Trending Entities

Entity based SEO is different from the traditional keyword-based SEO.

If you’re already into doing entity-based SEO, then you'd better know the importance of increasing the entity coverage on the website.

While increasing the entity coverage, there often come entities which:

• 👉 Are related to the website business model (aka source context).
• 👉 Are trending and don’t possess consistent search demand.

So, a lot of SEOs ignore such entities by claiming to only cover the entities that are evergreen in the context of query semantics.

But, they overlook many benefits they can harness by covering trending entities.

🌴 Benefits of Covering Trending Entities

• 🌴 Gain more historical data:
  Historical data plays a great role in reranking the websites after the initial evaluation. Most of the time, a website can’t be ranked in many important SERP features (i.e., featured snippets, PAAs, etc.) due to the lack of historical data. So, a trending node helps the source get more historical data in a shorter period of time, helping the website achieve the ranking state it deserves.
• 🌴 Increase in rankings for other entities of same type:
  If there are trending entities covered on the website, and their rankings increase due to trending search activities and intent shifts, it may lead to an increase in rankings for other entities of the same type covered on the website.

🔮 Final Takeaway

The takeaway is to not overlook the importance of trending entities to be covered on the website, but it doesn’t mean every website should cover those, nor should the coverage be the same as for other entities.

⛳️ Guidelines and Ontology Alignment

The rules and guidelines would always be there to prevent any loss in the investment, and to ensure that website ontology is perfectly aligned with proper contextual bridges to get the maximum ROI from the content investments.