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  • Writer's pictureMark A Preston

Google's Expertise Perception: Shaping Your Online Authority

Updated: Mar 10

In my recent conversation with Kristine Schachinger, a renowned name in the world of SEO, we explored the intriguing topic of how Google perceives and recognises experts based on their online content. This is a subject close to my heart, as understanding Google's approach can significantly impact how we, as digital content creators and SEO professionals, tailor our online strategies.

online authority

Google’s View on Online Expertise

  • Recognition Beyond Name Recognition: Google's approach to identifying experts goes beyond just recognising names. While a doctor cited in Google Scholar may have a certain degree of recognition, it's not solely about citations or academic accolades.

  • The Role of the Entity Graph: The entity graph plays a crucial role. It's about how much your content aligns with the search queries and the context within your field of expertise. This approach makes it more about the quality and relevance of the content rather than just the individual's background or qualifications.

  • Limitations in Verifying Authenticity: Verifying the authenticity of an expert’s background poses challenges. As Kristine pointed out, even renowned scientists and doctors have been known to fabricate their histories. This makes relying solely on personal credentials a less reliable signal for Google.

Implications for Content Creators and SEO Professionals

  • Focus on Quality and Relevance: Your online content should emphasise quality and relevance within your field. Ensure it addresses the needs and queries of your target audience effectively.

  • Building a Strong Entity Graph: Enhance your online presence by interlinking your content with relevant and authoritative sources within your field. This helps in building a stronger entity graph and establishing your authority.

  • Leverage Diverse Platforms: Utilise various platforms like Google Scholar, industry-specific forums, and social media to disseminate your content. This multi-platform presence can help in fortifying your expertise in the eyes of Google.


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