Episisode 6: Inlinks Entity SEO Software Platform Walkthrough With Dixon Jones

Matt Hepburn: I'm really excited to show the audience your platform Inlinks and the major benefits that the platform has for law firm marketing. So that'd be great.

Dixon Jones: Hey, I'm really delighted to be to be invited. So I'll, I'll do my best to make your visitors enlightened .

So do you want to just dive in or do you want to talk about the, about Entity SEO a little bit and how it's different?

Matt Hepburn: Right. So SEO has changed a lot lately in Google. It's gotten harder and harder. And, I think for the law firms and lawyers that I've worked with that have succeeded have really covered topics.

In their area of practice of law you know, in a lot of detail with a lot of pages. Yeah, and, it's been internally linked well by topic and that to me is really, really critical. I think that's really the, the key here that what we're trying to show what the platform, like what can this do as an extra benefit for any type of website.

But specifically in this instance it's for, lawyers and law firms. So we're gonna use my website as an example

Dixon Jones: Around 2014, Google bought this company called Freebase, which is a massive database of concepts. It's almost a sort of a database encyclopedia really of ideas And everyone at the time thought well, what are they going to do with this?

They spent a lot of money buying this this thing and really they started to think about the world's information not in terms of keywords, but in terms of entities And the reason that we think they did that is because the internet was getting so big that trying to organize the world's information based on URL and seeing, you know, where it mentions law firm here on which URLs, it's better to think of concepts, you know, personal injury law or, malpractice suits or whatever it may be, as concepts.

Because the number of concepts in the world grows a lot slower than the number of pages in the world. So it means that organizing the world's information by topic was a better thing for them to start doing. And this is the underlying idea of entity SEO. The underlying idea is that if you can, make sure that you are talking about the right.

kinds of topics, then Google will understand that your authority is in the field of whatever the topics are that you're talking about. But if, if you talk too broadly, and you go off track, then, you're going to start ranking for, you know, cats and dogs or whatever it may be. So it's things that become irrelevant as you talk irrelevantly.

So you want your brand. To be closely aligned with the sorts of things

that your brand should be closely aligned with and you shouldn't go too far off topic so the trick for Inlinks was to build a technically what it's called is a natural language extraction Algorithm or a named entity extraction algorithm and build knowledge graphs of websites.

So we took Focus Visibility and perhaps I should have taken a law site, but I didn't want to get sued by a lawyer. So I've taken the Focus Visibility and we know that Focus Visibility is about the concept of search engine optimization. It's mentioned it. I've just taken in, in, 20, 20, 25 pages or so.

It's about search engine optimization and marketing and search engines it's about these kind of concepts. And we can see that you're talking about search engine optimization. A lot of times, 40 times just in the 20 or so pages that we've seen. And potentially that means that a search engine doesn't necessarily know which page to rank for in Focus Visibility itself for the phrase search engine optimization.

So even if you are the only website in the world, because you've talked about search engine optimization quite a bit, then it's got to make a decision. And usually Google will get it right, but you can very much help it along because if you. Make sure that all the, that you have a page about search engine optimization.

And you treat that as a target, then all the other mentions of it is search engine optimization can link through to the target page. So you turn a website from an idea of lots of times you're talking about different concepts in different orders, in different stories, because we write in stories, we don't write in, in products in sort of sales speak, we talk, tend to sort of tell a story.

And we can always. reinforce where the authority is for that story in your website, then, we can do with internal linking, then all of a sudden your site has potential to pop. Google knows what it's an authority in. And the way that we do that in Inlinks is we set the major topics up with targets.

So I've set a couple up here. So let's go and have a look around the pages. And we can set up a target page for a target concept for a page. So these are the pages that are brought in. I've made this page about marketing, this page about, search engine optimization. Let's go and have a look at another one.

Law firms. How can law firms profit using local search ads? So this is about. A bunch of ideas. So our natural language processing algorithm has jumped in and had a look at this page. It's got all the content and it says this page is talking about law. It's talking about profits. It's talking about law firms, corporations, etc.

It's talking about advertising. What we really want here is a local search, actually, local ads. Have we got local ads in, in the system? Let's go and have a look in here. Internet geolocation. Yeah, there you go. So let's go and let's say, let's say that this page is about internet geolocation or local business.

So if I click on that, we can see the underlying entity. So we've got the underlying concept of Internet geolocation, and if we did make this page to be the page about internet geolocation, potentially, there are six other pages that have mentioned things that are similar to internet geolocation that they're linked to.

I'm going to see if we can find a better, better one, because usually it wouldn't be so far up at the top. I'm going to actually make this about ads, because, This is also talking, the title is how can law firms profit from using local service ads. So I'm going to actually make this page about advertising, partly because it's got a lot more, a lot more links in here.

Matt Hepburn: Sure.

Dixon Jones: So I can select that. So what the tool then does is it says, okay, you as a human in the loop have decided that this is the page that you want to rank for, for phrases around. Law firms and adverts, if you see what I mean. So the concept of law firms and adverts. So we can, then, say, right, okay, what other pages, I'm going to flip this around to show the top pages that I've targeted.

What other pages are now talking about, advertising? And so it will go down and see if you've talked about advertising. Now here's a, here's a challenge. So focusvisibility.com has written this page about law firms and local service ads. But there's no other times that you've talked about advertising, particularly on the website.

