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Optimising content beyond the checklist: Leveraging Google’s expertise–authoritativeness– trustworthiness principle for search engine optimisation

Author

Listed:
  • Fellinger, Lisa

    (The Boutique Agency, Germany)

  • Fronimaki, Despina

    (The Boutique Agency, Germany)

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.

Suggested Citation

  • Fellinger, Lisa & Fronimaki, Despina, 2022. "Optimising content beyond the checklist: Leveraging Google’s expertise–authoritativeness– trustworthiness principle for search engine optimisation," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 10(2), pages 125-134, September.
    • Handle: RePEc:aza:jdsmm0:y:2022:v:10:i:2:p:125-134
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    More about this item

    Keywords

    SEO content; content optimisation; content creation; page quality rating; E-A-T; YMYL; core updates;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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