Use Entity Audits to Close Gaps Between Your Schema and Google's Understanding

Search Engine Land is hosting an SMX Now webinar on September 16 featuring Ray Martinez, VP of SEO at Archer Education, who will teach practitioners how to measure discrepancies between the entities a brand defines in its schema and those Google's natural language processing actually recognizes. Attendees will learn to build entity audits using schema.org markup, the Google Cloud Natural Language API, and agentic coding tools, then compare results with competitor content to surface topic gaps and missed entity connections. The session also covers converting those findings into actionable content strategy—creating pages around under-recognized entities and strengthening connections through structured data to improve discoverability across search and AI engines.