Entity SEO for Local Business Glossary: 25+ Terms Defined
Contents
Last Updated: October 30, 2025
Introduction
Entity SEO for local business represents a strategic approach to optimizing how search engines and local directories recognize, verify, and recommend your business online. This glossary defines essential terminology used by local SEO professionals, digital marketers, and business owners implementing location-based search strategies.
Entity SEO focuses on establishing your business as a recognized, authoritative entity across the internet. Unlike traditional keyword optimization, entity-based approaches prioritize consistent business information, verified credentials, and semantic relationships that help search engines understand what your business is, where it operates, and why customers should trust it.
This resource serves digital marketing professionals, local business owners, SEO specialists, and content strategists seeking clarity on entity-based local optimization terminology.
Glossary Terms (A-Z)
A
Aggregator / Data Aggregator
Definition: A company that collects, organizes, and distributes business information to multiple online directories and platforms.
Context: Data aggregators like Acxiom and Neustar collect NAP (Name, Address, Phone) data from primary sources and distribute it to hundreds of local directories, ensuring consistency across the web.
Example: When you update your address on Acxiom’s database, that change automatically flows to Google Maps, Yelp, Apple Maps, and other platforms within weeks.
See Also: Citation, NAP, Structured Data
Authority Score
Definition: A numerical rating reflecting a business entity’s credibility and trustworthiness based on online signals.
Context: Search engines assess authority through verified citations, customer reviews, backlinks to your business profile, and consistency of business information across the web.
Example: A dental practice with 500 verified local citations, a 4.8-star rating across 10 platforms, and articles mentioning it by name will score higher authority than a competitor with fewer citations.
See Also: E-E-A-T, Trust Signal, Verification
B
Business Entity
Definition: A distinct, recognizable organization with legal and operational characteristics that search engines can identify, verify, and rank independently.
Context: In entity SEO, your business entity is a data point recognized across multiple systems—from your Google Business Profile to industry directories to your company website.
Example: “Joe’s Plumbing LLC” is a business entity with a specific EIN (Employer Identification Number), registered address, and ownership structure that distinguishes it from “Joe’s Plumbing Inc” in another state.
See Also: Entity Signal, Knowledge Graph, NAP
Business Schema / Organization Schema
Definition: Structured data markup that communicates business information directly to search engines using standardized code.
Context: Adding schema markup to your website tells Google exactly what your business is, where it operates, contact information, and hours—reducing ambiguity.
Example: <schema:LocalBusiness><schema:name>Sarah's Salon</schema:name><schema:telephone>555-0123</schema:telephone>
See Also: Structured Data, JSON-LD, Schema.org
C
Citation
Definition: Any mention of your business name, address, and phone number (NAP) on the internet outside your owned websites.
Context: Citations act as digital “business cards” that validate your business exists and operates at a specific location. Consistency and quality of citations significantly influence local search rankings.
Example: Your business listed on Google Maps, Yelp, Apple Maps, the local Chamber of Commerce directory, and industry-specific directories all count as citations.
See Also: NAP, Aggregator, Citation Consistency
Citation Consistency
Definition: The uniformity of business name, address, phone number, and other details across all online directories and platforms.
Context: Inconsistent citations (e.g., “John’s Cafe” vs. “John’s Cafe LLC” vs. “Johns Cafe”) confuse search engines and reduce ranking authority.
Example: Your business should display “123 Main St, Suite A, Denver, CO 80202” consistently, not “123 Main Street, Ste. A, Denver Colorado 80202” on one site and “123 Main St #A, Denver, CO 80202” elsewhere.
See Also: Citation, NAP Audit, Structured Data
D
Data Standardization
Definition: The process of reformatting business information into consistent, predictable formats across all online platforms.
Context: Addresses, phone numbers, and business names must follow standard formats so search engines can parse and match them accurately.
Example: Phone format: (555) 123-4567 vs. 555-123-4567 vs. 5551234567. Standardizing on one format prevents duplicate records.
See Also: Citation Consistency, NAP, Schema.org
Disambiguation
Definition: The process of distinguishing between similarly named business entities to prevent search engine confusion.
Context: If multiple “Main Street Coffee” locations exist, search engines must disambiguate them by location, ownership, and other unique identifiers.
Example: Adding “Denver, CO” to your business name on Google Business Profile helps search engines distinguish your location from a similarly named business in another city.
