Why expertise is important and why Google needs information about authors

The attribution of material today is no less important parameter for ranking a resource by the Google search engine than the usual uniqueness, nausea or spamming. For effective promotion, you need to convince the search engine of the expertise of a particular author and his impeccable reputation. Naturally, site owners have questions:

• What is the author’s role?
• By what criteria does the system evaluate it?
• Why is it not enough just to specify the name of the copywriter?
• Do you need a real specialist or a fictional character enough?
• How to deal with specialized publications and where to order medical texts.

Acquaintance of an expert with a search engine to gain the trust of the latter is an important step for a worthy assessment of the posted content by the YMYL algorithm and factors E-A-T rankings. What are they and what are they used for? Let’s take a closer look.

Who evaluates expertise and how

YMYL algorithm and E-A-T ranking factors are the main criteria for judging content on topics such as health, breaking news, professional and legal advice. The nuances that are not available to the systems are studied by the assessors of the search engine. They are the moderators of the issuance and are guided in their work by specialized resources, parameters and programs.

YMYL: Trick or Treat?

Algorithm Your Money or Your Life applies to resources that directly or indirectly influence users’ health decisions and medicine, public life, finance, payments, goods, services and a number of other categories. It is generally accepted that the recommendations of experts with authority in their field improve the visibility of sites.

How does it work? Expert articles are often read to the end, delving into the details. They are more likely to be distributed in media resources and between users on social networks.

E-A-T Task

E-A-T ranking factors stand for:

• E — Expertise;
• A – Authoritativeness (authority);
• T – Trustworthiness.

They are used in relation to YMYL resources. The posted content must be created by an authoritative author, structured, contain tabular materials and conclusions. The site will be highly trusted by the search engine and will rise in the search results if it takes into account many of the E-A-T factors. Consequently, the resource will be considered expert in the eyes of users, which has a positive effect on its economic development.

Signature value for author, website and company

Authorship should be considered as one of the components of effective promotion. It will be useful for all parties involved:

• the author can create a personal brand, increase their own awareness in the field, establish business relationships with colleagues and potential customers;
• the site gains trust from search engines and additional traffic due to reposts, increases authority, improves visibility in search results;</li >
• Search engines determine the position of a resource in the ranking.

What is the right thing to do if there are expert authors, but they are unknown to the general public? Seo experts argue that they should be specified in any case. This is important for the future analysis of materials: it will be possible to identify authors whose materials are more often read by users and are better ranked.

Requirements for an expert author

For an objective assessment of the author, search engines need to get basic information about him. In order to correctly “introduce yourself” to a search engine‎, you need to provide it with extensive personal data:

• Personal profile on the site with personal and contact details, photo, Curriculum Vitae, providing diplomas, certificates, printed materials, links to third-party publications venues.
• Social media profile. It is necessary that it contains profile content, is distinguished by the activity and involvement of other users. At the same time, it is strictly forbidden to cheat the rating and subscribers.
• Publication of materials in printed authoritative specialized publications, own published books, confirmation of participation in video broadcasts on trust sites.
• Citation, availability of reviews on specialized resources from customers, colleagues, teachers, students, business partners.

Declare Google Expertise

Transformation into an expert author with an ideal reputation is a painstaking and rather lengthy process that requires regular and consistent actions . To declare yourself to the search engine, you need:

• In each article, provide information about the author. With an increase in the number of signed publications, the recognition of a specialist will grow, which is necessary for the formation of a personal brand. You should not hope for a quick result, but the long game is definitely worth the candle.
• Register a work social media account. It should not be confused with personal. The profile, which will be subsequently evaluated by search engines, must contain a real photo and full name, publications with profile materials. Be sure to make sure that there are no bots among the subscribers. “Inflated” friends will not add trust to search engines, for which it is not the quantity but the quality that matters in the first place.
• Tell in detail about education and path in the field, indicating educational institutions, scientific degrees, courses taken, attended master classes and trainings, show reviews customers.
• Publish materials not only on the main site, but also on other resources. It is necessary to strive to become an expert whose opinion is referred to by large media.
• Write, publish your own book.

Olha Tyshchenko

Editor

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