Local SEO Unlocked
Local SEO Unlocked is your go-to podcast for mastering the art of local search dominance. Each episode dives deep into the latest strategies, expert insights, and actionable tips to help businesses rank higher in local search results, attract more customers, and maximize their online visibility. Whether you're a business owner, marketer, or SEO pro, this show will equip you with the tools you need to unlock the full potential of Local SEO and stay ahead of the competition.
Local SEO Unlocked
Beyond Keywords: Understanding Google’s Entity Game
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!
All right. So today we are going deep on local SEO and specifically, you know we're going to be talking about how to get your business to stand out in local search results.
Speaker 2:OK.
Speaker 1:You know, forget those old tricks like keyword plus, city Right. We're going to go way beyond that with some amazing insights from local SEO expert Dawn Phelps.
Speaker 2:You know it's amazing how much search has changed, Like Google has gotten really good at understanding what we mean, even without us explicitly saying near me, or like naming a specific city.
Speaker 1:Yeah, I've noticed that, like if I'm out and about and just search pizza, google just seems to know that I'm not looking for pizza recipes. I'm looking for a place to get a slice right now.
Speaker 2:Exactly. Google's using your location, your search history, even things like the time of day. Wow To figure out if you have local intent.
Speaker 1:Okay, but here's the thing Okay.
Speaker 2:Clinging to that old keyword plus city strategy on your website can actually hurt you now.
Speaker 1:Really, why is that? I thought keywords were still king.
Speaker 2:Keywords are still important, but they're not the whole story anymore. Right? That old tactic of creating tons of pages each targeting, you know, keyword plus city is actually seen as spammy by Google now.
Speaker 1:Really.
Speaker 2:Yeah, the helpful content update really shook things up.
Speaker 1:So all those pages I made for best bakery in every town in my state are actually hurting my website?
Speaker 2:They might be, oh no, google wants to see websites that offer genuine value to users, not just a jumble of repetitive pages stuffed with keywords.
Speaker 1:So if Keyword Plus City is out, what's the new secret weapon for dominating local SEO?
Speaker 2:It's something called entity-based SEO.
Speaker 1:Okay.
Speaker 2:And one of the most important elements of that is your brand.
Speaker 1:Interesting. I wouldn't have thought branding would be so important for SEO.
Speaker 2:It makes sense when you think about it. Google wants to connect the dots between what people are searching for and the real-world entities that satisfy those searches. Your brand is a key part of that equation.
Speaker 1:So how do I actually use my brand to boost my local SEO?
Speaker 2:It starts with making sure your brand name is clearly visible on every product or service page on your website. You're basically telling Google hey, this awesome product is offered by this specific brand.
Speaker 1:That's actually a really simple but smart tip.
Speaker 2:Yeah.
Speaker 1:It's like I'm introducing my products and my brand to Google at the same time.
Speaker 2:Exactly. It's all about establishing that connection Right and reinforcing your brand as the go-to source for those specific products or services in your local area.
Speaker 1:Okay, I'm starting to see how this all ties together.
Speaker 2:Yeah.
Speaker 1:So branding is important, but you mentioned something called entity-based SEO, right? Can you break that down for me?
Speaker 2:Sure Think of entities as those big concepts that. Google uses to organize information like bakery or dentist, those are entities.
Speaker 1:So, instead of focusing on keywords alone, we need to think about how our business fits into the broader categories that Google uses.
Speaker 2:Yeah, exactly, it's about optimizing your website in a way that reflects how Google understands the world. Instead of keyword stuffing, we're creating content that's structured around these entities.
Speaker 1:Okay, I'm intrigued.
Speaker 2:Yeah.
Speaker 1:How do we actually apply this entity magic to our websites?
Speaker 2:Think about two main types of pages.
Speaker 1:Okay.
Speaker 2:Service or product pages, right and location pages. Okay, your service pages should focus on showcasing the offering itself, along with your brand name. Right.
Speaker 1:No need to cram in locations there no more best cupcakes in Springfield. On every cupcake page Right Just delectable cupcakes by my brand name.
