Entity Performance Analytics (Beta)

Modified on Thu, 29 May at 1:05 PM

Schema App's Entity Performance Analytics (EPA) is a reporting tool that combines entities identified by External Entity Linking with performance data from Google Search Console. Use these reports to understand the performance of content related to specific entities so you can make data-driven decisions to align your content with business goals and market trends.

Entity Performance Analytics can be accessed by navigating to Entity Hub > Entity Performance Analytics.

Access to Entity Performance Analytics requires:

An active Entity Hub plan
At least one active External Entity Linking tag
A URL-prefix property in Google Search Console
Integration with Schema Performance Analytics (SPA)

TABLE OF CONTENTS

Controls
Entity Coverage
Entity Performance Overview
- Entity Performance Table
- Performance Word Clouds
Anomalies
Performance by Entity
Use Cases
Additional Resources

Controls

Upon activation, Entity Performance Analytics will provide 3 months of historical data. Modify the date range in the Controls panel by clicking on the carrot in the top-right of the dashboard, and selecting the desired dates from the calendar. Once selected, this date range will apply to all of the data within the dashboard.

Entity Coverage

The Entity Coverage section shows how well-covered your website is with externally-linked entities for those webpages that have Google Search Console data for the date range defined in the Controls.

No. of Entities: The total number of individual entities identified across URLs where the External Entity Linking tag has deployed
Total URLs: The total number of URLs with Google Search Console data for the date range defined in the controls.
URLs with Entities: The total number of URLs where at least one entity was identified by External Entity Linking
URLs without Entities: Calculated by subtracting the number of URLs with Entities from the Total URLs

Entity Performance Overview

The Entity Performance Overview section provides an overview of the clicks, impressions, and click-through rate of URLs where a specific entity was identified. Use this data to understand how each entity has performed over the time period set in the Controls.

Entity Performance Table

The Entity Performance table contains performance data for the URLs where each entity was identified. This data is imported from Google Search Console for the date range selected in the Controls. The entities are listed in descending order of URL coverage, however, all columns can be sorted by ascending or descending order by clicking on the column header.

For each identified entity, this table contains the following columns:

Clicks: The total aggregated clicks of URLs that contain this entity
Impressions: The total aggregated impressions of the URLs that contain this entity
CTR: The average click-through-rate of the URLs that contain this entity
No. URLs: The number of URLs where this entity was identified by External Entity Linking

Performance Word Clouds

The Entity Performance section contains three word clouds to provide a visual representation of the clicks, impressions, and click-through-rate of the top 100 entities by URL count.

Hover over any entity name to see a rounded count of that entity's performance for the related metric.

Anomalies

Entity Performance Analytics uses machine learning to identify anomalies in the performance of entities' clicks, impressions, and click-through-rate based on historical trends.

The Anomaly Detection blocks summarize the most recent anomalies based on:

Metric (clicks, impressions, average CTR)
Entity (group of URLs where this entity was identified)

Anomaly detection will run every week to assess whether new anomalies have been identified based on your historical data.

Performance by Entity

The Performance by Entity section shows how the URLs containing externally-linked entities have performed for the date range defined in the Controls. Use this section to compare the performance of individual entities of interest, and to access a breakdown of individual URL performance for pages that contain the selected entities.

Entity Name Filter

Use the Entity Name filter to search and select specific entities. This section will select all entities by default, but for the best user experience, we recommend selecting 2-10 entities to start. Once selected, this filter will apply to all of the data within the Performance by Entity section of the dashboard.

Aggregated Entity Performance Blocks

The aggregated Entity Performance Blocks show a summary of the total aggregated clicks and impressions for the selected entities.

Note: Many URLs will contain multiple entities, so clicks and impressions may be double-counted for URLs that contain more than one of the selected Entity Names.

Total aggregated clicks:
Total aggregated impressions:
Quarterly compounded growth rate for total clicks: Amir's description: by the end of 90 days, what % has the clicks increased - averages the first 7 days of click performance and compares against the average of the last 7 days in the 90 day period

Additional documentation TBD -- may remove these blocks entirely before deployment.

Entity Performance Graphs

The Entity Performance Graphs provide a visual representation of the clicks, impressions, and click-through-rate of selected entities over the date range selected in the Controls.

The Entity Performance Graphs will load all entities by default. If your project contains more than 100 entities, it will load the the first 100 entities in alphabetical order. For the best user experience, we recommend selecting 2-10 entities in the Entity Name filter.

Hover over any date for a breakdown of the performance of the selected entities for that date.

Entity Identification by URL

The Entity Identification by URL table contains a list of URLs where each entity was identified, along with performance data for the date range selected in the Controls. URL lists for a given entities can be expanded or collapsed.

For each URL, this table contains the following columns:

Clicks: The total clicks received by a URL containing a specific entity
Impressions: The total clicks received by a URL containing a specific entity
CTR: The average click-through-rate of a URL containing a specific entity

The Total row shows the aggregated clicks, impressions, and average CTR for all URLs associated with the entities selected in the Entity Name filter.

Use Cases

The data in Entity Performance Analytics can be leveraged to answer questions like:

Audience Engagement:
- Which URLs with identified entities are performing best in terms of SEO (e.g. clicks, impressions, click-through rate, query volume)?
- Are there high-performing URLs that could serve as models for optimizing other content?
Content Coverage:
- How widely is a specific entity covered across the website's content?
- Are there important entities that are only mentioned on a few URLs, indicating a potential gap in coverage?
- Which entities are underrepresented, and where can additional content be created to improve coverage?
Content Strategy:
- How can the current coverage of entities inform future content creation and optimization strategies?
- Which entities should be prioritized for inclusion in new content to align with audience interests and search trends?
SEO Optimization:
- Are there high-value entities that need better coverage to enhance SEO performance?
- How can the distribution of entities across URLs be optimized to improve search engine rankings?
- Are there specific entities that contribute to the success of high-performing URLs?
Content Redundancy:
- Are there entities that are overly redundant across multiple URLs, possibly diluting content quality?
- How can content be refined to avoid unnecessary repetition of entities?