If you’ve been following SEO news carefully over the past few months, you would have noticed that Google released its Search Quality Evaluator Guidelines in November 2015. The guidelines are designed to help webmasters master their job and comb through the complex ranking system. While they do not simply tell you how to win at SEO and get top ranking results, they do provide crucial information about what exactly search engine evaluators are looking for, what makes a high-quality page, and how content should be written.
The document is 160 pages long, which may seem overwhelming for some. One of the most important takeaways of the document is the need to hire expert writers who will add a true level authority to your web content, especially the content that Google views as being of high important. That is, someone who has experience in what they’re writing about.
E-A-T “Expertise, authority, trustworthiness” is a newly-invented Google acronym for what exactly the search engine feels makes up a high-quality page. According to Section 4.3 of Part 1 of the guidelines, “High-quality pages and websites need enough expertise to be authoritative and trustworthy on their topic.”
At first glance, that may seem a bit unclear, but Google goes on to elucidate its expectations. The guidelines state that, in order for a page to have those qualities, it needs to feature “expert” content written by “expert” writers:
- Complex medical advice should only be given by people or organizations that possess the accreditation and qualifications to give the advise. It should, likewise, be written in a professional style and will need to be reviewed, updated, and edited regularly in order to ensure that it remains current and authoritative.
- Complex financial advice, tax advice, or legal advice should be written by expert writers and will need to be updated regularly.
- Important advice pages that may affect a person’s finances or well-being (this includes investment pages, home remodeling pages, and parenting pages) needs to be written by an “expert” source.
- Hobby pages on topics like hockey, horseback riding, or photography, require expert writers.
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How To Hire Expert Authors
Micro-Influencers will be the best fit for this type of content marketing work. Micro-influencers will be just like the big influencers you see on LinkedIn, but with fewer followers and less experience. Less experience does not necessarily mean they are not the right fit. Everyone has to start somewhere. Here are few qualities to look for in the perfect-fit micro-influencer:
- They have a large and diverse portfolio of work.
- They know their stuff passionately well.
- They are faster than you can possibly be.
- They don’t cost you an arm and a leg.
- They can identify missed content opportunities.
- They can work with you off and on.
- Their content is engaging to readers who proudly share and like it on social media channels.
- They are able to provide real client testimonials as well as LinkedIn recommendations upon request.
- They have an existing fan base on their social media channels that is relevant to your niche. Make sure the fan base is real and regularly engages with the content that the micro-influencer writes.
About Alex Noudelman
Alex Noudelman is an educator, coach and Digital Marketing Manager with over 5 years of experience. Alex enjoys and strives to motivate others to better themselves professionally and on a personal note. Feel free to contact him if you have any questions or would like a specific topic covered.