See Also: Entity Signal, Knowledge Graph, Business Entity
E
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
Definition: Google’s evaluation framework for assessing content and entity credibility, particularly important for local and health/finance content.
Context: Local businesses demonstrate E-E-A-T through verified credentials, customer reviews, professional affiliations, and consistent, accurate business information.
Example: A licensed dentist’s profile displaying their degree, professional licenses, verified patient reviews, and consistent business information across the web scores high on E-E-A-T.
See Also: Authority Score, Trust Signal, Verification
Entity Signal
Definition: Any data point or online mention that confirms the identity and legitimacy of a business entity.
Context: Entity signals include consistent NAP, verified citations, customer reviews mentioning the business by name, backlinks, and structured data.
Example: A customer review stating “I visited Smith’s Auto Repair at 234 Oak Ave and had my oil changed” is a strong entity signal because it mentions the business by name and location.
See Also: Citation, Business Entity, Trust Signal
G
Google Business Profile (GBP)
Definition: Google’s free service allowing business owners to manage their online presence across Google Search, Maps, and Google+.
Context: Your GBP is the primary local entity record for your business on Google. Optimization here directly influences local search visibility.
Example: When customers search “plumber near me,” businesses with complete, verified GBP profiles rank in the Local Pack (top 3 results).
See Also: Local Pack, Knowledge Graph, Verification
Google Knowledge Graph
Definition: Google’s database of connected entities and facts that helps the search engine understand relationships between people, places, businesses, and concepts.
Context: Your business exists in the Knowledge Graph once it’s verified, has consistent citations, and demonstrates authority. This enhances SERP visibility.
Example: When someone searches your business name, Google pulls information from your Knowledge Graph entry to display hours, photos, reviews, and nearby locations.
See Also: Entity Signal, Structured Data, Business Entity
J
JSON-LD (JavaScript Object Notation for Linking Data)
Definition: A structured data format embedded in website code that communicates business and organizational information to search engines.
Context: JSON-LD is Google’s preferred structured data format for local business markup. It’s easier to implement than older schema formats.
Example: JSON-LD markup in your website footer tells Google your business hours, phone, address, and service areas without affecting page layout.
See Also: Structured Data, Business Schema, Schema.org
K
Keyword-Entity Alignment
Definition: The strategic connection between search keywords customers use and the entity data you control across the web.
Context: If customers search “Italian restaurant downtown Denver,” your entity profile should reflect these concepts (cuisine type, location, neighborhood).
Example: A Thai restaurant’s GBP should include “Thai cuisine,” “Southeast Asian restaurant,” and “downtown Bangkok location” to match relevant search queries.
See Also: Entity Signal, Structured Data, Local Pack
L
Local Pack
Definition: The set of 3 local business results displayed on Google Search and Maps for location-based queries.
Context: Ranking in the Local Pack (positions 1-3) is the primary goal of local entity SEO. GBP optimization and citation authority directly influence placement.
Example: Searching “best coffee shops near me” displays 3 top-ranked cafes in a map-based interface, followed by organic results.
See Also: Google Business Profile, Entity Signal, Authority Score
Local SEO
Definition: Search engine optimization strategies specifically targeting geographically-local audiences and location-based search queries.
Context: Local SEO combines entity optimization, citations, reviews, and location-specific content to improve visibility in geographic search results.
Example: A veterinary clinic optimizing for “vet near me” and “animal hospital in Springfield” is practicing local SEO.
See Also: Entity SEO, Local Pack, Citation
M
Multi-Location Business
Definition: A company with multiple physical locations, each requiring separate entity optimization and citation strategy.
Context: Multi-location businesses must create distinct GBP profiles for each location with unique citations while maintaining brand consistency.
Example: A Starbucks franchise with 5 locations needs 5 separate Google Business Profiles, each with its own citations and review management.
See Also: Citation, Google Business Profile, Business Entity
N
NAP (Name, Address, Phone)
Definition: The three core elements of business identity that must remain consistent across all online platforms.
Context: NAP consistency is foundational to entity SEO. Variations confuse search engines and fragment your ranking authority.
Example: Your business should appear as “Sarah’s Salon, 456 Elm St, Denver, CO 80202, (555) 123-4567” consistently everywhere online.
See Also: Citation Consistency, Data Standardization, Business Entity
O
Owned Properties / Owned Media
Definition: Digital properties under your direct control, including your website, blog, GBP profile, and social media accounts.
