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Optimising content beyond the checklist: Leveraging Google’s expertise–authoritativeness– trustworthiness principle for search engine optimisation
Journal of Digital & Social Media Marketing,
10
(2),
125-134
(2022)
Abstract
Since 2019, Google’s algorithm has increasingly focused on content. For some websites, this has resulted in fluctuations in organic visibility following algorithm updates, with some reportedly losing as much as 80 per cent of their organic visibility. This serves to underscore the fundamental importance of content quality. This paper examines the importance of Google’s ‘expertise, authoritativeness and trustworthiness’ principle, and presents some of the levers for optimising according to it.
Keywords: SEO content; content optimisation; content creation; page quality rating; E-A-T; YMYL; core updates
The full article is available to subscribers to the journal.
Author's Biography
Lisa Fellinger is the SEO Team Lead at The Boutique Agency. She is passionate about growing organic traffic, technical knowledge on the team and client side, and website quality factors. She has extensive experience in the fields of search engine optimisation for e-commerce websites and the identification of synergies in search engine advertising and optimisation.
Despina Fronimaki is a Senior SEO Manager at The Boutique Agency, where she provides consultancy services for clients across various industries in both the business-to-business and business-to-consumer areas.
