E-E-A-T: expertise, experience, authoritativeness, and trustworthiness.
Google loves fresh and valuable content, which is why a part of its algorithm focuses on E-E-A-T (expertise, experience, authoritativeness, and trustworthiness). Content that is created by your team should show elements of this across your website.
A great article will include your business experience and knowledge, and may also showcase your trustworthiness by adding in reviews or case studies. Something that is not so easy to do if you use AI content.
Google have been considering how they handle AI content, as companies around the world are using tools, such as “chatgpt”, and they have gone as far as to say this:
“When it comes to automatically generated content, our guidance has been consistent for years. Using automation—including AI—to generate content with the primary purpose of manipulating ranking in search results is a violation of our spam policies.”
So, if you wish to success at SEO, and get found first, then you need to consider writing good quality, fresh, new content either in-house or through a copy writing service.
E-E-A-T broken down
Expertise – showcase your expertise when writing content, by referring back to other articles you have written about the same subject, this way you are showing that you have been writing about this particular subject, such as “content creation“, for a while. Additionally, when you link to other content on to your site, the act of internal linking (properly) also helps SEO.
Experience – showcase your experience when writing content, by referring back to what you have done for your clients. For example, at M3 we work with our SEO clients to analyse and amend the content they create, and also by creating content on their behalf. All of this helps them be found online.
Authoritativeness – showcase your authoritativeness by sharing examples of where you too the lead as a business, this could be by including details of your LinkedIn group, or a membership association, or it could be that a colleague delivered a presentation to a particular group of people. For example when M3 delivered a presentation about marketing, including SEO, to British Water and Google, at Google, London.
Trustworthiness – showcase trustworthiness by including what others have said about you, or case studies, which will enhance the article you are writing, and also finalise the E-E-A-T process. For example, M3’s case studies relating to content and SEO can be found here.
So you see, AI is good for ideas, but please write the content yourself if you want to be found online. of course, you can always ask us to help.
