Why it matters on an HVAC site
It answers a question contractors ask constantly in a form that can be checked: does this page look like it is about heat pumps, or about the company.
On contractor sites the common result is that the most salient entity is the town, or the business name, on a page that was meant to be about a service. That is worth knowing before rewriting anything.
How to check it yourself
- Run the page body through the Natural Language API and read the entities by salience, ignoring navigation and footer.
- Run the pages that currently rank through the same call and compare the top entities.
- Treat the numbers as relative. Salience is a vendor measurement of one model’s reading, not a Google ranking signal.
Worked through in numbers
A "heat pump installation" page returns its three most salient entities as the company name at 0.31, the town at 0.22 and heat pump at 0.07.
The three ranking pages return heat pump first in all three cases, between 0.24 and 0.38, with no company name in the top five.
The page opened with four paragraphs about the company. Moving those below the substance, and answering the installation questions first, took heat pump to 0.29 and dropped the company name to 0.08.
Where this sits in the rankings
Scored under Content. Whether a page reads as being about the service or about the company, put on a scale.