ExpertFile is the worlds largest open-access, curated search engine for experts. ExpertFile is the best way to search and connect with credible experts on over 50,000+ topics. Our award-winning software platform is trusted by leading knowledge-based organizations to help them manage and connect their research and perspectives to a broader audience.

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Contact expert @[Full Name](fullname), @[Job Title](job_title) at @[Organization](organization) for media, speaking, professional opportunities and more.

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At ExpertFile, we understand the critical role that expertise marketing plays in driving both reputation and revenue for organizations. As Co-founder and VP of Product at ExpertFile, I am focussed on delivering innovation that unlocks the hidden expertise within all organizations, helping both large and small organizations better connect with key audiences.

With powerful management, distribution, and promotional capabilities, we help drive reputation by seamlessly connecting your experts with valuable media, event, and business opportunities. As the only purpose-built platform for expertise marketing, we effortlessly integrate with existing technologies, ensuring our clients can optimize how they profile their experts and showcase their expert insights.

Trusted by prestigious academic, healthcare, and corporate institutions, ExpertFile has consistently proven its value in driving market visibility and quality connections. Our innovative approach has not only been recognized by industry leaders but also validated by the tangible results our clients achieve and prestigious industry recognition.

Take a look at how we're helping organizations achieve their Expertise marketing goals: https://exprt.co/success

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When it comes to content marketing, the majority of business-to-business (b2b) marketers surveyed in a recent Forrester report revealed they are not as mature as they think.

Forrester CMO blog Reveals Most B2B Marketers Can't Connect Their Content Activity to Business Value 

Laura Ramos, VP and Principal Analyst in Forrester’s CMO practice has some sobering comments about the state of content marketing.  She states that “CMOs will need to take a hard look at skills, staff, and creative resources directed at content production.  Staying the current course will not be productive long-term. The study revealed just 4% of those we surveyed are true masters of content marketing. 

This week, Google started prioritizing mobile-friendly websites in google searches made on a smartphone. the change could hurt businesses whose sites don't pass google's mobile-ready test.

Experts Available to Comment on Today's Google Mobile Changes

Google's latest update, dubbed "mobilegeddon" began rolling out yesterday.  This update poses a significant threat to the way top websites are ranked in its search results. Google has effectively changed its definition of mobile readiness. Our experts have been studying this development closely, and can provide commentary for journalists looking for perspectives on this emerging story.

“Our Research on over three hundred websites in North America reveals that only 22% of organizations pass Google's new definition of mobile responsiveness,” says Robert Carter, Co-Founder and Vice President of Product at Toronto-based software company, ExpertFile.

"Google is clearly sending a signal that the marked increase in mobile device usage matters. The needs of mobile users must be recognized in the way that relevant search results are delivered,” writes Peter Evans, Co-Founder & CEO at ExpertFile.

Broadcast reporters are encouraged to connect our media relations department via ExpertFile, or contact George Raine at graine@expertfile.com or via cell at (647) 784 7191.

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Co-Founder & VP Product

  The way we find expert information online is changing fast. With the rise of Google’s AI-generated overviews (formerly called Search Generative Experience), the top spot on the search page no longer goes to the highest-ranking blue link. Instead, AI now summarizes answers using a blend of machine learning, structured data, and trust signals—pulling directly from a variety of select sources across the web.

If  institutions—whether academic, healthcare,  corporate or others—aren't aligning its expert content with these new rules of discovery, your experts may be left out of the conversation altogether.  Don't miss being featured in media stories, invited to speak at events, or approached for business and collaboration opportunities.

This is the moment to double down on structured data and transparent authorship—because AI-first search is rewarding expert clarity, not just content volume.  The following provides a quick breakdown as to how AI Search, Google’s EEAT principles, and Schema.org structured data work together—and what you can do to ensure your expert content...and your experts, gets surfaced, cited, and trusted.
  What Is EEAT and Why It Matters in AI Search  EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness—the core framework Google uses to evaluate whether content is reliable and deserves to rank, especially in high-stakes areas like health, education, and finance.
 In AI-powered summaries, Google doesn’t just look at keywords—it looks for:

Real people with demonstrable credentials Clear affiliations with reputable institutions Consistent authorship and transparency Trust signals like citations, bios, and professional history  EEAT in Action:  Why Schema Markup Is Your AI SEO Power Tool EEAT signals work best when they’re machine-readable—that’s where Schema.org structured data comes in. It acts as a translator between your content and Google’s AI. 

