0:000Inconsistent language about your business across all the internet makes your AI visibility drop like hell. It's crazy how fast that goes. Nowadays, it's pretty normal that if you are number one, two or three in Google that you're not even mentioned by AI. While in the past, you were the authority. Now, you're not even seen anymore.
0:260AI doesn't say your name to your potential customers. They don't care about Google ranking. It's really it's really like that. 80% of the business owners who is mentioned by AI is not even in the top 100 on Google. It's crazy.
0:450And there are several things that are important for AI to mention you, but one of them, and that's what this video is about, is about entities. And you can see entities as this crazy word. It's a new thing in marketing right now, but it's very important for AI and you can say entities are the visible DNA of your business. It's like that. You can think about it in groups, in labels like your ideal customer profile or you as a person, the person scheme.
1:270It's a structured data in underneath the website. We we come back at it in another video. But it it's those groups, the location where you're at, the services you deliver, how you work, what solutions you bring or what answers you bring to problems. Those are all entities. But the only thing you have to know and to understand is that you have to talk about these entities from your business in the same way at every ring of entity.
2:000I call it the rings of entity. It's very easy. Ring zero is the DNA of your business, the whole DNA. And to be honest, there's a big gap lying there because especially experts, consultants, trainers, coaches, they have this really solid DNA of their business. Maybe you recognize this, but there's this entity gap because all your intellectual property property, everything you know, everything you do, your passion, all the entities, they are inside your head.
2:370They are not written down anywhere or maybe in a lot of brainstorm sessions, but they're not even on your website. And your own website, your own domain is ring one. From there, it's the visible part of your business. And the entity gap, the biggest gap lies there from ring zero to ring one. So ring one is your domain but you have to see your domain not as a static landing page.
3:060Your website, your domain needs to be like the media company. It needs to live. You need to place content on it every week and preferably more than once a week. And I know that's a lot of work. We That's why we created Identity First Media to help you with this, to help you bring out more content more easily on your website, on your domain, on your media company.
3:370So with one video, you receive like the blog, the podcast, the social media post, all the visuals for social media and your domain gets enriched and it starts to live. And it's really important our system does this automatically that the entities who are ring in ring zero in your head or in the brainstorms are in ring one the same. The same as you think. So you think about the framework and you say the name like I just did with rings of entity. That's what I say and that framework lives in my head.
4:180It also lives in ring one. It's important. Consistency across rings. So that's ring one. It's very very easy.
4:280Ring two are your own platforms. You you're not owning the platforms, but you own the distribution at the platform. So in ring one, you have your own website. Of course, you can put everything on your own website and ring ring one ring two are Instagram, Facebook, YouTube, X, Reddit, all the social media out there. You own you don't own the platform, but you own what you place on it.
4:590Exactly, you can place on LinkedIn as well, YouTube, the same entities. It's important. Consistent language across all the Internet. So for me, rings of entity lives ring zero, ring one, ring two. I place the rings of entity on the Internet as well.
5:210And then, the third one, ring three, the fourth ring in total, are people mentioning you. And that can be online, in blog articles, in podcasts, in magazines as well. So the physical and the digital media, but also mouth to mouth. That's that's a very good one for authority, of course. But it has to be the same.
5:570The language has to be the same. So if I'm thinking about rings of entity and I'm talking about the entity gap, those are two frameworks of mine. And then when I talk about it, you can cite it because you understand it's rings of entity. You hear it, you think of it, okay, what are the rings of entity? Ring zero, the DNA of your business.
6:200Ring one, it starts to be visible on your own domain, your own media company, your website. Ring two, all your socials. Ring three, external sources. That's it. That's a simple framework to remember and you can cite it to other people as well because you start to talk about it and you start to explain about explaining these things and it's very easy for you to to understand that entity, that framework of mine.
6:510And then you can say, okay, but that's only a framework, Paul. Yes, I know. You don't have to make every content about every entity. You're not doing that because there's an advantage from AI. You can live everywhere on the internet.
7:100It doesn't matter where you live, where all your entities live. They can be at different spots and AI can understand it because the entity lives in all the four rings consistent with consistent language. So they they AI starts to understand, hey, this belongs to my name, Paul Veth, and this belongs to, in this case, Identity First Marketing and to Identity First Media. So that's starting to be a cluster of entities and that's very easy. So entities are very easy to understand.
7:500It's still the same, the ICP, the CEP, your you as a person, what's what's in you that's living on the internet? So not the whole you, but the part of you that lives on the internet. What's that about? Are you someone who likes to run marathons, for example. It needs to be in there.
8:150Then your location, your solutions, your services, and stuff like that. Just ask AI what needs to be in the entities and place it on your website in the structured data as well. Place it that's ring one. Place it on your social media as well, ring two. And let people understand what it is so they can cite it.
8:390Those are the rings of entity. And if you understand this concept, this will suit you. This will help you a lot and you have to be very clear about one thing. As soon as you start to be tired of naming your entities, then the audience at that moment will start to pick it up. So you have to push through because you want to have new entities and then your audience starts to recognize you for the entities they just found.
