Use Google Entity Stacks for Page 1 Map Pack and Organic Rankings
At Quantum Agency, we use a proprietary custom build of a “Google Entity Stack” for brand entity authority building purposes. We build Google asset stacks, aka Google authority stacks, aka Google entity stacks, ultimately for better SEO rankings but to get better rankings, we have to build the domain authority and the entity authority of the company we want to rank. At the end of the day and in nearly all circumstances, it is the GMB listings and web pages of the entities – that have the most authority – that end up on page one of Google searches for the best keywords.
What is an “Entity” from Google’s Perspective?
We know that an entity is defined by Google as: “A thing or concept that is singular, unique, well-defined and distinguishable.” It’s important to understand that the thing does not need to be a physical object, it can also be a color, a date, an idea, and more.
Entities are one of the most powerful components to search – whether it’s before or after authorship, we can argue but both have the weight of “authority” applied to them when it comes to SERP placements. This often leads to another question…
What is a Google Entity Stack and Why Build a Google Entity Stack?
Those are great questions. Well, let’s apply rational logic from the perspective of Google and Googlebot. All of the properties in a Google Asset Stack are Google-owned properties and Google loves Google. It’s just a fact. But in all well-intentioned efforts, a brand should be filling these Google-owned properties with quality, relevant content. In essence, these properties all score 100 out of 100 on the authority scale from big G’s perspective. Push relevant content into these assets with some strategy behind it and I think you will come to see why these are valuable components of a sound SEO strategy.
Getting a GMB listing and a web page into page one of the SERPs is typically done (building up the domain authority of a company) with content and links to sites that are relevant in their industry and using SEO best practices on articles, blog posts, and so forth. Building domain authority and entity authority is an entire topic unto itself but these are the core drivers of rankings in the SERPS for money keywords as long as you have your entity and domain relevancy nailed through great technical on-page SEO strategies and best practices.
Building a branded stack of Google entities or properties for a brand/entity, injected with highly relevant, optimized content and then weaving those different assets into your linking strategy is a very powerful way to build entity authority and online or digital brand equity.
Ranking Search Results Based on Entity Signals
Ranking Search Results Based On Entity Metrics is the title of a Google patent granted in 2015. Building a Google Asset Stack for a target entity ties these two themes together in many ways. But this is the point. Google is looking at an entity and measuring over 200 data points at the brand entity level.
In this post, I will give a brief overview of our process for creating an “official” Google Asset Stack tailored for SEO purposes and why this can greatly help with building domain authority and entity authority.
What are Google stacks?
A Google Stack is a collection of Google entities or apps like Google Docs, Sheets, Forms, and Slides containing company information which are ‘stacked‘ on top of each other (so to speak) and made public, taking full advantage of the Google properties and the authority they have within Google’s ecosystem and algorithm.
What is Google stacking in SEO?
Google Stacking is an authoritative SEO strategy that allows you to build backlinks on several Google platforms to other entity assets like the company’s website. These “Google Entities” include content in assets like Google Docs, Google Sheets, Google Maps, Youtube and more. Google indexes content on it’s own domains/assets very quickly as well.
Stack Authoritative Google Properties To Drive Local SEO Signals to Authoritative Brand Assets
STEP ONE: Build/create your Google Entity Stack
The first step we take to building a Google entity stack is to secure a branded Gmail account for the company/entity we are going to build this for. We will use the Gmail account to create all of the other Google properties in the stack. This Gmail account is the “owner” of the stack properties or accounts. It can be shared with a client or not but this is the first step in a new Google asset stack.
We always aim to get an exact branded Gmail if possible. This is done to ensure that everything in the stack has a consistent and uniform brand message.
A Google Authority Stack is a collection of Google apps like Docs, Sheets, Forms, and Slides containing company information which are ‘stacked’ on top of each other (so to speak) and made public, taking full advantage of the Google properties.
A Google Authority Stack is also known by many other names such as a Google Stack, a Domain Authority Stack, a Google Cloud Stack, a Google Technology Stack, a Google Entity Stack, a Google Property Stack, a Google Drive Stack, a Local Authority Stack, a Google Site Stack, Google Asset Stack, or a Domain Stack, depending on the elements and entities used.
If you are looking to build your brand with organic authority, the 10+ high-authority Google assets being described on this page are exactly what you need. By leveraging any of your own proprietary tactics for using those assets, such as building backlinks from other sites, sources like Quantum Newswire, or using social signals to generate traffic signals, the power of these assets will only multiply which is what leads us to step #2. You will need 1000-2000 words of optimized content in different forms for the different parts of the stack (ie. docs, slides, sheets, photos, youtube) to power it up.
STEP TWO: Power up your Google stack
Power it up with an initial package of content to build out these different properties and then feed them regular monthly content, backlinks, traffic, and other signals to really push the envelope on building brand entity authority.
These signals (ie. metrics) will be found and you can underpin your efforts by using a good indexing tool. The most important thing to do is to maintain the quality and frequency of your content – I call it content velocity. Another topic for another day but content velocity matters when it comes to more competitive niches and geo-markets.
Your brand messaging needs to be consistent and trusted across all your digital properties if you want to establish yourself as a brand to be reckoned with in the eyes of Google. Use the Google asset stack in your content linking strategy, regularly. Push new content into your Google stack as well, regularly (content velocity). Find ways to automate this using tools like IFTTT and you can connect other highly authoritative blogs and profiles into your content syndication strategy for signal generation.
For more GMB signals, use your GMB CID and PID links in your Google asset stack. Embed a Google MyMap into your Google site and your target site too. Embed Google post images into a Quantum Newswire press release for more GMB signals. Use zip codes you want to rank for as hashtags. There are so many ways to generate powerful brand/entity signals or metrics that Google will find, crawl, render and score.
You can certainly get going and build these Google Asset Stacks on your own and start using them in different ways. The fun part is experimenting with these and watching the movement in the SERPS and in your analytic tools like Google Search Console and Google Analytics. The key is to build them, power them up with content regularly and then build links to them and the various areas of content that you inject into the stack.
Want the Easy Button for Building Your Google Entity Stacks?
If you want to skip the manual work and the years of learning the best strategies in execution, you can outsource the entire process to us.
Quantum Agency will create a custom local authority stack for your agency or client accounts with 10+ Google entities covering your NAP, citations, backlinks, services, and social media accounts, all made public and shared with your branded Gmail.
We can customize your authority stack based on whether you want local search rankings, organic rankings, or both. All the Google elements come together in a very well-constructed Google Site.
Our writing team creates over 1500 words of optimized relevant content for each stack. We create an interlinked public Google Drive stack and use those elements in the creation of a multi-page Google Site that links to the target Google apps, entity or asset page(s). The site links are complemented by Amazon S3 and Google Cloud HTML links.
Sometimes, the Google site can even outrank the page it is linking to. This excess link equity helps your other pages rank better and you should take advantage of this by investing in a Google Asset Stack today.