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Ready to stop sprinkling keywords and start building authority that lasts? We take one neglected concept in your niche and turn it into a structured topic cluster that both readers and search engines recognise as a trusted resource. From mapping entities to designing a pillar page and the right cluster coverage, we show how to move beyond thin posts and build a small, focused library that stands up to scrutiny.

We break down the hub-and-spoke model in plain terms: what belongs on a pillar, how to choose cluster pages, and why reciprocal internal links matter for both navigation and crawl clarity. Then we go deeper into information gain, the critical difference between echoing the web and advancing it. Expect practical ways to add unique value: original surveys, product or platform data, detailed case studies, and timely expert commentary that clarifies what news means for your audience. We also explain how a comprehensive “skyscraper” update can win when you can’t run new research right away.

To tie it together, we map the work to EEAT. You’ll hear how author entities, credentials, citations, and update discipline signal expertise and trust, while linkable assets and comprehensive coverage build authority. You’ll leave with a clear action plan: outline a pillar for your chosen entity gap, select three to four cluster pages, and pick one to elevate with real information gain. Stick around for a quick teaser of what’s next as we prepare to express your structure to machines with schema markup.

If you’re serious about topical authority and sustainable rankings, this is your blueprint. Subscribe, share with a colleague who writes content, and leave a review telling us which entity you’ll build a cluster around next.

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

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"Werq" Kevin MacLeod (incompetech.com)
Licensed under Creative Commons: By Attribution 4.0 License
http://creativecommons.org/licenses/by/4.0/

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The prompt mentioned in the episode is:

You are an expert SEO analyst specializing in Natural Language Processing and entity-based optimization. I will provide you with the text from a competitor's webpage. Your task is to perform a Named Entity Recognition (NER) analysis on this text.

Please identify all the significant entities mentioned in the text. For each entity, classify it into one of the following categories: Person, Organization, Location, Product, Event, or Concept (for abstract ideas, theories, or topics).

Please present your findings in a simple list or table format, with one column for the entity and one for its category.

Please sort the entities in order of importance

Here is the text:

[Paste the competitor's text here]

Every rival looks unbeatable until you see what Google actually sees: the network of entities that frames their authority. We pull back the curtain on a simple, repeatable method to map competitor concepts, spot gaps, and build content hubs that earn durable rankings.

We start by recapping the four-pillar entity audit that anchors your strategy: brand and products, people, core concepts, and audience topics. Then we turn that blueprint outward. Instead of chasing keyword lists, we show how to identify true SERP competitors for your core ideas, pick a representative high-ranking page, and extract its entities using a clean, copy-paste prompt with your favourite LLM. No specialist software, no guesswork — just a structured list of people, organisations, products, locations, events, and concepts that shape the page’s topical focus.

From there, we translate data into decisions. You’ll learn to compare entity saturation against your own audit, find the missing concepts and influential names you should reference, and read structural clues in URLs, headings, and internal links that reveal how competitors build content hubs. We also touch on brand signals and knowledge panels to understand how well Google recognises a site as an entity. The result is a pragmatic roadmap: pick one high-value gap, create a cornerstone guide and supporting pieces, interlink with consistent anchors, and align metadata and naming to signal clear relevance.

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/

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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/