So it's unlikely at this point that Google is going to rank this page for local service ads, unless they really understand a bit more concept. So it may be that if you want to rank for advertising, you want to write some more pages, or maybe we need to add some more pages in. So, other things where you have got things, so things like marketing, I've associated this page with the concept of marketing.

It seemed that you're talking about marketing a lot. So it's now said, right, okay, we're talking about marketing through multiple channels. Sorry on the benefits of a podcast. One sheeter you'll talk about marketing through multiple channels. It's picked up that anchor text and it's linked that through to the to to the page that we've said is about marketing So all all roads are leading to roam when it comes to entities say what the main entities are You don't you don't you don't pay attention to the to the to the less important ones Just the ones that are important to your business because the knowledge graph that we created , was by crawling your website and creating a knowledge graph of the topics that your website is about And what we want to do is increase the authority in what your website is already about rather than coming up with brand new ideas So if I go onto this wheel here, we can see this website in a in a topic wheel So this is now showing that within the context of marketing and advertising focusvisibility.com is talking about marketing SEO and advertising, FAQs, et cetera.

And these are really important, slightly less important than our local search optimization, strategic management, discovery, reality, and even less important than our websites, web traffic and conversion. So it's trying to prioritize things in a sort of traffic lighty kind of. Way. That's

Matt Hepburn: That's wonderful.

Dixon Jones: So this, automatic internal linking is done all around, all around, entities. So you can then play with the, the internal links, and do all the internal, internal linking really, really quickly. So I've been pressing a few buttons and I've been creating links the great thing about in links is that it's not just a reporting tool.

I mean right now I haven't had the the luxury of putting code on your website I've just just used your website as an example So we're calling these link opportunities but you could if you wanted to just add one line of code onto the website and they would all be live and these These link opportunities would be called links created.

So it would create all the links, for, for the agency. So it would mean that you as the SEO consultant, for example, Matt would be able to do all this for a client and they don't need to worry about it. They give you one line of code on the website and you can manage it without changing the text or the contents on the website.

But it does so much more as well. It audits your links and it sees if you've got broken links on the website or redirected links. And, also it checks your outgoing links as well. So it does a bunch of other things on the internal linking, but, it also does some really interesting stuff that's just come out with the system on topic planning and topic modeling, the topic planning and topic modeling is, really the idea of saying, okay, this website is about personal injury law.

Whereas the next website is about commercial, contract law, for example. So, you know, different laws have different specialities. And I find it really interesting that most of the keyword suggestion tools that are out there won't take this into account. They won't know when you say this is a law firm and you want to rank for, you know, insert law phrase here.

It won't know that your website is particularly geared towards a particular type of law, for example. And, what Inlinks is doing is it's creating a topic plan very differently. It's saying, okay, I've built a knowledge graph of the content on this website, this law firm's website over here. Let's throw all of those ideas into Google Suggest and see what ideas Google is spinning out saying that people are asking about.

What are people asking about? Let's then work out which of those we've already talked about properly. How do we cluster those ideas?

So you can then go and use this to create some content, for example. And the magic of, entity based systems is that it can do that for you. So you can say, right, I want to write a page that is now going to rank for injury law.

Right. Is that a phrase you use America?

Matt Hepburn: Yeah,

No, it's injury law, it could be personal injury law, it could be car accident, lawyer.

Dixon Jones: Let's go with personal injury law.

Okay, and then what I'm going to do is I'm going to select a, Chicago.

So, probably go for Illinois A.

So, so we also have the ability to optimize it. You could go national and just try and rank for personal injury lawyer nationally, but local firms, you might want to regionalize that. And so what this does is change the seed set. So what this is going to do now is, Is create the perfect content for a lawyer.

So what it's going to do is it's looking up a personal injury lawyer probably in chicago, illinois, it's using Google search API to find the top 10 results i'm guessing these are local Chicago lawyers, right? Sounds like it and then yeah, then you have Findlaw.

It's a directory. There's Super Lawyers.

Yeah, but it's

found , the Illinois page of there as well. So that's right. So as you guys call the Illinois page, a deep page within that. Now, admittedly, these are the ones that Google hit, but the idea here is that if you want to beat these guys, you've got to be as good or better than all of them. Yeah, that's right.

So you need to talk about all the intelligent things that they're talking about, actually, for a pro tip, if you want to even be even better. You might also want to find something that is not in Google that is even better. So you can swap one of these out and add another URL of content that isn't in Google, but you know, is very good about the search term that you've got.

And that would just give a, a bit of, uniqueness to the mix as well. But, , but let's, let's dive in with these, these, these 10, you could, you could go up to 20. So what it's going to do is it's going to say, well, in order to do that, we first need to understand. All of the topics that these 10 lawyers are talking about on their pages.

And because it's kind of skewed it towards, you know, Chicago, Illinois, hopefully there's going to be a little bit of, of localization in the ideas. But we'll build a knowledge graph, not of your content. Because, you know, but of the, of the competitors content there, but because we break it down to the underlying entities, we're not going to just create, repeat the words that they're using.

And we're not necessarily going to repeat the ideas that we're using. We will cover the topics that they're talking about. So right now it's come up with a editor to say, right, we're going to call this personal injury lawyer, because that's the phrase we use. So at the moment, the entities that we're talking about are personal injury lawyer, a personal injury once, injury once, and lawyers once.

