his article describes the relationship between entities and expertise, authority and trust, or the EAT assessment of authors, publishers and companies.
Table of contents [Hide]
1 Authors, companies and publishers as entities
2 Digital images of entities
3 From Entity to Digital Authority and Brand
4
5 Google can recognize relationships between keywords, topics & entities
6 Methods for Determining Trust and Authority
6.1 Sentiment analysis as a method for trust assessment
6.2 Sentiment detection as a ranking signal for reviewable entities
6.3 Business category classification
6.4 Evaluation based on entity metrics
6.5 Search result ranking based on trust
6.6 Credibility of an author of online content
6.7 Knowledge-Based Trust: Estimating the Trustworthiness of Web Sources
6.8 Producing a ranking for pages using distances in a web-link graph
7 Possible criteria for an algorithmic EAT assessment
8 Author Box and EAT
9 Non-validated entities next to Knowledge Graph
10 Conclusion for SEOs and Content Marketers
11 Coming full circle: Semantic search & digital brand building
Authors, companies and publishers as entities
Content is published by people such as authors and organizations such as companies , clubs , authorities , etc. These organizations and people are named entities (more on this in the article Entities simply explained ). Since we have learned in the series of articles so far that Google is increasingly arranging or organizing content around entities (see, for example, the article Entity-based indexing), Google can use the respective entity to draw conclusions about the credibility and relevance of the document or content.
With online content, there are usually at least two parties saudi-arabia phone number data involved. The author/producer who created the content and the publisher or the domain on which the content is published. The author is not always a direct employee or owner of the domain. For example, in the case of a guest article, the publisher and author are not the same.
With regard to SEO, the entity classes such as organizations , products and people play a special role, as these can be evaluated using the properties of a brand such as authority and trust or EAT . More on this later in this article.
Digital images of entities
Entities that can be assigned to certain entity classes such as people or organizations can have digital images such as the official website (domain) , social media profiles , images and Wikipedia entries . While images, especially in the case of people or sights, represent the visual image of the entity, the company website or the social media profile of a person is the content image.
These digital images are the central orientation points and are closely linked to the entity.
Google can identify this link primarily through external links on the website or profiles with link texts that contain the exact entity name and/or the unique click behavior for search queries with navigational or brand or personal search intent on the respective URL . ( Read more about search intent here )