Entities and E-E-A-T: The role of entities in authority and trust
The podcast discusses how Google uses entities (people, organizations, products, etc.) and their digital representations (websites, social media profiles, etc.) to assess the relevance, authority and trustworthiness of content. This is done in the context of semantic search and the E-E-A-T principle (expertise, experience, authority, trust). Google links entities via relationships and attributes in a semantic network in order to influence the ranking of websites. Branding and visibility in topic-relevant contexts play a decisive role in search engine rankings. Analyzing keywords and co-occurrences helps to understand the semantic relationships between entities and topics and to strengthen authority. https://searchengineland.com/entities-eat-authority-trust-385156