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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

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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

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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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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

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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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Tired of confident AI answers that crumble under scrutiny? We pull back the curtain on why large language models hallucinate—and how to stop the damage by turning your website into a source AIs can safely cite. Instead of treating models like fact vaults, we treat them like brilliant writers who need trustworthy notes. That shift unlocks a practical playbook: ground responses in real documents, use retrieval‑augmented generation, and structure your content around clear, unambiguous entities.

We break down RAG in plain terms: retrieval first, generation second. Think open‑book exam, where you get to choose the book. When your policies, performance metrics, and definitions are precise and easy to retrieve, AIs pick your pages to anchor their answers. That means replacing “unparalleled performance” with “10,000 records per second, 20% faster than the previous version,” mapping canonical names for products and features, and supporting claims with dates, units, and links. We share cautionary tales—from invented airline policies to fake case law—and translate them into concrete steps any team can take to reduce risk and increase trust.

The bigger win is strategic. As organisations build internal copilots and external chat experiences, they’ll prioritise ingesting domains with reliable, machine‑readable knowledge. This authority economy rewards brands that publish clean, verifiable, entity‑rich content. We walk through a simple content audit you can run this week, how to align claims across your site, and why release notes, policy pages, and structured data make you more “retrievable.” By the end, you’ll know how to write for humans and machines at the same time—and how to become the default reference in your niche.

If this helped you think differently about content and AI, follow the show, share it with a teammate, and leave a review. Got a question you want answered on air? Send a voice note from the link in the show notes.

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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Forget neat rows of facts—your brand lives inside AI as a point on a vast map of meaning. We unpack how large language models like ChatGPT convert words into vectors, arrange them in a multi‑dimensional latent space, and “reason” by navigating probabilistic paths rather than retrieving certified entries from a knowledge graph. That shift explains both the astonishing creativity of LLMs and the stubborn problem of hallucinations, and it reveals why your content choices directly influence how machines see you.

We start by separating Google’s Knowledge Graph—built on labelled, verifiable relationships—from the statistical engine that powers LLMs. From there, we walk through tokens, embeddings, and the geometry of meaning: why “king” sits near “queen,” how “bank” splits by context, and how directions in vector space encode relationships like gender or capital cities. Then we explore probabilistic reasoning and chain‑of‑thought prompting, showing how stepwise guidance can reduce errors by constraining the model’s path through its internal map.

The practical payoff is clear: you can shape your brand’s coordinates. Consistent naming, precise definitions, structured internal linking, authoritative citations, and schema markup help AIs place you in the right neighbourhood of concepts. Pillar pages and topical clusters reinforce the connections that matter, while concise fact sheets and retrieval‑ready content give models the anchors they need to avoid plausible-but-wrong continuations. Think of every page as another vector pull toward accuracy; over time, your credibility becomes the shortest path the model can take.

If this helped you see how AI really “thinks” about your brand, follow the show, share it with a colleague, and leave a quick review. Got a question you want answered on air? Send a voice message via the link in the show notes and tell us where you want your brand’s coordinates to land.

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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The search results page is no longer a tidy list of links—it’s a dynamic canvas where knowledge panels, rich snippets, featured snippets, and AI Overviews signal who Google trusts. We dig into how entities underpin every one of these features and why your real goal isn’t just ranking higher, but earning eligibility across the SERP. By treating features as an external readout of the knowledge graph, you can diagnose gaps in authority, spot competitor advantages, and plan content that aligns with real user questions.

We start with the crown jewel: knowledge panels. Think of them as a public machine-readable profile that assembles verified facts about your brand from trusted sources. Then we move to rich snippets you can influence directly with schema.org—reviews, products, FAQs, recipes—explaining how precise markup, consistent content, and policy compliance boost visibility and click-through. At the top of the page, we break down featured snippets versus AI Overviews, and share practical tactics to win both: concise answers, question-led headings, credible citations, and entity-rich context that helps Google—and generative systems—see your pages as canonical.

Next, we show how to read a SERP like a strategist. Inventory the features, not the positions. Capture the top People Also Ask questions, open branches to surface deeper intent, and group them into content clusters that build topical authority. Analyse which sites power AI Overviews and which competitors own panels and rich results; their structure exposes what Google rewards. We wrap with a clear action plan: audit your entity data for consistency, enhance key pages with accurate schema, craft answer-first content around priority questions, and use ongoing SERP reviews to keep your roadmap fresh as search evolves.

If this helped you see the SERP in a new way, follow the show, share it with a teammate, and leave a quick review. Have a question you want answered on-air? Send a voice note via the link in the show notes and tell us which SERP feature you’re aiming to win 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

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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Most brands still try to “tell” Google who they are. We show how Google actually decides: by stitching together a ledger of facts from your site, LinkedIn, Wikipedia, news articles, and structured data—then trusting only what aligns. This is the Knowledge Graph at work, and it’s quietly steering whether you earn a knowledge panel, sitelinks, and richer visibility across search.

We break down the four streams feeding the graph—public web pages, licensed datasets, human‑edited knowledge bases like Wikidata, and direct owner signals via schema.org—and explain how each contributes to a confidence score for your entity. If your about page says Jane Doe is CEO but LinkedIn shows John Smith, the score drops and your brand becomes ambiguous. If your website, LinkedIn, reputable press, and Wikidata all agree, trust rises and your facts become “truth” in search.

From there, we get specific about what you can control. Use schema.org to describe your organisation, people, products, and identifiers in clear, machine‑readable terms. Link out with sameAs to authoritative profiles so Google can triangulate identity. Audit your knowledge panel as a live diagnostic: check logos, dates, roles, and categories, and chase down any mismatch to the original source. Treat digital PR and reputation management as part of technical SEO—because today they are.

By the end, you’ll have a practical checklist for entity hygiene that helps you earn and keep a clean knowledge panel, avoid costly confusion, and unlock higher‑trust features across the results page. If this helped clarify how entities power modern SEO, subscribe, share with a colleague, and leave a quick review with one takeaway you’ll act on 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

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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Keywords don’t tell the whole story—entities do. We take you inside the three-step process machines use to read your content like a detective at a crime scene: highlighting potential entities, using context to resolve ambiguity, and linking each mention to a unique identifier in a global knowledge base. By the end, you’ll see why “Jordan” only makes sense when surrounded by the right clues—and how to present those clues so search engines and AIs make the right call every time.

We start with named entity recognition, the digital highlighter that picks out people, organisations, products, places, and dates across unstructured text. Then we move to entity disambiguation, where context—co-occurring teams, locations, or concepts—guides the system to the correct meaning. Finally, we close with entity linking, the moment a string becomes a node with a library card in Wikipedia or Wikidata. That linkage is the bridge into Google’s Knowledge Graph, powering features like knowledge panels and richer, more confident results.

Along the way, we dig into why Wikipedia and Wikidata matter far beyond vanity. Accurate, well-sourced entries create a feedback loop that improves how machines understand your brand, your founders, and your products. If you don’t meet notability yet, don’t force it; build authority elsewhere with consistent profiles, structured data, and content that names and connects related entities. We also share a simple action: search for your brand, founder, and main product on Wikipedia and Wikidata and assess accuracy. Want more like this? Follow the show, share it with a colleague, and leave a review so we can help more teams make sense of entity-first SEO.

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/