SMX Now: Identify Entity Gaps in Content Strategy

SMX Now, scheduled for September 16 at 1 p.m. ET, will host Ray Martinez, VP of SEO at Archer Education, to present a method for identifying and addressing gaps in content strategy by analyzing entity recognition discrepancies between a brand's defined schema and Google's natural language processing (NLP) interpretation. This session aims to equip attendees with the tools to understand how search engines perceive their brand and where content efforts might be falling short due to these differences.

The core of Martinez's presentation will focus on building an entity audit. This process involves leveraging schema.org markup, the Google Cloud Natural Language API, and agentic coding tools such as Antigravity, Claude Code, or Codex. By transforming existing schema into a queryable knowledge graph, the audit will then compare a brand's entity representation against that of its competitors. This comparative analysis is designed to reveal topics competitors are covering, potential content gaps they might be missing, and specific entities that Google may not yet associate with the brand.

Beyond identifying these discrepancies, Martinez will provide actionable strategies for leveraging the audit's findings. Attendees will learn how to develop new content centered around under-recognized entities, thereby strengthening the connections between their brand and these concepts. This will involve reinforcing these connections through structured data implementation and internal data utilization, ultimately aiming to enhance the retrievability and citable nature of their web pages across both traditional search engines and emerging AI platforms. The goal is to make brand information more accessible and understandable to a wider range of digital systems.

The SMX Now session promises to deliver a repeatable framework for measuring content discoverability. Participants will gain insights into how to identify new content opportunities and track the effectiveness of their strategies in improving how Google and AI systems comprehend their brand's offerings. This approach moves beyond traditional SEO tactics by focusing on the semantic understanding of a brand's digital footprint, ensuring that content is not only found but also accurately interpreted by sophisticated AI models.