Ways to create trustworthy content
Published: - Central European Time (UTC+01:00). Modified: - Central European Time (UTC+01:00). Author: Nikolajs Antonovs.
Trustworthy content can increase the visibility of a brand, company, product, or service, and is consistent with Google News and Discover policies. Google is good at understanding positive and negative content signals from a technical perspective, but is relatively ineffective at defines the semantic value of content of content. Google admitted this in Department of Justice antitrust filings. Eric Lehman's 2016 in presentation Search All Hands said: "We do not understand documents. We fake it". This encourages us to create content as HTML documents that are understandable to Google. To do this, it may be useful to consider content entities as data, which does not work without identification and ontology.
In computer science, an entity is an object that has an identity and represents long-term information that is important to users. Applying this rule to the content of a representing business may mean creating a business identification. At the same time, it is appropriate to remember that Google searches for things but not strings. This Google statement leads us to create content that represents the essence of the business as a uniquely identifiable entity that is associated with the essence of the products or services offered by the business (an entity-relationship model or ER model). For news websites and blogs, Google's rule may push for the creation of a uniquely identifiable entity representing the publisher's business.
Content object identity
Most of the content I've seen represents business from a literary point of view. This could be an anonymous mention of "we" or "our team", or it could be a mention of a public business name, in most cases with no information about legitimacy, without confirmation, and without the possibility of easy verification. In many cases, the content of the website referred to some multi-names that did not indicate the object that these names represented and had no obvious connection with each other. In other cases, the name of a company mentioned in the content was not unique in the SERP. So Google is considering these names as strings but not as things.
To create an entity that uniquely identifies a company, it makes sense to find business identifiers. This could be information from the registration certificate, e.g., legal name, number of registration and name of the state registration institute which issued the certificate of registration, VAT ID, Dun & Bradstreet DUNS number, North American Industry Classification System (NAICS), and the like. It may be useful to install, in the content representing the business, a text link to the file representing the companies with the registration institute, e.g., as is available in the Companies House in the UK or the Netherlands Chamber of Commerce KVK. However, not all state institutions have such an option, e.g., in Germany, companies are registered by state courts that do not provide a link to a file with information about a registered business. In this case, including a digital copy of the registration certificate may help. For businesses that can be considered by Google as Your Money Or Your Life - YMYL, e.g., medical or legal business, it makes sense to additionally establish in the content verified information and the ability to easily verify this information for the licenses and permits required for a company in the country of registration, e.g., Legal Entity Identifier (LEI) is required for financial business in the European Union. It also makes sense to find identification points for each product or service offered by a business in the website content, e.g., ISIC, NAICS, and the like. Creating a connection between a company and a product or service object creates a graph (data type) with nodes in which the company and products or services are represented and edges as links between them.
With the creation of a company entity and products or services, we can talk about the website owner's control over the presentation of content entities in the SERP. In doing so, the website owner will present content entities as things for Google Knowledge Graph and voice search using relevant structured data. Increasing the visibility of business entities and the products or services offered plays a positive role in online business branding and the transparency and trustworthiness of the content representing the business. Create content that represents your business as data and not as literature. Just let Google identify the content objects.
Image copyright info
Copyright holder: Pixabay with Pixabay free license. Author: Kathy DeGlandon.