Web 2.0 and the associated technical possibilities have made it possible for virtually anyone to publish content online via their own websites, blogs and social media profiles. This inevitably leads to the Internet being flooded with information and data, as the following infographic impressively demonstrates.
Web 3.0 and the digital brand
Gatekeepers on the Internet such as Google and Facebook want and can identify these brands and authorities on the Internet via graphs. It doesn't really matter whether you have already built up a brand offline or not. Entities play an important role in this consideration.
In semantics, an entity is uniquely characterized by an identifier, an entity type and certain properties.
The connection between entities and brands
In most cases, entities are part of at least one ontology and can india cell phone number listt represent people , buildings , companies , etc. Ontologies describe the environment in which the entities are located. For example, Zalando is an entity in the entity type shop or retailer and part of the ontology e.g. fashion or fashion shops and is related to other entities in these ontologies.
relationships around the Zalando entity
In the semantic web, strong digital brands are usually highly relevant entities with many interfaces to other entities in certain thematic ontologies. This also plays an important role in search engine optimization . Transferred to the Internet, websites or domains can be seen as the central digital image of a brand.
Brands can be algorithmically positioned in ontologies through links and co-occurrences of the brand with other entities in search queries or online texts. The frequency of these relationships is used to evaluate authority and credibility.
You can find out more about entities and Google in the detailed article series Semantic SEO: Entities, NLP & Semantics in Search Engines (only for premium members ) or the introductory article on entities in the glossary .
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