In December, Google announced it will now consider the experience of the author when evaluating the quality of content, updating the E-A-T acronym (Expertise, Authoritativeness, and Trustworthiness) to E-E-A-T.
So, how do you demonstrate first-hand, real-world experience in your content as part of your E-E-A-T strategy?
- Poll your target audience on what they would expect to see regarding your client’s or brand’s expertise.
- Decide on a central profile where you’ll consolidate author expertise signals to, like LinkedIn, Twitter, or website profiles—and then audit and optimise that place.
- Do a site search review of your client or brand name. Aside from owned results, you want to see high-quality news content that meets journalistic standards.
Borrow some guidance from PR Daily to evaluate and improve your content for Google’s E-E-A-T.