March 2, 2025 • 14 mins
Have you ever wondered what it takes for a party rental business to show up at the top of local search results? This episode dives deep into the world of local SEO, unraveling the pivotal elements that shape visibility: proximity, relevance, and prominence. We discuss how physical closeness to a user impacts rankings, the significance of matching your services with specific keywords, and the trust built through online reviews and backlinks.
Additionally, we introduce the revolutionary concept of entities that Google employs to transform the search experience. Gone are the days of merely scattering keywords; today, it’s about creating a web of interconnected content that positions your business as an authority.
Join us as we explore how understanding these principles can provide practical advantages for your business in the competitive digital landscape, all while enhancing user satisfaction. Tune in now, and embrace the evolving world of SEO to watch your online presence flourish! Don’t forget to subscribe and join the conversation in our community!
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):
Hey everyone, welcome to another deep dive.
Today we're going local, youknow local SEO.
Speaker 2 (00:06):
Ooh fun.
Speaker 1 (00:07):
Yeah, but we're looking at it through like a
specific lens, a specificindustry party rentals
Interesting.
But the insights we get intohere are going to be relevant to
like anyone, I think, who wantsto show up on Google, you know.
Absolutely so if you want yourbusiness to show up, if you want
your personal brand to show up,all this stuff is going to be
relevant.
Speaker 2 (00:27):
It all applies.
Speaker 1 (00:28):
So the source material we have is called
Dominating Local Search, howProximity, Relevance and
Prominence Drive Party RentalRankings.
Hitchy.
Yeah, that's a good one, andit's by Don Phelps, who is the
director of SEO at FSM.
Speaker 2 (00:48):
And what I love about this piece is that it really
uses this, you know, kind ofniche industry to illustrate
some really universal truthabout how Google decides what to
show us.
Yeah, it's like a case study insearch engine psychology.
Speaker 1 (00:57):
Yeah, and he breaks it down into these three things
you know proximity, relevanceand prominence.
Speaker 2 (01:02):
Right.
Speaker 1 (01:02):
And it's not just about keywords anymore, it's
about all this other stuff too.
Speaker 2 (01:06):
It's about so much more.
Yeah it really is.
And it makes sense if you thinkabout it Right.
Like, let's say, you'replanning a birthday party and
suddenly you realize, oh my gosh, I need a bounce house, like
tomorrow.
Speaker 1 (01:18):
Yeah.
Speaker 2 (01:19):
You're not just going to search for bounce house
rentals.
You're going to be like bouncehouse rentals near me, right,
bounce house rentals in my town.
Speaker 1 (01:26):
Yeah.
Speaker 2 (01:27):
Proximity is key in those moments.
Speaker 1 (01:29):
Totally and especially think about like
mobile searches too.
Speaker 2 (01:32):
Oh yeah.
Speaker 1 (01:34):
You know everyone's on their phone these days.
They're out and about.
Yeah, they want that instantgratification.
They want it right now.
Speaker 2 (01:40):
The near me phenomenon.
Speaker 1 (01:42):
Exactly Huge.
Speaker 2 (01:43):
It's massive and you know, I think the source
material gives this reallyinteresting example about a
party rental company.
Speaker 1 (01:51):
Okay.
Speaker 2 (01:51):
That's located near a school in Austin.
Speaker 1 (01:53):
Okay.
Speaker 2 (01:54):
And they might actually rank higher in the
search results when that schoolis searching for bounce houses.
Speaker 1 (01:59):
Yeah.
Speaker 2 (01:59):
Even if other companies are technically closer
to whoever at the school isconducting the search
Interesting, google is smartenough to connect those dots.
Speaker 1 (02:07):
Yeah.
And understand that the schoolis probably looking for a rental
company that's convenient forthem.
Yeah, that's fascinating howthey're able to kind of suss out
the context.
Speaker 2 (02:17):
Right, a little bit.
Speaker 1 (02:25):
So it's not enough to just be nearby.
You also have to offer whatpeople are looking for.
Speaker 2 (02:30):
You've got to be relevant.
Speaker 1 (02:31):
Relevance.
Speaker 2 (02:32):
This is where getting granular with your keywords
comes in.
Speaker 1 (02:35):
Okay.
Speaker 2 (02:35):
The source material really stresses the importance
of listing specific products andservices.
Speaker 1 (02:40):
Yeah.
Speaker 2 (02:41):
Don't just say party supplies, say bounce house
rentals, waterslide rentals,concession equipment rentals.
You know, get really specific.
Oh wow, even things like partyjumpers for rent, backyard
inflatable rentals.
Yeah, you really want to matchthe language that people are
using in their searches.
Speaker 1 (03:00):
Totally Like if someone types in giant
inflatable water slide rentalsand your website just says water
slides, you might miss out.
Speaker 2 (03:07):
You're going to miss out.
Speaker 1 (03:08):
You're not speaking Google's language.
Speaker 2 (03:10):
You've got to speak Google's language.
Speaker 1 (03:11):
Yeah.
Speaker 2 (03:12):
And Google speaks the language of the user.
Speaker 1 (03:13):
And Google speaks the language of the user.
I like that yeah.
