In the ever-evolving landscape of SEO and digital marketing, one aspect that has gained considerable momentum is the emphasis on authentic authorship.
Google, the world's most used search engine, has made it abundantly clear that it values content attributed to real people, particularly in industries where misinformation can lead to serious consequences. This shift, which initially affected the medical and legal fields, is now expanding to include other sectors, reinforcing the importance of transparency and credibility in content creation.
Why is this happening? It's simple: Google's mission is to provide the most relevant and reliable information to its users. Content tied to an identifiable and credible author is considered more trustworthy, thereby improving its chances of ranking higher in search results.
Google now places importance on a range of indicators for your website's expertise, experience, authoritativeness, and trustworthiness (E-E-A-T).
E-E-A-T is not a ranking factor, but it is prominent in Google's Search Quality Evaluator Guidelines. These guidelines offer valuable insights into what constitutes a high-quality user experience, especially in Your Money or Your Life (YMYL) content, which impacts people's livelihoods. YMYL topics include medical advice, stock recommendations, and mortgages.
E-E-A-T stands for “Experience, Expertise, Authoritativeness, and Trustworthiness.” Until a Google update in December 2022, it was just E-A-T (no “Experience”).
YMYL stands for “Your Money or Your Life.”
Understanding both concepts is crucial if you want to improve your organic channel.
So, as a business owner, what does this mean for your company and its online presence? Here's a breakdown of why attributing blog posts and related content to actual people on your team, especially those with relevant experience and credentials, is crucial:
Enhanced Trust and Credibility
When your blog posts are linked to real individuals with credentials and expertise, it instills trust in your audience. Seeing a name, face, and qualifications associated with the content makes it more reliable, authentic, and credible. This not only strengthens your brand's reputation but also fosters a deeper connection with your audience.
Improved Organic Ranking
Google's algorithm has evolved to favor content that is verifiable and comes from authoritative sources. Assigning authorship to a qualified individual could give your content a significant SEO boost, potentially improving visibility and driving more qualified traffic to your page.
Transparency is a value that modern consumers respect. By attributing content to real authors, your company showcases its commitment to openness and integrity. This can positively impact your brand image and customer loyalty.
Having content authored by experts in your team allows your company to position itself as an authority in your field. This not only helps in customer acquisition but also establishes thought leadership, a valuable asset in today's competitive business environment.
Attracting Quality Talent
Qualified professionals are attracted to organizations that value their expertise. By showcasing your employees as thought leaders, you make your company more appealing to high-quality talent, fostering a culture of knowledge sharing and innovation.
Embrace Authentic Authorship
The days of anonymous blog posts and unattributed content are fading. In their place, a new era of content marketing that values authenticity, transparency, and expertise is dawning. As a business owner, it's time to embrace this change and leverage the collective knowledge and credentials of your team to build a stronger, more credible, and more successful brand.
If you're ready to take the next step and discuss your SEO needs, schedule a call with The Gist today. Let's explore how attributing your content to real authors can make your brand stand out in the dynamic world of SEO and digital marketing.