March 5, 2025 • 19 mins
As local SEO takes a leap forward, businesses must adapt or risk being left behind. Our latest episode dives into the powerful world of entity-based SEO and how it can redefine your local search strategy. We explore the fundamental shift from keyword-heavy tactics to a more dynamic approach that focuses on relevant entities, helping search engines better understand your offerings.
Join us as we guide you through the intricate balance of optimizing your content, brand considerations, and enhancing user experience to draw in customers eager to discover what you have to offer. With expert insights into structuring your website content around Google’s knowledge graph and leveraging your Google Business Profile, the conversation unlocks actionable strategies you can implement right away.
This episode not only highlights the essence of crafting rich content that engages your audience but also touches upon the future of SEO and how businesses best prepare for advancing trends. Take the first step towards transforming how your business interacts with search engines and customers alike. Tune in now to harness the potential of entity-based SEO, and don't forget to share your thoughts and experiences afterward!
Thanks for tuning in to Local SEO Unlocked! If you enjoyed today’s episode, don’t forget to subscribe, leave a review, and share it with others who want to master Local SEO. Stay connected with us weekly for more insights on SEO! Until next time, keep optimizing and stay ahead in local search!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
All right.
So today we are going deep onlocal SEO and specifically, you
know we're going to be talkingabout how to get your business
to stand out in local searchresults.
Speaker 2 (00:11):
OK.
Speaker 1 (00:12):
You know, forget those old tricks like keyword
plus, city Right.
We're going to go way beyondthat with some amazing insights
from local SEO expert DawnPhelps.
Speaker 2 (00:22):
You know it's amazing how much search has changed,
Like Google has gotten reallygood at understanding what we
mean, even without us explicitlysaying near me, or like naming
a specific city.
Speaker 1 (00:35):
Yeah, I've noticed that, like if I'm out and about
and just search pizza, googlejust seems to know that I'm not
looking for pizza recipes.
I'm looking for a place to geta slice right now.
Speaker 2 (00:44):
Exactly.
Google's using your location,your search history, even things
like the time of day.
Wow To figure out if you havelocal intent.
Speaker 1 (00:54):
Okay, but here's the thing Okay.
Speaker 2 (00:55):
Clinging to that old keyword plus city strategy on
your website can actually hurtyou now.
Speaker 1 (01:02):
Really, why is that?
I thought keywords were stillking.
Speaker 2 (01:11):
Keywords are still important, but they're not the
whole story anymore.
Right?
That old tactic of creatingtons of pages each targeting,
you know, keyword plus city isactually seen as spammy by
Google now.
Speaker 1 (01:19):
Really.
Speaker 2 (01:19):
Yeah, the helpful content update really shook
things up.
Speaker 1 (01:22):
So all those pages I made for best bakery in every
town in my state are actuallyhurting my website?
Speaker 2 (01:28):
They might be, oh no, google wants to see websites
that offer genuine value tousers, not just a jumble of
repetitive pages stuffed withkeywords.
Speaker 1 (01:37):
So if Keyword Plus City is out, what's the new
secret weapon for dominatinglocal SEO?
Speaker 2 (01:44):
It's something called entity-based SEO.
Speaker 1 (01:47):
Okay.
Speaker 2 (01:47):
And one of the most important elements of that is
your brand.
Speaker 1 (01:51):
Interesting.
I wouldn't have thoughtbranding would be so important
for SEO.
Speaker 2 (01:54):
It makes sense when you think about it.
Google wants to connect thedots between what people are
searching for and the real-worldentities that satisfy those
searches.
Your brand is a key part ofthat equation.
Speaker 1 (02:08):
So how do I actually use my brand to boost my local
SEO?
Speaker 2 (02:13):
It starts with making sure your brand name is clearly
visible on every product orservice page on your website.
You're basically telling Googlehey, this awesome product is
offered by this specific brand.
Speaker 1 (02:24):
That's actually a really simple but smart tip.
Speaker 2 (02:27):
Yeah.
Speaker 1 (02:27):
It's like I'm introducing my products and my
brand to Google at the same time.
Speaker 2 (02:31):
Exactly.
It's all about establishingthat connection Right and
reinforcing your brand as thego-to source for those specific
products or services in yourlocal area.
Speaker 1 (02:41):
Okay, I'm starting to see how this all ties together.
Speaker 2 (02:43):
Yeah.
Speaker 1 (02:43):
So branding is important, but you mentioned
something called entity-basedSEO, right?
Can you break that down for me?
Speaker 2 (02:50):
Sure Think of entities as those big concepts
that.
Google uses to organizeinformation like bakery or
dentist, those are entities.
Speaker 1 (02:59):
So, instead of focusing on keywords alone, we
need to think about how ourbusiness fits into the broader
categories that Google uses.
Speaker 2 (03:07):
Yeah, exactly, it's about optimizing your website in
a way that reflects how Googleunderstands the world.
Instead of keyword stuffing,we're creating content that's
structured around these entities.
Speaker 1 (03:19):
Okay, I'm intrigued.
Speaker 2 (03:20):
Yeah.
Speaker 1 (03:21):
How do we actually apply this entity magic to our
websites?
Speaker 2 (03:25):
Think about two main types of pages.
Speaker 1 (03:28):
Okay.
Speaker 2 (03:29):
Service or product pages, right and location pages.
Okay, your service pages shouldfocus on showcasing the
offering itself, along with yourbrand name.
Right.
Speaker 1 (03:40):
No need to cram in locations there no more best
cupcakes in Springfield.
On every cupcake page RightJust delectable cupcakes by my
brand name.
Speaker 2 (03:48):
Exactly?
What about those location pages?
Speaker 1 (03:51):
Yeah, what about those?
Speaker 2 (03:52):
Those are where you'll target the big categories
Google uses.
Speaker 1 (03:56):
Okay.
Speaker 2 (03:56):
So instead of going after Bakery Springfield, you'd
optimize for Bakery plus yourcity.
Speaker 1 (04:00):
Okay.
Speaker 2 (04:01):
And here's where it gets interesting.
Speaker 1 (04:08):
You want to tie in the Wikipedia entity as well.
Wikipedia, now it's gettingseriously nerdy, I know right,
what does Wikipedia?
