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Multiple websites with Google's EAT, brand or personal?

Discussion in 'White Hat SEO' started by tianbo84, Jan 13, 2020.

  1. tianbo84

    tianbo84 Registered Member

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    Hey everyone, had a question on how much importance you should put on making yourself or your brand trustworthy?
    If you have multiple sites would it be better to build the brand of the site or you personally?
    Wondering because with Google's EAT update, it seems they want to establish expertise and trustworthiness for blogs. The issue I have is if I make an about page personal for each site wouldn't that lower the trustworthiness because they are in different niches? Hope it makes sense and thanks.
     
  2. tianbo84

    tianbo84 Registered Member

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    Bump;
    So should we be making websites using personal true info (about page, external references, YouTube) or use the brand name as the expert?
     
  3. Unreliable Witness

    Unreliable Witness Power Member

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    Whether you build a personal brand or a business brand depends on what you're trying to sell. If you're selling your personal services, it makes sense to promote yourself. If you're building a business that you might sell in the future, then it makes sense to focus on the business' brand and not your personal one.

    It is more likely that Google looks at the topical authority of the sites linking to you, than what you write in the bio of your blog posts. The latter can not only be manipulated (who is to say that you have a doctorate), but also, it is hard for Google to work out whether your personal expertise is relevant. If you want to stay on the right side of E-A-T, look at acquiring links from topically relevant pages on high authority websites.
     
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  4. tianbo84

    tianbo84 Registered Member

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    Yea I was thinking of that. The fact that Google would probably put more weight on who is referencing you or linking back. But I just heard that about pages and building your trust is a lot bigger now.

    Do you think putting more energy into who links/references you is time better spent?
     
  5. Unreliable Witness

    Unreliable Witness Power Member

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    Remember that trust is really a human emotion, and that emotions cannot be quantified by an algorithm. We use it in SEO terms to describe multiple factors. One is whether a website covers a topic better than any other on the same topic. Another is the number of links from topically relevant pages on websites that are themselves topically relevant (or deemed trustworthy). I think another is brand mentions (not links) on topically relevant pages of other websites - so that your brand becomes associated in the vocabulary of that topic.

    I would always start a project by working on what I have control over. In this case, it would be topically relevant content. You don't need to cover the topic completely. You just need to do it better than most other websites. That content gives you legitimate reasons for other websites to link to you.

    I would then focus on off-page SEO - link building. Either go for authority or topical relevance. Its best to get both, but not often possible. Remember as well that the fewer outbound links a website has, the more valuable the outbound link to you. There are many high authority websites that have thousands of links to them, but which also link thousands of times to other websites. There are reasons to be on these sites (anchor text diversity, brand protection, some link juice) but a link from a less powerful, topically authoritative blog may do more for ranking positions simply because of relevance and fewer outbound links.
     
  6. IshDevil

    IshDevil Newbie

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    You know I bet it's much easier to build E-A-T if you have a unique name.

    I am currently testing this theory out. I will keep you guys posted.
     
  7. tianbo84

    tianbo84 Registered Member

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    I think I'll be split testing a couple sites and see the results as well. I understand that it is a human emotion but seen how Google mentioned it I assumed it had some weight. I would assume, as mentioned, it would be something that could faked also, using backlinks, name references, and social.

    As it stands I guess it's still the status quo of publishing constant quality content and beating the competition.