I’m Casey Keith, an entity SEO strategist and software developer in Ventura, California. I teach digital marketers how search engines identify, connect, and retrieve entities, so they can make better decisions about content, structured data, and local search.
I founded PirateSERP, an SEO software platform, and co-founded the LocalisedSEO agency. I also run the SEO Training Camp community and created the Treasure Map to Ranking entity SEO course.
Book a call if you want to talk about your search visibility.
What you’ll find here
This site covers entity SEO, semantic SEO, structured data, and local search for marketers and developers. The posts explain how search systems work, with examples you can apply to a business website. I also write about living with multiple sclerosis and about Ventura.
My story
I was born and raised in Ventura and studied computer science at Stanford. My career began in networking and security during the early commercial Internet era. At IBM’s Research Triangle Park, I worked on security protocols and regulatory compliance. I later became a systems engineer at AMAX Engineering in Silicon Valley, where my work included ISO 9000 certification.
Those systems depend on identifiers, relationships, and permissions. Search engines face a related problem: they must decide what a thing is and tell it apart from similar things. I left corporate technology in 2009 and moved into digital marketing and search with that question in mind. How does a search engine determine what something is?
I co-founded LocalisedSEO in 2023. I build PirateSERP so I can test these ideas against real search data.
I also have multiple sclerosis. It shapes how I work and live, and I write about it in I have multiple sclerosis.
Experience and credentials
- Bachelor of Science in Computer Science, Stanford University, 1994
- Security protocols and regulatory compliance at IBM Research Triangle Park
- Systems engineer at AMAX Engineering, including ISO 9000 certification
- Founder of PirateSERP and SEO Training Camp, co-founder of LocalisedSEO (2023), creator of Treasure Map
- Open-source semantic search work, including SemanticKG on GitHub
How I think about search
I treat search as an information-retrieval problem built on entities, attributes, relationships, and evidence. A keyword is a string of characters, while an entity is an identifiable thing. Structured data describes facts that already exist. It cannot create authority that the evidence does not support.
Start here
Connect
For consulting, training, speaking, or software questions, book a call or use the contact page. You can also find me on: