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We run "in house" websites.   That gives us knowledge of many other businesses in the industry.   For businesses that we don't know, we can easily check professional credentials of individuals and companies. Google is able to check professional credentials of individuals that include:  government issued licenses, professional registrations and memberships, college degrees, wikipedia articles, awarded patents, registered copyright. and publication history in professional journals and on industry websites. For companies, Google can aggregate the professional credentials of its staff, company certifications such is ISO (and similar), stock exchange listings, wikipedia articles, awarded patents, registered copyright. DA is a very primitive tool in comparison.