Clarity, Consistency & Confidence | James Dooley Interviews Paul Truscott, Peter Jones & Kasra Dash

James Dooley: Clarity, Consistency, and Confidence Framework. This is a framework that's been created within the Define Your Entity business. And the DefineYourEntity.com business has been created from Peter Victor Jones, Kasra Dash, Paul David Truscott, and myself. So, Peter, I'm going to start with yourself. What is the Clarity, Consistency, and Confidence Framework?

Peter Victor Jones: So, Clarity, Consistency, and Confidence Framework is getting everything about your business or your person correct and consistent across the web. So, everything that says on any web property about your person or your business, whether that's your job title or your services of your business, what awards you've won, every... Everything that is out there about your brand or person needs to be completely correct and consistent across the web. And then when you are doing it, so you're building that confidence and clarity with regards to the Knowledge Graph Machine ID, that KGM ID of what's needed.

James Dooley: Kasra, we've spoken about on a previous episode. For anyone that wants to know more about it, check out the link in the description. An entity passport. As well as having an entity passport and creating that entity passport, how important is it... Is it for this framework to build that confidence and clarity using the framework?

Kasra Dash: Yeah, it's massive. Like, there's been times where two businesses are named similar things and Google gets confused. And when Google's confused, all of the AI models are confused as well. You just want to make certain that you're defining exactly who you are, who you serve, and what you do. And then there's other nuances as well, like who the founder is, founding date, search history, accreditations, and stuff like that. So, if you can get all of that in a one central place, that lays the foundation and it makes everything clear as possible for Google.

James Dooley: Yeah, for sure. And then, Paul, let's talk about this Entity Confidence Score, this 125-point checklist. The amount of people that have been reaching out to me saying, "Can I have this 125-point checklist?" so that they can be improving their Entity Confidence Score, which helps strengthen up their entity map, their entity passport, and in the entity map of the web and stuff like that. All of this comes from the framework of the Clarity, Consistency, and Confidence Framework. Can you explain a little bit about this 125-point checklist and why not only it's about creating the entity passport, but strengthening it to build that confidence and clarity?

Paul David Truscott: Yeah, so the framework was... I mean, we didn't want it to be 125. That gives us more work, right? Um, but unfortunately, that is what it is. And so, there is a lot of work to do. I think if you handed this framework, this list, to most business people, they'd probably reach for the bottle of whiskey because there's a lot involved. But, uh, it... It's so important to check all... To tick all these boxes and get all of this work done so that you can create the... We talked about the clarity. So, that is actually, um, defining within all of your properties online, uh, what you do, who you serve, who you are, when you were founded, your whole reason for being, basically, and who's involved in the business. Um, then the, the, um, the confidence comes from enough third-party sources actually agreeing with what you have to say about yourself because it's easy to declare something about your business, but it may not be true, right? So, it may not be the experience that a customer's having. So, that's important as well as to, to, uh, you know, cover that angle. And then the, uh, the, the... Ultimately, at the end of the day, Google has to understand all of this and it has to have the confidence that... To the information. It's not going to do that when it sees conflicting information. All right, just like if you had a friend who one day they're telling you something and the next day something else, you're probably... That's probably not going to be your choice of friend to confide in when you've got something really, really confidential to say, right? Because you think, well, they're not a consistent person. I can't have the confidence that they're going to keep it secret. So, at the end of the day, Google's the same. It's not going to have the confidence in your entity until that checklist, that 125-point checklist, is satisfied and everything on there has been brought to bear so that Google can assess everything and be comfortable with creating the Knowledge Graph entry and ultimately, eventually, the Knowledge Panel for you because it's locked all of that information in and it trusts it to be true.

James Dooley: Yeah, for sure. Anyone that wants to know more information about the Clarity, Consistency, and Confidence Framework, make sure you reach out to DefineYourEntity.com. We can help send the full detail, the full artefact, and the full framework through to you with exactly what is needed. Within there, we'll give quite a few, not all 125 points, but quite a few of the main ranking signals needed to improve that Entity Confidence Score. If you want to know more about the Entity Confidence Score, check out the link in the description. Paul, Peter, Kasra, thank you very much, and we hope you like this episode on the Clarity, Consistency, and Confidence Framework.