Google doesn't rank pages on keywords alone anymore. It builds a picture of things, called entities, and how they connect: your business, its address, the neighborhood, the park across the road, the school down the street. The more clearly your site and listings tie into those local entities, the easier it is for Google to trust that you belong in that area's results.
I group local entities into nine buckets. For each one, here's what it's for, the kinds of terms it covers and where to put it to work.
1. Location and proximity
Goal: Match location-based searches so Google connects you to the area you serve.
Terms: near me, nearby, local, in my area, village
| Step | Where |
|---|---|
| Keyword research | Google Keyword Planner, Semrush, Ahrefs |
| On-page SEO | Page copy, title tags, meta descriptions |
| Local listings | Google Business Profile, Bing Places, Yelp, Yellow Pages, Apple Business Connect |
| Schema markup | LocalBusiness |
Don't stuff "near me" into copy. Google uses the searcher's location for those queries. Use the real place names instead.
2. Geographic information
Goal: Give exact location details so there's no doubt where you are.
Terms: address, postcode, ZIP code, area code, landmark
| Step | Where |
|---|---|
| Website content | Contact page, service area pages |
| Maps | Embedded Google Map, directions |
| Local listings | Google Business Profile, Bing Places, Yelp, MapQuest |
| Schema markup | PostalAddress, GeoCoordinates |
3. Places and points of interest
Goal: Tie your business to the landmarks, streets and venues people already know.
Terms: neighborhood, street, city, region, park, museum, shopping center, stadium, restaurant, hotel, historical sites, coordinates
| Step | Where |
|---|---|
| Content | Pages and posts that mention nearby landmarks and attractions |
| Local guides | Local guide sites and directories |
| Listings and reviews | Google Business Profile, Tripadvisor, Yelp, Foursquare, Eventbrite |
| Schema markup | Place, with areaServed and geo |
This is the biggest group. Pick the 5 to 10 landmarks your customers actually use as reference points.
4. Education and learning
Goal: Reach students and families through the schools and colleges nearby.
Terms: schools, colleges
| Step | Where |
|---|---|
| Content | Pages for student discounts, school-term services |
| Local listings | Google Business Profile, Bing Places, Yelp, GreatSchools |
| Community | Partnerships and sponsorships with schools |
5. Local events and attractions
Goal: Show up around the events your community already searches for.
Terms: local events, farmers market, festivals, concerts
| Step | Where |
|---|---|
| Promotion | Website and social posts about events you attend or sponsor |
| Local listings | Local guides and event directories |
| Community | Eventbrite, Facebook Events, Meetup, Yelp |
| Schema markup | Event, with your business as sponsor or organizer |
6. Transportation and travel
Goal: Answer the "how do I get there" questions.
Terms: driving, walking, public transport, route, transit, parking
| Step | Where |
|---|---|
| Directions content | A directions section with landmarks, parking and transit stops |
| Local listings | Google Business Profile, Bing Places, Yelp |
| Schema markup | LocalBusiness with hasMap and geo |
There's no special "transportation" schema. Clear directions written for people do the job.
7. Health and recreation
Goal: Connect with nearby health and fitness places that share your customers.
Terms: gym, fitness center, yoga studio, spa, hospital, clinic
| Step | Where |
|---|---|
| Content | Health and fitness content tied to your service |
| Local listings | Google Business Profile, Yelp, Healthgrades, Zocdoc |
| Community | Partnerships with local facilities |
8. Demographics and environment
Goal: Show that you know the area: who lives there and what it's like.
Terms: population, housing, climate, weather, time zone, universities, library, business
| Step | Where |
|---|---|
| Content | Service area pages and local guides with real local detail |
| Blog posts | Seasonal and weather-related advice for the area |
| Local listings | Google Business Profile, Yelp, City-Data |
| Schema markup | Place or LocalBusiness |
A roofer who writes about hurricane season in Tampa sounds local. One who writes generic roofing tips doesn't.
9. Emergency and public services
Goal: Build trust by connecting to the services people rely on.
Terms: emergency services, fire station, police station, home services
| Step | Where |
|---|---|
| Directory listings | Local service and emergency directories |
| Content | Safety and emergency guidance related to your work |
| Schema markup | EmergencyService where it applies |
Putting it together
You don't need all nine on every page. A service area page might use groups 1, 2, 3 and 6. A blog post about storm prep uses group 8. Your Business Profile and citations carry groups 1 and 2 everywhere they appear. The aim is consistency: the same name, address and places, described the same way, wherever Google looks.