Google and entity based search patent

Are you aware that Google may be shifting to an entity based search engine? 

Hello thanks for listening to SEO tips today.

So I’ve been watching this behavior from Google for the past year or so and recently I’ve discovered a patent surfaced by my friend Bill Slawski the patent is entitled ranking search results based on entity metrics I think this is yet another obvious signal that Google is probably using entity signals and its ranking algorithm, in fact, the patent hints that Google is using machine learning to allow Google to calculate the probability of user intent based on both user language and tone so here’s a quote from the patent:

An entity type associated with the search result is determined, wherein the entity type is determined at least in part from the knowledge graph. Weight is determined for each metric of the plurality of metrics based at least in part on the entity type.

So here’s your takeaway:

1. There are a variety of databases that Google uses to feed its entity database.
2. You can check to see how Google sees your entity. You can determine this by using a tool like: Carl Hendy’s Knowledge Graph Search or the https://entityexplorer.com tool.
3. And then you can add schema.org sameas markup with links to the references of your brand in the other sites that Google and Bing use as a reference in their Knowledge Graph. 

Thanks for listening. Come back tomorrow for another SEO tip.