However, there is more to the story if brands aim to establish trust, authority, and rank on Google; they require high-quality content developed by specialists.
With the intensifying competition among search engines, brands are increasingly depending on expert contributors to enhance their rankings. Nothing pleases Google more than well-crafted content from knowledgeable individuals in their respective fields. By providing Google with what it favors, you are bestowed with trust, authority, and a continuous flow of potential customers.
However, as the demand for expert content continues to rise, the experts themselves become more expensive. It is unlikely that someone with a law degree or Ph.D. would be willing to create content for just a few cents per word. So, if you want to gain trust and authority in Google’s rankings, you will have to pay a higher price, correct?
Well, it actually depends, you know?
Why Brands Leverage Experts for Content
Half the battle is not only wowing readers, but also showing the unmistakable signs of an experienced and passionate writer. The genuine nature and clarity of ideas distinguish the content from its competitors, creating a sense of trust and assurance.
Google also expects the content to be impressive.
Google continuously refines its highly sophisticated algorithms in order to offer the most relevant and highest quality content. It is important to note that these algorithms have the capability to differentiate between excellent and subpar content. Fortunately, Google shares its E-A-T guidelines to inform content producers about its expectations.
We have extensively discussed the significance of Google’s E-A-T guidelines for brands and how they affect content creation and search engine rankings. To put it simply, Google expects to find well-written, reliable content produced by knowledgeable experts with profound insights.
Due to this factor, marketers are seeking the assistance of skilled writers to create reviews, purchasing guides, and articles demonstrating expertise. In a society where false information and uncertain endorsements prevail, if you can establish reliability and credibility in your field, the chances of successful conversion are significantly higher.
Defining an Expert Writer
Although Google favors content created by experts, it is crucial to understand what qualifies as expertise. The guidelines do not suggest that your content creators must possess advanced degrees in the relevant field. Google acknowledges that expertise can be acquired through various life experiences, regardless of whether they are formal or informal.
For instance, consider this paragraph extracted from the Search Quality Evaluator Guidelines of Google:
It is not necessary to possess formal expertise in certain subjects. Numerous individuals write highly comprehensive and useful evaluations of products or restaurants. Likewise, many people participate in discussions, blogs, and other platforms where they share valuable tips and personal life encounters. These individuals, with their life experiences, can be perceived as authorities in their respective fields. Hence, if the content creator appears to have the requisite type and extent of life experience to qualify as an “expert” on the subject, we will acknowledge this “everyday expertise” and refrain from penalizing them or their webpage/website for lacking formal education or training in the relevant field.
The way Google categorizes expertise varies depending on the specific field. Even for complex subjects like finance or health, informal experience is considered valuable. An instance is provided where caregivers exchange valuable advice on a forum about taking care of chronically ill loved ones. Their first-hand experience qualifies them to share their insights.
James Pollard, the founder of The Advisor Coach, a marketing consultancy firm that collaborates with financial advisors, explains that when searching for an expert, he values credentials but believes that they don’t necessarily need to be in the form of a formal designation. What he truly looks for is someone who has proven their expertise, and having a blog dedicated to a specific subject greatly assists in assessing their capabilities.
The criteria set by Google become stricter when it comes to subjects related to “your money, your life” (YMYL). This can have potential consequences on an individual’s finances, health, or overall well-being, prompting the search engine to be more selective about the qualifications of the content creators. Nevertheless, the underlying message remains unchanged: the level of expertise in the writing should align with the significance of the subject matter.
How experts can help you create valuable content
Here are four ways to work with experts for content:
1. The trade show interview
A trade show is the perfect location to conduct on-location interviews with experts, as it provides an excellent opportunity to obtain valuable content from knowledgeable individuals. With numerous experts present, specifically relevant to your topic, you can easily approach them for a quick interview when they are most likely to be receptive.
Make sure to schedule the interview beforehand to ensure that the expert is ready for the event.
2. The book interview
When experts are releasing a new book, it is one of the optimal periods to seek their advice.
The usual aim of the author is to promote their book and gain visibility. Furthermore, the book often comprises fresh concepts that may capture the interest of your audience.
I contacted Seth Godin when his latest book was nearing publication to offer my assistance. As a result, I conducted an interview with him, discussing his book “Poke the Box” and his efforts to revolutionize the book industry.
The audience was captivated by it, and Seth successfully achieved his goal of promoting the concepts discussed in his book.
To make it easy to transform the interview into an article, it is recommended to record the interview and get it transcribed.
3. The guest post
If you possess the means to reach an audience that experts desire to engage with, contemplate extending an invitation to them to contribute a guest post for your blog.
Many of your favorite blogs, including Social Media Examiner, make use of numerous expert guest-written content.
For instance, Copyblogger’s Brian Clark enlisted the services of copywriter Roberta Rosenberg to create a set of landing page makeovers, which swiftly became a highly regarded asset on the website. Even if the readers were unfamiliar with Roberta’s name prior to writing the series, her exceptional advice and guidance were evident throughout the series.
It is important to keep in mind that experts are often occupied and posting content on your site requires a significant commitment. Therefore, you should provide compelling reasons why they should consider writing for your platform. It is worth noting that if your audience is currently limited, offering “exposure” may not be a convincing argument.
If you are not yet able to present your argument convincingly and your source of expertise is a blogger, inquire whether you can contribute an article as a guest on their website. Although it requires effort, doing so can yield significant advantages.
4. The TV show
Consider inviting an expert to host an online TV show if you have a charismatic individual who is willing to form a genuine partnership.
Tip: Once again, ensure you are fully dedicated to this significant undertaking and take all necessary steps to ensure the expert enjoys a pleasant and effortless experience. Develop a consistent plan for the show and handle as many of the preliminary tasks as you can.