Speaker 2 (03:17):
And you know, the source material even mentions
that the content of yourcustomer reviews can impact
relevance too.
Speaker 1 (03:23):
Oh really.
Speaker 2 (03:24):
If people are raving about your giant water slides in
their reviews, Google takesnote of that.
Speaker 1 (03:30):
Wow.
Speaker 2 (03:30):
And sees you as a more relevant match for those
specific searches.
Speaker 1 (03:35):
That's incredible.
Google's reading the reviews.
Speaker 2 (03:37):
They're paying attention.
Speaker 1 (03:38):
Okay, so we've got proximity, we've got relevance,
right.
What about the third piece ofthe puzzle?
Speaker 2 (03:43):
The third piece prominence prominence.
This is all about buildingtrust and authority.
Speaker 1 (03:49):
OK.
Speaker 2 (03:50):
Showing Google that you're not just some, you know,
fly by night operation.
Speaker 1 (03:54):
Yeah.
Speaker 2 (03:55):
But a reputable business with a solid track
record.
Think reviews, backlinks,citations anything that signals
you're the real deal.
Speaker 1 (04:04):
Right, and the source material really stresses that
backlinks are hard to get.
Speaker 2 (04:08):
Oh yeah.
Speaker 1 (04:08):
It's like one of the most challenging aspects of
local SEO.
Speaker 2 (04:12):
Because it's not just about getting any backlinks.
Speaker 1 (04:14):
Right.
Speaker 2 (04:15):
It's about getting high quality backlinks from
reputable sources.
Speaker 1 (04:18):
Yeah.
Speaker 2 (04:19):
A link from some random directory isn't going to
carry the same weight as a linkfrom, like, a well-known
parenting blog or a popularevent planning website.
Speaker 1 (04:30):
Makes sense.
Yeah, and I love this quotefrom the piece that says
securing mentions from eventvenues, party planning websites
or local news articles willsignificantly impact your
rankings, more than a randomlisting on a low quality website
.
Speaker 2 (04:43):
It's about building real world relationships that
translate into online authority.
Speaker 1 (04:47):
Yeah, you know.
Speaker 2 (04:48):
Totally Think about it this way If you're looking
for a new restaurant, would youtrust a random online directory
more than a recommendation froma friend?
Speaker 1 (04:56):
Right.
Speaker 2 (04:57):
Or review in like a reputable publication.
Speaker 1 (05:00):
Probably not.
Speaker 2 (05:01):
Probably not.
Google operates on the sameprinciple.
Speaker 1 (05:03):
So building prominence is really about
building a brand.
Speaker 2 (05:07):
It's about building a brand that people trust, that
people trust and respect, bothonline and offline.
Speaker 1 (05:12):
Yeah, and speaking of building a brand, you know the
source material also touches onsocial media presence.
Oh cool, how important that is.
Speaker 2 (05:21):
Right, and it's not just about collecting likes or
followers or any of that vanitystuff.
Speaker 1 (05:26):
Yeah.
Speaker 2 (05:26):
It's about engaging with your community.
Speaker 1 (05:28):
Yeah.
Speaker 2 (05:28):
Sharing valuable content and creating a
consistent brand experienceacross all platforms.
Speaker 1 (05:34):
Yeah.
Speaker 2 (05:34):
It all contributes to that overall sense of
prominence.
Speaker 1 (05:38):
So we've got these three pieces the proximity, the
relevance and the prominence.
But how do they all fittogether?
Speaker 2 (05:45):
They're all interconnected.
Let's say, someone searches forbounce house rentals near me.
Google is going to prioritizecompanies that are close to the
user, that's proximity.
Speaker 1 (05:55):
Right.
Speaker 2 (05:55):
Have bounce house rentals listed on their website
and their GBP.
That's relevance.
Okay and have strong onlinereviews and backlinks and
prominence.
Speaker 1 (06:03):
So it's like a trifecta.
Speaker 2 (06:05):
It's a trifecta.
You need all three.
Speaker 1 (06:07):
You can't just be the closest.
Speaker 2 (06:09):
You can't just have the most keywords.
Right you need to have allthree elements working together
to truly dominate.
Speaker 1 (06:15):
To dominate local search.
Speaker 2 (06:17):
Now are you ready to go a little deeper?
Speaker 1 (06:20):
Always.
Speaker 2 (06:20):
Let's talk about entities.
This is where things get reallyinteresting.
Speaker 1 (06:24):
Okay, I'm intrigued.
Entities, what are we talkingabout here?
Speaker 2 (06:29):
Think of an entity as a distinct concept that Google
can recognize and understand.
Okay, it could be a person, aplace, a business, a product,
even an abstract concept,anything with a unique identity.
Speaker 1 (06:43):
Okay, I'm following so far.
Speaker 2 (06:45):
Now, instead of just relying on keywords, Google is
using entities to connect thedots between topics, businesses
and user intent.
Okay, this helps them delivermore accurate and relevant
search results because they'reunderstanding the meaning behind
the words.
Speaker 1 (06:59):
Yeah, rather than just matching phrases.
So Google is basically buildingthis massive web of knowledge.
Speaker 2 (07:04):
They are.
