Semantic SEO & E-A-T: An in-depth discussion with Marie Haynes & Olaf Kopp

How having a “brand” relates to E-A-T

Marie: Google tells us that assessing your own content from an E-A-T perspective can help us rank better. The QRG says E-A-T considers the expertise of the creator of the content, but also more.

Olaf, can you discuss your thoughts on the importance of the idea of a brand?

I asked this question because Olaf’s writing explains that the concept of a brand encompasses E-A-T. When you think of a brand, you think of characteristics like popularity, authority and reputation.

Matt Cutts told us years ago that Google doesn’t recognize businesses as brands, but rather they use words like “trust”, “authority”, “reputation”, “PageRank” and “high quality”.

Olaf: With the E-A-T concept, Google tries to understand entities as brands, especially with regard to thematic positioning. I think popularity (for example search volume for exact brand keywords) is not that important as it gives no indication of any thematic context.

Co-occurrences in search queries and content between brand keywords and thematically relevant keywords are more interesting to learn more about the brand and its thematic positioning. More in this article.

Danny Sullivan has denied the connection between Brand and E-A-T. Besides popularity, expertise, authority and trust are the most important characteristics of a brand.

Marie: My goal here is not to get people saying that being a big brand is a ranking factor. Rather, I’m encouraging you to look at how people think of your business. In the Quality Raters’ Guidelines, Google instructs the raters that there are different ways to look at the reputation of a business depending on the purpose of that business. Popularity may be important.

Sukhjit Matharu

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