OK, let’s talk Google Entity Optimisation, jeez that’s a mouthful isn’t it?!! Now, I don’t want to scare you off with all this confusing tech speak, but hear me out. Because Google Entity Optimisation (or GEO as it’s often called) is well worth knowing about if you want your website to show up and do well online.

If this is new news to you, or if you’ve heard the term before but have no clue what it actually means, then I’ve got you. Because in this post I’m going to explain:

• What Google Entity Optimisation is

• Why it matters for small business owners and content creators

• And how you can use it in your blog posts and web content

In fact, this blog post is itself an example of GEO in action. So when it’s your turn to write, you’ll know exactly what to look out for. Plus, I’ll also help you understand the difference between GEO, SEO, and AEO (another couple of acronyms you might have heard of) so you can decide for yourself whether you want to start applying them to your content.

It sounds a lot, I know, and I totally get it if you’re freaking out right now. But don’t worry. I promise to keep it super simple and give you plenty of real-world examples to help it all make sense.

By the end of the post, you’ll have a clearer understanding of what Google Entity Optimisation is and how it can help boost your visibility and support your blog strategy to greatly improve the online presence of your business.

What Is Google Entity Optimisation?

Google Entity Optimisation is all about helping Google understand your content more clearly. So, instead of just picking up on a few keywords, Google gets a much deeper sense of your overall topic, including examples, tools, resources, and related terms that add authority and meaning.

If we break down the phrase ‘Google Entity Optimisation’, it simply means creating content that includes entities (things like people, places, topics, or tools). These are the kinds of recognisable terms that help Google connect the dots, so it can find, trust, and rank your content more effectively.

Let me give you an example…

Say you’re writing a blog about puppy training classes. Now, obviously you’re going to mention the phrase ‘puppy training classes’ a fair bit in your content, right? But if you keep using that same phrase over and over again, Google kind of gets a bit deaf to it. It’s like telling a kid they need to tidy their room, the more you say it the less likely they are to do it.

However, if you also mention things related to your puppy training classes, like where they’re held, the times and dates, the type of training involved, what age puppies it’s aimed at, the equipment you use etc., then suddenly Google has a much broader understanding of the value you’re offering.

It sees your content and thinks, “Hold up a minute, this is a really useful post. There’s lots of detail and the author clearly knows what they’re talking about. I trust this content, so I’m going to show it to more people, because I think they’ll find it helpful”.

So, you’re not just looking at using synonyms in your blog posts, you need to use related concepts, recognisable terms, and meaningful details to give Google confidence that you know your stuff and that your content is worth sharing.

And that could be a big part of the problem if you’re struggling to get eyes on your website.

Because I totally get it. It’s frustrating when you’re writing blog posts and sharing content but you’re not getting anything back. And the thing is, it’s not that your writing isn’t good, it’s just that you’re not making it easy for Google to find you.

The good news is though, is that that’s something you can change.

But before we get onto that, let’s talk about why Google Entity Optimisation is so important for small businesses like yours.

Why Google Entity Optimisation Matters for Small Businesses

Google rewards content that’s valuable, understandable, and trustworthy. The days of stuffing blog posts full of keywords are long gone. Not only does that tactic no longer work, it’s also awful to read.

Google Entity Optimisation helps build trust, clarity and context all while giving your readers a much more pleasant and useful experience. And when your content is easier for both Google and humans to understand, you’re more likely to get found online.

Here’s why GEO is especially powerful for small business owners:

• • It builds trust – Well-optimised blog posts that reference known topics, tools, people, or places help Google recognise your content as reliable and relevant. The better your GEO, the more Google trusts you and the more likely you are to rank higher in searches.

  • Better visibility – You don’t need more blog posts, you just need better blog posts. Which is great news as a small business owner. Because let’s face it, you haven’t got lots of spare time to be creating content, right?  So, instead of churning out a ton of posts that are underperforming and not being found, GEO lets you create fewer, more focused pieces that perform better.

  • Ranking content – Modern algorithms focus on meaning and connections, not just keyword matches. And fortunately, writing this way is far easier than you might think. By naturally referencing related ideas and real-world terms, you help Google understand your content faster.

  • Long term authority – GEO helps show you off as the expert you are. If you consistently share blog posts that are focused and provide value, over time Google will start to recognise you as a trusted voice in your niche. And this is true even if you’re a one-person business. GEO gives you the chance to be seen no matter how small your business.

  • Good for local business – Mentioning things like your location, the community you serve, or specific local topics helps Google understand your business in context. That means you’re more likely to show up in the right searches, for the right people, in the right places.

  • It’s not techy – GEO is ideal for people who want to include blogging as part of their online marketing strategy, but don’t want to get bogged down by the more techy things like SEO. If you’re already writing helpful, thoughtful blog posts, you’re probably not far off writing GEO content already. It’s about writing more clearly, not more cleverly.

As a small business owner, GEO gives you a simple, sustainable way to get found online, without needing more content, more time, or more tech skills. It’s about helping Google understand the value you already offer, so more of the right people can find you.

5 Simple Ways To Use GEO On Your Website

First and foremost, your blog posts need to make sense. And let’s not forget, some of this Google Entity Optimisation stuff you’re probably already doing without even realising it. So, let’s not get too hung up on trying to fix something that might not be broken.

