(Entry was posted by Scott Clark on this post in the Dumb SEO Questions community on Facebook, 09/24/2020).

When a brand name evolves at the same organizatio

When a brand name evolves at the same organization, does the knowledge graph maintain awareness of equivalence in assigning brand affinity to queries? Are there ways to improve this? No change in domain name.Example: Let`s say a brand evolves over 10 years from "integrated sensors" to "durable sensors, inc" to "durasensors, inc" and has been producing content the whole time. Search queries continue for all three variations.

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YOUR ANSWERS

Selected answers from the Dumb SEO Questions Facebook & G+ community.

Michael Martinez: The knowledge graph is built from a small number of trusted sources that classify nouns and noun phrases. If those sources include brand names in their data then the new names should show up in the knowledge graph.
Ethan Lazuk: Michael Martinez Additionally, would using the sameAs property be useful here? For example, adding links to reputable profiles that contain the old names (if they exist) to the organization markup to signal itâ€™s all the same company.
Michael Martinez: Ethan Lazuk I don`t know. Perhaps someone else has experimented with this. I would be interested in learning what happens.
Ethan Lazuk: Michael Martinez Yeah, same here. Quick search didnâ€™t turn anything up.
Linda Caplinger: Michael Martinez What are all the trusted sources these days?
Michael Martinez: Linda Caplinger I could swear someone published an updated list of Google-named sources recently but I am drawing a blank. I`ll try to poke around and see if I can find a link.

Tim Capper might know.
Tim Capper: Here is a great resource + at bottom of article:
https://www.seobythesea.com/.../how-googles-knowledge.../
Michael Stricker: Build the evolution into those reliable sources, a little difficult to do after the time has passed, but not impossible. Wikipedia w citations of news releases, sources.
Scott Clark: I don`t think they`ll ever be in Wikipedia. I think the only way this would happen is due to an algorithmic discovery of sameness.