SMX Now: Fix Entity Gaps in Your Content Strategy
▼ Summary
– Ray Martinez, VP of SEO at Archer Education, will present a session on aligning brand-defined entities with those recognized by Google’s NLP systems.
– The presentation demonstrates how to conduct an entity audit using schema.org markup and various agentic coding tools to create a queryable knowledge graph.
– Attendees will learn to compare their entity data against competitor content to identify coverage gaps and unrecognized brand associations.
– Martinez explains strategies for creating content around under-recognized entities and strengthening connections through structured and internal data.
– Participants will gain a repeatable method to measure discoverability and track improvements in how search and AI engines understand their brand.
Entity gaps in your content strategy can silently undermine your brand’s visibility, even when you have robust schema markup in place. While structured data provides a clear definition of who you are to search engines, there is often a disconnect between the entities you define and those that Google’s systems actually recognize. Bridging this divide is essential for ensuring your content is fully understood by both traditional search algorithms and emerging AI models.
On September 16 at 1 p.m. ET, Archer Education’s VP of SEO, Ray Martinez, will lead an SMX Now session dedicated to closing this gap. The presentation focuses on practical methods for auditing your digital presence to identify where your brand’s identity aligns with or diverges from Google’s natural language processing (NLP) interpretations.
Building a Queryable Knowledge Graph
The core of the workshop involves constructing a comprehensive entity audit. Participants will learn how to leverage schema.org markup alongside advanced tools like the Google Cloud Natural Language API and agentic coding platforms such as Antigravity, Claude Code, or Codex. This technical approach transforms static schema into a dynamic, queryable knowledge graph. By comparing your internal entity definitions against competitor content, you can uncover specific topics that rivals cover, areas they overlook, and critical entities that Google has not yet associated with your brand.
Turning Insights Into Actionable Strategy
Identifying these discrepancies is only the first step. Martinez will demonstrate how to translate these findings into tangible improvements. This includes developing new content focused on under-recognized entities and reinforcing their importance through enhanced structured data and improved internal linking structures. The goal is to make your pages more retrievable and citable across both search results and AI-driven answer engines. Attendees will gain a repeatable framework for measuring discoverability, identifying high-value content opportunities, and tracking progress over time.
To ensure your brand is accurately represented in the eyes of modern search technology, securing your place in this session is crucial. Join us to refine your strategy and ensure that Google and AI systems truly understand what your business does.
(Source: Search Engine Land)
