SOP 1: Evaluate Entity SEO Fit

Determine whether a site is ready for entity SEO investment and where to start.

Inputs

Gather these before starting the evaluation:

• Website URL
• Primary products and services
• Current keyword targets
• Existing topical authority or content clusters
• Local vs national market scope
• Current rankings and traffic trend

Steps

1. Identify core entities

Map the business's core entities:

• Brand / Organization
• Services
• Locations
• People (founders, practitioners)
• Products
• Categories

2. Map entities to existing pages

For each entity identified, check whether a dedicated or supporting page exists on the site.

3. Check Google's ability to connect brand to services

Look for clear signals: does the site make it easy for Google to understand what the brand does and which categories it belongs to?

4. Find thin keyword-only pages

Identify pages that target search phrases but have no entity relationships — no internal links, no supporting content, no schema reinforcing the topic.

5. Review supporting content ecosystem

Does the site have content explaining the topic ecosystem around its core services? Guides, FAQs, and supporting pages signal topical authority.

6. Prioritize gaps

Flag:

• Missing entity pages
• Schema opportunities
• Internal linking gaps

7. Decide fit

Fit Level	Criteria
Strong fit	Existing SEO foundation, unclear entity/topic relationships
Medium fit (Needs prep)	Newer site, needs foundational pages first
Weak fit (Not ready)	No clear offer, poor technical health, no indexable content

Output

Deliver one of three verdicts with three supporting reasons:

• Good fit
• Needs prep
• Not ready

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Next: Audit Keyword vs Entity Strategy