As you well know, the focus of digital marketing can change rapidly with the whims of algorithm updates and new product launches. While you’re probably hearing more about entity-focused local SEO with the rise of AI, it’s not a new concept; like listing management, it is fundamental to search. It’s a framework to help you establish clients as trustworthy online. Today, we’re digging into how to implement an optimization strategy built on a foundation of entities.
Top 5 Ways to Establish Entity-Focused Local SEO Strategies
As with most local search strategies, building one that is entity-focused centers around helping Google see, identify and understand your client as a reputable entity. All of your tactics ultimately lead to increased visibility—in search and answer engines, among industry peers and, most importantly, for consumers searching for client products and services.
Intelligible entity signals establish and build the trust necessary for search engines to utilize client information, making their businesses stand out from competitors. Let’s review the top tactics to implement entity-focused SEO programs.
1. Google Business Profiles and Listing Management
It shouldn’t be a surprise that a claimed and verified Google Business Profile (GBP) is an important entity signal. As Google’s own directory, information stored within the GBP has a profound impact. Listings need to be claimed, verified, then monitored for accurate data.
Selecting the correct categories, having consumer-useful data and localized content sets your clients apart. Listing management with GBP tools lets you easily monitor and manage multiple clients and multi-location businesses.
2. Structured Data and Schema Markup
We won’t get technical, but adding the right schema markup to a website makes a big difference for search engines seeking to understand how a business or practice relates to relevant searches. Entity-focused strategies use schema tags that call out local business, industry, types, and so many more. Client industry and locale helps your team further select specific tags to get robot “eyes” on them. Schema markup provides clarity in the entity identification process.
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