Speaker 1 (07:05):
And understanding how all these different concepts
relate to each other.
And understanding how all thesedifferent concepts relate to
each other, and that helps themconnect users with the most
relevant businesses, even ifthose businesses don't use the
exact same keywords as thesearcher.
Speaker 2 (07:17):
Exactly.
Speaker 1 (07:18):
That's wild.
Speaker 2 (07:19):
It is.
Speaker 1 (07:19):
So how does this actually play out in the real
world, especially for our partyrental businesses?
Speaker 2 (07:24):
Let's stick with our bounce house rentals example.
Okay, google doesn't just seethose words in isolation anymore
, they connect it to relatedentities like inflatable rentals
.
Speaker 1 (07:35):
OK.
Speaker 2 (07:35):
Waterslide rentals, party rentals, kids birthday
parties, even event planning.
They're building this wholenetwork of associated concepts
around the core entity of bouncehouse rentals.
Speaker 1 (07:50):
So they're saying, hey, we get it.
If someone is searching forbounce house rentals, they might
also be interested in theseother related things Exactly,
and they're using that knowledgeto serve up the best, most
relevant results possible.
Speaker 2 (08:01):
Precisely Now.
Here's where it gets reallyinteresting for businesses.
Speaker 1 (08:04):
Hold that thought.
We're going to take a quickbreak and come back to delve
even deeper into the world ofentities.
Stay with us.
Welcome back to the Deep Dive.
Right before the break, we weretalking about these entities.
Speaker 2 (08:14):
We were.
Speaker 1 (08:14):
And honestly, this is blowing my mind a little bit.
I'm starting to see how thischanges the whole SEO game.
Speaker 2 (08:20):
It's a real paradigm shift.
Speaker 1 (08:21):
Yeah, it feels, like it.
Speaker 2 (08:22):
You know, it's no longer enough to just like
sprinkle those keywords on yourwebsite like confetti Right.
Google is digging deeper,looking for those genuine
connections and expertise.
Speaker 1 (08:32):
So for our listeners out there who run party rental
businesses, how can they usethis entity thing to like
actually help their business?
Speaker 2 (08:40):
Well, let's think about it practically.
Speaker 1 (08:41):
Okay.
Speaker 2 (08:42):
Let's say you specialize in those giant
inflatable water slides we weretalking about.
To boost your entity strength,you want to branch out beyond
just mentioning water sliderentals on your site.
Okay, you want to build a webof content that demonstrates
your expertise.
Speaker 1 (09:00):
So what does that look like?
Are we talking blog posts aboutdifferent types of water slides
?
Yes, safety tips for backyardwater parks.
Speaker 2 (09:07):
Yes.
Speaker 1 (09:08):
Guides on throwing a summer bash with a water slide
as the centerpiece.
Speaker 2 (09:11):
You got it Okay.
That kind of content showsGoogle that you understand the
broader world of water sliderentals.
Right, you're not just chasinga keyword, you're establishing
yourself as a knowledge hub foreverything water slide related.
Speaker 1 (09:26):
It's like you're weaving your business into the
very fabric of the Internet.
Speaker 2 (09:30):
You are.
Speaker 1 (09:31):
Making all those connections.
So Google can't help but seeyou as the authority.
Speaker 2 (09:35):
Precisely yeah, and it goes beyond just content
creation too.
Speaker 1 (09:39):
Okay.
Speaker 2 (09:40):
Are you listed in directories that cater
specifically to party rentals orfamily fun?
Do you get mentioned onauthoritative websites in the
events industry Right?
Are you building relationshipswith local party planners or
entertainment bloggers?
Speaker 1 (09:53):
Yeah.
Speaker 2 (09:53):
These all contribute to a stronger entity.
Speaker 1 (09:56):
It's a holistic approach, right.
Speaker 2 (09:57):
It is.
Speaker 1 (09:58):
It's not just about your website, but your whole
online ecosystem.
Speaker 2 (10:01):
Exactly, and while that may sound a little daunting
at first, it's also anincredible opportunity.
Speaker 1 (10:07):
Yeah.
Speaker 2 (10:07):
Those who adapt to this entity-focused approach are
the ones who will truly thrivein the long run.
Speaker 1 (10:13):
So ride the wave of Google's evolving intelligence.
Speaker 2 (10:18):
I like that.
I like that too.
And you know, let's not forget,this shift benefits everyone in
the end.
Speaker 1 (10:25):
How so it?
Speaker 2 (10:25):
means Google is getting better at delivering
what users truly want, not justmatching words on a screen.
Speaker 1 (10:32):
So this focus on entities is actually making the
Internet a more user-friendlyplace.
Speaker 2 (10:37):
Absolutely.
When Google understands meaningand context, we get more
accurate, more helpful searchresults.
Everyone wins, it's a win-win.
I like it yeah.
Speaker 1 (10:46):
Okay, so we've covered proximity, relevance,
prominence and now entities.
Speaker 2 (10:49):
We have.
Speaker 1 (10:50):
What stands out to you as the most crucial takeaway
for our listeners?
Speaker 2 (10:54):
For me, it's that local SEO is becoming more
sophisticated.
Speaker 1 (10:58):
Yeah.
Speaker 2 (10:58):
But that's not a bad thing.
It's pushing businesses to bemore authentic, more connected
and more focused on providinggenuine value.
Speaker 1 (11:06):
So it's not enough to just like have a website and
pray yeah, you have to actuallydo things.
Speaker 2 (11:09):
You have to be strategic.
You have to be proactive.
You have to be constantlythinking about how you're
presenting yourself online.
Speaker 1 (11:15):
It's a whole thing.
Speaker 2 (11:16):
It is a whole thing.
Speaker 1 (11:17):
Okay, so understanding these principles
proximity, relevance, prominenceentities.
Speaker 2 (11:22):
Yeah.
Speaker 1 (11:23):
That's the foundation .
Speaker 2 (11:24):
That's the foundation for a successful local SEO
strategy.
Speaker 1 (11:29):
Now, before we move on, I want to pose a question to
you and to all of our listeners.
Speaker 2 (11:33):
Correct.
Speaker 1 (11:34):
We've talked a lot about how businesses can use
this knowledge.
Speaker 2 (11:37):
Yeah.
Speaker 1 (11:37):
But what about for individuals?
How do these concepts apply topersonal branding online?
Speaker 2 (11:44):
Oh, that's a great question.
Speaker 1 (11:45):
How can we, as individuals build a strong,
relevant entity for ourselves?
Speaker 2 (11:50):
Honestly, that probably deserves its own deep
dive.
Speaker 1 (11:52):
Yeah.
Speaker 2 (11:53):
Maybe something we can explore in the future.
Speaker 1 (11:54):
I'm adding that to the list now.
But, for today.
I think we've given ourlisteners a lot to think about.
Speaker 2 (11:59):
I think so too.
Speaker 1 (12:00):
It's not just about keywords.
It's about building an onlinepresence that truly reflects who
you are and what you do.
Absolutely Embrace thoseentities, yes, and Absolutely
Embrace those entities?
Yes, and watch your onlineworld flourish.
Speaker 2 (12:10):
I love it.
Speaker 1 (12:11):
Me too.
Speaker 2 (12:11):
And speaking of flourishing, toward the end of
the source material.
Speaker 1 (12:15):
Oh yeah, don Phillips mentioned something really
interesting you mean the sectionon how all this connects back
to the user experience.
Speaker 2 (12:23):
Exactly, you know, as we've been talking about these
entities and the future ofsearch, it's like Google is
trying to replicate the way we,as humans, think and understand
the world.
Speaker 1 (12:33):
It's true.
We naturally connect all theseideas and concepts in our minds,
you know.
Speaker 2 (12:39):
Right.
Speaker 1 (12:39):
We don't think in isolated keywords.
Speaker 2 (12:42):
We don't.
Speaker 1 (12:42):
So it makes sense that Google is trying to mirror
that.
Speaker 2 (12:45):
Exactly, and the more they can understand those
relationships between entities,the better they can serve users
with you know more relevantsearch results.
Speaker 1 (12:53):
Right.
So what does this mean for theaverage person out there who's
not an SEO expert?
Speaker 2 (12:58):
Yeah.
Speaker 1 (12:59):
How can we use this knowledge to our advantage?
Speaker 2 (13:02):
Hmm, I think the key takeaway is to be mindful of the
language we use when we'researching.
Okay, try to think beyond thosesimple keywords and consider
the broader concepts andentities that relate to your
query.
Speaker 1 (13:15):
So give me an example .
Speaker 2 (13:16):
Okay, let's say you're trying to find a venue
for your kid's birthday party.
Instead of just searching forparty venues, try something like
outdoor party venues for kidsnear me or unique party spaces
for a 10-year-old's birthday.
Speaker 1 (13:29):
So be more specific, be more intentional.
Speaker 2 (13:32):
Exactly.
Think about the underlyingentities you're trying to target
.
Speaker 1 (13:35):
Okay, I like that.
Speaker 2 (13:36):
And don't be afraid to experiment with different
phrasings and keywords to seewhat yields the best results.
Speaker 1 (13:43):
Yeah, play around with it a little bit.
Speaker 2 (13:45):
Yeah, the more you understand how Google is
thinking, the better you cantailor your searches to find
exactly what you need.
Speaker 1 (13:51):
It's almost like we're learning to speak Google's
language.
Speaker 2 (13:54):
In a way, yes.
Wow that's a good way to put it, and the more fluent we become
in that language, the moreeffectively we can navigate.
You know, the vast sea ofinformation, that is the
internet.
Speaker 1 (14:05):
That's a great analogy.
I think that about wraps up ourdeep dive it does Into the
world of local SEO.
Speaker 2 (14:11):
Yeah.
Speaker 1 (14:11):
Proximity, relevance, prominence and entities.
Speaker 2 (14:14):
All playing a crucial role.
Speaker 1 (14:16):
It's fascinating to see how all these pieces fit
together.
It is, and you know, it's notjust for businesses.
Speaker 2 (14:20):
It's not just for businesses.
Speaker 1 (14:21):
This applies to our own personal online presence as
well.
Speaker 2 (14:25):
Absolutely.
We all have the ability toshape how we're perceived in the
digital world.