And if I click on this, this, this word here, we can see the underlying concept of, personal injury and is a synonym. So these are, these are, you know, other, other phrases of it. If I, then go and have a look down this list on the right hand side, we can see all of the entities that the competitors are talking about.

And we can see that so far we've not written any content. So we've not written about, so, so they're not, they're all showing us zero. So you've got a bunch of ways in which you can go from this point, but now you're armed with some information that you didn't have before. And to have got this information manually would have taken you hours and you would have missed a whole lot of ideas because now you need to know you need to talk a bit about Chicago and Illinois and lawsuits and trials and, and, experience and litigation and cause of action and these kinds of ideas because, you know, these are all very relevant to your, your business.

Right. So one option is to just start typing, and as you type,, in Illinois, did I spell Illinois right? I did. So as it, as it starts typing, it picks up the entity Illinois, Illinois joins to one, and it's all very dynamic, and you can just write. Right. If you never want to use anybody else's kind of thoughts or ideas, you can just write.

You know, however, we've got two different ways of making this much more effective. Again, you can go into the AI assistant and the AI assistant is going to go in two layers. First, it's going to create a content plan based on what topics you should talk about in which order. For SEO purposes. And then if you want to go, go the full hog, you can.

So we're going to talk about interpersonal injury lawyer. Are you going to be talking about,

Matt Hepburn: change that to a, to a sales page, right?

Dixon Jones: Yeah. I was going to do that actually. Yeah. This, this, this often. It hasn't on this occasion because we just dived right in here. And also because it's working in a project that it thinks is about SEO.

And all of a sudden we've introduced personal lawyer into it. It, but, but what it does here is it asks the SEO or the writer. to think about their in audience and most tools don't do this. But I think it's quite important to think about it, even if it doesn't appear with any in the drop down. Because, if you're writing about personally injury lawyers, then if you're talking to, Individuals that are trying to claim, you know, that's a very different prospect than talking to reporters who are trying to to you know, talk about you or whatever There's a bunch of different people that might be wanting to hear your content And you might want to write different stuff and most seo tools don't think about that

Matt Hepburn: There's definitely b to c here, right?

So

Dixon Jones: yeah, it's b to c So I would if if something something comes in there, I would say you're looking about you know claim victims or that kind of thing. So it will try and figure things out. You can also choose tone of voice, for the, for the LLM, probably with a law firm, you're going to want to have something possibly formal.

It depends on your type of law, and your kind of audience again. And then we've got a choice of, of, of machines. Now there is a pro tip here. Ultimately at some point this is going to start sending things to ChatGPT. So you can start modifying the, the default prompt to say, you know, write in the style of, you know, choose, choose famous lawyer here, you know, so you could write it in the style of, you know, Either side or something like that, you know?

Or you can say that, try try to keep everything under a hundred words or whatever. But whatever you say here, it's just going to modify the instruction. But before it does that, we can create a, a brief and the content brief is going, is really gonna take all those topics that we've already seen about the competitors.

And put them into a logical order for SEO. So it's going to, and hopefully prioritize, which is wonderful. Yeah. So you want to talk about the generic idea of what is a personal injury lawyer before you start talking about the kinds of claims and the type types of actions that they're going to go into.

So you've got a hierarchy that you would want to talk about. So this is trying to work out a logical order for writing things and it's going to create a list of, paragraphs really or sections that you might want to go. That is going to be great for, SEO. So it's chosen to say, you can see the, the list on the right hand side here, but it started with the section saying, okay, we would need an instruction to personal injury law.

You know, what does that mean? Well, understanding personal injury, and the role of personal injury lawyer and why choose a Chicago personal injury lawyer. So Chicago is a great place to sue people because, you know, their settlements are big or whatever it may be. I don't know. And then you've got a, now it's breaking into the types of personal injury cases, which is great.

So it's got different ideas that we might be talking about. That sounds look pretty good to me. It's also tried to give you sort of paragraph numbers as well. But anyway, the process in Illinois, that's very specific to Illinois. So, what a lot of law firms and other industries used to do is they used to, try and template something so that your plumber in Illinois, plumber in, California, plumber in whatever, choose to be here.

And the template came out with. A bunch of stuff that was absolutely, you know, the same, but just changed the words of where it was. This isn't trying to do this. This is now seeing that actually we want to talk about the personal injury claims processes in Illinois. So I'm going to press the AI button for this in a few minutes, but I think we'll come back to that and see what it's done to show you how unique this sort of stuff comes out.

So, you've got two options from here as well. Again, if you do not want the AI to take over your life, you can check this idea out and say, yes, that's the right paragraph. I like that. I don't want to talk about all these personal injury cases, or I want to talk about them later. Then I want to talk about the process in Illinois first, and then talk about the injury cases.

Choose what you're doing here. And every time you press the add button, the editor has just changed. So it's just updated. So now you know what you're talking about. And you've got some structure that is going to cover the right things in the right order. And now you know what to write about. So now if you give it to an editor or a writer, They know what to write in what order and you've given them a lot more information that would again take have taken them hours to come up with.

