Comprehensive organizational structure markup
But for Google, you need to go a step further semantically. Everything you just said about your brand with the text on the page, say it again through comprehensive schema markup. Your entity’s brand description to Google reaffirms its key attributes and is a critical step in Google accepting that information as fact in the Knowledge Graph.
So don’t limit your org structure to just a logo and URL, as Google recommends with its rich snippet requirements. Highlight all valuable links by going beyond the Google-recommended fields to use the full scope of your organization structure. Make it clear whether these people are employees of the company, the markup award you won, the organization you are a part of, the founder or parent company. Use their popularity to increase your visibility through connections. But organizational structure doesn’t just help you build relationships in the field. It can integrate brand equity acquired off-site by disambiguating brand mentions in text and images. And in the same way as a markup, all relevant brand assets are consolidated under a clear entity. The same thing as tags doesn’t just apply to social media profiles. Add your Google business profile, Wikipedia page, directory listing. This should be a long list, if not, then it’s time to schedule more meetups with Google. On average, it takes more than 30 meaningful touchpoints for an entity to become a Google Friend.
Arrange meaningful connections
So let’s look at how to structure these encounters, assuming that every contact should consistently confirm what you’ve already said to yourself. This gives Google more confidence that the information about you is accurate. Therefore, be sure to support your brand entity profile on all your social media profiles, your legitimacy by being listed in company or industry directories, your visibility on Wikipedia or Wikidata, your presence on ranking and review sites targeting, your product Publisher Center or Merchant Center account in your Google Business Profile. Consider expanding format reach through apps, podcasts and videos. Become an authority in your industry by submitting for an award or joining an organization or hosting a physical event or having your CEO interviewed or publishing a research report or any brand-building initiative. All of this is not about backlinks, but about giving you the opportunity to make meaningful connections with Google and your audience. Once you see the knowledge panel for your brand entity appear in the SERP, claim it and manage it, then go to the Knowledge Graph API to see if you’ve become a friend of Google. Because if Google has the option to recommend two pieces of the same content, one from a friend they know as an expert on a topic and one from someone they’ve just heard of, then of course Google will prioritize the source it trusts.
Only when your brand becomes an entity can the EEAT signal be fully applied. Topic authority can only be fully applied when Google understands who your brand entities are and connects them into the knowledge graph. Therefore, strive to be friendly with Google and become a clear and well-connected entity in the knowledge graph. This makes the brand more likely to be considered by Google. Since Google acts as the gatekeeper for visibility across the Google ecosystem, it is also the gatekeeper for end-user considerations.