Speaker 2 (04:11):
have to do with my local bakery.
Well, Google often usesWikipedia as a source of truth
when it comes to categorizingbusinesses Interesting.
It's like a giant encyclopediathat helps Google understand
what different entities are allabout.
Speaker 1 (04:24):
So Google's basically looking at Wikipedia and saying
, okay, this is what a bakery is.
These are the typical products.
They offer.
And this is how people usuallysearch for them.
Speaker 2 (04:33):
Yeah.
Speaker 1 (04:34):
And then Google uses that information to understand
my bakery better.
Speaker 2 (04:38):
You got it.
Speaker 1 (04:39):
Wow.
Speaker 2 (04:40):
That's why it's important to align your website
with those same entities thatGoogle's pulling from Wikipedia.
Speaker 1 (04:46):
I see, by using the same language and categories as
Wikipedia, I'm basicallyspeaking Google's language.
Speaker 2 (04:51):
Yeah.
Speaker 1 (04:52):
Which makes it easier for Google to understand and
rank my website.
Speaker 2 (04:54):
Exactly, and Wikipedia can help us go even
deeper with this.
Speaker 1 (04:57):
Okay.
Speaker 2 (04:58):
For example, it's a great place to find synonyms for
those core keywords we'retargeting.
Speaker 1 (05:04):
Synonyms you mean like using different words that
mean the same thing.
Why is that so important?
Speaker 2 (05:08):
Because it helps Google understand the full
breadth of what your business isabout, Right?
Speaker 1 (05:13):
Instead of repeating the same exact keywords over and
over you sprinkle in synonymsthroughout your content, so
instead of just using cupcakeseverywhere, Right.
Speaker 2 (05:22):
I might also use terms like muffins, pastries or
sweet treats Precisely the seealso section on relevant
Wikipedia pages is a goldminefor these kinds of synonyms
Interesting.
By incorporating them, you'rehelping Google understand the
nuances of your offerings andcapture a wider range of
searches.
Speaker 1 (05:41):
It's like I'm creating a richer, more detailed
picture of my business forGoogle to understand.
Speaker 2 (05:47):
Exactly, and that richness is key to standing out
in local search results.
Speaker 1 (05:51):
Okay, my mind is officially blown.
This whole entity-basedapproach sounds way more
sophisticated.
Oh, it's pretty good Than theold keyword plus city grind.
Speaker 2 (05:59):
Yeah.
Speaker 1 (06:00):
But before we go any further, I'm curious about
something.
Speaker 2 (06:03):
Yeah.
Speaker 1 (06:03):
You mentioned that Google hates those messy
websites with tons of nearidentical pages.
You even use the term crawlresistance to describe them.
What exactly does that mean?
Speaker 2 (06:17):
Think about it this way Okay.
Google has these little digitalrobots called crawlers Right
that constantly scan the web,trying to understand what
websites are all about.
When a crawler encounters awebsite with hundreds of pages
that are almost identical, itmakes its job much harder.
It's like trying to find aneedle in a haystack.
Speaker 1 (06:38):
So those old keyword plus city pages create a kind of
digital clutter.
Exactly that makes it hard forGoogle to efficiently crawl and
index my website.
Speaker 2 (06:47):
Exactly, and that's where this new entity-based
approach comes in.
Speaker 1 (06:51):
Okay, I'm all ears.
Speaker 2 (06:52):
Yeah.
Speaker 1 (06:53):
How does entity-based SEO help with this crawl
resistance problem?
Speaker 2 (06:57):
By streamlining your website and using a clear,
entity-based structure you'remaking it so much easier for
Google to understand what yourpages are about.
Okay, it's like giving thosecrawlers a roadmap your website,
helping them efficiently findand index your content so it's
not just about creating lesscontent.
It's about creating smartercontent that Google can actually
(07:18):
digest and understand exactly,and when Google can easily crawl
and understand your website,it's more likely to see your
site as a relevant andauthoritative source for those
important local searches.
Speaker 1 (07:32):
Which, of course, leads to higher rankings and
more visibility.
Exactly Okay.
So how do we actually put thisinto practice?
Can you walk me through a realworld example?
Speaker 2 (07:42):
Sure, let's stick with your bakery example.
Okay, say you want to rankhigher in local searches for
bakeries in your city.
Speaker 1 (07:48):
Sounds delicious, I'm all ears.
Speaker 2 (07:50):
First head over to your Google business profile,
okay, and look for the categorythat best describes your
business.
In this case, it's probablyjust bakery.
Okay, that's your primaryentity.
Speaker 1 (08:00):
Got it.
So that's the starting pointfiguring out how Google already
categorizes my business.
Speaker 2 (08:05):
Right now, here's where Wikipedia comes in.
Okay, go to Wikipedia andsearch for Bigery.
Okay, you'll find a treasuretrove of information, from the
basic definition of a bakery todifferent types of bakeries and
even links to related entitieslike bread and pastry.
Speaker 1 (08:21):
So I'm using Wikipedia as a research tool to
see how Google understands mybusiness and also gather some
ideas for keywords and synonyms.
Speaker 2 (08:29):
Exactly You're tapping into the collective
knowledge of the internet torefine your SEO strategy.
Speaker 1 (08:35):
Wow.
Speaker 2 (08:36):
Now let's talk about how we use this information to
optimize your website.
Speaker 1 (08:40):
Okay, let's get down to business.
Speaker 2 (08:41):
Let's start with your location page.
Speaker 1 (08:43):
Okay.
Speaker 2 (08:44):
Remember, this is the page that's specifically
optimized for your city.
Instead of targeting BakerySpringfield, you'd want to use
something like Bakery inSpringfield or even Best Bakery
in Springfield for your pagetitle.
Speaker 1 (08:56):
Okay, so I'm using that primary entity, bakery, in
my page title, but I can stillget a little creative with it.
Speaker 2 (09:02):
Right, and don't forget about your H1 tag.
That's the main heading on yourpage.
Speaker 1 (09:05):
Right.
Here's where you can use someof those Wikipedia-inspired
synonyms to make it even moreenticing for both Google and
your customers.
So instead of just repeatingBakery Springfield, I might use
something like Springfield'sfavorite artisan bakery or the
best breads and pastries inSpringfield.