However, if you want to go the final mile, if you were to start by asking ChatGPT to write a thousand words or two thousand words on personal injury lawyer, it will go off and write two thousand words on personal injury lawyer. But that per two thousand words will not be SEO friendly because it won't be sticking to a It will start to repeat itself.

It will hallucinate. And it will be wrong. All of these are bad things for law firms. You know, you kind of want all this to be right. So you're going to have to check everything that an LLM is going to come out with. And this is what, but if you do it paragraph by paragraph, it makes less mistakes. It sticks to the structure that you were told.

So now if I'm going to write with AI, I can write with AI. And it, instead of writing the whole lot, it just writes each paragraph, and the paragraphs themselves already have this data layer of exactly the right things that are going to be talking about in there. So it's just, I told the machine to write out these things.

And it's coming out with what I hope is going to be very effective text to get started with whatever kind of rights you are. So it's sort of, we're now got some great stuff. When harm comes to an individual, understanding personal injury, the role of personal injury lawyer, why choose a, an industry lawyer?

And it's not recreating the content that your competitors are talking about. It's covering the concepts, no doubt, but it's writing it in its own terms. This section seems very long because it's got a lot of ideas. So it's got a quite a long section here but it's tried to keep each of the sections as short as it can , and then when we got to the illinois stuff Hopefully it's got some, some interesting stuff.

You've got in Illinois, initial consultation phase, evidence gathering phase, and the filing of the first statutory claim. I'm assuming that's true. I hope that's true. But you can now have a look at all this. Check it. If it's not, you can edit the structure again and regenerate it or just regenerate another version of it.

And now you can just, if you'd like it, add that to the editor. And now we're going to have all this content added to the editor. And from there, you've really covered a lot of ground. Now I've just done three paragraphs here and already I have created about a thousand words and now look on the right hand side, you can see that we've now talked about Chicago five times.

It's still working out things in the background here. Personal injury has been covered 12 times and we've covered all of our competitors. We've not talked about telephone calls. Okay, that doesn't seem to be that important but obviously some other people are saying phone us now phone us now You can make a decision as a writer as to whether that's important or not traffic collisions might be you know That might be a really good one because that might be a very popular thing.

Chicago is a big place There's probably a lot of crashes in there So that's but you can see that we're we've covered all the ideas and we've written. The content here What we've done just to cover that is to, is to allow, is to, is to put a gray line on all the stuff that we've created with AI.

So, so you can see it. So the content writer, they can just change it with a, with a cut and paste and stuff. But, you know, we don't want you to blindly, put the stuff live without reading it. It's kind of like a lawyer sending you a contract without reading the contract,

Matt Hepburn: right? And in all instances, if we were to use this, we'd have not only a content writer, Update different sections of it, but we would give it to the, the law firm first to validate that the law associated with the content is current and Right.

And then if Yeah, they would spot check it and say, no, send it back for these things to rewrite this section.

Dixon Jones: Absolutely. Right. So we do have a read only per version of this, so you can actually, show a, the editor, a read of URL, that, that, that, that shows that. And you can also assign this to writer as well as kind of advanced part of the tools, but you can then get them to fix it up.

So you could get the, the paralegal to kind of like tailor it and stuff, you know, so you've done 80 percent of the work for the user for the, for the law firm, but probably the law firm or a lawyer should just go the end of the way and make sure they haven't gone off the rails, you know, particularly for the subject of law.

But it's covered, the, the ideas pretty well. So then you can publish this in draft. It's a WordPress straight to the blog, but only publish it in draft form. The tool also has the ability to compare against an existing page as well.

So you could, you could audit an existing page rather than write from scratch. This is right from scratch. So what we've done so far is, is taken a website. Built a knowledge graph of concepts around what that website is. And we found a bunch of new ideas that, we think that you should be talking about or, or ideas that are obviously important to the website, but you don't have clear landing pages that you need to write about.

And then we provided tools to help you write that content. And that, that content writing is based on the, the topics, the underlying entities that your competitors are talking about. And then ultimately, if you want to go the final hog, you can draft it and write it as well. So it's a pretty powerful tool, for starting at a topic, you know, starting with a website and then planning your topic and then also interlinking all of the topic, ideas as well.

And on top of that, it'll create some schema and write social media blog posts for you. But I think that's kind of covered a huge amount of stuff for, for the first, you know, 30 minutes. And I think, what I should probably do is stop sharing my screen for a minute and, Let you let you ask me questions and if I have to jump back to my screen then fine, but sure so I think that's

Matt Hepburn: So so just to sum up.

What what i'm seeing here with the tool is that Not only can we create content briefs for new pages that are missing based upon topics right based upon that knowledge graph that we build around content for lawyers and law firms, but we could also edit pages that are existing. That might be, thin content or just, you know, need to be bolstered up to be, more competitive.

Is that correct? Right.

Dixon Jones: And so you get to that from a slightly different place in the tool on the, on the, on the pages tab that was there, there was an audit button, which some, some viewers might've seen that kind of does the same thing as creating a content brief. But now it'll also bring in the content that's already on your web page.

And so when you start seeing all the topics that your competitors are talking about, it'll show you how many times you've already talked about that. And so the gray ones are now filling in the gaps, rather than starting from scratch and having to write everything. So if you've got a page that was doing really well, maybe it's ranking on page two for your chosen term, that would be the way to go.

