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Prospect Pitch Script
A structured flow for explaining entity SEO to a prospect. Follow this sequence.
The Pitch Flow
Step 1 — The Old Model
"Traditional SEO chased keywords one page at a time."
Set the baseline so the prospect understands what you are contrasting against.
Step 2 — The New Model
"Google now tries to understand what your business IS, what it does, and how it connects to known topics."
Shift from phrases to understanding. Keep it concrete — Google is trying to build a mental model of the business.
Step 3 — Define Entity
"An entity is a thing Google can understand — your brand, service, location, product, person, or category."
Give them a concrete definition. Avoid NLP jargon. "A thing Google can understand" is sufficient.
Step 4 — The Benefit
"Entity SEO makes the relationships clear so Google can trust and rank the site for more related searches."
Connect entity clarity to ranking outcome. "Trust" is the key word — Google ranks what it trusts.
Step 5 — The Outcome
"The goal is not just one ranking. It is broader topical visibility."
Reframe the win. Not one keyword — a category of searches.
Step 6 — The Close
"Keywords still matter, but entities give Google the map."
This leaves them with a memorable frame: keywords are still valid, but entity SEO is the upgrade.
What to Avoid
- Never overexplain NLP or machine learning
- Never claim guaranteed rankings
- Never say keywords are dead
- Never lead with technical jargon — keep it concrete and outcome-focused
- Never promise specific timelines — share case study ranges instead