Speaker 2:Exactly? What about those location pages?
Speaker 1:Yeah, what about those?
Speaker 2:Those are where you'll target the big categories Google uses.
Speaker 1:Okay.
Speaker 2:So instead of going after Bakery Springfield, you'd optimize for Bakery plus your city.
Speaker 1:Okay.
Speaker 2:And here's where it gets interesting.
Speaker 1:You want to tie in the Wikipedia entity as well. Wikipedia, now it's getting seriously nerdy, I know right, what does Wikipedia?
Speaker 2:have to do with my local bakery. Well, Google often uses Wikipedia as a source of truth when it comes to categorizing businesses Interesting. It's like a giant encyclopedia that helps Google understand what different entities are all about.
Speaker 1: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 usually search for them.
Speaker 2:Yeah.
Speaker 1:And then Google uses that information to understand my bakery better.
Speaker 2:You got it.
Speaker 1:Wow.
Speaker 2:That's why it's important to align your website with those same entities that Google's pulling from Wikipedia.
Speaker 1:I see, by using the same language and categories as Wikipedia, I'm basically speaking Google's language.
Speaker 2:Yeah.
Speaker 1:Which makes it easier for Google to understand and rank my website.
Speaker 2:Exactly, and Wikipedia can help us go even deeper with this.
Speaker 1:Okay.
Speaker 2:For example, it's a great place to find synonyms for those core keywords we're targeting.
Speaker 1:Synonyms you mean like using different words that mean the same thing. Why is that so important?
Speaker 2:Because it helps Google understand the full breadth of what your business is about, Right?
Speaker 1:Instead of repeating the same exact keywords over and over you sprinkle in synonyms throughout your content, so instead of just using cupcakes everywhere, Right.
Speaker 2:I might also use terms like muffins, pastries or sweet treats Precisely the see also section on relevant Wikipedia pages is a goldmine for these kinds of synonyms Interesting. By incorporating them, you're helping Google understand the nuances of your offerings and capture a wider range of searches.
Speaker 1:It's like I'm creating a richer, more detailed picture of my business for Google to understand.
Speaker 2:Exactly, and that richness is key to standing out in local search results.
Speaker 1:Okay, my mind is officially blown. This whole entity-based approach sounds way more sophisticated. Oh, it's pretty good Than the old keyword plus city grind.
Speaker 2:Yeah.
Speaker 1:But before we go any further, I'm curious about something.
Speaker 2:Yeah.
Speaker 1:You mentioned that Google hates those messy websites with tons of near identical pages. You even use the term crawl resistance to describe them. What exactly does that mean?
Speaker 2:Think about it this way Okay. Google has these little digital robots called crawlers Right that constantly scan the web, trying to understand what websites are all about. When a crawler encounters a website with hundreds of pages that are almost identical, it makes its job much harder. It's like trying to find a needle in a haystack.
Speaker 1:So those old keyword plus city pages create a kind of digital clutter. Exactly that makes it hard for Google to efficiently crawl and index my website.
Speaker 2:Exactly, and that's where this new entity-based approach comes in.
Speaker 1:Okay, I'm all ears.
Speaker 2:Yeah.
Speaker 1:How does entity-based SEO help with this crawl resistance problem?
Speaker 2:By streamlining your website and using a clear, entity-based structure you're making it so much easier for Google to understand what your pages are about. Okay, it's like giving those crawlers a roadmap your website, helping them efficiently find and index your content so it's not just about creating less content. It's about creating smarter content that Google can actually 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 and authoritative source for those important local searches.
Speaker 1:Which, of course, leads to higher rankings and more visibility. Exactly Okay. So how do we actually put this into practice? Can you walk me through a real world example?
Speaker 2:Sure, let's stick with your bakery example. Okay, say you want to rank higher in local searches for bakeries in your city.
Speaker 1:Sounds delicious, I'm all ears.
Speaker 2:First head over to your Google business profile, okay, and look for the category that best describes your business. In this case, it's probably just bakery. Okay, that's your primary entity.