Speaker 2 (09:22):
Exactly.
You're highlighting those keyentities while also using
language that's appealing topotential customers.
Speaker 1 (09:28):
Got it.
What about the rest of thecontent on my location page,
which I include there?
Speaker 2 (09:32):
is where you'd provide all those essential
details about your bakery'slocation, your address, phone
number, hours of operation andmaybe a little blurb about your
bakery's unique story or whatmakes you stand out from the
competition.
Speaker 1 (09:47):
So it's not just a dry list of contact information.
It's a chance to showcase mybrand personality and give
customers a taste of what mybakery is all about.
Speaker 2 (09:55):
Exactly, and, of course, you'll weave those
relevant keywords and synonymsthroughout the text, naturally.
Speaker 1 (10:00):
Okay, that makes sense.
So we've got our location pagecovered.
What about those individualproduct or service pages?
How do we optimize those withthis entity-based approach?
Speaker 2 (10:10):
Remember, those pages are all about showcasing your
specific offerings.
Each delicious treat deservesits own page, optimized for the
product or service name.
Speaker 1 (10:19):
Oh OK.
Speaker 2 (10:20):
Plus, you guessed it, your brand name.
Speaker 1 (10:22):
Right.
So instead of chocolate chipcookies Springfield, it would be
chewy chocolate chip cookies bymy brand name.
Speaker 2 (10:28):
You got it and on those pages use mouthwatering
descriptions, high qualityphotos and even videos to entice
your customers.
Speaker 1 (10:37):
It's like I'm creating a digital menu that's
both visually appealing andoptimized for search engines.
Speaker 2 (10:43):
Exactly, but we're not done yet.
We need to think about how allthese pages connect.
Speaker 1 (10:48):
You mean like internal linking?
Speaker 2 (10:49):
Yes.
Speaker 1 (10:50):
I've heard that's important, but I'm not sure I
fully understand how it works.
Speaker 2 (10:54):
Internal linking is all about creating a web of
connections between your pages.
Okay, think of it like creatingpaths for both Google and your
customers to follow.
Speaker 1 (11:03):
Okay, I'm starting to see the bigger picture, so how
do I do this strategically?
Speaker 2 (11:07):
On your location page include links to your
individual product pages.
For example, you might have asection called our specialties,
with photos of your most populartreats, each linked to its
respective page.
Speaker 1 (11:18):
Ah, so I'm guiding customers to explore my website
and discover all the amazingthings I offer.
Speaker 2 (11:24):
Right, and on those individual product pages include
a call to action that linksback to your location page.
Okay, Something like visit ourSpringfield location to
experience these delicioustreats firsthand.
Speaker 1 (11:36):
So I'm creating a smooth circular flow between
those two types of pages.
Speaker 2 (11:40):
Yeah.
Speaker 1 (11:41):
Google sees the connections.
My customers have a greatexperience.
Everyone wins.
Speaker 2 (11:45):
You got us.
Internal linking is a simplebut powerful way to boost both
your SEO and your userexperience.
Speaker 1 (11:52):
Okay, this is all making a lot more sense now, but
before we wrap up thisdiscussion on entities, I have
to ask.
Sure, you keep talking abouthow Google relies on Wikipedia
for more sense now, but beforewe wrap up this discussion on
entities, I have to ask.
Sure you keep talking about howGoogle relies on Wikipedia for
information.
Right, but isn't that a littlerisky?
What if the information onWikipedia is outdated or even
biased?
Speaker 2 (12:08):
That's a great question and it's something to
be aware of.
Yeah, wikipedia is a constantlyevolving platform, right, and
the information on there isalways subject to change.
But remember, google doesn'tjust blindly trust Wikipedia.
It uses a variety of sources toverify information and
understand entities.
Speaker 1 (12:26):
So it's not like Google is saying Wikipedia is
the only source of truth.
It's more like Wikipedia is onepiece of the puzzle.
Speaker 2 (12:34):
Exactly Google's knowledge graph that's, the
massive database that stores allthis information about entities
is constantly being updated andrefined.
Wow, it's a complex andsophisticated system.
Speaker 1 (12:46):
Right.
Speaker 2 (12:46):
And Wikipedia is just one of many inputs.
Speaker 1 (12:49):
Okay, that makes me feel a little better, but it
sounds like keeping up with allthese changes and updates could
be a full-time job.
Speaker 2 (12:54):
It can feel overwhelming, that's for sure.
But that's also what makes thisfield so fascinating there's
always something new to learn,always a new challenge to tackle
.
Speaker 1 (13:03):
I like a good challenge.
Speaker 2 (13:04):
Yeah.
Speaker 1 (13:04):
So how do I make sure I'm staying ahead of the curve
and not falling behind in thisever-evolving world of SEO?
Speaker 2 (13:10):
Well, first of all, don't underestimate the power of
ongoing research.
Don't just set your SEOstrategy and forget about it.
Make a habit of checking in onyour industry's top keywords and
entities and make sure yourwebsite is still aligned with
what Google is looking for.
Speaker 1 (13:26):
So it's all about staying curious, staying
informed and being willing toadapt.
Speaker 2 (13:30):
Exactly, and don't forget about testing.
Don't be afraid to experimentwith different approaches To see
what works best for yourspecific business and your
target audience.
Speaker 1 (13:40):
Right.
Speaker 2 (13:41):
What works for one bakery in Springfield might not
work for another.
Speaker 1 (13:44):
Right.
Every business is unique andit's all about finding that
sweet spot between bestpractices and what resonates
with your specific customers.
Speaker 2 (13:52):
Exactly Now.
Speaking of resonating withcustomers, yes, we've talked a
lot about optimizing for Google,but we can't forget about the
human element of all this.
Speaker 1 (14:01):
You mean creating content that's actually engaging
and enjoyable for real peopleto read.
Speaker 2 (14:06):
Exactly All this keyword research and entity
optimization is useless if we'renot creating content that
actually resonates with ourtarget audience.
Speaker 1 (14:13):
So how do we strike that balance?
How do we create content that'sboth Google friendly and
customer centric?
Speaker 2 (14:20):
It starts with understanding your audience.
Who are they?
What are their pain points?
What are they searching foronline?
Speaker 1 (14:28):
So it's about doing your homework and really
understanding your customersneeds and desires before you
even start writing.
