Does anyone know of a good article or resource of some kind that breaks down the best way to tackle one website with multiple entities? I want to dig into how to bet optimize for each one individually while still increasing authority for the overall brand.
I`ve never dealt with one website for one business with multiple entities, all at the same location. It`s a unique challenge - they have one large, well-known brand, primarily known for one "entity" that uses their brand name, but they also have a ton of different restaurants (all at the same location), theaters and entertainment venues, and much more. Their goal is to rank for umbrella phrases like "(City) Entertainment Destination" because of all they have to offer, but I think they need to increase the visibility of all of the other individual stuff like their restaurant, concerts etc. Not to mention all of the unique SERP features we could be optimizing for individually for restaurants, hotel, event, etc.
They have a huge site but primarily only rank for one thing, mainly due to brand recognition and not a ton of awareness about everything else they have to offer. I want to optimize specifically for the other entities without diluting the whole "entertainment destination because of a, b, c, d, e, etc" thing.