Speaker 1 (14:30):
So true.
Well, thanks for joining useveryone.
Don't forget to check out theshow notes for links to
everything we talked about.
Speaker 2 (14:36):
Yes.
Speaker 1 (14:37):
And join the conversation in our online
community.
Speaker 2 (14:39):
Absolutely.
Speaker 1 (14:40):
We'd love to hear your thoughts.
Until next time, happysearching.
Hey everyone, welcome to another deep dive.
Today we're going local, youknow local SEO.
Speaker 2 (00:06):
Ooh fun.
Speaker 1 (00:07):
Yeah, but we're looking at it through like a
specific lens, a specificindustry party rentals
Interesting.
But the insights we get intohere are going to be relevant to
like anyone, I think, who wantsto show up on Google, you know.
Absolutely so if you want yourbusiness to show up, if you want
your personal brand to show up,all this stuff is going to be
relevant.
Speaker 2 (00:27):
It all applies.
Speaker 1 (00:28):
So the source material we have is called
Dominating Local Search, howProximity, Relevance and
Prominence Drive Party RentalRankings.
Hitchy.
Yeah, that's a good one, andit's by Don Phelps, who is the
director of SEO at FSM.
Speaker 2 (00:48):
And what I love about this piece is that it really
uses this, you know, kind ofniche industry to illustrate
some really universal truthabout how Google decides what to
show us.
Yeah, it's like a case study insearch engine psychology.
Speaker 1 (00:57):
Yeah, and he breaks it down into these three things
you know proximity, relevanceand prominence.
Speaker 2 (01:02):
Right.
Speaker 1 (01:02):
And it's not just about keywords anymore, it's
about all this other stuff too.
Speaker 2 (01:06):
It's about so much more.
Yeah it really is.
And it makes sense if you thinkabout it Right.
Like, let's say, you'replanning a birthday party and
suddenly you realize, oh my gosh, I need a bounce house, like
tomorrow.
Speaker 1 (01:18):
Yeah.
Speaker 2 (01:19):
You're not just going to search for bounce house
rentals.
You're going to be like bouncehouse rentals near me, right,
bounce house rentals in my town.
Speaker 1 (01:26):
Yeah.
Speaker 2 (01:27):
Proximity is key in those moments.
Speaker 1 (01:29):
Totally and especially think about like
mobile searches too.
Speaker 2 (01:32):
Oh yeah.
Speaker 1 (01:34):
You know everyone's on their phone these days.
They're out and about.
Yeah, they want that instantgratification.
They want it right now.
Speaker 2 (01:40):
The near me phenomenon.
Speaker 1 (01:42):
Exactly Huge.
Speaker 2 (01:43):
It's massive and you know, I think the source
material gives this reallyinteresting example about a
party rental company.
Speaker 1 (01:51):
Okay.
Speaker 2 (01:51):
That's located near a school in Austin.
Speaker 1 (01:53):
Okay.
Speaker 2 (01:54):
And they might actually rank higher in the
search results when that schoolis searching for bounce houses.
Speaker 1 (01:59):
Yeah.
Speaker 2 (01:59):
Even if other companies are technically closer
to whoever at the school isconducting the search
Interesting, google is smartenough to connect those dots.
Speaker 1 (02:07):
Yeah.
And understand that the schoolis probably looking for a rental
company that's convenient forthem.
Yeah, that's fascinating howthey're able to kind of suss out
the context.
Speaker 2 (02:17):
Right, a little bit.
Speaker 1 (02:25):
So it's not enough to just be nearby.
You also have to offer whatpeople are looking for.
Speaker 2 (02:30):
You've got to be relevant.
Speaker 1 (02:31):
Relevance.
Speaker 2 (02:32):
This is where getting granular with your keywords
comes in.
Speaker 1 (02:35):
Okay.
Speaker 2 (02:35):
The source material really stresses the importance
of listing specific products andservices.
Speaker 1 (02:40):
Yeah.
Speaker 2 (02:41):
Don't just say party supplies, say bounce house
rentals, waterslide rentals,concession equipment rentals.
You know, get really specific.
Oh wow, even things like partyjumpers for rent, backyard
inflatable rentals.
Yeah, you really want to matchthe language that people are
using in their searches.
Speaker 1 (03:00):
Totally Like if someone types in giant
inflatable water slide rentalsand your website just says water
slides, you might miss out.
Speaker 2 (03:07):
You're going to miss out.
Speaker 1 (03:08):
You're not speaking Google's language.
Speaker 2 (03:10):
You've got to speak Google's language.
Speaker 1 (03:11):
Yeah.
Speaker 2 (03:12):
And Google speaks the language of the user.
Speaker 1 (03:13):
And Google speaks the language of the user.
I like that yeah.
Speaker 2 (03:17):
And you know, the source material even mentions
that the content of yourcustomer reviews can impact
relevance too.
Speaker 1 (03:23):
Oh really.
Speaker 2 (03:24):
If people are raving about your giant water slides in
their reviews, Google takesnote of that.
Speaker 1 (03:30):
Wow.
Speaker 2 (03:30):
And sees you as a more relevant match for those
specific searches.
Speaker 1 (03:35):
That's incredible.
