Pillar 6 of 8 · The UltimateSEO Framework

Entity and trust

Identity, expertise, ownership, local facts and commercial facts must be managed from a single layer of truth. This pillar forbids fake people, credentials or personas, requires bylines and author profiles that reflect real responsibility, asks that Who, How and Why be explainable, rejects the idea of E-E-A-T as a hidden single score, applies a higher accuracy and expert-review standard to YMYL topics, demands transparent ownership, contact and commercial relationships, and keeps brand name, NAP, price, stock, availability and service area consistent across the site, business profiles and repurposed platform content. Several of these are hard gates because a false identity or a false transactional fact cannot be offset by any score.

Controls: 10
P0 gate controls: 4
Hard gates: 6

Branches and controls

Every control in this pillar, with priority, evidence base and how it is checked

Automated the scan can produce pass or fail evidence on its own. Partly automated the crawl gives a signal, a person decides. Needs your evidence Search Console, logs, business facts or reviews are required; the state stays UNKNOWN until you supply them.

E.A Authorship and expertise 5

ID	Control	Priority	Evidence base	Checked by
E-01	Fake people, credentials or personas must not be used Hard gate	P0	OfficialRiskStrong practice	Needs your evidence
E-02	Bylines and author profiles must show real responsibility and experience Hard gate	P1	OfficialStrong practice	Partly automated
E-03	Who, How and Why must be explainable	P1	Official	Needs your evidence
E-04	E-E-A-T must not be treated as a hidden single score	P2	Official	Needs your evidence
E-05	YMYL topics must meet higher accuracy and expert review standards Hard gate	P0	Official	Needs your evidence

E.B Business and brand entity integrity 2

ID	Control	Priority	Evidence base	Checked by
E-06	Ownership, contact details and commercial relationships must be transparent Hard gate	P1	Strong practice	Partly automated
E-07	Brand name and core description must be consistent across the web	P1	Strong practice	Partly automated

E.C Local and operational source of truth 3

ID	Control	Priority	Evidence base	Checked by
E-08	NAP and local business profiles must be managed from one master source Hard gate	P0	Strong practiceOfficial	Partly automated
E-09	Price, stock, availability and service scope must come from one current source Hard gate	P0	OfficialStrong practice	Needs your evidence
E-10	Cross-platform repurposing must use one fact source of truth	P1	Strong practice	Needs your evidence

Back to the framework hub · How the publish gate uses these controls