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(The Entrepreneur Ridealong) Building An Audio Production Niche Site from $0 to $40,000: Writing the First Article

Umar Faizan October 27, 2023

13 Lazy (But Proven) Ways to Boost Ecommerce Sales

Hello everyone, this is Umar back with another video. In today’s video, I’ll be sharing my strategy to write the first article for your website.

This is the 4th video of Empire Flippers’ Entrepreneurs Ridealong Series. So, without further ado, let’s get started.

First things first, keywords have historically been the judge of relevance and quality of content. They aren’t dead, but entities give better insight to search engines.

What do I mean by entities? Well, an entity is a thing or concept that is singular, unique, well-defined, and distinguishable.

Since Wikipedia acts as a trusted seed for the Google Knowledge Graph, we can say “Anything having a dedicated Wikipedia page is referred to as an entity.”

Now, how can this apply to your content? Let’s look at the search term “best gaming mouse.” Sure, we could create a post and stuff it with the key phrase. However, in entity-based indexing, Google is looking for semantics around each of these entities and signals that indicate their relationships.

So, how do you optimize your content for entities?

Step #1: Choose and Research a Topic:

If you want to rank for the “best gaming mouse” key phrase, you need to gather insight on what other topics and concepts Google deems related in their entity graph.
Well, where can we gain insight like this? A few places:

1. Google images:

Head over to and enter your target keyphrase.

Beneath the search bar, you can find entities Google positively associates with “best gaming mouse.” These aren’t the mouse or attributes of the mouse you must list in your article, but logic would say that mentioning these topics will help Google associate your article with them.

2. “People Also Ask” is another helpful source for entity optimization. These are the topics and questions Google associates with your target keyphrase:

3. Wikipedia: By far we know entities are the foundation of Google’s Knowledge Graph and Wikipedia fuels a lot of their knowledge on entities. We can assume that if Google leans on Wikipedia to help them understand topics, the attributes and sources found within Wikipedia may help guide our content.

Step #2: Use EntitiesChecker to Analyze the Competition

  1. Visit and choose the “SERP Explorer” option. Input your chosen keyword, specify the location, and select the language you’re targeting.
  2. Now, pick the competitors that are most relevant to your chosen keyword.
  3. After you’ve identified your competitors, proceed to download the list of entities they are targeting. Use this list as a foundation for the entities to incorporate into your article.

Here’s a pro tip for you: import these entities in Surfer SEO to naturally incorporate them while writing your blog post.

Step #3: Optimize Your Article

As you begin writing, your goal should be to establish the relationship between the entities you’re targeting in your keyphrase and give Google all the context you can; to associate your target keywords with their entity graph.

Google Images, Wikipedia, and EntitiesChecker (mainly) should help you choose semantically related keywords and language throughout your article, while “People Also Ask” can help guide your overall topics and headings.

Again, the aim is not to stuff keywords but to have a toolbox of individual words, phrases, and topics to guide our writing in a way that prioritizes our target entities.

This logic is used by nearly all content optimization tools in the market, whether it be Surfer SEO, PageOptimizer Pro, or

Regarding the length of articles, I follow one simple rule: write as short as you can and as long as necessary. That’s it!

So, once the article is live on your website, extract and inject entities into your pages. I’ll create a separate video for that.

If you are wondering how are entities used by Search Engines, here’s the short answer:

One of the biggest factors in how entities fit into search results is relatedness. Relatedness is judged primarily by something called co-occurrence.

Co-occurrence judges the strength of relationships based on the frequency of the entities appearing together in documents around the web. The more frequently two entities are mentioned together and the more authoritative the document that mentions them, the stronger the relationship.

Feeling overwhelmed? Well, watch this video 2 – 3 times and I’m sure you’ll clearly understand my point. This is something I see most SEOs miss while publishing content on their website.

Extract and Inject Entities Into Your Pages:

  1. Check Schema Type: Go to ‘’ and input the URL of the page you’re working on. This will show you which schema types are currently implemented.
  2. Analyze URL for Entities: Head over to and opt for ‘URL Analyzer‘. Enter your post’s URL, select ‘Extract @id from the schema of URL’, and click ‘Submit’.
  3. Identify the ‘Article’ ID: Find the ‘Article’ checkbox in the list of IDs (confirm which one has the ID using the Validator tool). Select it.
  4. Select ‘About’ and ‘Mentions’ Fields: Pick the relevant “About” and “Mentions” fields based on your content. If you don’t want to read everything, the Table of Contents can give you a quick idea of the post’s content.
  5. Download JSON File: Download the JSON file generated based on your selections.
  6. Embed JSON Code: Paste the JSON code into your website’s post using “The Entities Swiss Knife” plugin. Hit update.
  7. Recheck Schema: Go to ‘’ and retest the same URL and check if there are any errors (such as you selected the wrong ‘@id’ or missed something while pasting).

You’ve successfully extracted and injected relevant entities into your webpage!

Choosing the Right Entities in URL Analysis:

When analyzing a URL for entities, it’s important not to simply pick entities that seem important at first glance. Instead, focus on those that are directly relevant to your content.

About Entities vs Mention Entities:

About Entities: The about property indicates the main topic of the content. This provides search engines with specific information regarding the main focus or subject matter of the page or content. It’s used to point to a thing (like a keyword, subject, or more specific object) the content is primarily “about.”

Tip: sort by frequency.

Mention Entities: These are the sub-topics covered in your article. Aim to select 3 to 5 entities in the ‘mentions’ field that are highly relevant to your content. A good approach is to sort the entities by relevance and examine the top 10 to 15, focusing on those with high frequency and confidence scores.

Tip: sort by relevance and find entities with high frequency.

Wherever you feel you’re lost, open the Wikipedia page for that entity and skim it.

Using ChatGPT to Get Started

Ask ChatGPT if you are stuck somewhere. It’s not the best approach since it can’t find the Wikipedia pages for related entities so the results aren’t great but it helps you get started.


Act as a semantic SEO expert. Below is the content of my main topic “keyword”:

## content goes here


Only provide a list of potential ‘about’ and ‘mentions’ to be selected for Schema markup. For your context:

The about property indicates the main topic of the content. This provides search engines with specific information regarding the main focus or subject matter of the page or content. It’s used to point to a thing (like a keyword, subject, or more specific object) the content is primarily “about.”


The mentions property is used to signify that the content talks about or references other subjects but is not primarily about them. This helps search engines understand the breadth of topics covered by your content.

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