Speaker 2 (14:34):
Exactly, and once you have a good grasp of your
audience, you can start craftingcontent that speaks directly to
them.
Speaker 1 (14:41):
Okay.
Speaker 2 (14:41):
Using language that they understand and relate to.
Speaker 1 (14:44):
So it's not about writing for robots, it's about
writing for humans.
Speaker 2 (14:48):
Right, but that doesn't mean we throw keywords
and entities out the window.
We just need to be smart abouthow we use them.
Speaker 1 (14:54):
So it's all about finding that sweet spot where
SEO and great content intersect.
Speaker 2 (14:59):
Exactly when you can do that, you'll create a website
that ranks well, engages yourcustomers and drives real
results for your business.
Speaker 1 (15:07):
Okay, I'm feeling inspired.
This whole conversation hasreally shifted my perspective on
local SEO.
But before we move on, can wetouch on one more crucial
element?
Speaker 2 (15:16):
Of course, what's on your mind.
Speaker 1 (15:17):
Well, we've talked about optimizing our websites,
but what about our Googlebusiness profiles?
Speaker 2 (15:22):
Right.
Speaker 1 (15:23):
How do those fit into this entity-based approach?
Speaker 2 (15:26):
That's a great question and it's something
that's often overlooked.
You can have the mostbeautifully optimized website in
the world.
Speaker 1 (15:31):
Yeah.
Speaker 2 (15:32):
But if your Google business profile is a mess, it's
going to be hard for customersto find you.
Speaker 1 (15:37):
It's like having a delicious bakery hidden down a
dark alley with no signageExactly.
No one's going to know it'sthere.
Speaker 2 (15:44):
Exactly, your Google business profile is your digital
storefront.
Speaker 1 (15:49):
Right.
Speaker 2 (15:51):
So you need to make sure it's sparkling, clean and
optimized for thoseall-important entities.
Speaker 1 (15:54):
Okay, I'm ready for a Google business profile deep
clean where I start.
Speaker 2 (15:57):
The first step is to make sure all the basic
information is accurate andup-to-date.
That means your business name,address, phone number, hours of
operation, all that good stuff.
Speaker 1 (16:07):
Got it.
So Google business profilehygiene is non-negotiable.
What else should I be payingattention to?
Speaker 2 (16:15):
Think about your photos.
Okay, High quality photos ofyour bakery, your products and
even your happy customers canmake a huge difference.
Speaker 1 (16:24):
It's all about creating a visually appealing
and inviting online presence.
Speaker 2 (16:28):
Exactly, and don't forget about those customer
reviews.
Encourage your happy customersto leave glowing reviews on your
Google business profile.
Speaker 1 (16:36):
Ah, yes, the power of social proof.
Positive reviews can reallymake a business stand out in
those local search results.
Speaker 2 (16:42):
Absolutely so.
While entity-based SEO is apowerful tool, it's important to
remember that it's part of aholistic approach to local SEO.
Speaker 1 (16:51):
Okay.
Speaker 2 (16:51):
You need to make sure you're covering all the bases,
from your Google businessprofile to your website content
and structure.
Speaker 1 (16:57):
It's like creating a symphony of SEO where all the
instruments are playing inharmony to create a beautiful
and effective online presence.
Speaker 2 (17:04):
I love that analogy.
Now, before we wrap up thisepic deep dive, I want to leave
our listeners with one finalthought.
Speaker 1 (17:10):
Okay, I'm intrigued.
Lay it on me.
Speaker 2 (17:13):
Do you think all this focus on entities means that
Google might be moving away fromkeywords altogether?
Speaker 1 (17:19):
Interesting question.
You mean like a future where wedon't even need to think about
keywords because Google justunderstands our intent so well?
Speaker 2 (17:25):
Exactly.
It's a fascinating possibilityand one that I think is worth
exploring.
Speaker 1 (17:30):
I guess that's where our deep dive ends and a new
journey begins the quest tounderstand the future of search.
Speaker 2 (17:35):
And who knows, maybe by the time we do another deep
dive on this topic, Google willbe reading our minds and serving
us the perfect search resultsbefore we even type anything.
Speaker 1 (17:44):
Now, that's a future I'm excited to explore, but for
now, let's focus on masteringthese entity-based SEO
strategies and watch ourbusinesses climb those local
search rankings.
Speaker 2 (17:56):
To our listeners out there keep experimenting, keep
learning and keep pushing theboundaries of what's possible in
the world of local SEO.
The future of search is in yourhands.
Speaker 1 (18:06):
Until next time, happy optimizing.
It really does make you thinklike what's next for search?
Speaker 2 (18:10):
Right, I mean.
Think about it.
If Google keeps getting betterand better at understanding like
entities and relationships, wemight be able to search in a
completely different way.
Speaker 1 (18:20):
Oh, wow.
Speaker 2 (18:20):
Instead of typing in keywords, we might just have
conversations with Google.
Speaker 1 (18:24):
Like hey, google, I'm craving something sweet and
chocolatey.
What bakeries near me are knownfor their amazing chocolate
desserts?
Speaker 2 (18:31):
Exactly, and Google would be able to like understand
that you're looking for abakery Right, that you want
something chocolate and that youwant it nearby Right.
It would factor in things likereviews and ratings to recommend
the best options.
Speaker 1 (18:44):
It would be like having a personal pastry
concierge.
Speaker 2 (18:47):
Right.
Speaker 1 (18:47):
That's incredible.
Speaker 2 (18:49):
It's pretty mind blowing when you think about it.
And it all comes back toentities.
They're the foundation of howGoogle understands the world,
and as that understanding grows,so too will its ability to
deliver truly personalized andrelevant search results.
Speaker 1 (19:05):
This deep dive has been a wild ride.
We've gone from basic keywordstrategies to the power of
entities and even glimpsed intothe future of search.
Speaker 2 (19:15):
Yeah, we've only just scratched the surface.
There's so much more to explorein the world of local SEO.
Speaker 1 (19:20):
Oh, I know.
Speaker 2 (19:21):
From advanced schema markup to the nuances of local
link building.
Speaker 1 (19:26):
It's a bit daunting, but also exciting.
Speaker 2 (19:28):
Yeah.