Speaker 1:Got it. So that's the starting point figuring out how Google already categorizes my business.
Speaker 2:Right now, here's where Wikipedia comes in. Okay, go to Wikipedia and search for Bigery. Okay, you'll find a treasure trove of information, from the basic definition of a bakery to different types of bakeries and even links to related entities like bread and pastry.
Speaker 1:So I'm using Wikipedia as a research tool to see how Google understands my business and also gather some ideas for keywords and synonyms.
Speaker 2:Exactly You're tapping into the collective knowledge of the internet to refine your SEO strategy.
Speaker 1:Wow.
Speaker 2:Now let's talk about how we use this information to optimize your website.
Speaker 1:Okay, let's get down to business.
Speaker 2:Let's start with your location page.
Speaker 1:Okay.
Speaker 2:Remember, this is the page that's specifically optimized for your city. Instead of targeting Bakery Springfield, you'd want to use something like Bakery in Springfield or even Best Bakery in Springfield for your page title.
Speaker 1:Okay, so I'm using that primary entity, bakery, in my page title, but I can still get a little creative with it.
Speaker 2:Right, and don't forget about your H1 tag. That's the main heading on your page.
Speaker 1:Right. Here's where you can use some of those Wikipedia-inspired synonyms to make it even more enticing for both Google and your customers. So instead of just repeating Bakery Springfield, I might use something like Springfield's favorite artisan bakery or the best breads and pastries in Springfield.
Speaker 2:Exactly. You're highlighting those key entities while also using language that's appealing to potential customers.
Speaker 1:Got it. What about the rest of the content on my location page, which I include there?
Speaker 2:is where you'd provide all those essential details about your bakery's location, your address, phone number, hours of operation and maybe a little blurb about your bakery's unique story or what makes you stand out from the competition.
Speaker 1:So it's not just a dry list of contact information. It's a chance to showcase my brand personality and give customers a taste of what my bakery is all about.
Speaker 2:Exactly, and, of course, you'll weave those relevant keywords and synonyms throughout the text, naturally.
Speaker 1:Okay, that makes sense. So we've got our location page covered. What about those individual product or service pages? How do we optimize those with this entity-based approach?
Speaker 2:Remember, those pages are all about showcasing your specific offerings. Each delicious treat deserves its own page, optimized for the product or service name.
Speaker 1:Oh OK.
Speaker 2:Plus, you guessed it, your brand name.
Speaker 1:Right. So instead of chocolate chip cookies Springfield, it would be chewy chocolate chip cookies by my brand name.
Speaker 2:You got it and on those pages use mouthwatering descriptions, high quality photos and even videos to entice your customers.
Speaker 1:It's like I'm creating a digital menu that's both visually appealing and optimized for search engines.
Speaker 2:Exactly, but we're not done yet. We need to think about how all these pages connect.
Speaker 1:You mean like internal linking?
Speaker 2:Yes.
Speaker 1:I've heard that's important, but I'm not sure I fully understand how it works.
Speaker 2:Internal linking is all about creating a web of connections between your pages. Okay, think of it like creating paths for both Google and your customers to follow.
Speaker 1:Okay, I'm starting to see the bigger picture, so how do I do this strategically?
Speaker 2:On your location page include links to your individual product pages. For example, you might have a section called our specialties, with photos of your most popular treats, each linked to its respective page.
Speaker 1:Ah, so I'm guiding customers to explore my website and discover all the amazing things I offer.
Speaker 2:Right, and on those individual product pages include a call to action that links back to your location page. Okay, Something like visit our Springfield location to experience these delicious treats firsthand.
Speaker 1:So I'm creating a smooth circular flow between those two types of pages.
Speaker 2:Yeah.
Speaker 1:Google sees the connections. My customers have a great experience. Everyone wins.
Speaker 2:You got us. Internal linking is a simple but powerful way to boost both your SEO and your user experience.
Speaker 1:Okay, this is all making a lot more sense now, but before we wrap up this discussion on entities, I have to ask. Sure, you keep talking about how Google relies on Wikipedia for more sense now, but before we wrap up this discussion on entities, I have to ask. Sure you keep talking about how Google relies on Wikipedia for information. Right, but isn't that a little risky? What if the information on Wikipedia is outdated or even biased?