You don't want to throw out the baby with the wealth water. But you may be missing traffic collisions, for example. You know, and that might be all it needs to raise it above you. It could, sometimes it's just a couple of sentences will make the difference. You know, yeah. So

Matt Hepburn: it's, it's definitely, it's showing the interconnectedness on the website.

So, and yeah, and we've shown here in the tool how we are gonna create the, the parent page or the parent post over on the topic. Right. But what I'd love to you to talk about a little bit is, you know, how some of the concepts that we're writing within the brief that's identifying might really have the value of being a sub page or a blog post that has written all upon that, that then would link up to that page or maybe cross link back down to that.

Dixon Jones: So by having a map of the website itself, we can see which ideas are semantically close. So the way that we develop clusters out of that, we use topic modeling to say, Hey, Really, if you want to be an expert in personal injury law, you should talk about breaking your arm or running across the street or whatever, you know, whatever the things that may be is by using Google suggest to put the entities back in and find ideas.

We're allowing Google to come out with ideas. Or people also ask is another way of doing it, which is another part of Google that does the same sort of thing. But we can then compare those things that Google spits out with the existing knowledge graph and throw out the things that are not relevant. And just keep the ones that are relevant.

But then we can also use use data to work at how many people are typing in those phrases. And it may be very, very few. And we can sort out the ones that are important. So we, we ultimately. First, cluster all the ideas that are semantically close into a, into a cluster of ideas. But then we say, you know, the ones with big search volume should have their own page, really.

They should probably, that's our recommendation. So we'll, we'll have a little recommendation that says, we think you should make a different page for this. Where the, where the search volume gets lower, Will probably suggest that you can either add this to your pillar page as a as a paragraph or write your own page and then as it gets lower we say this is probably should just be a You know just add it into one of your other Pages and then ultimately we've also we show you the little ones right at the bottom as you know Mention these if you want to really so we've prioritized and given some logic onto when to create a new page based on the search volume ultimately but The precursor to that is the context.

We won't show it to you at all unless it's relevant to that topic cluster. So you've tied things together in a meaningful way. The main search phrase or the main search topic is at the top of the cluster, and then really underneath that we've got subtopics that are distinct and different to each other.

But they all support the, the, the, the the main concepts. So I, I kind of described it. I was in Brighton SEO which is a UK based way. They've got a us one now SEO San Diego,

Matt Hepburn: I think, right. Is the U S yeah,

Dixon Jones: absolutely. Absolutely. And so I was on the main stage in the, in the Brighton in the UK just two weeks ago when I was talking about this topic modeling sort of idea.

And one of the ways I've described it is that if you want to be an expert, Of something big like personal injury law, you've got to prove to a machine like Google that you're also an expert at all the pillars of concepts that make up personal injury law.

Matt Hepburn: So wrongful death, slip and fall, you know, birth defects, herbs palsy, which would fall underneath that.

And then, and then on top of that,

Dixon Jones: filing procedures in Illinois and you know, and and maximum claim limits or whatever it may, you know, so these kinds of things may all be important as well. And so if you can't demonstrate that you're an expert in those things, Why would a machine that's trying to work out what you are an expert in, put all those bits together and all those bricks together, and it's like a pyramid, really, get to the top.

Yeah, you can start with personal injury law page, and I suggest you do, but really you need to build those supporting cases over time to to, to really be seen by a machine that you're holistically relevant on that.

Matt Hepburn: So I'm going to throw you a curve ball on this, right? Because lawyers and law firms tend to have multiple offices, usually in the same state, but different maybe different counties or regions, you know, different towns.

And they want to show up with content for around all these pages, these places as well. So we have the localization, which is great. It seems like we can change things up with the localization, but there is the, Thing that as SEOs, we want to avoid is cannibalization of keywords across different locations.

So how do we create with the tool optimizations for these different locations that help support, but don't cannibalize?

Dixon Jones: So Already this approach is going to create different content on different pages. So if you're paid about Chicago, what's the, what's another big what's, what's downtown from Chicago?

Matt Hepburn: Well, Chicago is kind of far away from me. I think of the blues brothers right away, but

Dixon Jones: let's go with San Diego and Los Angeles then. Okay. So right,

Matt Hepburn: right.

Dixon Jones: So so let when you start this process for, you know, personal injury and then you tailor it to, to Chicago and then and then the next one to, sorry, to, to Los Angeles and then to San Diego.

Firstly it's going to write completely different content each time. That's right. 'cause that's what LLMs do. So you've structured it and each time, so, so the two different versions. are firstly going to have different search results to, to, to build the knowledge graph on. Cause one's going to be based around the, the, what the firms are talking about in San Diego.

Once about the ferns in Los Angeles, it may be that find Laura appears on both lists, but it's not going to be the same lists, you know, otherwise Google wouldn't have been around. It would be different. It would be

Matt Hepburn: different pages on final. Yeah,

Dixon Jones: exactly. It'll be. Yeah. Yeah. So so You've now got completely different data sources on which the machine is learning between those two pages.

So the knowledge, the content plans are going to be out, might or might not overlap, but they're going to look very different in the, in the phraseology that is being used. And of course, they're going to have some sections related to San Diego and to Los Angeles. But then when you generate the content itself from that that content, ChatGPT doesn't create, if you ask ChatGPT twice exactly the same question, it doesn't come out with the same answers.

