Google Entities And The Shut In Economy

The Shut-In Economy And Using Google Entities

Reading Time: 3 minutes

The Shut-in economy before the coronavirus outbreak of 2020 was a social term to be looked down upon. Now, with the seriousness of social distancing and staying indoors, it is the best time for business owners like you to sharpen up their SEO strategy for the on-demand search query climate.

How to adjust your SEO for the Shut-in economy?

  1. Adjust your title pages based on categories associated with the current crises
  2. Keep your pages updated and responsive
  3. Apply Google entities rather than long-tail keywords to your money pages

How to research the market in this time of the shut-in economy

The question implies you are early in the product cycle. Research the market. Give it an honest scan and do some hard math. Can you buy the product cheap enough from the supplier to make a large profit compared to your risk? More than likely if you are asking this question, you can’t. It’s better to find a decent affiliate network and simply review the products you want to sell. Why is that? Well, Amazon sells almost anything. Home service sites, like home advisor, dominate the SEO searches for things like “home repair” or “termite inspection.” That leaves us with an important question:

How narrow does my niche need to be?

Normally an SEO tip for an emerging trend like the shut-in economy would include a strict research of competitive keyword analysis but Google no longer provides the same searches for all users. Instead what you should be checking out are what are called Google entities. They are sort of like keyword clusters that are comprised of topics. The best way to understand what these are is surprisingly easy. You don’t even need some special keyword tools like most strategists will tell you. Just check google images.

google entities
Google entities refer to the topics seen on the image search results above the images. They are the latest SEO hot topic for marketers providing a hint on how Google classifies relevancy of a website.

With your target keyword observe the bubbles just below the search box. These are the topics, or entities Google most associates with your search. try to consolidate them into your title tags and as main points in your content. It will help more than you realize.

Associate comfort with staying at home as a major part of your SEO strategy. Use keywords which calm and amuse rather than scare. People are already stressed out and running on limited funds. Give as much as you can to searchers without making them suffer more. The best way to comfort users of your website is to make sure it loads fast! A nervous customer has no patience to wait for a poorly optimized page

How to Cluster Relevant Topics on your Blog?

Using the entity strategy make sure you are linking between relevant topic articles or pages on your site.  Let’s say you took the affiliate route and your site is about delivery services in Broward county. You are recommending various home delivery services. Your category pages would look something like the chart below. These cluster of topics are based on the method mentioned above. Each topic has Google entities listed below them :

google entities example


Is using “Google entities” a safe long term strategy in the shut-in economy?

Yes yes yes! When Google started giving auto-complete options, it was clear that Google was trying to quicken your search. Then we had featured snippets. Google was basically telling searchers, this is the best answer we could find, hope it’s useful. Now Google is moving on to topics or entity clusters. The counter-argument to this is simply these are image searches, not content searches. But as an SEO, I have tested this with successful client blog articles and without fail, every time an article performs extremely well, the proof is in the entities. Even when we use images from competing sites, our images rank higher than theirs.

So give it a shot, perform a search for your target keyword and jump to the image section, check of the entities and make supporting pages that fit into your marketing strategy. Things are very tough now and they might get even tougher but if you prepare for the future with a sound content strategy, you are sure to be ready for anything the shut-in economy throws your way.

Seo Writing For Two Types Of Readers (6)

Writing SEO Content for Two Types of Readers

Reading Time: 3 minutes

After writing SEO content for several years, it has come to my attention that many freelance writers are unaware of the two basic types of blog readers.

The vast majority of blog articles, probably close to 98%, are written to achieve better website rankings. Google is smart enough to know this by now. There are incentives for writing for both of these types of readers simultaneously. I introduce you to the “Lizard” and the “Librarian.”

What Are the Reader Types?

The Lizard is a reader who responds to visual stimuli on the page. Mainly images, graphics, white space, and videos. To keep the lizard engaged you need to use the following techniques:

  • Short sentences
  • Adequate spacing between paragraphs
  • Titillation (not only sexual images but provocation is useful too)

On the other hand, engaging the librarian has long term benefits that the lizard never really achieves. The truth of the matter is, the lizard brings in the traffic much easier, while the librarian is more likely to actually READ your content.



Lizard Reader

Create SEO Content for the Lizard

  • Images that are engaging but suitable for the target audience.
  • Titles which speak to the reader’s emotions are important
  • Layouts which are both mobile-friendly and informative
Librarian Seo
@ National Cancer Insitute

 Create SEO Content for the Librarian

  • Do not exaggerate claims
  • Use easily sourceable data
  • Create new data points and show your work clearly

After many years of optimizing website content in various niches, it is fairly obvious that google takes its lead from user behavior within the chrome browser. Some layouts are more conducive to higher quality user experiences, while some content formats such as question and answer using short sentences with relevant data points, brings in users in other niches.

Some examples of niches that work for each type of reader.

The Lizard The Librarian
Ecommerce sites Sport Fan sites
Fashion Blogs Tech Review Sites
Lead Gen sites Medical Advice

The million-dollar question: How does Google crawl your site? As a librarian or a lizard?

Write for the librarian and present the layout for the lizard

This one-two punch of engaging both types of readers will ensure you create content that ranks well and ages well (evergreen content).


There are certain standards of quality no matter who you are targeting. If you are optimizing a business website in a time of the shut in economy about delivery services, you cannot outsource product reviews. As the owner of a website, you need to be the authority on the topic. If you are not able to write clearly on your chosen niche, make certain there is someone available who can represent your voice authentically. If not, neither the lizard nor the librarian will be able to accept your content.

Path to Failure in SEO Content

There is a clear path to failure in SEO, create useless content. Appeasing the reader is a sure-fire way to make the Google bot pay attention.

Depending on your niche, you’ll need more or less of each type of writing. For EAT type niches, you’ll need more Librarian content. However, if you are writing meme worthy-content, focusing more on the lizard’s needs would be preferred.

Being a writer for SEO content can sometimes feel robotic and pointless if you are a true writer, but there is a need for this type and it should not be ignored.