Speaker 2:That's a great question and it's something to be aware of. Yeah, wikipedia is a constantly evolving platform, right, and the information on there is always subject to change. But remember, google doesn't just blindly trust Wikipedia. It uses a variety of sources to verify information and understand entities.
Speaker 1:So it's not like Google is saying Wikipedia is the only source of truth. It's more like Wikipedia is one piece of the puzzle.
Speaker 2:Exactly Google's knowledge graph that's, the massive database that stores all this information about entities is constantly being updated and refined. Wow, it's a complex and sophisticated system.
Speaker 1:Right.
Speaker 2:And Wikipedia is just one of many inputs.
Speaker 1:Okay, that makes me feel a little better, but it sounds like keeping up with all these changes and updates could be a full-time job.
Speaker 2:It can feel overwhelming, that's for sure. But that's also what makes this field so fascinating there's always something new to learn, always a new challenge to tackle.
Speaker 1:I like a good challenge.
Speaker 2:Yeah.
Speaker 1:So how do I make sure I'm staying ahead of the curve and not falling behind in this ever-evolving world of SEO?
Speaker 2:Well, first of all, don't underestimate the power of ongoing research. Don't just set your SEO strategy and forget about it. Make a habit of checking in on your industry's top keywords and entities and make sure your website is still aligned with what Google is looking for.
Speaker 1:So it's all about staying curious, staying informed and being willing to adapt.
Speaker 2:Exactly, and don't forget about testing. Don't be afraid to experiment with different approaches To see what works best for your specific business and your target audience.
Speaker 1:Right.
Speaker 2:What works for one bakery in Springfield might not work for another.
Speaker 1:Right. Every business is unique and it's all about finding that sweet spot between best practices and what resonates with your specific customers.
Speaker 2:Exactly Now. Speaking of resonating with customers, yes, we've talked a lot about optimizing for Google, but we can't forget about the human element of all this.
Speaker 1:You mean creating content that's actually engaging and enjoyable for real people to read.
Speaker 2:Exactly All this keyword research and entity optimization is useless if we're not creating content that actually resonates with our target audience.
Speaker 1:So how do we strike that balance? How do we create content that's both Google friendly and customer centric?
Speaker 2:It starts with understanding your audience. Who are they? What are their pain points? What are they searching for online?
Speaker 1:So it's about doing your homework and really understanding your customers needs and desires before you even start writing.
Speaker 2:Exactly, and once you have a good grasp of your audience, you can start crafting content that speaks directly to them.
Speaker 1:Okay.
Speaker 2:Using language that they understand and relate to.
Speaker 1:So it's not about writing for robots, it's about writing for humans.
Speaker 2:Right, but that doesn't mean we throw keywords and entities out the window. We just need to be smart about how we use them.
Speaker 1:So it's all about finding that sweet spot where SEO and great content intersect.
Speaker 2:Exactly when you can do that, you'll create a website that ranks well, engages your customers and drives real results for your business.
Speaker 1:Okay, I'm feeling inspired. This whole conversation has really shifted my perspective on local SEO. But before we move on, can we touch on one more crucial element?
Speaker 2:Of course, what's on your mind.
Speaker 1:Well, we've talked about optimizing our websites, but what about our Google business profiles?
Speaker 2:Right.
Speaker 1:How do those fit into this entity-based approach?
Speaker 2:That's a great question and it's something that's often overlooked. You can have the most beautifully optimized website in the world.
Speaker 1:Yeah.
Speaker 2:But if your Google business profile is a mess, it's going to be hard for customers to find you.
Speaker 1:It's like having a delicious bakery hidden down a dark alley with no signage Exactly. No one's going to know it's there.
Speaker 2:Exactly, your Google business profile is your digital storefront.
Speaker 1:Right.
Speaker 2:So you need to make sure it's sparkling, clean and optimized for those all-important entities.
