Why is expertise important for SEO?

In terms of qualifying the importance of and subsequent search ranking of content Google relies on the notion of E-E-A-T.   This stands for Experience, Expertise, Authoritativeness and Trustworthiness.  It questions the credentials, reputation and honesty associated with the content it cralws, as well as the author and publishing domain. In fact, Google’s emphasis on E-A-T shows just how vital expertise marketing is to knowledge-based organizations. A well-designed expertise marketing program, with up-to-date expert content on a proven will naturally improve expert page rank on Google, as well as on your website and in newsrooms.