Google's reading the reviews.
Speaker 2 (03:37):
They're paying attention.
Speaker 1 (03:38):
Okay, so we've got proximity, we've got relevance,
right.
What about the third piece ofthe puzzle?
Speaker 2 (03:43):
The third piece prominence prominence.
This is all about buildingtrust and authority.
Speaker 1 (03:49):
OK.
Speaker 2 (03:50):
Showing Google that you're not just some, you know,
fly by night operation.
Speaker 1 (03:54):
Yeah.
Speaker 2 (03:55):
But a reputable business with a solid track
record.
Think reviews, backlinks,citations anything that signals
you're the real deal.
Speaker 1 (04:04):
Right, and the source material really stresses that
backlinks are hard to get.
Speaker 2 (04:08):
Oh yeah.
Speaker 1 (04:08):
It's like one of the most challenging aspects of
local SEO.
Speaker 2 (04:12):
Because it's not just about getting any backlinks.
Speaker 1 (04:14):
Right.
Speaker 2 (04:15):
It's about getting high quality backlinks from
reputable sources.
Speaker 1 (04:18):
Yeah.
Speaker 2 (04:19):
A link from some random directory isn't going to
carry the same weight as a linkfrom, like, a well-known
parenting blog or a popularevent planning website.
Speaker 1 (04:30):
Makes sense.
Yeah, and I love this quotefrom the piece that says
securing mentions from eventvenues, party planning websites
or local news articles willsignificantly impact your
rankings, more than a randomlisting on a low quality website
.
Speaker 2 (04:43):
It's about building real world relationships that
translate into online authority.
Speaker 1 (04:47):
Yeah, you know.
Speaker 2 (04:48):
Totally Think about it this way If you're looking
for a new restaurant, would youtrust a random online directory
more than a recommendation froma friend?
Speaker 1 (04:56):
Right.
Speaker 2 (04:57):
Or review in like a reputable publication.
Speaker 1 (05:00):
Probably not.
Speaker 2 (05:01):
Probably not.
Google operates on the sameprinciple.
Speaker 1 (05:03):
So building prominence is really about
building a brand.
Speaker 2 (05:07):
It's about building a brand that people trust, that
people trust and respect, bothonline and offline.
Speaker 1 (05:12):
Yeah, and speaking of building a brand, you know the
source material also touches onsocial media presence.
Oh cool, how important that is.
Speaker 2 (05:21):
Right, and it's not just about collecting likes or
followers or any of that vanitystuff.
Speaker 1 (05:26):
Yeah.
Speaker 2 (05:26):
It's about engaging with your community.
Speaker 1 (05:28):
Yeah.
Speaker 2 (05:28):
Sharing valuable content and creating a
consistent brand experienceacross all platforms.
Speaker 1 (05:34):
Yeah.
Speaker 2 (05:34):
It all contributes to that overall sense of
prominence.
Speaker 1 (05:38):
So we've got these three pieces the proximity, the
relevance and the prominence.
But how do they all fittogether?
Speaker 2 (05:45):
They're all interconnected.
Let's say, someone searches forbounce house rentals near me.
Google is going to prioritizecompanies that are close to the
user, that's proximity.
Speaker 1 (05:55):
Right.
Speaker 2 (05:55):
Have bounce house rentals listed on their website
and their GBP.
That's relevance.
Okay and have strong onlinereviews and backlinks and
prominence.
Speaker 1 (06:03):
So it's like a trifecta.
Speaker 2 (06:05):
It's a trifecta.
You need all three.
Speaker 1 (06:07):
You can't just be the closest.
Speaker 2 (06:09):
You can't just have the most keywords.
Right you need to have allthree elements working together
to truly dominate.
Speaker 1 (06:15):
To dominate local search.
Speaker 2 (06:17):
Now are you ready to go a little deeper?
Speaker 1 (06:20):
Always.
Speaker 2 (06:20):
Let's talk about entities.
This is where things get reallyinteresting.
Speaker 1 (06:24):
Okay, I'm intrigued.
Entities, what are we talkingabout here?
Speaker 2 (06:29):
Think of an entity as a distinct concept that Google
can recognize and understand.
Okay, it could be a person, aplace, a business, a product,
even an abstract concept,anything with a unique identity.
Speaker 1 (06:43):
Okay, I'm following so far.
Speaker 2 (06:45):
Now, instead of just relying on keywords, Google is
using entities to connect thedots between topics, businesses
and user intent.
Okay, this helps them delivermore accurate and relevant
search results because they'reunderstanding the meaning behind
the words.
Speaker 1 (06:59):
Yeah, rather than just matching phrases.
So Google is basically buildingthis massive web of knowledge.
Speaker 2 (07:04):
They are.
Speaker 1 (07:05):
And understanding how all these different concepts
relate to each other.
And understanding how all thesedifferent concepts relate to
each other, and that helps themconnect users with the most
relevant businesses, even ifthose businesses don't use the
exact same keywords as thesearcher.
Speaker 2 (07:17):
Exactly.
Speaker 1 (07:18):
That's wild.
Speaker 2 (07:19):
It is.
