The Key To Mobile Success
How to Create Great Mobile Content & Why Mobile Entity SERPS Work
I recently wrote an article in SearchEngineLand (It published on Jan 2, 2014) entitled “Succeeding with Content in a Mobile World”. In the article, I covered the keynote given by Evan Britton at the Ieee conference on multimedia. It includes 5 techniques to abide by when developing mobile content as well as 5 hurdles that users encounter, which are clearly techniques to be avoided.
I concluded the article with a definition of Entity SERPS, and this is a topic that I have not really seen discussed much on the web, despite all the post Hummingbird ensuing ruckus and proliferation of articles and posts on Semantic Search as a result.
The result returned from querying an entity graph, such as Google’s Knowledge graph or Facebook’s social graph, is clearly an entity. In programming terms you can think of this as an object being returned, and that object or entity is now actionable (along with all the methods associated with that object, assuming we are continuing along the path of that analogy). The flexibility provided by that type of a result in SERPS is clearly far great than that of a static link, and can be leveraged to provide a far better user experience. Google Now is precisely such an example, where outstanding use is made of that factor. You can read more about ENTITY SERPS in mobile along with how to succeed with content marketing in a mobile world here.
Also, stay tuned for my next SearchEngineLand article which is going to go into the subject of ENTITY SERPS in far greater detail, along with techniques you can use to leverage this for your website.