Hello and welcome to SEO's Not That Humbered. I'm your host, Ed Dawson, the founder of the SEO intelligence platform KeywordPupeopleEaser.com, where we help you discover the questions people ask online and then how to optimise your content for traffic and authority. I've been in SEO from online marketing for over 20 years, and I'm here to share the wealth of knowledge, hints and tips I've amassed over that time.

Hello, welcome back to SEOCloud, it's me here at Dawson as always, and today we're on to part several of our mini-season on entities. So over the last episodes we've built a really powerful theoretical foundation. So we started talking by defining an entity as a thing, not a string, just a real-world concept search engines. AI now prioritized those in keywords. We explored by machines to learn to read and link the identities to a universal database of knowledge. So we went into Google's entity database, the knowledge ref, and we saw how it uses the identity throughout its modern searching pages. Finally, we ventured inside the black boxes of those NLMs to learn how they represent entities follow a vast map of meaning, like vector space, and why grounding hitting factual reality by verifying the information that comes from other websites, our own sources is so critical that factual grounding. So we've covered the what and the why. So now it's touring simple practical mirrors touring for the for real. So this is where all this gets real. Over the next four episodes, we're going to build and reflection plan step by step. And this is your practical guide to making everything we've learned and any good strategy in business or an SEO begins with one thing like the analysis. So before we can optimise, before we can build, exactly what we're working with. So today we're going to conduct an audit. We're going to define and map out your personal business's entity landscape. So I want you to think of your business as a universe. So the centre of that universe are the handful of core concepts that's going to give it shape and meaning. These are your core entities. So we're getting them is like trying to build a solar system without a sun. It's not going to have everything else. So our goal of this episode is to give your universe that centre of gravity. We're going to get incredibly clear on the people, the products, the concepts, which are the foundational pillars of your brand in the eyes of modern search engines like you will cannot be out of lens. You might want to pen and paper or open up a new document or a spreadsheet on a computer. We're going to go through this together. The process is very straightforward, but the clarity it provides can be real on it and can really set game approach. So we're going to break down your entity universe into four key categories, or what we can call the four pillars. So let's start with pillar one, which is your brand and product entities. This is the most obvious starting point, but it's important to be thorough. This pillar is going to define what you are and what you sell. First of all, we start by listing your official company name or your organization name. This is your primary organization. But don't start now if we think about all the variations. So it used an abbreviation, do we have a nickname? List all those two. However you are known, list them. Next. Move on to our products and services and your specifics. If you sell shoes, don't just write down shoes. List the specific front lines and model names. For example, if you've annoyed, your list won't be just shoes, it'll be included like Mike Air Max, Night Doug Low, Night Rifcon. Each of these is distinctly its own audience and searching to different people, different business people, and stability towards different shoes. So this is where you list any sub brands or the brands that you're closely associated with, such as your cap companies, you want to use a specific name of your flagship software, or for a restaurant, like the name of your signature dish. So to it, just jot down sort of five to ten of the most important brand opportunities and be as specific as you can. This list forms called a commercial core as your entity landscape as you're defining it. So that moves on to pillar two, your people entities. Now this pillar is really important, especially today where expertise and trust are much more important than that. And this pillar defines who you are. Remember, we heard me talk about Google's E-A-T-Expertise, experience, or storage interests within this guidelines. People entities really important and must direct weight signal. All four of these. Search entities want to see how real, credible, experts to find your content and your brand. Plastic, who are the key people in organization? Obviously, start with your founders or your key executives, your CEO, your CTA, if you're organization at large, your head of marketing, these individuals or entities, and they're directly linked to your main organization entity. Next, probably m the most important ones, these are your subject matter experts. I don't know about who the people are who are actually writing your blog posts, hosting webinars, speaking across the people who are authors, experts in the products and services that your business are involved with. Every one of these is a huddship personal entity that could build authority. Another thing about anyone in your company who had a public-facing role who has recognized for their expertise, that you clearly identify these people on your website. You're not just putting names on the page, you're creating a network of truth signals that tells people where is backed by these credible, experienced individuals. So go ahead. If you're a solid founder, you are the most critical entity. This moves on to pillar three. Your service and concept entities. So this is where we're moving away from physical concrete things into more definitions. So this pillar defines what you know and the problems that you solve. So for a service-based business, this is straightforward, it's a specific service you offer. So like a digital marketing agency, would it just be an agency? Its servabilities would be search engine optimization, paid the clickover tours, content marketing, whatever the specialities you of the specific services are that you are. And you can potentially break those down with it as well. So within search engine optimization, you might be a link building specialist, or you might be a content specialist, or you might be a technical audit specialist. You can break down within these. And this pillar also includes concept of now, these are broader