This is part 4 of our six-part series on how local businesses can adapt to the latest trends in search. Today, we’re diving into entity optimization—a critical piece of the puzzle when it comes to getting noticed by AI-driven search engines like ChatGPT or Google Gemini.
What Is Entity Optimization, and Why Should You Care?
Entities are simply the “things” AI-driven search engines care about—businesses, people, products, or even ideas. Think of them as the building blocks AI uses to understand the world.
When someone searches for “best gluten-free bakery in Austin,” AI isn’t just looking for a string of keywords. It’s trying to identify real businesses, read reviews, scan local mentions, and figure out which bakeries are the most trustworthy.
That’s why entity optimization matters: it’s about showing search engines who you are, where you are, and why your business is worth highlighting.
But let’s be real: aligning every piece of your online presence to make this happen is no small task. Here’s what it looks like in practice.
What Entity Optimization Looks Like for Local Businesses
To become a trusted entity that AI will recommend, here are just a few of the things you’ll need to handle:
1. Implementing Schema Markup
- Schema markup is a kind of coding that tells search engines what your website is about. It’s like adding labels to help AI “read” your site.
- Add LocalBusiness schema to include your address, business hours, and services.
- Use schema to highlight products, customer reviews, and FAQs.
Sounds simple? It’s not. Schema markup is highly technical and requires ongoing updates as your business evolves.
2. Managing Your Google Business Profile
- Your Google Business Profile is a goldmine for search engines—but only if it’s optimized.
- Ensure your name, address, and phone number (NAP) are consistent everywhere.
- Add photos, post updates regularly, and respond to reviews promptly.
This might seem straightforward, but the time it takes to maintain an active profile can quickly add up—especially if you’re running a busy business.
3. Securing Local Mentions
- Search engines trust businesses that get mentioned by other reputable sources.
- Collaborate with local business owners, influencers, or community organizations to earn mentions and backlinks.
- Sponsor events or participate in local activities to increase your visibility.
It’s not enough to hope people talk about you. Building these relationships takes strategy, effort, and follow-through.
4. Creating Localized, Entity-Focused Content
- Your blog posts, videos, and social media should tie your business to your local community.
- Write content like “Top Gluten-Free Bakeries in Austin” or “The History of [City’s] Farmer’s Market.”
- Include local landmarks, events, or cultural details to stand out.
But here’s the kicker: this content needs to be consistent, well-written, and optimized for search engines. Keeping up with a blog or video strategy on top of running your business? Nearly impossible.
5. Building Trust with E-E-A-T
- AI prioritizes businesses that show Experience, Expertise, Authority, and Trustworthiness (E-E-A-T).
- Collect reviews from happy customers and display them on trusted platforms.
- Link your website to credible sources to boost your authority.
- Show your expertise by creating how-to guides, FAQs, or other helpful resources.
This isn’t just a one-time task. Building trust online requires ongoing effort—and monitoring to make sure your reputation stays strong.
Why You Can’t (and Shouldn’t) Do This Alone
Here’s the truth: managing your business’s entity optimization isn’t a quick or easy process.
- Time-Consuming: Researching schema markup, building content, and securing local mentions could take hours every week.
- Highly Technical: Tasks like adding structured data or linking with trusted sources require specialized skills.
- Constantly Changing: SEO rules and AI algorithms evolve all the time. Staying up-to-date is a job in itself.
- Easy to Miss Opportunities: Without expertise, you might not know which directories, partnerships, or strategies will deliver the biggest impact.