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SOP 2: Audit Keyword vs Entity Strategy
Find whether a site is over-focused on keywords and under-built for entities.
Goal
Surface the gap between what the site is optimized for (keywords) and what Google needs to trust it (entity relationships).
Scoring Checklist
Score each item 0–2:
| Score | Meaning |
|---|---|
| 0 | Missing |
| 1 | Weak or inconsistent |
| 2 | Clear and connected |
Checklist Items
- Are service pages isolated with no supporting topic pages?
- Does the site clearly define its most important services?
- Are related entities internally linked to each other?
- Are people, brand, locations, and services represented consistently across the site?
- Does schema reinforce the same facts shown on the pages?
- Are pages written around complete concepts, or only around search phrases?
Scoring by Entity Group
After running the checklist, group scores by entity type:
| Entity Group | Score (0–12) | Priority |
|---|---|---|
| Brand / Organization | ||
| Services | ||
| Locations | ||
| People | ||
| Products / Categories |
Prioritize lowest-scoring entity groups first.
Output
A ranked list of entity gaps, ordered by impact and score. Each gap should include:
- Entity group affected
- What is missing or weak
- Recommended fix (page creation, internal link, schema update, content depth)