Entity SEO strategist · Ventura, California
I’m Casey Keith. I help businesses get understood by search engines.
From Ventura, California, I run an agency, build software, teach a course, and host a community. They share one idea: search engines must work out what things are. This site also tells my story, including the multiple sclerosis (MS) I live with.
A 60-minute private call on Google Meet.
Stanford University, B.S. Computer Science · IBM Research Triangle Park · AMAX Engineering · LocalisedSEO, founded 2023
One idea
One idea, four ways in, and the town I do it from
Search engines work out what things are and how they connect. This page connects my work the same way, as the graph that follows.
Which one is right for you?
Pick the line that sounds like you. Each card takes you to the part of this page that explains it.
I own a local business and want more customers from Google
I do SEO for a living and want better research tools
I want to understand how search identifies things
I want to ask questions and learn alongside other marketers
IBM Research Triangle Park · AMAX Engineering · Stanford University, B.S. Computer Science · LocalisedSEO, founded 2023 · Learn more on About.
Hire
Local SEO from a Ventura County agency
I co-founded LocalisedSEO in 2023 to help local businesses get found by the people who search for them.
- Local SEO and Google Business Profile management
- Technical SEO, plus WordPress design and development
- Google Ads
GeoPin Generator: a 5-by-5 grid of 25 points around Oxnard and Ventura shows where the business ranks on the map at each point.
LocalisedSEO has served businesses in 9 Ventura County cities and more than 20 industries since 2023.
Local SEO and Google Business Profile
Technical SEO
WordPress design and development
Google Ads
Use
PirateSERP: inspect the evidence behind your SEO research
I built PirateSERP to keep SEO research tied to its evidence. It is software for entity SEO research, content review, schema, and visibility tracking.
Create a project for a client, research the subject, review your draft against the evidence, validate the schema, and track the result. You publish the result.
One plan includes all tools and a single-user license. AI features run on your own OpenRouter key.
Service Atlas
Builds a service list for an industry from real provider websites, and records what those pages state.
Keyword Research
Runs a keyword research report that lists keywords with search volume, cost per click (CPC), trend, difficulty, and intent.
Content Editor
Shows your draft next to an Entities panel that lists terms for the subject.
Entity SEO Auditor
Grades a page on entities, relationships, coverage, terminology, and headings against the industry research you saved in the project.
Schema Generator
Suggests schema.org JavaScript Object Notation for Linked Data (JSON-LD) with the source quotation for each value, then checks the installed markup. You publish it.
Entity Graph Viewer
Draws your saved entities, pages, and connections as an interactive graph.
GeoPin Generator
Checks one keyword at 25 points on a 5-by-5 map grid of 25 points to show local rankings and competitors.
Rank Tracker
Charts the keywords in the top 10 and the average position for a project over time.
GeoPin Generator: a 5-by-5 grid of 25 points around Oxnard and Ventura shows where the business ranks on the map at each point.
Learn
Treasure Map to Ranking: learn how search identifies things
I created Treasure Map to Ranking to teach how search engines identify the things a page is about. It is my entity SEO course, taught with PirateSERP.
The course has 23 chapters in five units. Each chapter is an animated, narrated lesson of 5 to 9 minutes, with captions, knowledge checks, and practice questions. You need no coding experience and no math background.
The course cites a source for its claims and labels my own readings as mine.
Foundations
Chapters 1 to 4. What entities are, where entity search came from, how search engines read language, and entities in depth.
How search represents meaning
Chapters 5 to 10. Knowledge graphs, the sources of entity facts, embeddings, cosine similarity, and sentence embeddings. Language models, from Bidirectional Encoder Representations from Transformers (BERT) to Multitask Unified Model (MUM).
How searches meet pages
Chapters 11 to 13. Reading the searcher’s query, entities in ranking documents, and entity cards with query assistance.
How Google ranks
Chapters 14 to 19. What the public record shows, what Google says itself, links and PageRank, AI Overviews and AI Mode, and what quality raters check.
Putting it to work
Chapters 20 to 23. Semantic triples and content structure, topical authority and workflows, and measuring and verifying your results.
Join
SEO Training Camp: learn alongside other search marketers
SEO Training Camp is a free Facebook group I host for search marketers. Ask questions, share what you are learning, and learn from other people who work in search.
The group is private. You request to join, and a moderator approves your request.
Opens Facebook in a new tab.
- Entity SEO
- Schema.org
- Knowledge graphs
- Information retrieval
- Local search
- AI-assisted search
My story
From computer networks to search engines
I was born and raised in Ventura, California. My career began in the early days of the commercial Internet, in technical support, network administration, and computer systems.
I worked on security protocols and compliance at IBM’s Research Triangle Park. Later I was a systems engineer at AMAX Engineering in Silicon Valley.
Networks depend on identifiers, protocols, and relationships. Search engines face a related problem: they must work out what a thing is. I left corporate technology in 2009. That question has guided my work since: how does a search engine determine what something is?
- IBM Research Triangle ParkSecurity protocols and compliance
- AMAX EngineeringSystems engineer, Silicon Valley
- 2009Left corporate technology
- 2023Co-founded LocalisedSEO
- Current workPirateSERP, Treasure Map to Ranking, and SEO Training Camp
Read more about my background on the About page.
My story with MS
Living with multiple sclerosis
I was diagnosed with MS in 2012.
For me, living with MS means constant unpredictability.
Support networks are my lifeline.
The challenges of MS are significant, and they are only part of my life.
Living with MS has challenges
Living with multiple sclerosis is harder than it looks
Ventura
I grew up in Ventura, and I still live here
I grew up in Ventura, California, when kids roamed the streets on bikes and skateboards until the streetlights came on, or later. I can still smell the salt air from C Street. After leaving Silicon Valley, I came home to Ventura’s Gold Coast and built something new: local businesses, and most recently LocalisedSEO.com.
LocalisedSEO has served businesses in 9 Ventura County cities and more than 20 industries since 2023.
Local SEO for Ventura County businesses
I'm 50 and just realized I'm not in my 20s anymore
Writing
From the blog
Notes on entity SEO, local search, and the rest of life. The newest post from each of six topics.
Entity SEO
Deep entity understanding
Deep entity understanding means knowing why people search, what confuses them, and how their intent changes. This post applies that to content.
Local SEO
Business Information Standardization
Business Information Standardization keeps business details consistent across your website, profiles, and directories. This review covers its limits.
AI search
Gemini Embedding 2
Gemini Embedding 2 is a Google model that encodes text, images, video, audio, and PDFs into one shared vector space through the Gemini API.
SEO strategy
Content Architecture and Linking: Building Semantic Networks for Entity SEO
Content architecture and linking connect your pages into a semantic network that shows Google your topical authority. This post covers how to build one.
Semantic SEO
Combining Word2Vec, USE, and Gemini for Deep Semantic Analysis
Combine Word2Vec, Universal Sentence Encoder, and Gemini embeddings for semantic SEO, with code, topic clusters, and a 30-day plan.
Digital marketing
How to define your target audience in 6 questions
Define your target audience by answering six questions about age, location, gender, promotion, online habits, and content format.
Talk with me about your search
Book a 60-minute private call on Google Meet. Bring your site, your questions, or both.
