improperly, leading to credibility issues. There may be a more serious impact if the names are used in YMYL content for manipulating E.E.A.T signals. 

Ensuring ethical use and maintaining authenticity is key to achieving long-term success.

Key Takeaways

• Leveraging the authority of influential figures can significantly improve your content’s visibility on Google Discover.
• Rick Steves’ example illustrates how travel content can benefit from this strategy.
• Implementing this approach requires careful selection of figures, strategic content creation, and ongoing optimization.
• Stay mindful of potential risks such as over-reliance and brand misalignment.

Ready to boost your SEO strategy with Google Discover? Start by finding key influencers in your niche and build connections with them for creating awesome content that taps into their authority. We’d love to hear your stories and successes, so drop a comment below!