What is a local entity home page and why does it matter for brand SERPs?
A local entity home page is the one page Google trusts as the main source of business information. It brings together all the essential details: business name, address, phone number, services, structure and trust signals. This page supports your appearance in the Knowledge Graph, Local Pack and featured snippets. If it is clear and well structured, Google is more likely to show your brand correctly in search results, even without a click.
Terms like entity home SEO, local entity SEO and entity source page all revolve around building one reliable page that acts as your online reference point.
Do I already have an entity home?
Q: How do I know if my website already has an entity home?
A: If your site has a single page that includes your business name, address, core services and structured data and this is referenced across your citations, it likely acts as your entity home. If the information is scattered across multiple pages or not consistent, you probably need to create or strengthen it.
Here's What We Have Covered In This Article
Why your brand SERPs are at risk in zero click search
When someone searches for your business, Google may display the answer without linking to your site. These are called zero click searches. Details in the knowledge panel, map pack or featured snippet can be pulled from directories or review sites.
If your site includes unclear or inconsistent facts, Google might pull the wrong data. A strong entity home gives the search engine one reliable page to reference.
By building an accurate entity home, you improve brand SERP optimisation and make it more likely that Google displays the right information whether someone clicks or not.
Which page should be your entity home?
Most businesses use their homepage, as long as it clearly states who they are, what they do and where they operate. If you manage a business with several branches, a central About page or location hub may work better.
The key is to choose one page and use it consistently. If you divide your identity between several pages, it becomes harder for Google to understand your brand. Keeping all signals focused on one location gives your business a stronger presence.
Think of your entity home like a front desk. It is where people and search engines get the right first impression.
If you run a multi location business
Use a single entity home that describes your business overall. Link your location pages from there. Each location can include its own LocalBusiness schema, but the main entity home should stay consistent across the site and other listings.
Key information every entity home page must include
Make your entity home complete and factual. It should include:
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Business name, address and phone number (NAP)
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Clear description of your business type and core services
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Logo and relevant business or team images
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Names of founders or key staff members (if applicable)
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Links to social and review platforms using SameAs schema
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Straightforward sections explaining who you are, what you do, and who you serve
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Outbound links to trusted profiles like LinkedIn, Trustpilot and Yelp
Google uses this data to match up your business across the web. The more aligned and consistent these details are, the more confidently your brand appears in search. This is also essential for maintaining fact accuracy and supporting entity reconciliation.
Pro Tip : Use the SameAs property to link your site to trusted profiles like LinkedIn and Trustpilot.
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How to use schema markup and structured data correctly
Structured data makes your content understandable to search engines. Use JSON LD to add schema markup to your entity home page.
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Add
OrganizationorLocalBusinessschema with fields like name, website, address, logo and description. -
Include
SameAslinks to verified profiles such as LinkedIn and Trustpilot. -
Make sure your structured data matches the content users can see on the page.
Including disambiguation tags and validating your entity SEO schema ensures Google links the right data to the right business.
Here is an example of a simple LocalBusiness schema:
Pro Tip: Always test your structured data using Google’s Rich Results Test before publishing.
Common schema errors and how to fix them
Run Google’s Rich Results Test to check if your structured data is correct. Clear schema markup supports local entity SEO, brand SERP optimisation and improves fact accuracy.
Connecting your entity home to your GBP, citations and reviews
Your entity home should link to all major platforms and they should all link back.
- Link your Google Business Profile to your entity home
- Make sure your NAP matches across all listings
- Check that Trustpilot, LinkedIn and other directories point to your chosen page
Picture your entity setup like a wheel
Your entity home is the centre. All your other platforms including Google Business Profile, review sites, social pages and directories are the spokes. They should all point back to the hub. This gives Google one strong signal about who you are and where your identity lives.
This setup not only boosts trust signals but helps with entity reconciliation across citation networks and confirms your entity source page.
Citation consistency SEO supports search visibility and helps you show up more confidently in knowledge panels.
Common mistakes that weaken entity homes
Here are things to avoid:
- Having more than one page acting as your entity home
- Outdated or missing NAP details
- Structured data that contradicts what is visible on the page
- Social or directory links that go to inactive or unrelated profiles
Even small gaps can weaken trust signals. Fixing them makes your business easier to verify and improves what appears in branded search results. Disambiguation issues often arise from these mistakes, which dilute your brand profile.
How to monitor and maintain your entity home page over time
Check your entity home regularly. Set a reminder every few months to:
- Search your business name and review what appears — this is your basic brand search audit
- Test your structured data using Google’s Rich Results Test — confirms schema and markup validity
- Confirm that NAP details are consistent across all platforms — ensures citation alignment
- Look at your knowledge panel for outdated or incorrect info — maintain fact accuracy
Use tools like Kalicube Pro, brand SERP trackers and Google Search Console. These support ongoing entity SEO tracking and help maintain your entity source page.
Treat your entity home like your physical shopfront. Keep it clean, clear and up to date so it reflects your business properly online.
Confused About Schema Markup?
We implement LocalBusiness and Organization schema the right way so Google recognises your brand.
