Prior to developing the EEAT (Expertise, Authoritativeness, Trustworthiness) framework, Google initially focused heavily on on-page Search Engine Optimization (SEO) factors, the number of backlinks, and webpage content relevance.
While these traditional SEO practices are still important today, there has been a recent shift towards prioritizing the credibility and authority of content creators and publishers, especially in sensitive industries like healthcare and finance.
This blog will explore the importance of establishing solid author authority according to the latest Google algorithm updates, provide helpful expert advice on building author authority, and discuss how to leverage external sources to boost author credibility.
While SEO has traditionally been about refining websites and content, the May 2024 Google leak unveiled a significant shift. In the recent Google update leaks, it was revealed that Google has shifted its focus from merely recognizing the website itself to identifying the ‘website owner’ or ‘publisher.’1
This indicates that SEO strategies must now account for the reputations of both authors and site owners, as Google is prioritizing authority and trust in its search rankings.
This is especially crucial if your website tackles YMYL (Your Money, Your Life) topics like health, finance, and legal matters, as Google aims to combat misinformation by prioritizing trustworthy content in search results.
Additionally, Google evaluates user engagement, prioritizing content that keeps visitors on the page, interacts with them, and fulfills their search intent.
In the recent May 2024 Google leaks,2 the term ‘website owner’ now replaces ‘website’ in the guidelines, signalling that Google requires clarity on who is accountable for the content. If Google can’t identify the publisher, it questions the credibility of the website.
Just as Google now places significant emphasis on identifying publishers, it also places a growing focus on recognizing the author entity behind the content. With the isAuthor variable introduced in the recent updates, Google aims to ensure that content creators are trustworthy and reliable. Here are some key tactics to build and maintain author authority, ensuring Google recognizes and trusts your authors.
Building authority starts with a solid SEO strategy. This includes core practices such as optimizing content for target keywords, enhancing technical SEO, and refining site performance for both desktop and mobile users.
At Wisevu, we incorporate traditional SEO practices with a dynamic approach, constantly refining our strategies to align with the latest industry trends and algorithm changes. Our proven SEO strategies have helped numerous clients secure a position in the top 3 Google search results for competitive keywords, driving sustained traffic and long-term success.
Expert Tip: Strategically place internal links throughout your site to create topic clusters, as this will help Google better understand your content structure.
To ensure that Google recognizes and trusts the author, it’s crucial to build comprehensive, clear author profiles that remain consistent across all platforms. This includes your Google My Business profile, social media channels like LinkedIn and Facebook, your personal website, and profiles on relevant professional networks. Each profile should include detailed information about the author’s credentials, experience, and expertise.
Incorporating schema markup, such as author and Person tags, also helps Google link the author to their content, improving recognition and rankings.
Accurate and insightful content is a clear reflection of the author’s industry expertise. To establish authority through your content, it’s crucial to address the real concerns and questions of your audience, providing them with well-researched, credible information. This requires thorough research backed by reliable sources such as industry reports, case studies, or expert opinions.
Additionally, it’s essential to review and update your content regularly—aim for at least once every quarter. This ensures that your material remains accurate, current, and relevant to both your audience and search engines, enhancing long-term credibility.
Gaining recognition from authoritative sources through citations and backlinks from reputable websites can significantly boost your site’s credibility. Although citations and backlinks often overlap in their function, it’s important to recognize their differences.
Backlinks are links between websites, acting as votes of confidence that boost SEO rankings. High-quality backlinks from reputable sources improve a site’s credibility.
Some of the most effective ways to earn backlinks include contributing guest posts to reputable industry websites, creating valuable resources like infographics and how-to guides that other sites want to reference, and finding broken links on high-authority pages where you can offer your content as a replacement.
Citations refer to mentions of your business or brand on other websites, often in the context of local SEO. Citations typically include your business name, address, and phone number (NAP) but don’t always contain a direct hyperlink to your site. Citations help search engines verify the authenticity and presence of a business, particularly for local search results.
There are multiple ways to secure citations. You can start by submitting your business to online directories like Google My Business, get listed on websites related to your industry, and maintain an active presence on major review platforms like Yelp and TripAdvisor.
Make sure that your business information remains consistent across all platforms, as this consistency helps search engines validate your business’s authenticity.
Simply connecting your website with Google reviews isn’t enough. To establish trust and credibility effectively, you must implement a solid Online Reputation Management (ORM) strategy.
Approximately 75.5% of consumers rely on online reviews when deciding to make a purchase, and 49% highly value online reviews just as much as personal recommendations from friends or family members.3
This highlights the key role that ORM plays in building customer trust. In fact, a product with just five reviews is 270% more likely to be purchased compared to one with no reviews at all.4
At Wisevu, our comprehensive ORM services take a proactive approach to reputation management by monitoring online reviews, addressing customer feedback in real time, and creating strategies to highlight positive testimonials. This ultimately builds long-term trust with your audience.
Google’s focus on author and publisher authority makes it essential for websites to go beyond basic SEO tactics. Building a comprehensive reputation management strategy, optimizing author profiles, and consistently delivering quality content are now key components.
Our team at Wisevu understands how to implement these strategies to not only build your authority but also help Google recognize your site as a trusted source, driving higher rankings and consistent traffic.Partner with Wisevu now to get tailored digital marketing strategies that align with your business’s unique goals, ensuring you stand out as a trusted authority in your industry or niche. Fill out our online form and get a free proposal.
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