The importance of Schema.orgIn order to help Google with this procedure, we can use semantic markup as outlined by Schema.org. This allows us to give Google, Bing, or Yahoo that extra bit of information that helps them understand the content on the page and allows us, the site owner, to attempt to classify the entities ourselves. You can basically say, "hey Google, here is a list of entities that are described on this page" rather than just simply listing HTML text which is archaic and does not provide quite enough to work with. This can be very useful for any business that offers a service or an eCommerce store that has a number of products to identify. If you can properly give Google this extra bit of information, then you are eligible for rich snippets and a larger amount of real estate and dynamic listings on the results page.
Google Trends - The Topics are Really "Entities"I'll finish with one interesting point of note that I recently discovered. If you visit Google Trends and add a search query (you could also pick one of their predefined "entities" which I will clarify in a moment...) you can see the list of topics that are popular during the given time period. For example, if I add "captain america" as the search query and set the results to 2016, here are the results: If you look at the embed code for this small chart, it clearly shows that this data is reflective of "TOP ENTITIES." Note: "Captain America" is an entity - a fictional superhero. However "Captain America: Civil War" is a film entity, a movie coming out in 2016. There is an important distinction there, and more importantly realize that Google is learning to distinguish the difference!
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