SMX Now: Find the entity gaps holding back your content strategy
Your schema tells search engines what your brand is. But that doesn’t mean Google’s systems understand it the same way.
That gap can reveal where your content strategy is falling short.
Our next SMX Now today (Sept. 16) at 1 p.m. ET will feature Ray Martinez, VP of SEO at Archer Education. He’ll show you how to measure the difference between the entities you define and the ones Google’s natural language processing (NLP) actually recognizes.
You’ll learn how to build an entity audit using schema.org markup, the Google Cloud Natural Language API, and an agentic coding tool such as Antigravity, Claude Code, or Codex. The process turns your existing schema into a queryable knowledge graph, then compares it with competitor content to uncover topics they cover, gaps they miss, and entities Google doesn’t yet connect with your brand.
Martinez will also show you how to turn those findings into action. You’ll learn how to create content around under-recognized entities, strengthen those connections with structured data and internal data, and make your pages more retrievable and citable across search and AI engines.
You’ll leave with a repeatable way to measure discoverability, find content opportunities, and track whether Google and AI systems are getting better at understanding what your brand actually does.
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