Entity SEO Growth Workflow

The operating rhythm for building and maintaining entity SEO month over month.

Workflow Stages

1. Crawl and Inventory

Catalog all existing pages on the site. Note:

Page titles and URLs
Topics covered
Entity mentions (explicit and implicit)
Internal link structure
Existing schema markup

2. Build the Entity Map

Identify all core entities and their relationships:

What entities exist on the site?
Which entities are missing?
How are existing entities connected (or not connected)?

Visualize as a simple map: Brand at center, with spokes to Services, Locations, People, Products, and Categories.

3. Prioritize

Find the weakest or missing entity connections. Use the audit scores from SOP 2 to rank by impact:

Missing entities with high search relevance first
Weak internal linking next
Schema inconsistencies last

4. Create

Produce content and internal links to fill gaps:

New supporting pages for missing entity connections
Updated internal links on existing pages
Schema markup additions or corrections
Consistent fact representation across all pages

5. Validate

Before publishing, verify:

Schema matches on-page facts
Internal links are live and relevant
Consistent terminology across pages (same brand name, same service names)
No contradictory facts (e.g., different phone numbers, different service descriptions)

6. Monitor

Track visibility shifts across entity-related query groups, not just individual keywords:

Topical coverage metrics
Visibility across entity-related query clusters
New pages indexed and connecting to core entities

Monthly Delivery Checklist

[ ] Entity map updated with new pages
[ ] Content briefs created for priority gaps
[ ] Supporting pages published
[ ] Internal links added to new and existing pages
[ ] Schema reviewed and updated
[ ] Before/after visibility report across entity query groups

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