So your pages are going to be different. I will, however, tell you that you may have some cannibalization issues because you're talking about personal injury law in Chicago and, sorry, in San Diego and Los Angeles, and of course everybody's going to be talking about personal injury law. Which is why the pillar page should be about personal injury.

And you need to decide on this kind of hierarchy in there so that the, the internal linking helps to De-duplicate that problem, get rid of the cap cannibalization. So what will happen is that you've got this page on San Diego and this page on San Diego is now talking about personal injury law in San Diego, but every time it talks about personal injury law, It'll link to the pistol injury law page.

Yep. You're talking about traffic, traffic collisions. It's talking to the traffic collisions page. And it's not the whole page, it's just the section that's talking about traffic collisions. That's that's saying this is where the authority lies for traffic collisions. So the internal linking.

De cannibalizes the problems. You can talk about the same thing in multiple different ways on multiple different pages. What you need to do is give clarity to a search engine as to where the authority is on your website for that topic. And if that topic is not important enough for your business, you shouldn't link it to anything.

You should just, it's just a word, it's just words in a sentence.

Matt Hepburn: So we've actually done this for years and not realized that it aligned to this. So we have a county page for personal injury, which is the main or, or the state page, right? Right. Which is the primary pillar page for personal injury. And that would then link down to the counties and then link down to the towns.

So, and they've, they link up.

Dixon Jones: Yeah,

Matt Hepburn: no, the goal is to be, it's always law firms that have multiple locations where this happens. Right. So and we always try to write topically different content around those pages, but this will allow us to now go in and edit that and fine tune that and really make that much more standard.

Like, and they've performed really well in instances where we've done this, I'm going to go. quote, one site that we've, we've have over 600 pages on the first page of Google. And they have, we provided them 240 pages of content on their website for three areas of practice law. And the benefit of doing this when you drop this topically relevant, but done in hierarchy on pages and it's not done on posts.

So it's all related with breadcrumb is that if you do if you use that, for instance, for Google ads. Your quality score on those pages would go from a three or four up to about a seven or eight or nine. And so that means that you're going to pay less in, in your ads. Yeah. Yeah. Right. So that's the whole goal of this is to be able to, to rank higher organically and to pay less for your ads.

Dixon Jones: Right. Absolutely. And I think that's the, it's a, it's a great strategy to, to, to go with. And in SEO terms, the problem that happened was that people were trying to do this with databases and they were tending to come up with very, very similar content. There was another problem that people used to come up with, which is also fixed, which was the another way of looking at what you just described is the hub and side hub and spoke approach.

So you've kind of got this hub pillar idea, and then you've got these spokes, spoke pages that are all talking about these ideas, and they're all linking through to the, to the, to higher up the chain. And SEO has been using it for years. Yeah, the problem with it is that it tends to be with a hub and spoke approach Let's let's use your the example Let's say we've got you know personal injury law in San Diego and personal injury law in i'm gonna go San Francisco I don't want to talk about Los Angeles.

They they they're they always think about themselves too and sorry LA and and so what happens is those spoke pages themselves tend to be very thin, you know, they're not really very meaningful. And so, you know, people don't necessarily, especially don't necessarily, Google doesn't really respect those, those spoke pages because it doesn't, there's no, nothing linking to them in relation to San Francisco, for example.

So it's now the only page on the website that's talking about San Francisco. And that's the problem. Whereas by using internal linking and different categories different pillars, it may be that you make this a pillar page for San Francisco. And then you, then, then, then as well as being a a supporting page for personal injury law.

So instead of having a spoken topic approach, A, a pillar, a supporting page for one topic can be a pillar page for a different topic and it makes the internal linking much more fluid, much more relevant for the user. They kind of see, they know where they're going to click when they, when they click, they get to what they're going to go and see, and they may be thinking geographically based at the start.

And now they're going off to the expertise of the law discipline. And then they may be going from there to the the filing process or whatever it may be. And so, and so they can jump around between ideas. And you don't have to have a page about filing processes in San Diego and a page about filing processing.

Matt Hepburn: Yeah, no, it would be, it would just be up on the top level, right? You can

Dixon Jones: find processes and they differ by, by city or by state or whatever it is. And you can sit there and say, filing processes in San Diego fight, and they can have a paragraph for each of those. Those will link back to the San Diego pages and stuff, but you've now got a much more logical methodology that ultimately means you don't have to rewrite your content in 20 different URLs.

You can have one page that's just about filing by state. And you can have another page that's about, you know, different types of, as we saw, personal injury claim, and then you can still have a page about that each individual injury claim, but you don't want to have it on the page that's about personal injury, injuries.

No, it, you know, it makes perfect sense.

Matt Hepburn: Yeah, so if you have the filing processes and then you are able to cover all the different jurisdictions that you have your location pages for and then your location pages or those hubs associated with it, but I talk about it can link back to that one page or and actually it's smart enough now these days with HTML anchors that we could anchor down right to that paragraph on that page.

Dixon Jones: Yeah, you can. I mean, Inlinks doesn't, doesn't have the ability to, to anchor to do anchors like that. But we may have to manually add the strategy that would, that would be stronger as well. Strong as well. Yeah. I

Matt Hepburn: think it's great. I mean, what we used to do was mini hubs. So any, if it was the state to the County, to the town, they would all have hub pages multiple, multiple pages there.