ideas. They're like things like theories of industry topics, but businesses left people. These are often the things that customers are searching for when they don't yet know what they need your specific product. So let's get back to coffee examples from episode one. The product entities for coffee gains, the brewing equipment, but the concept entities are things like expresso, poro, sumatra, and barista. A website that demonstrates deep knowledge of these concepts is going to be seen as a proper authority in the coffee world. For a financial advisor, though, you know, the service entities might be retirement planning or wealth management. The concept entities would be during the US, there'd be like 401k, IRF IRA, more wandering investment strategies, and market volatility. All things that you could be talking about, all these are all entities that you're talking about on your website. Then think about your niche. What are the core ideas, methods, or problems that you are expert on? This is the L. These this is the pillar is where you define what your topical authority is. The actual topic that you authority is. And then finally bring us to pillar four, which is your audience-centric entities. This is this final pillar, this is what can really separate a good entity strategy from a great one. First three pillars were really focused on you, they're focusing what you sell, who you are, and what you know. This pillar is really focused entirely on your audience, and it defines what they care. And this is one I've talked about really for the past two, three years on this podcast. Understanding your audience, understanding what language they speak, questions they ask, and how to address their needs. And this means you need to identify the entities that are most relevant to their interests, even if they are directly related to your product. So if you're define these, you've got to go and search for them, okay? You should go to online communities where your audience hang up. What they're talking about on Reddit and Quora or in other industry forums. Top picks of the discussions are your audience-centric entities. Go to Google, slap in one of your core concept entities, then scroll down the people's box. Google's literally giving you a list of narrative entities and questions you audience has. And obviously, a little tip if you know a bit about me, if you'd listen to the end of this podcast, go to qspeople.com. In your core concept entity, you will get back a whole drilled down list of 30-40 questions from those people's questions. We've also got the Giguel and Quora sorry the Reddit and Quora searches and garrison searches where you could find it. You should find those questions. QSPPs is perfect. Well again, you'd have to use it deterministic one. And then finally think about the pay points your customers have before they find you. So a company that sells project management software, they might find their audiences interested like team productivity. Come back to Berlin around remote work best practices. So by creating content that addresses these audience centricities, you're gonna meet your customers where they are. You're gonna prove that you understand their world, not just your own. And this builds trust, it draws them into your universe long before they're used to make purchase. I take a few minutes to braid some of the topics and concepts that matter the most to your target audience. Okay, do that research, find out the question there else. So that's all four pillars, let's bring them together. So just to use a reminder, we had level one, the Brandon Product Entities, so what you are, and what you sell. Secondly, you got your paper entities, who you are, and who you are experts are. Third, you put your service and concept into it. What you know, and the problems you solve. Fourthly, finally, for your audience subject entities, what your audience cares about, questions your audience trying to get answered, problems are trying to solve. And yeah, this brings us finally to your next steps for this week. So this is probably the most important piece of practical work I've suggested that you do so far, and that is always take that document or spreadsheet you built up while listening through this. And if you've just been doing it in your head as you go along, go back through, write all these down, get them on a spreadsheet, get them on a piece of paper, and then always formalise it. Create four columns, one for each of your pillars. And your task is simple, popular, isn't it? For at least five utilities in each category to start with. Don't worry about doing it perfect, this in the doctor. It's gonna live and it's gonna grow. But it's gonna list your foundational blueprint, the strategic map of your entity landscape. Every piece of content you create, every page you're every link you don't put for will be guided by this document. It will give your SEO efforts clarity and a focus that's impossible to achieve when all you do is just chasing keywords. That's it for today. In our next episode, we're gonna put this lead proof into action. We're gonna take your list of currencies and we're gonna use it by your properties and do an analysis on them to reveal their strategies, their weaknesses, and the gaps in the market. Where you trim compete and you can win. So that's it for today. Stay on to Lex Tyrin. Keep optimising, stay curious. You remember SEO is not fraud when you understand the basics.

Thanks for listening, it means a lot to me. This is where I get to remind you where you can connect with me and my SEO tools and services. You can find links to all the links I mentioned here in the show notes. Just remember, with all these places where I use my name, the Ed is spelt with two D's. You can follow me on LinkedIn and Blue Sky, just search for Ed Dawson on both. You can record a voice question to get answered on the podcast, the link is in the show notes. You can turn up my SEO intelligence platform KeywordsPupleUse at keywordspeopleuse.com, where we can help you discover the questions and keywords people asking online. Post questions and keywords into related groups so you can know what content you need to build topical authority, and finally connect your Google Search Consult account for your sites so we can crawl and understand your actual content. Find what keywords you bring for and then help you optimise and continually reforming your content. If you're interested in learning more about me personally or looking for dedicated consulting advice, then visit www.eddawson.com. My Fanella, and see you in the next episode SUA is not a hammer.