Entities and EAT: The role of entities in authority and trust - Search Engine Land

The development of Google into a semantic search engine and the increasing influence of E-A-T on rankings go hand in hand.

There is a common thread of innovation and updates that Google has been following for the past 12-plus years. Here’s a timeline of key events:

The organization of data and information around entities makes it possible for Google to rank entities of the entity type Person such as authors and organizations (publishers and companies) with regard to topics according to E-A-T.

Authors, companies and publishers as entities

Content is published by people such as authors and organizations such as companies, associations and government agencies. These organizations and people are named entities.

Google increasingly arranges or organizes content around entities. Google can draw conclusions about the credibility and relevance of the document or content via the respective entity.

In the case of online content, there are usually at least two parties involved. The author/producer who created the content and the publisher or 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.

In my view of SEO, the entity classes such as organizations, products and people play a special role, as these can be evaluated via the characteristics of a brand such as authority and trust or E-A-T.

Digital representations of entities

Entities that...

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