Table of Contents
- Introduction
- Why Real Author E-E-A-T Is Crucial
- Common Pitfalls in Building Author E-E-A-T
- Pragmatic Strategies to Build Author E-E-A-T
- Rethinking Author E-E-A-T: Building vs. Buying
- A Realist’s Guide to Author E-E-A-T
- Conclusion
- FAQ
Introduction
In the ever-evolving landscape of SEO, the concept of E-E-A-T—Expertise, Experience, Authoritativeness, and Trustworthiness—has become a critical factor for brands striving to improve their content visibility on Google. Yet, many organizations struggle with the practical application of E-E-A-T, particularly when it comes to author E-E-A-T. Some SEO "experts" claim it's easy to manufacture author-level E-E-A-T by simply creating an author profile page. But the reality is far more complex. In this post, we delve into the intricacies of author E-E-A-T, explore why it is important, and offer pragmatic solutions for brands aiming for authenticity.
By the end of this article, you will understand the importance of genuine author-level E-E-A-T and acquire actionable insights on how to build it effectively without resorting to shortcuts.
Why Real Author E-E-A-T Is Crucial
The Ground Reality
Google's algorithm has grown increasingly sophisticated, especially in light of the rise of AI-generated content and keyword-targeted SEO spam. As a result, Google needs reliable signals to prioritize high-quality, credible content. Author E-E-A-T serves as a critical signal for Google to assess the quality and relevance of content, impacting both visibility and indexation.
Google Knowledge Graph and Named Entity Recognition (NER)
For Google to recognize an author as a credible source, the author must be a known entity within Google's Knowledge Graph. This involves more than just text; it requires a substantial digital footprint that Google's machine learning algorithms can verify. Authors unknown to Google face an uphill battle, as Google's Named Entity Recognition (NER) tools might struggle to validate their expertise.
Implications of Strong Author E-E-A-T
A robust author E-E-A-T profile not only enhances the author's credibility but also boosts the visibility of their content across Google's ecosystem. This makes author E-E-A-T an invaluable asset for brands looking to stand out in crowded search results.
Common Pitfalls in Building Author E-E-A-T
On-Page Tactics: Author Bylines and Profiles
Comprehensive author biographies linked from article bylines can significantly bolster E-E-A-T by showcasing an author’s qualifications and industry standing. Unfortunately, many brands either exclude linked bylines or use poorly constructed author bios that lack substantive information. This results in a weak E-E-A-T signal that fails to convince Google of the author's expertise.
Off-Page Tactics: Corroboration Sources
While on-page efforts are essential, they must be supported by off-page corroboration. This includes topical social media profiles, contributions to third-party publications, and mentions on reputable websites. However, brands often face challenges in implementing these tactics effectively, as they rely heavily on the author's willingness to actively engage in these additional efforts.
The Personal Profile Dilemma
Authors are usually reluctant to merge their personal and professional social media profiles, complicating the task for brands to demonstrate authentic E-E-A-T. An effective author E-E-A-T strategy often demands a significant personal investment from the author, making it challenging to manage at scale.
Pragmatic Strategies to Build Author E-E-A-T
Comprehensive and Verified Author Profiles
Brands aiming to establish strong E-E-A-T should focus on creating detailed author profiles that include:
- Relevant education and certifications
- Industry accolades and awards
- Contributions to credible publications
- Active social media profiles linked through sameAs structured data
Leverage Third-Party Validation
Author E-E-A-T cannot be manufactured solely on a brand's website. External validation from reputable sources, such as contributions to well-known industry publications or mentions by other authoritative figures, plays a critical role in building credibility.
Educational Initiatives and Company Support
Brands should encourage and support their authors in participating in industry events, webinars, and other professional development activities. Providing work hours for these initiatives can facilitate the author's growth into a recognized subject matter expert.
Hire Subject Matter Experts
For brands that struggle to build author E-E-A-T internally, hiring external subject matter experts may be a more efficient approach. These experts bring pre-established credibility and can lend instant E-E-A-T to the brand's content.
Rethinking Author E-E-A-T: Building vs. Buying
The Build Approach: Creating In-House Experts
Brands can attempt to build author E-E-A-T by investing in the development of their in-house writers, transforming them into recognized subject matter experts. This approach, while valid, involves significant time and resources, and the success rate can be variable.
The Buy Approach: Leveraging Established Expertise
Alternatively, brands can ‘buy’ expertise by hiring established subject matter experts and train them for content creation. This method offers immediate credibility and aligns more closely with efficient resource allocation. However, it’s essential to recognize that true subject matter experts expect compensation reflective of their value.
A Realist’s Guide to Author E-E-A-T
Embrace Authenticity
The cornerstone of successful author E-E-A-T is authenticity. Author profiles should be genuine, and efforts should be made to ensure that external corroboration aligns with on-page claims.
Continuous Effort and Personal Dedication
Building a credible author E-E-A-T profile is an ongoing process that demands continuous effort and personal dedication from the author. Brands can provide the necessary platform and resources, but the onus of establishing expertise lies with the author.
Strategic Brand Role
Brands should facilitate opportunities for authors to demonstrate their expertise by:
- Organizing and encouraging participation in industry events
- Providing resources for professional growth
- Utilizing their networks to offer authors third-party validation opportunities
Conclusion
In the complex world of SEO, author E-E-A-T stands out as a crucial but challenging component to master. Unlike simplistic strategies that suggest creating author profile pages, genuine author E-E-A-T requires a multi-faceted approach that combines on-page clarity with off-page validation. Brands should aim to support and nurture their authors in building authentic digital footprints that Google recognizes.
Ultimately, the path to creating strong author E-E-A-T at scale involves a blend of building in-house expertise and leveraging external subject matter knowledge. By focusing on authenticity, continuous effort, and strategic support, brands can effectively navigate the challenges of author E-E-A-T and enhance their content's credibility and visibility.
FAQ
What is E-E-A-T? E-E-A-T stands for Expertise, Experience, Authoritativeness, and Trustworthiness. It is a set of criteria used by Google to evaluate the quality and credibility of content.
Why is author E-E-A-T important? Author E-E-A-T is crucial for establishing the credibility of content. Google uses author E-E-A-T as a signal to prioritize high-quality content from reliable sources.
How can brands build strong author E-E-A-T? Brands can build strong author E-E-A-T by creating comprehensive author profiles, validating expertise through third-party sources, and encouraging authors' active engagement in their professional communities.
Is it better to build or buy E-E-A-T? The choice between building or buying E-E-A-T depends on the brand's resources and objectives. Building E-E-A-T involves developing in-house experts over time, while buying E-E-A-T entails hiring established subject matter experts.
Can author E-E-A-T be faked? No, author E-E-A-T cannot be effectively faked. Google uses extensive signals, including external validation, to ascertain an author’s credibility.
By understanding and implementing these strategies, brands can better navigate the complexities of author E-E-A-T and enhance their standing within Google's search ecosystem.
