Google on Finding Entities: A Tale of Two Michael Jacksons

I’ve been saying for at least a couple of years that Google’s local search is a proof of concept for the search giant to use on how to find and understand entities.

With local search, Google goes out and looks for a mention of a business on the Web, especially when it it accompanied by geographic location information. It collects and gathers facts related to businesses (entities are people, places, and things) and then it clusters information about the objects it finds to make sure that those mentions across the Web are all referring to the same places.

If you start reading about local search, you’ll see people referring to the importance of consistency in how you present address information for a business, and the same thing is true for entities.

Two different michael jacksons

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Entity Mentions are Good: Brand Mentions are not the New Link Building

A couple of months ago, I wrote a post about a new patent from Google that was the first Google patent granted to Navneet Panda as an inventor. The patent described a complicated way for Google to judge the quality of websites, and my post was titled Is this Really the Panda Patent?. Simon Penson wrote a followup post at Moz titled The Panda Patent: Brand Mentions Are the Future of Link Building which looked at some other aspects of the patent.

On August 1st, Jayson Demers published a post to Forbes titled Implied Links, Brand Mentions And The Future Of SEO Link Building which covers a lot of the same ground as Simon’s post. I contacted an editor at Forbes and stated that the post plagiarized Simon’s post. Jayson didn’t give me any credit for my post about the patent either, but Simon did. Both Simon and Jayson were wrong about what that patent said.

The patent office in Washington DC, prior to 1940

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