In most cases, entities are part of at least one ontology and can represent people , buildings , companies , etc. Ontologies describe the environment in which the entities are located. For example, Zalando is an entity in the entity type shop or retailer and part of the ontology e.g. fashion or fashion shops and is related to other entities in these ontologies.
relationships around the Zalando entity
In the semantic web, strong digital brands are usually highly relevant entities with many interfaces to other entities in certain thematic ontologies. This also plays an important role in search engine optimization . Transferred to the Internet, websites or domains can be seen as the central digital image of a brand.
Brands can be algorithmically positioned in ontologies through links and co-occurrences of the brand with other entities in search queries or online texts. The frequency of these relationships is used to evaluate authority and credibility.
You can find out more about entities and Google in the detailed article series Semantic SEO: Entities, NLP & Semantics in Search Engines (only for premium members ) or the introductory article on entities in the glossary .
Why the digital brand plays a central role in online marketing
There are several reasons why brand building plays a central role in (online) marketing.
The market situation in many industries.
The technical development of the most important gatekeepers towards the semantic Web 3.0 .
The importance of trustworthy and thematically authoritative sources.
The information shock for consumers
Challenge to automatically identify trustworthy and authoritative providers and information sources.
Companies that have only relied on performance italy phone number data marketing in the past and ignored branding are having problems asserting themselves on the Internet in many areas. This is due to the increased competitive pressure over the years and the increased know-how and resources on a broad scale when it comes to performance marketing. In addition, attention to advertisements is on the decline, and not just because of ad blockers. The information must fit the user's context, otherwise it will not get through the user's narrow attention window. Advertising as a touchpoint does not achieve this in many phases of the customer journey .
A strong brand can make a decisive contribution to online marketing success.
A strong brand can lead to better closing rates or conversion rates because there is greater trust in a well-known brand.
The greater trust can also lead to improved click rates in the SERPs , which has a positive effect on the Google ranking
Established brands lead to greater customer retention and loyalty , which can translate into more repeat website visitors and customers .
The chance of referrals and social shares is greater because strong digital brands are more likely to be linked, referred to or have content shared by multipliers due to their trustworthiness . This leads to greater reach and better rankings . Content marketing, SEO and PR become easier .
Brands that have established themselves as an authority on the domain in one or more thematic areas are more likely to be found on Google with content than non-established domains.
Due to their popularity, strong brands also benefit from better click rates in search engine advertising ( SEA ), which leads to improved quality factors and thus lower click prices.
In addition, brand traffic, e.g. via direct access or searches for the brand in search engines, is the most valuable traffic along with returning visitors.