Speaker 1 (07:19):
So how does this actually play out in the real
world, especially for our partyrental businesses?
Speaker 2 (07:24):
Let's stick with our bounce house rentals example.
Okay, google doesn't just seethose words in isolation anymore
, they connect it to relatedentities like inflatable rentals
.
Speaker 1 (07:35):
OK.
Speaker 2 (07:35):
Waterslide rentals, party rentals, kids birthday
parties, even event planning.
They're building this wholenetwork of associated concepts
around the core entity of bouncehouse rentals.
Speaker 1 (07:50):
So they're saying, hey, we get it.
If someone is searching forbounce house rentals, they might
also be interested in theseother related things Exactly,
and they're using that knowledgeto serve up the best, most
relevant results possible.
Speaker 2 (08:01):
Precisely Now.
Here's where it gets reallyinteresting for businesses.
Speaker 1 (08:04):
Hold that thought.
We're going to take a quickbreak and come back to delve
even deeper into the world ofentities.
Stay with us.
Welcome back to the Deep Dive.
Right before the break, we weretalking about these entities.
Speaker 2 (08:14):
We were.
Speaker 1 (08:14):
And honestly, this is blowing my mind a little bit.
I'm starting to see how thischanges the whole SEO game.
Speaker 2 (08:20):
It's a real paradigm shift.
Speaker 1 (08:21):
Yeah, it feels, like it.
Speaker 2 (08:22):
You know, it's no longer enough to just like
sprinkle those keywords on yourwebsite like confetti Right.
Google is digging deeper,looking for those genuine
connections and expertise.
Speaker 1 (08:32):
So for our listeners out there who run party rental
businesses, how can they usethis entity thing to like
actually help their business?
Speaker 2 (08:40):
Well, let's think about it practically.
Speaker 1 (08:41):
Okay.
Speaker 2 (08:42):
Let's say you specialize in those giant
inflatable water slides we weretalking about.
To boost your entity strength,you want to branch out beyond
just mentioning water sliderentals on your site.
Okay, you want to build a webof content that demonstrates
your expertise.
Speaker 1 (09:00):
So what does that look like?
Are we talking blog posts aboutdifferent types of water slides
?
Yes, safety tips for backyardwater parks.
Speaker 2 (09:07):
Yes.
Speaker 1 (09:08):
Guides on throwing a summer bash with a water slide
as the centerpiece.
Speaker 2 (09:11):
You got it Okay.
That kind of content showsGoogle that you understand the
broader world of water sliderentals.
Right, you're not just chasinga keyword, you're establishing
yourself as a knowledge hub foreverything water slide related.
Speaker 1 (09:26):
It's like you're weaving your business into the
very fabric of the Internet.
Speaker 2 (09:30):
You are.
Speaker 1 (09:31):
Making all those connections.
So Google can't help but seeyou as the authority.
Speaker 2 (09:35):
Precisely yeah, and it goes beyond just content
creation too.
Speaker 1 (09:39):
Okay.
Speaker 2 (09:40):
Are you listed in directories that cater
specifically to party rentals orfamily fun?
Do you get mentioned onauthoritative websites in the
events industry Right?
Are you building relationshipswith local party planners or
entertainment bloggers?
Speaker 1 (09:53):
Yeah.
Speaker 2 (09:53):
These all contribute to a stronger entity.
Speaker 1 (09:56):
It's a holistic approach, right.
Speaker 2 (09:57):
It is.
Speaker 1 (09:58):
It's not just about your website, but your whole
online ecosystem.
Speaker 2 (10:01):
Exactly, and while that may sound a little daunting
at first, it's also anincredible opportunity.
Speaker 1 (10:07):
Yeah.
Speaker 2 (10:07):
Those who adapt to this entity-focused approach are
the ones who will truly thrivein the long run.
Speaker 1 (10:13):
So ride the wave of Google's evolving intelligence.
Speaker 2 (10:18):
I like that.
I like that too.
And you know, let's not forget,this shift benefits everyone in
the end.
Speaker 1 (10:25):
How so it?
Speaker 2 (10:25):
means Google is getting better at delivering
what users truly want, not justmatching words on a screen.
Speaker 1 (10:32):
So this focus on entities is actually making the
Internet a more user-friendlyplace.
Speaker 2 (10:37):
Absolutely.
When Google understands meaningand context, we get more
accurate, more helpful searchresults.
Everyone wins, it's a win-win.
I like it yeah.
Speaker 1 (10:46):
Okay, so we've covered proximity, relevance,
prominence and now entities.
Speaker 2 (10:49):
We have.
Speaker 1 (10:50):
What stands out to you as the most crucial takeaway
for our listeners?
Speaker 2 (10:54):
For me, it's that local SEO is becoming more
sophisticated.
Speaker 1 (10:58):
Yeah.
Speaker 2 (10:58):
But that's not a bad thing.
It's pushing businesses to bemore authentic, more connected
and more focused on providinggenuine value.
Speaker 1 (11:06):
So it's not enough to just like have a website and
pray yeah, you have to actuallydo things.
Speaker 2 (11:09):
You have to be strategic.
You have to be proactive.
You have to be constantlythinking about how you're
presenting yourself online.