Speaker 1 (19:28):
So to our listeners out there keep learning, keep
experimenting and never beafraid to try new things.
Speaker 2 (19:34):
And remember the best way to master local SEO is to
put these strategies into action.
Don't just listen to this deepdive and forget about it.
Go out there and optimize yourwebsite, your Google business
profile and your overall onlinepresence.
Speaker 1 (19:48):
Embrace the power of entities.
Craft compelling content andwatch your business soar to new
heights in local search.
Speaker 2 (19:54):
Until next time, happy optimizing.
Speaker 1 (19:56):
Yeah, happy optimizing.
All right.
So today we are going deep onlocal SEO and specifically, you
know we're going to be talkingabout how to get your business
to stand out in local searchresults.
Speaker 2 (00:11):
OK.
Speaker 1 (00:12):
You know, forget those old tricks like keyword
plus, city Right.
We're going to go way beyondthat with some amazing insights
from local SEO expert DawnPhelps.
Speaker 2 (00:22):
You know it's amazing how much search has changed,
Like Google has gotten reallygood at understanding what we
mean, even without us explicitlysaying near me, or like naming
a specific city.
Speaker 1 (00:35):
Yeah, I've noticed that, like if I'm out and about
and just search pizza, googlejust seems to know that I'm not
looking for pizza recipes.
I'm looking for a place to geta slice right now.
Speaker 2 (00:44):
Exactly.
Google's using your location,your search history, even things
like the time of day.
Wow To figure out if you havelocal intent.
Speaker 1 (00:54):
Okay, but here's the thing Okay.
Speaker 2 (00:55):
Clinging to that old keyword plus city strategy on
your website can actually hurtyou now.
Speaker 1 (01:02):
Really, why is that?
I thought keywords were stillking.
Speaker 2 (01:11):
Keywords are still important, but they're not the
whole story anymore.
Right?
That old tactic of creatingtons of pages each targeting,
you know, keyword plus city isactually seen as spammy by
Google now.
Speaker 1 (01:19):
Really.
Speaker 2 (01:19):
Yeah, the helpful content update really shook
things up.
Speaker 1 (01:22):
So all those pages I made for best bakery in every
town in my state are actuallyhurting my website?
Speaker 2 (01:28):
They might be, oh no, google wants to see websites
that offer genuine value tousers, not just a jumble of
repetitive pages stuffed withkeywords.
Speaker 1 (01:37):
So if Keyword Plus City is out, what's the new
secret weapon for dominatinglocal SEO?
Speaker 2 (01:44):
It's something called entity-based SEO.
Speaker 1 (01:47):
Okay.
Speaker 2 (01:47):
And one of the most important elements of that is
your brand.
Speaker 1 (01:51):
Interesting.
I wouldn't have thoughtbranding would be so important
for SEO.
Speaker 2 (01:54):
It makes sense when you think about it.
Google wants to connect thedots between what people are
searching for and the real-worldentities that satisfy those
searches.
Your brand is a key part ofthat equation.
Speaker 1 (02:08):
So how do I actually use my brand to boost my local
SEO?
Speaker 2 (02:13):
It starts with making sure your brand name is clearly
visible on every product orservice page on your website.
You're basically telling Googlehey, this awesome product is
offered by this specific brand.
Speaker 1 (02:24):
That's actually a really simple but smart tip.
Speaker 2 (02:27):
Yeah.
Speaker 1 (02:27):
It's like I'm introducing my products and my
brand to Google at the same time.
Speaker 2 (02:31):
Exactly.
It's all about establishingthat connection Right and
reinforcing your brand as thego-to source for those specific
products or services in yourlocal area.
Speaker 1 (02:41):
Okay, I'm starting to see how this all ties together.
Speaker 2 (02:43):
Yeah.
Speaker 1 (02:43):
So branding is important, but you mentioned
something called entity-basedSEO, right?
Can you break that down for me?
Speaker 2 (02:50):
Sure Think of entities as those big concepts
that.
Google uses to organizeinformation like bakery or
dentist, those are entities.
Speaker 1 (02:59):
So, instead of focusing on keywords alone, we
need to think about how ourbusiness fits into the broader
categories that Google uses.
Speaker 2 (03:07):
Yeah, exactly, it's about optimizing your website in
a way that reflects how Googleunderstands the world.
Instead of keyword stuffing,we're creating content that's
structured around these entities.
Speaker 1 (03:19):
Okay, I'm intrigued.
Speaker 2 (03:20):
Yeah.
Speaker 1 (03:21):
How do we actually apply this entity magic to our
websites?
Speaker 2 (03:25):
Think about two main types of pages.
Speaker 1 (03:28):
Okay.
Speaker 2 (03:29):
Service or product pages, right and location pages.
Okay, your service pages shouldfocus on showcasing the
offering itself, along with yourbrand name.
Right.
Speaker 1 (03:40):
No need to cram in locations there no more best
cupcakes in Springfield.
On every cupcake page RightJust delectable cupcakes by my
brand name.
Speaker 2 (03:48):
Exactly?
What about those location pages?
Speaker 1 (03:51):
Yeah, what about those?
Speaker 2 (03:52):
Those are where you'll target the big categories
Google uses.
Speaker 1 (03:56):
Okay.
Speaker 2 (03:56):
So instead of going after Bakery Springfield, you'd
optimize for Bakery plus yourcity.
Speaker 1 (04:00):
Okay.
Speaker 2 (04:01):
And here's where it gets interesting.
Speaker 1 (04:08):
You want to tie in the Wikipedia entity as well.
Wikipedia, now it's gettingseriously nerdy, I know right,
what does Wikipedia?
Speaker 2 (04:11):
have to do with my local bakery.
Well, Google often usesWikipedia as a source of truth
when it comes to categorizingbusinesses Interesting.
It's like a giant encyclopediathat helps Google understand
what different entities are allabout.
Speaker 1 (04:24):
So Google's basically looking at Wikipedia and saying
, okay, this is what a bakery is.
These are the typical products.
They offer.
And this is how people usuallysearch for them.
Speaker 2 (04:33):
Yeah.
Speaker 1 (04:34):
And then Google uses that information to understand
my bakery better.
Speaker 2 (04:38):
You got it.
