EntitySEO.wikiThe Entity SEO Reference

Local SEO entities

From EntitySEO.wiki, the entity SEO reference · Last reviewed · By · Published by Local Blitz · How we research

In local SEO, the entities are the business itself, each physical location, the places it serves, its categories and services, and the people behind it. Google connects them mainly through the Business Profile, supported by your website, LocalBusiness structured data and consistent citations across the web. The clearer those connections, the easier it is for Google to judge relevance and prominence.

Which entities does a local business have?

EntityWhere it is defined
The business (brand)Homepage, Organization markup
Each locationBusiness Profile, location page, LocalBusiness markup
Service areas and placesProfile service areas, areaServed, place names in text
Categories and servicesProfile categories and services, service pages
PeopleTeam pages, Person markup

How does Google judge a local entity?

Google says local results depend mainly on relevance, distance and prominence, and that prominence reflects how well known a business is, including how many websites link to it and how many reviews it has.[1] Officially documented Each factor depends on Google knowing exactly which business is which.

How do you connect the pieces?

  1. Verify each location’s Business Profile and link it to that location’s page.
  2. Give each location page its own LocalBusiness node with a unique @id, linked to the parent Organization with parentOrganization. Practitioner practice
  3. Use identical name, address and phone details everywhere (NAP and citations).
  4. Mention real local places, landmarks and service areas in text where genuinely relevant.
  5. Earn local links and coverage: chambers of commerce, local press, sponsorships (qualified with rel="sponsored" where paid).[2]

How do local entities appear in AI answers?

Google advises keeping Business Profile information up to date for its AI features.[3] Officially documented AEO.wiki explains local answer visibility in local AEO. For the SEO basics, see local SEO.

Frequently asked questions

Is each location a separate entity?

Yes. Each location has its own address, profile and page, and should have its own LocalBusiness markup linked to the parent brand.

Do service-area businesses need location pages?

They need clear pages about the services and areas they cover, without inventing addresses. Google's guidelines let them hide their address in the profile.

References

Pages accessed September 29, 2026 unless a date is given. See all sources and our editorial policy.

  1. ^ "Tips to improve your local ranking on Google". Google Business Profile Help.
  2. ^ "Qualify your outbound links to Google". Google Search Central.
  3. ^ "AI features and your website". Google Search Central. Last updated December 10, 2025.
Categories: Local SEO