You'd have an index page and you'd have The different pages would be cross linking and they would link up to the next level and all the way up to the top. So they would, you know, that seems to have stand at the test of time.

Dixon Jones: And it works well with, with, with menu structures, but now we've got the ability to do it.

In inline content, you know, and at a scale that was never really possible before within

Matt Hepburn: this, this is going to make the, the content on the sites so much more robust, so much more relevant topically in those different locations. And it's, it is going to be really a revealing Of like where content is thin, could you talk a little bit about the NLP part on like, how, why, how this all aligns and, and what

Dixon Jones: I might do is jump back into, yeah, absolutely.

Matt Hepburn: Sounds great. And definitely want to talk about schema, how that supports it as well.

Dixon Jones: Okay. All right. Let's let's dive back in show this entire

screen. So I've got two screens, so it's going to get the right one.

Okay. So the knowledge graph of the website. Let's go. I'll tell you what we're going to do. I'm going to take a a knowledge graph of that, that content brief that we just created. Is now probably lying in here. So, okay. So we have this personal injury lawyer brief here. Let's, let's show you exactly what it's what it's doing, because let's go and take it.

One of these guys. So well done to Ankin law. com slash person injury. You're number one in Chicago. We're going to sing your praises by quickly go going and building a, a plan around Ankin law. So I'm going to create a new project

for Ankin law. And we're going to go for the United States for the market.

Okay. Well, now I should've, I'm just going to do it for 20 pages to to demonstrate here, what's happening. So the NLP algorithm is, is, is working here. So what it's doing is reading the content in the first 20 pages of of this website. And you can see already that it's really an s a, a law based website and around personal injuries, talking about negligence.

It's calling about jury, it's talking about healthcare. talking about breathing and doctor's visits and arbitration awards, et cetera. So it's immediately extracting out the underlying entities out of the content. What it's actually doing at the same time is it's sending another message to, to this content and, and, and using Google's API.

So to to to extract entities as well. So it's actually sending two natural language processing algorithms to this content or an analyzing this content, Google's and our own hours is designed to pull out every entity it sees on the page. Google's just reports entities that it thinks are very, very important for whatever reason Google thinks.

So we will always find more ideas than, than Google will. But the job of the SEO is to decide which of those extra ideas are really important and we should need to feed Google. So the fact that Google doesn't report those entities is is. Not as important as the fact that the SEO needs to make sure they cover all the entities that they Need to talk about so on this particular site I'm going to go to this topic which is showing all of these entities that it's created the knowledge graph.

It's created and and it's going to show them in order so within the concept of health this talk This website is talking about medical malpractice medicine injury positive airway pressure Major trauma dentistry And autism spectrum, et cetera. But some of these things are in red as well. So we've actually in green as well.

So we've actually run two algorithms, our own, which is all these words that you see and Google's and where it's in green 60 percent of the time. So six out of 10 pages. Google also returned the same entity that we did in there. So Google is also reporting Wikipedia URLs. And that's that's, that's very interesting to see.

So we're trying to create this knowledge graph to to break ideas down into the underlying concepts. Did that answer the initial question?

Matt Hepburn: It did. I don't know if the, the lawyers and law firms understand what the importance of the Wikipedia URLs are though.

Dixon Jones: Okay. That's a fair, that's a fair point.

And I'm going to just stop sharing my site again. Sharing my content again, because I need to oh, I can't, I can't, I don't know how to, it's all too much. I'll leave it open. The the importance of Wikipedia is. In order to break content down into a database of ideas if you think about are you still there by the way because i've got a yeah i'm here i'm here Okay, so my my site is I think if

Matt Hepburn: you hit the stop sharing at the bottom of the screen there That'll stop

Dixon Jones: She's thinking, okay, there we go.

Let's, let's try not go to go back to the tool again. You know, yeah, you got it. Yeah. Customers can always go to Inlinks. com and try it for a, for, for, for a trial. But where was I? The the, the, the understanding

Matt Hepburn: what the Wikipedia importance. Yeah. So

Dixon Jones: the Wikipedia acts as a database of ideas.

And you do not want to make your own database because you will put personal bias into the system. So the idea is that by using Wikipedia, you have an independent, human led system that is tying every idea from personal injury to claims into a database element. Thank you. Am I still with you?

Yeah. Okay and so that also means that it has a a, a database lookup. A URL is, you know, effectively a, a, a point on a database. So Wikipedia is a, Is is acting as a database, a reference point, and the reason it's useful is because we know that google also Trained using wikipedia because wikipedia is open source data So it's allowed to take all that data learn it as much as it likes And it and it can read through and it's very very structured wikipedia under underneath the the surface So once you've said once wikipedia has said this is the article on personal injury It can act as a point of truth For any any natural language processing algorithm that might want to to try and understand things.

So, by using that as a point of truth and defining the entity as something with a Wikipedia URL you, Remove bias in the system because what would happen otherwise is that there is a there's a a scholarly article by Rudiger and somebody else which is a entitled topic modeling in marketing and they did a meta study of 64 different papers that were talking about topic modeling in marketing and the one thing they found was that those 64 papers all had a different definition of what a topic was.

And entities and Wikipedia solves that problem because it gives a common definition of what counts as an entity, or in this case, a topic by, by saying, right, the entity is this, your topic has to be one of those one of those entities. And so that's why we use Wikipedia.