Speaker 1 (04:39):
Wow.
Speaker 2 (04:40):
That's why it's important to align your website
with those same entities thatGoogle's pulling from Wikipedia.
Speaker 1 (04:46):
I see, by using the same language and categories as
Wikipedia, I'm basicallyspeaking Google's language.
Speaker 2 (04:51):
Yeah.
Speaker 1 (04:52):
Which makes it easier for Google to understand and
rank my website.
Speaker 2 (04:54):
Exactly, and Wikipedia can help us go even
deeper with this.
Speaker 1 (04:57):
Okay.
Speaker 2 (04:58):
For example, it's a great place to find synonyms for
those core keywords we'retargeting.
Speaker 1 (05:04):
Synonyms you mean like using different words that
mean the same thing.
Why is that so important?
Speaker 2 (05:08):
Because it helps Google understand the full
breadth of what your business isabout, Right?
Speaker 1 (05:13):
Instead of repeating the same exact keywords over and
over you sprinkle in synonymsthroughout your content, so
instead of just using cupcakeseverywhere, Right.
Speaker 2 (05:22):
I might also use terms like muffins, pastries or
sweet treats Precisely the seealso section on relevant
Wikipedia pages is a goldminefor these kinds of synonyms
Interesting.
By incorporating them, you'rehelping Google understand the
nuances of your offerings andcapture a wider range of
searches.
Speaker 1 (05:41):
It's like I'm creating a richer, more detailed
picture of my business forGoogle to understand.
Speaker 2 (05:47):
Exactly, and that richness is key to standing out
in local search results.
Speaker 1 (05:51):
Okay, my mind is officially blown.
This whole entity-basedapproach sounds way more
sophisticated.
Oh, it's pretty good Than theold keyword plus city grind.
Speaker 2 (05:59):
Yeah.
Speaker 1 (06:00):
But before we go any further, I'm curious about
something.
Speaker 2 (06:03):
Yeah.
Speaker 1 (06:03):
You mentioned that Google hates those messy
websites with tons of nearidentical pages.
You even use the term crawlresistance to describe them.
What exactly does that mean?
Speaker 2 (06:17):
Think about it this way Okay.
Google has these little digitalrobots called crawlers Right
that constantly scan the web,trying to understand what
websites are all about.
When a crawler encounters awebsite with hundreds of pages
that are almost identical, itmakes its job much harder.
It's like trying to find aneedle in a haystack.
Speaker 1 (06:38):
So those old keyword plus city pages create a kind of
digital clutter.
Exactly that makes it hard forGoogle to efficiently crawl and
index my website.
Speaker 2 (06:47):
Exactly, and that's where this new entity-based
approach comes in.
Speaker 1 (06:51):
Okay, I'm all ears.
Speaker 2 (06:52):
Yeah.
Speaker 1 (06:53):
How does entity-based SEO help with this crawl
resistance problem?
Speaker 2 (06:57):
By streamlining your website and using a clear,
entity-based structure you'remaking it so much easier for
Google to understand what yourpages are about.
Okay, it's like giving thosecrawlers a roadmap your website,
helping them efficiently findand index your content so it's
not just about creating lesscontent.
It's about creating smartercontent that Google can actually
(07:18):
digest and understand exactly,and when Google can easily crawl
and understand your website,it's more likely to see your
site as a relevant andauthoritative source for those
important local searches.
Speaker 1 (07:32):
Which, of course, leads to higher rankings and
more visibility.
Exactly Okay.
So how do we actually put thisinto practice?
Can you walk me through a realworld example?
Speaker 2 (07:42):
Sure, let's stick with your bakery example.
Okay, say you want to rankhigher in local searches for
bakeries in your city.
Speaker 1 (07:48):
Sounds delicious, I'm all ears.
Speaker 2 (07:50):
First head over to your Google business profile,
okay, and look for the categorythat best describes your
business.
In this case, it's probablyjust bakery.
Okay, that's your primaryentity.
Speaker 1 (08:00):
Got it.
So that's the starting pointfiguring out how Google already
categorizes my business.
Speaker 2 (08:05):
Right now, here's where Wikipedia comes in.
Okay, go to Wikipedia andsearch for Bigery.
Okay, you'll find a treasuretrove of information, from the
basic definition of a bakery todifferent types of bakeries and
even links to related entitieslike bread and pastry.
Speaker 1 (08:21):
So I'm using Wikipedia as a research tool to
see how Google understands mybusiness and also gather some
ideas for keywords and synonyms.
Speaker 2 (08:29):
Exactly You're tapping into the collective
knowledge of the internet torefine your SEO strategy.
Speaker 1 (08:35):
Wow.
Speaker 2 (08:36):
Now let's talk about how we use this information to
optimize your website.
Speaker 1 (08:40):
Okay, let's get down to business.
Speaker 2 (08:41):
Let's start with your location page.
Speaker 1 (08:43):
Okay.
Speaker 2 (08:44):
Remember, this is the page that's specifically
optimized for your city.
Instead of targeting BakerySpringfield, you'd want to use
something like Bakery inSpringfield or even Best Bakery
in Springfield for your pagetitle.
Speaker 1 (08:56):
Okay, so I'm using that primary entity, bakery, in
my page title, but I can stillget a little creative with it.
Speaker 2 (09:02):
Right, and don't forget about your H1 tag.
That's the main heading on yourpage.
Speaker 1 (09:05):
Right.
Here's where you can use someof those Wikipedia-inspired
synonyms to make it even moreenticing for both Google and
your customers.
So instead of just repeatingBakery Springfield, I might use
something like Springfield'sfavorite artisan bakery or the
best breads and pastries inSpringfield.
Speaker 2 (09:22):
Exactly.
You're highlighting those keyentities while also using
language that's appealing topotential customers.
Speaker 1 (09:28):
Got it.
What about the rest of thecontent on my location page,
which I include there?
Speaker 2 (09:32):
is where you'd provide all those essential
details about your bakery'slocation, your address, phone
number, hours of operation andmaybe a little blurb about your
bakery's unique story or whatmakes you stand out from the
competition.
Speaker 1 (09:47):
So it's not just a dry list of contact information.
It's a chance to showcase mybrand personality and give
customers a taste of what mybakery is all about.
