Boosting Visibility with Entity-Based SEO for Service-Based Businesses
By Brendan Byrne Tuesday, January 14, 2025
Ensuring your service-based business stands out online is crucial. While traditional SEO methods are still valuable, entity-based SEO is becoming a game-changer, especially for service-based businesses like tax accountants, legal services, and more. By defining services as entities and enhancing visibility through structured data, businesses can significantly improve their local search rankings and attract more qualified leads.
What is Entity-Based SEO?
Entity-based SEO focuses on entities—specific people, places, or things that search engines like Google identify and understand. When search engines recognise a service (e.g., Tax Accounting Services Sydney) as an entity, they can deliver more accurate and relevant information to users. This enhances your business's visibility and accuracy in local search results.
In simpler terms, entity-based SEO helps search engines understand the context behind a search term. Instead of merely matching keywords to content, Google looks for entities that represent the intent behind a search. For example, “Tax Accounting Services Sydney” is more than just a string of words; it's an entity defining a specific service in a particular location.
Why is Entity-Based SEO Vital for Local Businesses?
Local SEO is the lifeblood of service-based businesses. When people search for services, they often add geographic terms like “near me” or city names. Entity-based SEO builds on this by optimising your business's services so search engines can associate them with local intent.
By using structured data (detailed below), you help search engines categorise and contextualise your services as entities. For example, incorporating “Legal Services Melbourne” into your structured data communicates to Google that this is more than just a keyword—it’s a defined entity connected to your business.
This local optimisation is crucial because Google continually refines its algorithm to prioritise businesses that accurately meet user needs—especially for local searches. When your services are clearly identified as entities within a local context, you increase your chances of appearing in search results, Google Knowledge Graph panels, and rich snippets.
Maximising Google Knowledge Graph and Rich Snippets
The Google Knowledge Graph enhances search results by providing detailed, contextual information about an entity. When your business is recognised as an entity, it stands a better chance of appearing in the Knowledge Graph. A search for “Tax Accounting Services Sydney” could reveal a detailed profile, complete with reviews, contact information, and related services.
Rich snippets go a step further by offering users additional information directly in the search results. Instead of a simple meta description, rich snippets might display pricing, reviews, and service areas. These enhanced search results are particularly beneficial for service-based businesses, as they provide potential customers with key details upfront, improving click-through rates.
How to Use Schema Markup to Optimise for Local Entities
Schema markup is a type of structured data that helps search engines better understand your website content. Implementing schema for services and locations is a best practice that can significantly enhance your SEO efforts. Here's how:
1. Identify Your Core Services: Clearly define the services you offer and the areas you serve. If you provide “Legal Services in Brisbane” or “Plumbing Services in Perth,” ensure these services are detailed on your site.
2. Use LocalBusiness Schema: Implement schema.org's LocalBusiness markup to provide information on your business’s location, contact details, and service areas. This helps Google understand the geographic relevance of your offerings.
Example Code Snippet:
```json
{
"@context": "https://schema.org",
"@type": "LocalBusiness",
"name": "Sydney Tax Accounting",
"address": {
"@type": "PostalAddress",
"streetAddress": "123 Main Street",
"addressLocality": "Sydney",
"addressRegion": "NSW",
"postalCode": "2000",
"addressCountry": "AU"
},
"telephone": "+61-2-1234-5678"
}
```
3. Add Service Schema: Schema.org includes specific markups for professional services. Use these to clearly define what you offer. If you’re an accountant, use “AccountingService” schema to define your offerings.
4. Leverage Reviews and Testimonials: Include review schema to showcase positive feedback, which can boost your chances of appearing in rich snippets. Genuine reviews enhance credibility and click-through rates on SERPs.
5. Monitor Structured Data Health: Use tools like Google's Rich Results Test or Schema Markup Validator to ensure your schema is correctly implemented and functioning as intended.
By combining LocalBusiness and service schema markup, you provide Google with essential details to categorise your services as entities, which enhances both your local and general search visibility.
SEO Benefits for Professional Services
Service-based businesses like tax accountants, lawyers, and consultants gain several advantages with entity-based SEO:
- Higher Search Rankings: Being recognised as an entity helps search engines rank your website higher, especially for local searches.
- Enhanced Credibility: Being featured in rich snippets or the Knowledge Graph panel boosts your business’s credibility. Detailed, structured information on SERPs encourages potential clients to trust your business.
- Improved Targeting: Entity-based SEO enables better targeting. By defining your services explicitly, Google understands who you are, what you do, and where you operate, leading to more relevant traffic and better conversion rates.
- Better User Experience: When users find accurate and detailed information directly in the SERPs, they’re more inclined to engage with your business, resulting in qualified leads.
Best Practices for Implementing Entity-Based SEO
1. Define Your Services Clearly: Use specific and descriptive language to outline your services as entities. Avoid general terms; opt for detailed descriptions like “Family Law Services Sydney” or “Commercial Plumbing Melbourne.”
2. Optimise for Local Search: Ensure your structured data includes both LocalBusiness and service schema. This will help Google understand your service’s relevance to specific locations.
3. Leverage Local SEO Tools: Register your business on platforms like Google My Business, Moz Local, and to strengthen your local SEO.
4. Build Citations and Backlinks: List your business on reputable local directories and seek backlinks from industry-specific websites. Quality citations and backlinks strengthen your entity's authority in the eyes of search engines.
5. Regular Monitoring and Updates: Regularly audit your website’s performance and keep your schema markup current. Ensure your business details remain accurate, and your structured data aligns with any changes in your offerings.
Entity-based SEO is a powerful strategy for service-based businesses, especially those targeting local markets. By defining your services as entities and leveraging structured data, you can improve search visibility, enhance credibility through rich snippets, and attract qualified leads. For professional services like accounting and legal consultation, this approach offers a modern way to stay ahead in a competitive digital landscape.
Implementing entity-based SEO can significantly boost your online presence. If you’re ready to optimise your service-based business for local visibility, reach out to us today for expert guidance.