This is a long and detailed article about implementing schema markup for Advanced Entity Search (AES) on Google. Here are the main points:
What is AES?
Advanced Entity Search (AES) is a feature in Google that allows users to search for specific entities, such as people, places, or organizations, along with related information.
Why implement schema markup?
Implementing schema markup helps answer engines understand who a business is, what its content represents, and why it can be trusted. This strengthens traditional SEO and improves the chances of being selected in AES results.
Common pitfalls to avoid:
- Valid-but-meaningless Markup: Valid but meaningless markup occurs when schema is technically valid but adds little or no semantic value.
- Missing @id and sameAs: Without consistent @id values, entities cannot be reliably identified across pages. Similarly, missing sameAs links prevent entities from being connected with authoritative external sources.
- Orphaned Person or Article Entities: Orphaned entities occur when Person or Article schema exists without being connected to an Organization entity.
- Misaligned or Incorrectly Formatted Dates: Inconsistent or incorrect publication and modification dates in Article schema are a common issue.
Best practices:
- Focus on AEO goals: Implement schema that aligns with AEO goals (Organization, Person, Article, FAQPage, Product, Service).
- Use unique @id values: Each entity should have a unique, stable @id.
- Implement schema without a developer: Many CMS platforms and marketing tools, such as HubSpot Content Hub, allow website administrators to implement schema at the template or module level.
Tools for implementing schema:
- HubSpot Content Hub: Simplifies the process of creating schema-ready content at scale.
- Google's Rich Results Test: Validates JSON-LD and provides feedback on which fields Google requires.
Frequently Asked Questions:
- Do I need unique @id values for every entity on a page?
- Yes, each entity should have a unique, stable @id.
- Can I include both FAQPage and HowTo on the same page?
- Yes, but only if both are genuinely present in the visible content and serve distinct purposes.
- How often should I audit my schema across the site?
- Once it's in place, schema shouldn't really break. Audit schema quarterly or twice a year.
Overall, implementing schema markup for AES is an important step to improve search engine rankings, strengthen traditional SEO, and increase visibility in Advanced Entity Search results.
