What is entity based SEO for London businesses?
Entity based SEO helps search engines understand your business as a whole, who you are, where you operate, and what you offer, rather than relying on basic keyword matches. For London based businesses, this approach means you can appear in relevant searches not because of word repetition, but because Google recognises your business as a credible part of the city’s business landscape.
Instead of trying to win with phrases like “plumber Hackney,” the aim is to be recognised as a genuine, trusted service provider in Hackney. This method works well in London’s competitive, dense market where urban density and search competition are high.
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Why entity based SEO matters for London businesses
Search engines prioritise meaning over simple keyword use. In a city like London, where many businesses compete in the same sectors, that shift matters.
Plenty of small businesses do the basics but still rank poorly. A major reason is they have not made their business identity clear enough for Google to understand. Without solid references and signals such as links to borough directories or mention by local institutions, Google has no strong reason to trust or prioritise the site.
Think of Google as a librarian. A well organised, well referenced business is far more likely to be recommended. Local business SEO strategy now depends heavily on semantic clarity and entity signals, not just keyword repetition.
Pro Tip : Don’t just list borough names, actually tie them to services and landmarks to increase local relevance.
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What are entities in SEO and how do search engines use them?
Entities are concepts that search engines can identify and understand. These include people, places, brands, and services. For example, “electrician” is a service, “Wandsworth” is a place, and “FreeIndex” is a directory. They are all entities.
Search engines rely on sources like Wikipedia and Schema.org to define and connect these concepts. A keyword is what someone types into the search bar. An entity is the recognised thing that keyword refers to.
When someone searches for “best vegan café in Islington,” Google seeks cafés it knows are located in Islington, with positive mentions and relevant content. It connects the query to actual businesses, not just websites that mention the words.
You can check if Google recognises your business as an entity. Search your brand name. If a knowledge panel or structured result appears, your business is already partly recognised.
Entity SEO vs traditional local SEO: what is the difference?
Traditional SEO relies on factors like keywords, backlinks, and geographic proximity. These signals still count, but they are no longer enough.
Entity SEO builds on traditional signals by helping search engines connect your business to trusted sources and broader concepts. If you are a plumbing company in Camden, entity SEO strengthens your presence by connecting you to relevant services, trusted organisations, borough directories, and customer reviews.
Old SEO is like a phone book listing. Entity SEO is more like a full online profile that includes your background, expertise, and relationships.
Pro Tip: You don’t need backlinks to win at SEO. Entity mentions often carry just as much weight.
How London’s geography and boroughs affect SEO performance
London is not a single market. It is a collection of localised audiences and micro markets. Optimising for “London” alone is too broad.
Referencing boroughs like Hackney, Camden, Greenwich, or Hammersmith, mentioning local landmarks, using postcode data, and linking to local institutions improves how well your site performs in targeted searches. These are geo entity SEO strategies.
The way you write can also help. A café in Peckham that mentions Rye Lane or a community food market adds semantic value through cultural relevance. These small signals improve visibility in hyperlocal SEO London results.
How to build a local entity graph for SEO success
An entity graph is a network of connections between your business and related concepts. This includes your brand, services, location, affiliations, and content topics.
To start building one:
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List your borough, services, and industry terms
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Identify partnerships and mentions by local bodies
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Use schema to define these relationships
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Create service pages that target specific boroughs and categories
Use tools like InLinks or visual mapping platforms to see how your information connects. The more structured and relevant your connections are, the stronger your local semantic structure becomes.
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On page SEO for entities: how to optimise your site
Your website should make your business meaningfully visible to search engines:
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Add LocalBusiness, Product, and Service schema to your key pages
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Use internal links that show the relationship between boroughs and services
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Embed a Google Map with your accurate business details
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Build topical clusters that support your main service pages
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Use “sameAs” schema properties to link to your verified external profiles
Platforms like WordPress and Wix offer plugins such as Yoast to help with schema markup and internal linking for SEO. These actions reinforce your digital presence and improve your entity signals.
Off page entity signals and local business credibility
Your website alone does not build your full digital identity. Off page signals matter just as much.
These include:
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Mentions in local press or blogs such as TimeOut London or borough newsletters
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Listings in trusted directories like Yell, FreeIndex, and Thomson Local
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Sponsorships and collaborations with local events or institutions
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Structured mentions on LinkedIn UK, Eventbrite, and community platforms
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Consistent contact details across all listings to support NAP consistency and trust loops
Even when a mention does not include a link, it can still support your entity profile. When your business is mentioned alongside known entities like the London Chamber of Commerce or Ofcom, that co citation strengthens your authority.
A DIY entity based SEO plan for London SMEs
You do not need a big budget to get started. Here are some ideas:
If you have £100 per month:
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Add schema using a plugin
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Keep your business listings updated
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Write location targeted blog posts to reflect borough SEO and digital presence
If you have £500 per month you can:
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Build out your entity graph with InLinks
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Create content around service categories and boroughs
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Secure mentions in community websites and listings with semantic SEO London relevance
DIY actions:
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Draw your business’s entity network with free tools
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Create borough specific service pages and connect them
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Submit your details to niche and regional directories
SEO built around semantic clarity and entity co citation can grow gradually and sustainably.
How to track and measure entity SEO performance
You can measure your progress using practical indicators:
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Watch for increases in impressions and branded search queries
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Look out for appearance in featured snippets or knowledge panels
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Track your ranking for location specific keywords and SEO changes 2025 trends
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Use tools to measure entity frequency, local semantic structure, and co citation growth
Monitoring these metrics helps you refine your content and entity structure over time.
Common mistakes to avoid with entity SEO
Here are some common pitfalls that reduce your impact:
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Overusing generic terms like “best in London” instead of naming specific boroughs
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Ignoring schema markup or only applying it to one page
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Using inconsistent business details across listings
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Forgetting to link between related pages on your site
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Failing to secure off site mentions in directories or community sources
Getting these details right can improve your visibility quickly.
Final tips: your entity SEO checklist for London success
Entity SEO Checklist
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Your Google Business Profile is up to date
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Schema markup appears on all major service and location pages
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Your internal linking follows a logical structure
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You are listed in trusted directories and borough specific sites
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You have written unique content for each borough you serve
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You reference known entities like Schema.org and Ofcom where relevant
When your business identity is clear, structured, and connected, search engines can trust and promote your site more effectively.
Quick glossary: entity SEO terms explained
Entity, A person, place, thing, concept, or brand that Google can recognise and understand.
Entity graph, A map of how your business connects to related entities such as services, locations, and partners.
Semantic SEO, SEO that focuses on meaning and relationships rather than just keywords.
Schema markup, Code you add to your website that helps search engines understand your content.
NAP consistency, Making sure your Name, Address, and Phone number are the same across all online listings.
Co citation, When your business is mentioned alongside known entities, boosting credibility.
Knowledge panel, A Google feature that displays structured info about a recognised entity.
Geo entity SEO, Optimising for borough specific and hyperlocal relevance within London.
SameAs property, A schema tag that links your business to external profiles like LinkedIn or Google Business.
Local semantic structure, The organisation of your website and content to reflect services, places, and topics in a way Google can easily interpret.
Entity signals, Semantic clues and references that help search engines recognise your business’s relevance and relationships.
