“I baked many of these cakes with SEO

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experience and expertise in the subject matter and that they arean authority on it. Together, these three overlapping concepts help buildTrust—which Google (cl)aims to identify and reward. But, Smink believes manycontent creators and companies are getting this wrong. This is because, for a longtime, Google rewarded content with the right keywords and decent content. ©Chantal Smink

and content. In 2016, I wrote about brushing your hair when it’sgetting greasy. I had Chinese Thailand Phone Number List  no experience with hair, I didn’t know anything about it.I just googled it. I was like an early ChatGPT. I rehashed it and put itonline. It ranked—very well. We sold a lot of shampoos.” But we’re in 2023, andthings have changed. “Who thinks Gordon Ramsey is the [expert]? I have an AboutMe page, too, and I have a bio. So why aren’t I the [expert]?

Well, of course I’m not. This is what we SEOs need to know: justbecause you make yourself look like an [expert]—you aren’t actually it.” ©Chantal SminkSmink’s point is that you can’t “SEO” your way into E-E-A-Tbecause the E, E and A in E-E-A-T come from the “real world”—what you’ve done,how long you’ve been doing it, how participant you are in conversations. Tomeet Google’s challenge of E-E-A-T, companies must