Speaker 2 (09:55):
Exactly, and, of course, you'll weave those
relevant keywords and synonymsthroughout the text, naturally.
Speaker 1 (10:00):
Okay, that makes sense.
So we've got our location pagecovered.
What about those individualproduct or service pages?
How do we optimize those withthis entity-based approach?
Speaker 2 (10:10):
Remember, those pages are all about showcasing your
specific offerings.
Each delicious treat deservesits own page, optimized for the
product or service name.
Speaker 1 (10:19):
Oh OK.
Speaker 2 (10:20):
Plus, you guessed it, your brand name.
Speaker 1 (10:22):
Right.
So instead of chocolate chipcookies Springfield, it would be
chewy chocolate chip cookies bymy brand name.
Speaker 2 (10:28):
You got it and on those pages use mouthwatering
descriptions, high qualityphotos and even videos to entice
your customers.
Speaker 1 (10:37):
It's like I'm creating a digital menu that's
both visually appealing andoptimized for search engines.
Speaker 2 (10:43):
Exactly, but we're not done yet.
We need to think about how allthese pages connect.
Speaker 1 (10:48):
You mean like internal linking?
Speaker 2 (10:49):
Yes.
Speaker 1 (10:50):
I've heard that's important, but I'm not sure I
fully understand how it works.
Speaker 2 (10:54):
Internal linking is all about creating a web of
connections between your pages.
Okay, think of it like creatingpaths for both Google and your
customers to follow.
Speaker 1 (11:03):
Okay, I'm starting to see the bigger picture, so how
do I do this strategically?
Speaker 2 (11:07):
On your location page include links to your
individual product pages.
For example, you might have asection called our specialties,
with photos of your most populartreats, each linked to its
respective page.
Speaker 1 (11:18):
Ah, so I'm guiding customers to explore my website
and discover all the amazingthings I offer.
Speaker 2 (11:24):
Right, and on those individual product pages include
a call to action that linksback to your location page.
Okay, Something like visit ourSpringfield location to
experience these delicioustreats firsthand.
Speaker 1 (11:36):
So I'm creating a smooth circular flow between
those two types of pages.
Speaker 2 (11:40):
Yeah.
Speaker 1 (11:41):
Google sees the connections.
My customers have a greatexperience.
Everyone wins.
Speaker 2 (11:45):
You got us.
Internal linking is a simplebut powerful way to boost both
your SEO and your userexperience.
Speaker 1 (11:52):
Okay, this is all making a lot more sense now, but
before we wrap up thisdiscussion on entities, I have
to ask.
Sure, you keep talking abouthow Google relies on Wikipedia
for more sense now, but beforewe wrap up this discussion on
entities, I have to ask.
Sure you keep talking about howGoogle relies on Wikipedia for
information.
Right, but isn't that a littlerisky?
What if the information onWikipedia is outdated or even
biased?
Speaker 2 (12:08):
That's a great question and it's something to
be aware of.
Yeah, wikipedia is a constantlyevolving platform, right, and
the information on there isalways subject to change.
But remember, google doesn'tjust blindly trust Wikipedia.
It uses a variety of sources toverify information and
understand entities.
Speaker 1 (12:26):
So it's not like Google is saying Wikipedia is
the only source of truth.
It's more like Wikipedia is onepiece of the puzzle.
Speaker 2 (12:34):
Exactly Google's knowledge graph that's, the
massive database that stores allthis information about entities
is constantly being updated andrefined.
Wow, it's a complex andsophisticated system.
Speaker 1 (12:46):
Right.
Speaker 2 (12:46):
And Wikipedia is just one of many inputs.
Speaker 1 (12:49):
Okay, that makes me feel a little better, but it
sounds like keeping up with allthese changes and updates could
be a full-time job.
Speaker 2 (12:54):
It can feel overwhelming, that's for sure.
But that's also what makes thisfield so fascinating there's
always something new to learn,always a new challenge to tackle
.
Speaker 1 (13:03):
I like a good challenge.
Speaker 2 (13:04):
Yeah.
Speaker 1 (13:04):
So how do I make sure I'm staying ahead of the curve
and not falling behind in thisever-evolving world of SEO?
Speaker 2 (13:10):
Well, first of all, don't underestimate the power of
ongoing research.
Don't just set your SEOstrategy and forget about it.
Make a habit of checking in onyour industry's top keywords and
entities and make sure yourwebsite is still aligned with
what Google is looking for.
Speaker 1 (13:26):
So it's all about staying curious, staying
informed and being willing toadapt.
Speaker 2 (13:30):
Exactly, and don't forget about testing.
Don't be afraid to experimentwith different approaches To see
what works best for yourspecific business and your
target audience.
Speaker 1 (13:40):
Right.
Speaker 2 (13:41):
What works for one bakery in Springfield might not
work for another.
Speaker 1 (13:44):
Right.
Every business is unique andit's all about finding that
sweet spot between bestpractices and what resonates
with your specific customers.
Speaker 2 (13:52):
Exactly Now.
Speaking of resonating withcustomers, yes, we've talked a
lot about optimizing for Google,but we can't forget about the
human element of all this.
Speaker 1 (14:01):
You mean creating content that's actually engaging
and enjoyable for real peopleto read.
Speaker 2 (14:06):
Exactly All this keyword research and entity
optimization is useless if we'renot creating content that
actually resonates with ourtarget audience.
Speaker 1 (14:13):
So how do we strike that balance?
How do we create content that'sboth Google friendly and
customer centric?
Speaker 2 (14:20):
It starts with understanding your audience.
Who are they?
What are their pain points?
What are they searching foronline?
Speaker 1 (14:28):
So it's about doing your homework and really
understanding your customersneeds and desires before you
even start writing.
Speaker 2 (14:34):
Exactly, and once you have a good grasp of your
audience, you can start craftingcontent that speaks directly to
them.
Speaker 1 (14:41):
Okay.
Speaker 2 (14:41):
Using language that they understand and relate to.
Speaker 1 (14:44):
So it's not about writing for robots, it's about
writing for humans.
Speaker 2 (14:48):
Right, but that doesn't mean we throw keywords
and entities out the window.
We just need to be smart abouthow we use them.
Speaker 1 (14:54):
So it's all about finding that sweet spot where
SEO and great content intersect.
