How does expert content improve SEO?

One of the key mechanisms Google uses to evaluate and rank content is called E-A-T.  This stands for Expertise, Authoritativeness and Trustworthiness.  E-A-T is Google’s way of qualifying the credentials, reputation and honesty associated with the content, 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 will naturally improve expert page rank on Google, as well as on your website and in newsrooms.