Why Isn’t Your Business Ranking Higher?
You’ve done everything right. You’ve optimized your content. You’ve used all the right keywords. And still, you’re stuck on page two.
The answer could be entity optimization. It’s a key tool for local SEO, and today, we’re going to break it down.
I’m Dennis Ocasio, co-founder of Ocasio Consulting, LLC. I’ve spent 25 years working with SEO. From six-figure wins in local SEO to modern web design, I know what helps small businesses get noticed. Today, we’re going to look at why entity optimization matters for local SEO and how you can use it to get ahead of your competition.
What Is Entity Optimization?
Entity optimization isn’t just a fancy word. It’s about making sure Google and other search engines see your business as a real thing—an entity.
Think of it like this: instead of just stuffing your site with keywords, you’re telling search engines who you are, what you do, and why you’re the best.
In tech terms, it’s about connecting the dots. Defining your entity and making sure Google’s Knowledge Graph understands how you relate to other topics and businesses.
Simply put, entity optimization helps Google understand your business better, so you show up more when people need what you offer.
Why Local SEO Needs Entity Optimization
Most local businesses think keywords are all they need for SEO. But they’re not enough, especially for local SEO.
Here’s why:
- Local searches show what people want. They don’t just want info; they want quick solutions.
- Keywords give Google part of the story. Entity optimization gives it the full story.
So, if someone in Orlando searches for “best plumber near me,” Google tries to match that search with user intent by using BERT (that’s Bidirectional Encoder Representations from Transformers, a type of NLP technology that helps Google understand how words relate to each other). If your entity is optimized, Google will see you as a trusted, real plumbing service in that area.
If this sounds a bit much, don’t worry. We’ll take it step by step.
Steps to Optimize Entities for Local SEO
1. Use Schema Markup
Schema Markup is like a code that tells Google who you are. Use it to make your website info super clear to search engines.
Here’s what you need:
- Local Business Schema: Add details like your location, hours, and services.
- FAQ Schema: Answer common questions to build relevance.
- Breadcrumbs Schema: Make it easier for users (and Google) to understand your site structure.
These are simple changes that can really boost your local SEO. You can learn more about our Local SEO Services that can help with this.
2. Master Entity Linking and Recognition
This sounds complex, but it’s easy. Google likes knowing connections. It uses Entity Recognition and Entity Linking to match you with searches and topics.
Here’s how to do it:
- Connect Your Brand to Related Entities: If your service is plumbing in Orlando, mention related businesses or important neighborhoods. This helps Google connect your service to the area. Check out our guide on Local SEO for Service Area Businesses for more insights.
- Link to Authority Sources: Link to trusted sources like the local chamber of commerce or a local news site. The more Google sees your business next to high-value entities, the more it trusts you.
3. Boost Your On-Page Relevance with Structured Content
To win at local searches, every page has to be relevant. Use these tools:
- Topic Modeling: Find out what other topics your audience cares about and write content about them.
- LSI Keywords: Use related terms like “local services,” “knowledge graph,” or “machine learning in SEO” to show search engines that your content covers a wide range of topics.
- Content Clusters: Create groups of related articles. For example, if one page is about “entity optimization for small businesses,” another should be about “schema markup.” Link these pages together to build Topical Authority. Take a look at our blog Using AI to Optimize Your Articles for Page One Rankings.
Examples of Entity Optimization in Action
Let’s make it simple. Here’s an example:
Say you own a landscaping business. You want to rank for “best landscaping service in Orlando.” Entity optimization isn’t just repeating that keyword over and over.
Instead, you use schema to show Google:
- Your exact service area
- Detailed info on what you offer, like tree trimming, garden design, and irrigation
- Local awards you’ve won (linked to news sites or local organizations)
Then go further. Write about the seasonal benefits of your services, link to authoritative sources like Wikipedia for plant types, and talk about common landscaping issues in your region.
Now, Google sees more than just a keyword—it sees you as the go-to source for landscaping in Orlando.
How Google Uses Entities for Search Intent
Google uses things like RankBrain and BERT to figure out what people mean when they search.
Search Intent is about why someone’s searching. With local SEO, they usually want something done.
When you optimize for entities, you align with search intent. Google sees that if someone is looking for landscaping in Orlando, your business is the right one to show.
FAQs About Entity Optimization
What’s the difference between entity optimization and keyword optimization?
Entity optimization focuses on the relationships between concepts, not just words. Keywords help you get found, but entities help you stand out.
How does structured data help with local SEO?
Structured data (like schema) makes your content easier for Google to understand. It’s like giving Google a guidebook on what each page is about. This helps you rank higher.
What’s an easy way to start entity optimization?
Start with your Google My Business page. Make sure every detail is filled out and correct. Then add Local Business Schema to your site.
Key Tools You Can Use for Entity Optimization
- Google Search Console: Track how Google reads your content.
- SEMrush Entity Analysis: Find new entities to target.
- Ahrefs Knowledge Graph: Get a deep dive into how entities connect online.
For more tools and techniques, check out our post: SEO Optimized Web Design 2024.
Final Thoughts: Make It Easy for Google to See You
Entity optimization isn’t magic. It’s just smart work.
It’s about using NLP, Schema Markup, and Entity Linking to make sure Google understands who you are and what you do.
Ready to make it happen? Our team at Ocasio Consulting has been at the forefront of local SEO for years. If you need help getting your entity optimization right, let’s talk.
Get in touch here to start dominating local search with smart SEO.
