In the ever-evolving world of digital marketing, local search ranking has become increasingly crucial for businesses of all sizes. As consumers turn to search engines to find services and products in their area, local SEO has transformed into a vital tool for visibility and customer engagement. But you might not be aware of a new player in the local SEO game yet—entities. Understanding how entities impact local search ranking can elevate your SEO strategy and give your business a competitive edge.
Before diving into the role of entities, let’s make sure we’re on the same page about what they are and how they work in SEO. Also, if you’re looking to boost your local SEO strategy, partnering with the best SEO services can ensure you’re not missing out on any opportunities.
What Are Entities in SEO?
You might already be familiar with keywords, backlinks, and content optimization—traditional cornerstones of SEO. Entities, however, represent a different approach. In the context of search engines, an entity is a clearly defined “thing” or concept, which can be a person, place, business, brand, or anything else that exists independently of language. Unlike keywords, which rely on specific phrases or word combinations, entities are universal concepts that search engines recognize.
For example, “Apple” as an entity could refer to the technology company or the fruit. Using advanced algorithms, search engines can now differentiate between the two based on context and the relationships between other entities.
So why is this relevant to local SEO? Google has been increasingly emphasizing entities in its ranking algorithms, and businesses that understand how to leverage entities in their local SEO strategies can see significant improvements in search rankings.
The Shift from Keywords to Entities in Local SEO
For years, SEO has been primarily focused on keywords. The idea was simple: if you wanted to rank for “best pizza in London,” you’d stuff that exact phrase (and similar ones) throughout your website’s content, headers, meta tags, and alt text. And while keywords are still an essential piece of the puzzle, they no longer hold the sole power in determining your ranking.
Google’s algorithms have evolved to move beyond just keywords and towards understanding the real-world context behind them. This is where entities come into play. By focusing on entities, Google can better understand the relationship between different pieces of information and how they relate to a local business. This means businesses are no longer just ranking based on keyword usage but also on how well they are connected to entities that matter in their local context.
Simply put, focusing on entities allows your business to become a “real” player in Google’s eyes. It’s not just about fitting in keywords anymore—it’s about how your business is represented, linked, and understood in the broader web of information.
How Entities Influence Local Search Rankings
So, how exactly do entities impact your local search ranking? Let’s break it down:
1. Relevance and Context
Entities help search engines better understand the context of your business. When a user types a query like “best coffee shop near me,” Google doesn’t just look at the keywords. It analyzes entities—such as your coffee shop’s name, physical location, and customer reviews—alongside your content to ensure it delivers the most relevant result. The more your business is associated with the correct entities, the more likely it will appear in relevant local searches.
2. Trust and Authority
Entities also play a significant role in establishing the trustworthiness and authority of your business. When Google recognizes your business as a legitimate entity in a specific location, your chances of ranking higher in local search results are higher. This recognition doesn’t just come from your website, though—it also comes from other sources like reviews, social media profiles, and mentions in local news or online publications. The more connected your business entity is across these platforms, the more your local SEO strengthens.
3. Knowledge Graph and Google My Business
Google’s Knowledge Graph is a giant database of entities and their relationships. When your business is recognized as an entity, it has a better chance of appearing in Google’s Knowledge Graph, which can significantly boost your local visibility. Optimizing your Google My Business profile is essential for establishing your entity in the local market. A fully optimized profile with accurate business details, images, and customer reviews enhances Google’s understanding of your entity and boosts your local search ranking.
4. Consistency Across Platforms
One of the significant factors in establishing your business as an entity is consistency. Your business name, address, and phone number (NAP) should be consistent across all platforms—your website, social media profiles, online directories, and any other listings. Inconsistent information can confuse search engines and hurt your local rankings. Ensuring that your business entity is accurately represented across multiple platforms makes it easier for Google to understand your relevance in a specific local market.
How To Optimize Local SEO for Entities
Now that we understand what entities are and how they influence local search rankings, the question is: how can you optimize your local SEO strategy to focus on entities? Here are a few actionable steps you can take.
1. Claim and Optimize Your Google My Business Profile
Your Google My Business (GMB) profile is one of the most essential tools for optimizing your entity in local SEO. Ensure all information is accurate and complete—business name, address, phone number, hours of operation, and categories. Upload high-quality images and encourage satisfied customers to leave reviews. Google My Business also allows you to post updates, special offers, and announcements, which can further strengthen your entity’s presence.
2. Leverage Local Citations and Directories
Getting your business listed in local directories and online citations helps establish your business as an entity. Consistency is critical here, as your NAP details should be uniform across all platforms. These citations act as additional signals to Google, confirming the legitimacy and location of your business.
3. Encourage User-Generated Content
User-generated content such as reviews, testimonials, and social media mentions helps Google better understand your business entity. Positive reviews, in particular, enhance your business’s authority and relevance in the local market. Don’t hesitate to ask satisfied customers to leave reviews on Google, Yelp, or other relevant platforms.
4. Build Links from Local Sources
Backlinks from local news outlets, bloggers, or business directories enhance your SEO and reinforce your business as an entity. Local links provide context to Google that your business is necessary within a specific geographical area. Consider reaching out to local publications or collaborating with other businesses to generate backlinks.
5. Optimize Your Website with Local Content
While entities play an important role in local SEO, content is still king. Optimizing your website with locally relevant content—such as blog posts, location-specific landing pages, and case studies—helps reinforce your entity. When creating content, consider what your local audience wants to know and provide valuable, engaging information.
6. Use Structured Data Markup
Structured data, also known as schema markup, is a way to help search engines better understand your business entity. By implementing local business schema on your website, you provide Google with specific details about your business, such as your name, address, hours of operation, and services. This makes it easier for Google to recognize and display your entity in search results.
The Future of Local SEO and Entities
As Google continues to evolve its algorithms, it’s clear that entities will play an even more prominent role in local SEO. Moving beyond keywords and focusing on the broader web of relationships between people, places, and things allows search engines to provide more relevant, personalized user results. Businesses that adapt to this new approach will be better positioned to rank higher in local searches and attract more customers.
The shift to entities doesn’t mean that keywords are obsolete, but it does mean that businesses need to think more holistically about how they represent themselves online. By focusing on building a robust and well-connected entity, you can improve your local search ranking and ensure long-term SEO success.
Conclusion
Incorporating entities into your local SEO strategy is essential in today’s competitive digital landscape. By claiming your Google My Business profile, ensuring platform consistency, and encouraging user-generated content, you can strengthen your entity’s presence and improve your local search ranking. Whether a small business or a large corporation, embracing the entity-driven approach will help you stand out from the competition and capture more local traffic.
For businesses in the UK, partnering with a knowledgeable digital agency in the UK that understands the nuances of local SEO can make all the difference. Embrace the power of entities, and watch your local search rankings soar.
