Your brand is also an entity that is embodied by your website

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In the Google Quality Rater Guidelines they repeatedly emphasize three aspects: Expertise, Authoritativeness, Trustworthiness (EAT; Expertise, Authority and Trustworthiness). Quality raters should evaluate whether the operator or the author is convincing in these three areas. To do this, you are encouraged to research the entire website and also on third-party websites. Not just on the landing page. Google doesn't say what exactly expertise etc. means. Nevertheless, the three aspects are understandable as criteria for a good search result.


How do you become an authority semantically? In order to algorithmically Special Data determine who has expertise and is an authority in a particular area, a search engine must first semantically capture what that area actually is. Such a topic area (ontology) results from various terms, categories and objects that are related to one another. Within the subject area “Art”, for example, there are the categories “Artist”, “Work of Art” and “Museum”. exemplary ontology Source: Wikipedia Concrete “things” (such as the “Pinakothek der Moderne”) are referred to as entities.




They can be categorized and are related to each other.  In order to understand these relationships, search engines use, among other things, databases (Google, for example, uses the “Knowledge Graph”). However, they now understand relationships based on the information they find on the web. Semantically speaking, an authority is an entity that is closely linked to the other entities in this subject area. In order to really be considered a relevant entity and therefore an authority, you have to connect your brand with the other entities from the topic area that is relevant to you.