Matt Hepburn: Could, could you explain What schema is in relation and why it's important and how Inlinks and the connection right to Wikipedia and the connection to the code of what a thing is and, and how that actually is all supported with with the time.

Dixon Jones: Will do. I've actually got my business partner screaming at me cause we're trying to launch something. So

Matt Hepburn: so five to

Dixon Jones: 10 minutes left, but,

But not, not, not from, yeah. So, so the scheme is, schema started with well, it's now really mostly led by schema. org. And the idea is that back in the day, for those who are as old as me we used to use things like keyword tags, meta tags.

So you, you still have a meta description for a page and you have, but no one uses meta tags anymore. No one uses those kinds of things. But what has replaced it is the idea of using schema. Yeah. to help semi structure concepts. So schema might sit there and describe, for example, the author of the page.

So you might use author schema to say Hey, this page is is, is written by an SEO called Dixon Jones and his LinkedIn page or his Wikipedia page, if he's lucky enough.

It could be about an organization. It could be about people. It could be about anything. And schema. org defines some metacode. That's kind of like, you know, like script that goes in the header of the, usually the header of a website page. that helps to semi structure the content on that page. So it's really giving information to a machine that just makes it easy to order information.

So if you've got the NFL League, for example, it would be really helpful instead of just listing all of the games down there. You used NFL used schema to help give a hierarchy of the team orders, for example, or they or where their standings are and that sort of thing. So so all these schemes exist and there's lots of them.

But the one that really Inlinks excels at is the ability to create content schema, which is to pull a whole page of thousands of words into the underlying. topics that it's about. And the way it does that is the schema specifically says, well, just translating into English, it says, Hey, search engine.

This page is about a thing called a keyword of Eiffel Tower. And in case you don't know what that is, Mr. Search Engine or Mrs. Search Engine or Google or Bing, here's a Wikipedia URL for Eiffel Tower, because we know that you're going to understand The Wikipedia page. It's also about France and Paris, you know, and metal, whatever it may be.

So you can do that with it a few times and it's turned a thousand words, into four lines of definitions that are exact objects in Wikipedia, which effectively gives an imprint of what the content is about. And that's how all the semantic stuff works because

let's do that. Explain it in a way. I mean, that's the way I kind of explain it to people. No, it's great. It's great. And it's a pretty, pretty good way of explaining it out there.

Matt Hepburn: So by having this code around our content, we are actually helping Google understand what the content is about.

Dixon Jones: Yes and particularly a machine, a machine that's trying to compare whether this page over here about the Eiffel Tower is semantically closer to the user query than this page over here that are both about the Eiffel Tower, but maybe the user query is saying, Oh, what's a hotel close to the Eiffel Tower?

Well, now it knows that this one is about Eiffel Tower and hotels, and this one is about Eiffel Tower and restaurants. So the hotel one is much more important.

Matt Hepburn: So I hope everybody can understand that the why having this tool is critical for , building your law firm content. It's just so much different than an SEO strategy where it's just focused on keywords.

So I'm going to actually leave you with that question. What is the difference between a keyword and an entity?

Dixon Jones: I describe it as entities. are a subset of topics and topics are a subset of keywords. A keyword ultimately is a description of an entity. So if we're going to use entities, if you're going to have a Wikipedia article called the Eiffel Tower, for example, you could label that as the Eiffel Tower.

You could label it as Le Tour Eiffel. You could label it as that big metal thing in Paris. They're all keywords to describe the same entity. That's where the concept of synonyms comes in, in the English language. And and a, a, a topic is, is somewhere in between those. So, so a topic is a concept that, that is in between the sort of the descriptive keywords that describe a thing, the actual thing itself, and then in between is the concept that the prime, the prime phrase that the entity is usually described by.

Matt Hepburn: Right. And so for me, if I can optimize for the entity, I am covering the topic much more comprehensively than if I'm doing it for a keyword that's just looking at it and basically a topic via one angle, right? Yeah, I

Dixon Jones: think you've done it. You've done it. You also done it in less words. because you can, you can use less words to describe the concept.

You don't have to use every variation of every every word. You don't have to use words that are colloquially distant from what your, what your business is. If you're a law law firm, you know, you may not want to talk about you know you know, colloquialisms that that, that, you know, people are typing in, you want to talk about the legal version of that, that possibly, and that's okay.

Google, if it understands it, understands that one. One way of saying describing something another way of describing something. It's the same something.

Matt Hepburn: Yeah, no, this is fantastic. So, Dixon, so how can , lawyers and law firms try out Inlinks?

Dixon Jones: Com. By the time this comes out, I would imagine there'll be a a, free trial out there. The product itself starts from as little as 49 a month anyway. So you can try it for seven days, make sure it's doing what you think it should be doing. It then costs about 49 per a hundred pages you put into the system.

So it can get expensive for a large website. What I would say is that most large websites don't need to interlink every page, particularly an e commerce site. you know, but law sites, you know, probably, you know, a few hundred pages covers most of your bases really. So, so, you know most businesses. Can use it for under a hundred dollars a month.

Matt Hepburn: So thank you so much for for coming on board

Dixon Jones: yeah. Well, Thanks so much. I

Matt Hepburn: really appreciate you coming on the show.