Speaker 1:Okay, I'm ready for a Google business profile deep clean where I start.
Speaker 2:The first step is to make sure all the basic information is accurate and up-to-date. That means your business name, address, phone number, hours of operation, all that good stuff.
Speaker 1:Got it. So Google business profile hygiene is non-negotiable. What else should I be paying attention to?
Speaker 2:Think about your photos. Okay, High quality photos of your bakery, your products and even your happy customers can make a huge difference.
Speaker 1:It's all about creating a visually appealing and inviting online presence.
Speaker 2:Exactly, and don't forget about those customer reviews. Encourage your happy customers to leave glowing reviews on your Google business profile.
Speaker 1:Ah, yes, the power of social proof. Positive reviews can really make a business stand out in those local search results.
Speaker 2:Absolutely so. While entity-based SEO is a powerful tool, it's important to remember that it's part of a holistic approach to local SEO.
Speaker 1:Okay.
Speaker 2:You need to make sure you're covering all the bases, from your Google business profile to your website content and structure.
Speaker 1:It's like creating a symphony of SEO where all the instruments are playing in harmony to create a beautiful and effective online presence.
Speaker 2:I love that analogy. Now, before we wrap up this epic deep dive, I want to leave our listeners with one final thought.
Speaker 1:Okay, I'm intrigued. Lay it on me.
Speaker 2:Do you think all this focus on entities means that Google might be moving away from keywords altogether?
Speaker 1:Interesting question. You mean like a future where we don't even need to think about keywords because Google just understands our intent so well?
Speaker 2:Exactly. It's a fascinating possibility and one that I think is worth exploring.
Speaker 1:I guess that's where our deep dive ends and a new journey begins the quest to understand the future of search.
Speaker 2:And who knows, maybe by the time we do another deep dive on this topic, Google will be reading our minds and serving us the perfect search results before we even type anything.
Speaker 1:Now, that's a future I'm excited to explore, but for now, let's focus on mastering these entity-based SEO strategies and watch our businesses climb those local search rankings.
Speaker 2:To our listeners out there keep experimenting, keep learning and keep pushing the boundaries of what's possible in the world of local SEO. The future of search is in your hands.
Speaker 1:Until next time, happy optimizing. It really does make you think like what's next for search?
Speaker 2:Right, I mean. Think about it. If Google keeps getting better and better at understanding like entities and relationships, we might be able to search in a completely different way.
Speaker 1:Oh, wow.
Speaker 2:Instead of typing in keywords, we might just have conversations with Google.
Speaker 1:Like hey, google, I'm craving something sweet and chocolatey. What bakeries near me are known for their amazing chocolate desserts?
Speaker 2:Exactly, and Google would be able to like understand that you're looking for a bakery Right, that you want something chocolate and that you want it nearby Right. It would factor in things like reviews and ratings to recommend the best options.
Speaker 1:It would be like having a personal pastry concierge.
Speaker 2:Right.
Speaker 1:That's incredible.
Speaker 2:It's pretty mind blowing when you think about it. And it all comes back to entities. They're the foundation of how Google understands the world, and as that understanding grows, so too will its ability to deliver truly personalized and relevant search results.
Speaker 1:This deep dive has been a wild ride. We've gone from basic keyword strategies to the power of entities and even glimpsed into the future of search.
Speaker 2:Yeah, we've only just scratched the surface. There's so much more to explore in the world of local SEO.
Speaker 1:Oh, I know.
Speaker 2:From advanced schema markup to the nuances of local link building.
Speaker 1:It's a bit daunting, but also exciting.
Speaker 2:Yeah.
Speaker 1:So to our listeners out there keep learning, keep experimenting and never be afraid to try new things.
Speaker 2:And remember the best way to master local SEO is to put these strategies into action. Don't just listen to this deep dive and forget about it. Go out there and optimize your website, your Google business profile and your overall online presence.
Speaker 1:Embrace the power of entities. Craft compelling content and watch your business soar to new heights in local search.
Speaker 2:Until next time, happy optimizing.
Speaker 1:Yeah, happy optimizing.