Speaker 1 (11:15):
It's a whole thing.
Speaker 2 (11:16):
It is a whole thing.
Speaker 1 (11:17):
Okay, so understanding these principles
proximity, relevance, prominenceentities.
Speaker 2 (11:22):
Yeah.
Speaker 1 (11:23):
That's the foundation .
Speaker 2 (11:24):
That's the foundation for a successful local SEO
strategy.
Speaker 1 (11:29):
Now, before we move on, I want to pose a question to
you and to all of our listeners.
Speaker 2 (11:33):
Correct.
Speaker 1 (11:34):
We've talked a lot about how businesses can use
this knowledge.
Speaker 2 (11:37):
Yeah.
Speaker 1 (11:37):
But what about for individuals?
How do these concepts apply topersonal branding online?
Speaker 2 (11:44):
Oh, that's a great question.
Speaker 1 (11:45):
How can we, as individuals build a strong,
relevant entity for ourselves?
Speaker 2 (11:50):
Honestly, that probably deserves its own deep
dive.
Speaker 1 (11:52):
Yeah.
Speaker 2 (11:53):
Maybe something we can explore in the future.
Speaker 1 (11:54):
I'm adding that to the list now.
But, for today.
I think we've given ourlisteners a lot to think about.
Speaker 2 (11:59):
I think so too.
Speaker 1 (12:00):
It's not just about keywords.
It's about building an onlinepresence that truly reflects who
you are and what you do.
Absolutely Embrace thoseentities, yes, and Absolutely
Embrace those entities?
Yes, and watch your onlineworld flourish.
Speaker 2 (12:10):
I love it.
Speaker 1 (12:11):
Me too.
Speaker 2 (12:11):
And speaking of flourishing, toward the end of
the source material.
Speaker 1 (12:15):
Oh yeah, don Phillips mentioned something really
interesting you mean the sectionon how all this connects back
to the user experience.
Speaker 2 (12:23):
Exactly, you know, as we've been talking about these
entities and the future ofsearch, it's like Google is
trying to replicate the way we,as humans, think and understand
the world.
Speaker 1 (12:33):
It's true.
We naturally connect all theseideas and concepts in our minds,
you know.
Speaker 2 (12:39):
Right.
Speaker 1 (12:39):
We don't think in isolated keywords.
Speaker 2 (12:42):
We don't.
Speaker 1 (12:42):
So it makes sense that Google is trying to mirror
that.
Speaker 2 (12:45):
Exactly, and the more they can understand those
relationships between entities,the better they can serve users
with you know more relevantsearch results.
Speaker 1 (12:53):
Right.
So what does this mean for theaverage person out there who's
not an SEO expert?
Speaker 2 (12:58):
Yeah.
Speaker 1 (12:59):
How can we use this knowledge to our advantage?
Speaker 2 (13:02):
Hmm, I think the key takeaway is to be mindful of the
language we use when we'researching.
Okay, try to think beyond thosesimple keywords and consider
the broader concepts andentities that relate to your
query.
Speaker 1 (13:15):
So give me an example .
Speaker 2 (13:16):
Okay, let's say you're trying to find a venue
for your kid's birthday party.
Instead of just searching forparty venues, try something like
outdoor party venues for kidsnear me or unique party spaces
for a 10-year-old's birthday.
Speaker 1 (13:29):
So be more specific, be more intentional.
Speaker 2 (13:32):
Exactly.
Think about the underlyingentities you're trying to target
.
Speaker 1 (13:35):
Okay, I like that.
Speaker 2 (13:36):
And don't be afraid to experiment with different
phrasings and keywords to seewhat yields the best results.
Speaker 1 (13:43):
Yeah, play around with it a little bit.
Speaker 2 (13:45):
Yeah, the more you understand how Google is
thinking, the better you cantailor your searches to find
exactly what you need.
Speaker 1 (13:51):
It's almost like we're learning to speak Google's
language.
Speaker 2 (13:54):
In a way, yes.
Wow that's a good way to put it, and the more fluent we become
in that language, the moreeffectively we can navigate.
You know, the vast sea ofinformation, that is the
internet.
Speaker 1 (14:05):
That's a great analogy.
I think that about wraps up ourdeep dive it does Into the
world of local SEO.
Speaker 2 (14:11):
Yeah.
Speaker 1 (14:11):
Proximity, relevance, prominence and entities.
Speaker 2 (14:14):
All playing a crucial role.
Speaker 1 (14:16):
It's fascinating to see how all these pieces fit
together.
It is, and you know, it's notjust for businesses.
Speaker 2 (14:20):
It's not just for businesses.
Speaker 1 (14:21):
This applies to our own personal online presence as
well.
Speaker 2 (14:25):
Absolutely.
We all have the ability toshape how we're perceived in the
digital world.
Speaker 1 (14:30):
So true.
Well, thanks for joining useveryone.
Don't forget to check out theshow notes for links to
everything we talked about.
Speaker 2 (14:36):
Yes.
Speaker 1 (14:37):
And join the conversation in our online
community.
Speaker 2 (14:39):
Absolutely.
Speaker 1 (14:40):
We'd love to hear your thoughts.
Until next time, happysearching.
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