Context: Owned properties are where you directly implement entity SEO through structured data, consistent messaging, and authoritative content.
Example: Your website, Google Business Profile, Facebook page, and LinkedIn company page are owned properties where you control entity signals.
See Also: Structured Data, Entity Signal, Business Schema
P
Primary Citation
Definition: The most authoritative and verified directory listing of a business, typically derived from the business’s official registration data.
Context: Your GBP and the local Chamber of Commerce directory are primary citations. Search engines weight these more heavily than secondary citations.
Example: Your business’s listing in the Better Business Bureau (BBB) is a primary citation due to BBB’s verification requirements.
See Also: Citation, Secondary Citation, Authority Score
R
Review Signal
Definition: Data extracted from customer reviews that confirm business identity, services offered, and customer satisfaction.
Context: Reviews mentioning your business by name, location, and specific services strengthen entity recognition and authority.
Example: A customer review stating “I got my car fixed at Mike’s Auto at 789 Pine St and they did great work” is a strong review signal.
See Also: Entity Signal, Authority Score, Trust Signal
S
Schema.org
Definition: A collaborative vocabulary maintained by Google, Microsoft, Yahoo, and Yandex that standardizes structured data markup.
Context: Schema.org provides the standardized vocabulary (tags/categories) search engines use to understand business information.
Example: Schema.org defines LocalBusiness, Restaurant, MedicalBusiness, and other entity types, each with specific properties like address and telephone.
See Also: Structured Data, JSON-LD, Business Schema
Secondary Citation
Definition: Any business listing on non-authoritative directories, aggregator platforms, or review sites beyond primary sources.
Context: Secondary citations (Yelp, Foursquare, local blogs) support authority but carry less weight than primary citations.
Example: Your business listing on Yelp or a local event listing is a secondary citation.
See Also: Citation, Primary Citation, Authority Score
Service Area / Service Radius
Definition: The geographic region where a business provides products or services, defined in your GBP and entity records.
Context: Clearly defining your service area helps Google show your business to customers in your operating regions.
Example: A plumbing company serving Denver and Boulder would define those cities as their service area in their GBP profile.
See Also: Google Business Profile, Local Pack, Entity Signal
Structured Data
Definition: Standardized code (schema markup) embedded in web pages that explicitly communicates business information to search engines.
Context: Structured data reduces interpretation errors, enabling search engines to accurately extract and display business details.
Example: Instead of leaving search engines to guess, structured data explicitly states “this business is open Monday-Friday, 9am-5pm.”
See Also: JSON-LD, Business Schema, Schema.org
T
Trust Signal
Definition: Online evidence that reinforces customer confidence in a business’s legitimacy and reliability.
Context: Trust signals include verified citations, professional credentials, customer reviews, business licenses, and consistent business information.
Example: A law firm displaying bar association membership, client testimonials, and consistent 5-star ratings across platforms sends strong trust signals.
See Also: E-E-A-T, Authority Score, Entity Signal
V
Verification (Business Verification)
Definition: The process of confirming a business’s identity and legitimacy to search engines or directories through documentation.
Context: Google requires verification (via postcard, phone, or email) before a GBP profile gains full ranking authority.
Example: Google sends a postcard to your business address with a verification code you enter in your GBP to confirm you control the location.
See Also: Google Business Profile, Entity Signal, Trust Signal
W
Website Entity Authority
Definition: The credibility and trustworthiness of a business website as an entity recognized by search engines.
Context: Websites demonstrating entity authority through proper schema markup, consistent information, and authoritative content rank higher for their entity name and services.
Example: A website with complete JSON-LD markup, accurate contact information, and quality content ranks higher for its business name than a poorly optimized site.
See Also: Structured Data, Business Schema, Authority Score
Cross-References by Category
Core Entity Concepts: Business Entity, Entity Signal, Google Knowledge Graph, Business Schema
Citation Management: Citation, NAP, Citation Consistency, Data Standardization, Aggregator, Primary Citation, Secondary Citation
Local Optimization: Google Business Profile, Local Pack, Local SEO, Service Area, Multi-Location Business
Credibility & Trust: Authority Score, E-E-A-T, Trust Signal, Verification, Review Signal, Website Entity Authority
Technical Implementation: Structured Data, JSON-LD, Business Schema, Schema.org, Keyword-Entity Alignment