But if you want to make sure you’re doing it properly, here are 5 simple ways to use Google Entity Optimisation in your blog posts:

1. Have a clear, focused topic – Every blog post you write should have one defined focus. So, instead of writing on the broad topic of ‘how to grow a business’ try ‘how to grow a handmade jewellery business with blogs’. The clearer your topic, the easier it is for Google to understand and rank it.
2. Use related terms – Don’t keep repeating the same keyword over and over again. Instead, include related words and phrases that naturally expand on your topic. Use tools like Google auto-suggest, AlsoAsked.com, or AI like ChatGPT, to find out what else Google associates to your main theme.
3. Link to trusted sources – Add internal links (to other pages and posts on your own website) and external links (to reputable, relevant websites) to your blog posts. This helps Google see how your content fits within a bigger picture. The more quality connections you create, the more Google can trust your content.
4. Structure your content with headings – Using different heading sizes in your blog posts e.g. H2 and H3 subheadings to clearly describe what each section is about helps break up longs blocks of content. This not only makes it easier for your readers, it also helps Google scan and understand your content more effectively.
5. Use clear, everyday language – Don’t overcomplicate your writing. It’s better for Google and it’s so much more engaging for your reader if you keep things simple. Use full names for tools, people, or platforms like Instagram Reels instead of just Reels. This makes your content more understandable. The goal is to help Google and your readers immediately understand what you mean.

It’s all about making life easier for Google. Because think about it for a minute, Google’s already working hard scanning billions of pages every day. So, if you can add helpful signposts, like clear topics, related terms, and links, you’re giving it a shortcut to better understand your content. And that makes it far more likely your blog post will be shown to the people who need it.

GEO/SEO/AEO – What’s The Difference And Do You Need Them All?

At this point, you might be wondering…

• Which one of these is best?
• Do I need any/all of them?
• And what do they actually mean in plain English?

Totally fair questions. And I get that your head might be feeling a bit mashed right now. In reality, it’s a load of random letters, and all you really want to know is which ones matter for you, right?

Well, to make it easier for you, I’ve created the comparison table below, so you can clearly see the differences between the three optimisation strategies:

Having looked at the chart, I’d bet my last 50p you’re thinking, well hold on a minute I need ALL those things!

And you’d be absolutely right.

In an ideal world, yes having all three in place gives your website the best possible chance of being seen, understood, and ranked by Google.

But don’t despair, because the good news is you’re probably already doing parts of all three without even realising it.

• If you write helpful, focused blog posts → you’re already doing SEO

• If you link to related topics and use clear headings → that’s GEO

• If you answer specific questions in a simple way → well hello there, you’re doing AEO

You don’t have to choose one over the other, they’re not in competition, they’re team mates. They work together naturally, and once you know what to look out for, it’s easy to start layering these strategies into all your blog posts.

A Real Example Of GEO & Quick Ways to Use It

This blog post is a real-life example of Google Entity Optimisation. It also applies SEO and AEO too, but we’ll focus on the GEO for now.

Here’s how I use GEO in this post:

• It has a clear topic focus (I talk about Google Entity Optimisation from start to finish)

• It includes related terms (like SEO, AEO, blog strategy, visibility, internal links, headings)

• It links to trusted sources and tools (like AlsoAsked.com and Chat GPT)

• It’s structured clearly with headings to help both readers and Google understand what each section covers

• It uses clear, everyday language to explain techy concepts in a friendly, no-nonsense way.

So, now it’s your turn.

Choose one blog post you’ve already written and give it a little GEO makeover:

• Add 2-3 related terms (tools, platforms, people, or places connected to your topic)

• Add 1-2 internal links to other pages or posts on your site

• Use subheadings to clearly break up your content.

Remember, GEO isn’t something you have to master overnight. It’s just about being more strategic with how you write and how you structure your content. And once you get into the rhythm and form good habits, you’ll be applying these strategies to your content without even batting an eyelid.

Final Thoughts

Google Entity Optimisation isn’t another buzzword that you can file away and save for another day. It’s a solid strategy to help your content make sense to Google and to your readers.

When you write in a way that’s clear, purposeful, authority led, and genuinely helpful, your content starts doing the work you want it to. It gets seen. It gets shared. It builds trust. It connects.

Don’t panic about trying to do everything perfectly first time. Like most things, good quality blog writing comes with practice. Start with just one blog post. Using the tips I share in this post, either update an old blog post or start from scratch with a new one. And when you’ve done it, hop on over to the BlogWell Facebook Group and share your blog post with me, I’d love to see how you’ve got on.

Want help getting more visible online?

Join me over in the BlogWell Facebook Group

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Author Bio

Bex Stafferton is a blogger who started off writing her blog The Art of Healthy Living as a hobby when she was a stay at home mum and caring for her two young children. She now looks after 4 different blogs and is also one half of the Bex & Ben duo who help small business owners take control of their websites and content with in their OWN IT Membership.

Bex is on a mission to help teach businesses how having a blog on their website is a valuable marketing tool. Helping to build a strong online presence, grow an engaged audience, and increase sales.

When she’s not blogging, Bex spends her time hiking up mountains, trail running, cuddling her two cockapoos, and renovating her house in the woods.