Send us a text

Search engines understand the world through entities, not just keywords, and that changes how we plan, write, and structure content. We take the entity conversation out of theory and into practice by building a simple, durable audit you can complete today. The result is a living blueprint that gives your brand a clear centre of gravity online and helps algorithms connect your pages to real people, products, and ideas.
We start by anchoring your commercial core with precise brand and product entities—official names, common variants, sub-brands, and flagship offerings. Then we layer in people entities to demonstrate E‑E‑A‑T: founders, executives, and subject matter experts with real author pages, consistent bylines, and verifiable profiles. From there we map service and concept entities, breaking broad capabilities into sub-services and pairing them with the ideas customers research first. Finally, we shift focus to audience-centric entities, mining Reddit, Quora, and People Also Ask to capture the exact questions and pain points that drive discovery and trust.
Across the episode, we show how to turn this list into action: canonical URLs for each entity, schema types to apply, internal links that mirror meaning, and content that answers real questions with clarity. You’ll leave with a four-column template—brand/products, people, services/concepts, audience—and the guidance to populate at least five entities in each. Use it to align navigation, consolidate overlapping pages, and build stronger hubs that prevent cannibalisation while improving topical authority.
Ready to move beyond keyword chasing and build an entity-first strategy that lasts? Subscribe, share this with a teammate who owns content planning, and leave a quick review to tell us which pillar you’re tackling first.

SEO Is Not That Hard is hosted by Edd Dawson and brought to you by KeywordsPeopleUse.com

Help feed the algorithm and leave a review at ratethispodcast.com/seo

You can get your free copy of my 101 Quick SEO Tips at: https://seotips.edddawson.com/101-quick-seo-tips
To get a personal no-obligation demo of how KeywordsPeopleUse could help you boost your SEO and get a 7 day FREE trial of our Standard Plan book a demo with me now
See Edd's personal site at edddawson.com
Ask me a question and get on the show Click here to record a question
Find Edd on Linkedin, Bluesky & Twitter
Find KeywordsPeopleUse on Twitter @kwds_ppl_use
"Werq" Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 4.0 License
http://creativecommons.org/licenses/by/4.0/