Speaker 2 (14:59):
Exactly when you can do that, you'll create a website
that ranks well, engages yourcustomers and drives real
results for your business.
Speaker 1 (15:07):
Okay, I'm feeling inspired.
This whole conversation hasreally shifted my perspective on
local SEO.
But before we move on, can wetouch on one more crucial
element?
Speaker 2 (15:16):
Of course, what's on your mind.
Speaker 1 (15:17):
Well, we've talked about optimizing our websites,
but what about our Googlebusiness profiles?
Speaker 2 (15:22):
Right.
Speaker 1 (15:23):
How do those fit into this entity-based approach?
Speaker 2 (15:26):
That's a great question and it's something
that's often overlooked.
You can have the mostbeautifully optimized website in
the world.
Speaker 1 (15:31):
Yeah.
Speaker 2 (15:32):
But if your Google business profile is a mess, it's
going to be hard for customersto find you.
Speaker 1 (15:37):
It's like having a delicious bakery hidden down a
dark alley with no signageExactly.
No one's going to know it'sthere.
Speaker 2 (15:44):
Exactly, your Google business profile is your digital
storefront.
Speaker 1 (15:49):
Right.
Speaker 2 (15:51):
So you need to make sure it's sparkling, clean and
optimized for thoseall-important entities.
Speaker 1 (15:54):
Okay, I'm ready for a Google business profile deep
clean where I start.
Speaker 2 (15:57):
The first step is to make sure all the basic
information is accurate andup-to-date.
That means your business name,address, phone number, hours of
operation, all that good stuff.
Speaker 1 (16:07):
Got it.
So Google business profilehygiene is non-negotiable.
What else should I be payingattention to?
Speaker 2 (16:15):
Think about your photos.
Okay, High quality photos ofyour bakery, your products and
even your happy customers canmake a huge difference.
Speaker 1 (16:24):
It's all about creating a visually appealing
and inviting online presence.
Speaker 2 (16:28):
Exactly, and don't forget about those customer
reviews.
Encourage your happy customersto leave glowing reviews on your
Google business profile.
Speaker 1 (16:36):
Ah, yes, the power of social proof.
Positive reviews can reallymake a business stand out in
those local search results.
Speaker 2 (16:42):
Absolutely so.
While entity-based SEO is apowerful tool, it's important to
remember that it's part of aholistic approach to local SEO.
Speaker 1 (16:51):
Okay.
Speaker 2 (16:51):
You need to make sure you're covering all the bases,
from your Google businessprofile to your website content
and structure.
Speaker 1 (16:57):
It's like creating a symphony of SEO where all the
instruments are playing inharmony to create a beautiful
and effective online presence.
Speaker 2 (17:04):
I love that analogy.
Now, before we wrap up thisepic deep dive, I want to leave
our listeners with one finalthought.
Speaker 1 (17:10):
Okay, I'm intrigued.
Lay it on me.
Speaker 2 (17:13):
Do you think all this focus on entities means that
Google might be moving away fromkeywords altogether?
Speaker 1 (17:19):
Interesting question.
You mean like a future where wedon't even need to think about
keywords because Google justunderstands our intent so well?
Speaker 2 (17:25):
Exactly.
It's a fascinating possibilityand one that I think is worth
exploring.
Speaker 1 (17:30):
I guess that's where our deep dive ends and a new
journey begins the quest tounderstand the future of search.
Speaker 2 (17:35):
And who knows, maybe by the time we do another deep
dive on this topic, Google willbe reading our minds and serving
us the perfect search resultsbefore we even type anything.
Speaker 1 (17:44):
Now, that's a future I'm excited to explore, but for
now, let's focus on masteringthese entity-based SEO
strategies and watch ourbusinesses climb those local
search rankings.
Speaker 2 (17:56):
To our listeners out there keep experimenting, keep
learning and keep pushing theboundaries of what's possible in
the world of local SEO.
The future of search is in yourhands.
Speaker 1 (18:06):
Until next time, happy optimizing.
It really does make you thinklike what's next for search?
Speaker 2 (18:10):
Right, I mean.
Think about it.
If Google keeps getting betterand better at understanding like
entities and relationships, wemight be able to search in a
completely different way.
Speaker 1 (18:20):
Oh, wow.
Speaker 2 (18:20):
Instead of typing in keywords, we might just have
conversations with Google.
Speaker 1 (18:24):
Like hey, google, I'm craving something sweet and
chocolatey.
What bakeries near me are knownfor their amazing chocolate
desserts?
Speaker 2 (18:31):
Exactly, and Google would be able to like understand
that you're looking for abakery Right, that you want
something chocolate and that youwant it nearby Right.
It would factor in things likereviews and ratings to recommend
the best options.
Speaker 1 (18:44):
It would be like having a personal pastry
concierge.
Speaker 2 (18:47):
Right.
Speaker 1 (18:47):
That's incredible.
Speaker 2 (18:49):
It's pretty mind blowing when you think about it.
And it all comes back toentities.
They're the foundation of howGoogle understands the world,
and as that understanding grows,so too will its ability to
deliver truly personalized andrelevant search results.
Speaker 1 (19:05):
This deep dive has been a wild ride.
We've gone from basic keywordstrategies to the power of
entities and even glimpsed intothe future of search.
Speaker 2 (19:15):
Yeah, we've only just scratched the surface.
There's so much more to explorein the world of local SEO.
Speaker 1 (19:20):
Oh, I know.
Speaker 2 (19:21):
From advanced schema markup to the nuances of local
link building.
Speaker 1 (19:26):
It's a bit daunting, but also exciting.
Speaker 2 (19:28):
Yeah.
Speaker 1 (19:28):
So to our listeners out there keep learning, keep
experimenting and never beafraid to try new things.
Speaker 2 (19:34):
And remember the best way to master local SEO is to
put these strategies into action.
Don't just listen to this deepdive and forget about it.
Go out there and optimize yourwebsite, your Google business
profile and your overall onlinepresence.
Speaker 1 (19:48):
Embrace the power of entities.
Craft compelling content andwatch your business soar to new
heights in local search.
Speaker 2 (19:54):
Until next time, happy optimizing.
Speaker 1 (19:56):
Yeah, happy optimizing.
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