Vetting Experts Through the Eyes of Google (Matthew Tenney with Jason Barnard)

Matthew Tenney with Jason Barnard at Kalicube Tuesdays

Matthew Tenney talks to Jason Barnard about researching people.

The discussion covers the best ways to use search engines such as Google, the pitfalls and the ways to avoid wasting time vetting the wrong individual.

The single most important takeaway is that you’ll do well to evaluate an expert through Google’s eyes.

Matthew and Jason discuss in detail that, when researching, you should think more in terms of entities than authors, or people… and look at those entities from the perspective of how Google perceives their Expertise Authority and Trust (E-A-T).

During the podcast Matthew goes on to point out the fundamental importance of using structured data and the sameAs property to indicate connections in a way that Google understands.

They move onto using Google Trends as a way to evaluate a person’s popularity… but also that it can be a limited since most people’s names do not generate enough search volume for Google Trends to pick up on them.

Then onto Google’s Knowledge Graph – something Jason is especially keen to talk about – specifically how to influence it.

To conclude, Matthew talks about the methods and tools he uses in his vetting procedure to find out as much as possible about an author or entity online. The perfect conclusion to a great conversation!

Kalicube Tuesdays: Vetting Experts Through the Eyes of Google. With Matthew Tenney.

What you’ll learn

00:25 Introducing Matthew Tenney
00:55 Why vetting on Google doesn’t always work
01:46 Creating a knowledge panel
03:10 How to vet in the eyes of Google through an entity
04:25 Do you trust Google’s results on a person?
04:32 If you want a great Brand SERP that emphasises your E-A-T, you need Google to recognise you as an entity
05:48 Looking at Google’s Knowledge Graph
06:05 Is Google moving away from Wikipedia/Wikidata to new trusted sources for information such as Crunchbase?
07:36 Building an entity using structured data
09:42 Show to check author/entity authoritativeness through Google’s eyes
10:10 Using Google trends to vet people
12:45 Why Google trends does not always work for entities
14:34 Is it even worth vetting someone anywhere else besides Google?
14:50 Why offline trust and authority signals also count
15:47 Taking the offline and moving it online effectively
16:54 Why using Kalicube.pro to measure the quality and control of your own Brand SERP is a good idea
19:38 Influencing and educating Google to suit you (as an entity)
20:30 How to leverage tools such as Google autocomplete and Google autosuggest
21:08 Why Facebook, YouTube and LinkedIn and Bing are also important
22:23 Bing’s Knowledge Graph
22:40 Matthew’s very own (rather good) vetting procedure