Last January, in the '4 GEO Content Strategies,' I mentioned the importance of brand entities. Today, I will introduce how 'entities' become a core competitive element in B2B business and how they can be strengthened. How do global companies already preparing for NEXT SEO view 'entities'?
You can enhance your understanding of SGE by reviewing the content below before reading this article!
👉 4 GEO Content Strategies to Introduce Our Services to the Unknown SGE and AI
For AI search engines to recognize our content as a 'trusted source'
As chat GPT attracted 4.7 billion monthly visitors this January, Generative Search Experiences (SGE) are becoming more firmly established. Users are becoming accustomed to quickly obtaining information through answers provided by AI that summarizes and analyzes data. While this has raised concerns about a potential decline in corporate organic traffic, it is simultaneously opening up new marketing possibilities for brands recognized by AI as 'trusted sources,' as their search exposure opportunities are expanding.
Preempting Google Gemini 2.0 with 'Entity'
With the launch of Gemini 2.0 last December , attention has been focused on how it will transform Google SEO. Global SEO experts are unanimously emphasizing the concept of Entities . They argue that this must be utilized not only for Google SEO but also to increase exposure for the AI answer engine, Gemini. Does this mean we must discard all existing content and devise a new strategy?
If you are already diligently practicing Google SEO, do you not need a new strategy?
According to Ahrefs, an all-in-one SEO solution, they put our concerns at ease by stating, "Entity SEO is just SEO." This implies that any website that has faithfully implemented traditional Google SEO can also handle Entity SEO. The core of Entity SEO is not simply targeting specific keywords or adding technical elements, but building brand expertise and credibility.
Google's AI algorithms have a deeper understanding of the context and meaning of content, which means a comprehensive approach beyond simple keyword optimization is required. Therefore, while building upon existing SEO strategies, they must be evolved to more clearly reveal the brand's identity and expertise.
Entity SEO—it might be a strategy you are already using on your website!
- Creating a Wikipedia page
- Create a Google Business Profile
- Add internal link
- Creating digital assets (videos, images, Twitter, etc.) that Google displays on pages
- Developing Topic Authority
- Adding Schema Markup
[Source: Ahrefs Stop overcomplication things. Entity SEO is Just SEO]
If you are a B2B company, gain both AI and customer trust with these two things.
If your fundamental entity elements are well-established, you can secure a competitive advantage over your rivals even in the Gemini era. By adding the following two key strategies, you can further strengthen not only AI but also customer trust.
1. Discovering Unique Content Topics for the Company
As emphasized in the previous GEO content strategy, it is crucial to identify valuable content topics that only a company can provide. To discover unrivaled content topics, you must thoroughly understand the company's unique expertise and competitive edge. This can include the following types of content:.
- Blog
- Insights (industry information, trends, etc.) / Reports (presenting perspectives based on internal data, etc.)
- Example) Ahrefs Data&Studies
- Customer Cases
- Case study demonstrating specific results and ROI obtained by the client through products/services
- Example) Salesforce's Customer Success Stories
- Frequently Asked Questions
- Plan frequently asked customer questions into FAQs or content
- Example) Microsoft's Microsoft Q&A
- guide
- Solution Guide for Solving Customer Problems
- Example) IBM Client and Partner Stories
In particular, content based on actual client case studies or industry-specific insights is highly effective. This is because content derived from a company's field experience goes beyond simple information delivery to demonstrate a deep understanding and expertise within the relevant industry. AI search engines analyze content containing such real-world examples and professional insights to recognize the company as a trusted expert in its specific field. The key is to cover topics in depth from various angles while maintaining consistent expertise and brand perspective. This goes beyond short-term search visibility and significantly helps build brand expertise and credibility in the long term.
2. Creating clusters to reinforce topics
A content cluster is a strategic method of structuring content that systematically organizes and connects related content around a specific theme. Much like a large tree branching out with many leaves, it creates a structure that starts from a core topic and naturally expands into various detailed themes.
For example, if the topic is 'Cloud Security,' you can produce content by expanding in depth into various subtopics such as 'Types of Cloud Security Threats and Countermeasures,' 'Guides for Implementing Customized Security Solutions by Enterprise Size,' 'Case Studies and Achievements in Cloud Security Implementation by Industry,' and 'Latest Cloud Security Technology Trends.' Such systematically constructed content clusters demonstrate a comprehensive understanding and expertise regarding the subject, playing a crucial role in AI search engines recognizing the brand as a trusted expert in a specific field.
Respond to AI search engines with entities unique to B2B businesses.
Whenever new AI technology emerges, we grapple with how to learn from and respond to it. However, what truly matters is a company's core competencies. Rather than blindly chasing new technologies, we should focus on strengthening our existing expertise and competitiveness to structurally expose them. This is the sustainable way to reinforce our entity. Our company's unique expertise, practical experience, and know-how are core assets that AI cannot easily replicate. If we focus on systematically organizing this expertise and effectively communicating it, we will be able to maintain solid brand competitiveness even in the era of AI search!
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