SMX Now: Uncover the Entity Gaps in Your Content Strategy

Understanding how search engines perceive your brand is crucial, and your schema plays a key role in this. However, there often exists a disconnect between how you define your brand and how Google interprets it. This discrepancy can highlight weaknesses in your content strategy. On September 16 at 1 p.m. ET, Ray Martinez, the VP of SEO at Archer Education, will guide participants on assessing the differences between your defined entities and those recognized by Google's natural language processing. Attendees will discover how to conduct an entity audit utilizing schema.org markup, the Google Cloud Natural Language API, and coding tools like Antigravity, Claude Code, or Codex. This approach transforms your schema into a knowledge graph that can be queried, allowing you to analyze competitor content for overlooked topics and entities that Google has yet to associate with your brand. Martinez will also provide strategies to leverage these insights, including creating content focused on lesser-known entities, enhancing connections with structured data, and improving the visibility of your pages across search and AI platforms. Participants will leave equipped with a systematic method to evaluate discoverability, identify content opportunities, and monitor advancements in how Google and AI comprehend your brand.