Schema tags are pieces of structured data that help search engines understand the content and context of your web pages. They translate human-readable information—like author names, job titles, and article types—into machine-readable signals that boost visibility AI overviews and search results. Implementing Schema helps ensure your expert content is eligible for inclusion in AI overviews. Key schema types include:

{Person} – for expert bios {ScholarlyArticle}, {Article}, {FAQ} – for authored content {Organization}, {MedicalOrganization}, {EducationalOrganization} – to establish credibility {sameAs} – to reinforce expertise by connecting external profiles (LinkedIn, ORCID, Google Scholar)  Schema in Action:  AI Overviews Favor Structured, Credible Expert Content  Google’s AI overviews are designed to synthesize trustworthy sources—not just surface-level blog posts or SEO-churned pages. That means expert content that is:

Authored by named individuals with clear credentials Structured for readability and machine parsing Linked to institutional authority and trust domains  If your experts don’t meet these criteria—or if Google’s crawlers can’t understand the relationships between person, organization, and content—your insights may never reach the surface of the AI summary box.

 How ExpertFile Optimizes for AI-Driven Search AI search is no longer just about keywords—it’s about credibility, structure, and clarity. Institutions that invest in properly structured expert content will not only rank better—they’ll become the source quoted in the next generation of search. ExpertFile is purpose-built to maximize visibility and trust in this new era of AI search. Here’s how:

Structured Expert Profiles: Every expert has a dedicated page with rich Person schema, bios, credentials, affiliations, and publication history. Schema-Tagged Content: Articles, media spotlights, and FAQs are marked up using Schema.org types like ScholarlyArticle, FAQPage, and Article. Institutional Credibility: Profiles are embedded within .edu, .org, or corporate domains—reinforcing trust with Google’s algorithms. Cross-Linked Authority: Integration with Google Scholar, LinkedIn, and ORCID ensures a 360° trust profile across the web. Mobile-Ready & Indexed: ExpertFile content is fully indexable and distributed across web and mobile platforms—supporting discoverability everywhere AI pulls from.  With ExpertFile, your experts are not just listed—they’re positioned, structured, and ready for the AI spotlight. Learn more about how ExpertFile helps organization's benefit in the new era of AI.


Why Your Experts Might Not Show Up in Google AI Overviews — And How to Fix It

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Why Organizations Must Rethink Expertise

 In a fast-moving landscape shaped by AI, hybrid work, and constant information shifts, organizations can’t afford to overlook their own expertise. Yet many still do — because the most valuable voices are often hiding in plain sight. We call them "invisible experts".

These aren’t just the well-known thought leaders or executives quoted in media. They’re the researchers, engineers, clinicians, analysts, and project leads quietly shaping strategy, driving innovation, and influencing outcomes every day. They have deep knowledge, practical insight, and the credibility to build trust — but they’re often left out of the spotlight.

And that’s a problem.

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The Expertise Gap  Many organizations, both corporate and institutional struggle to define what makes someone an “expert”. Without a clear framework, expertise is often equated with job title, seniority, or public visibility. But in reality, expertise is multidimensional. It includes formal education, yes — but also lived experience, community influence, original research, and the ability to explain complex ideas clearly.

If your organization wants to stay competitive, earn media attention, attract speaking engagements, partnerships, or influence your industry, you need a deeper bench of visible expertise. And it starts by identifying who your real experts are — not just the obvious ones.

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 7 Dimensions of Expertise  Here are seven ways to think about expertise beyond the traditional credentials:

Authority – Known as a go-to source in their domain. Advocate – Actively supports and elevates their professional community. Educator – Shares knowledge through teaching, speaking, or mentoring. Author – Publishes original insights or thought leadership content. Researcher – Contributes new data, analysis, or findings in their field. Practitioner – Applies knowledge in real-world contexts daily. Graduate – Has academic or technical training in a focus area.  Not every expert is made for the stage or the media spotlight — and that’s okay. Some are best behind the scenes, helping create compelling content, briefing spokespeople, or surfacing insights from the field. Your job is to recognize the different ways people can contribute and make that part of your strategy.

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Visibility ≠ Seniority  In the era of LinkedIn, personal branding, and AI-powered content, professional visibility is no longer tied to hierarchy. A mid-career professional, with a sharp take on current events might be more discoverable — and more in demand — than a long-tenured exec with little digital presence.

That’s why organizations need to shift from thinking about expertise as a ladder, to thinking of it as an ecosystem. Not every expert wants to build a personal brand, but many are ready to contribute — if they’re supported and recognized.

Here’s the truth: If you don’t tell your story, someone else will. And if you don’t help your experts show up in the right places — search engines, newsrooms, speaker directories, donor meetings — opportunities will go elsewhere.

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Give Your Experts a Digital Home  Even after you've identified your internal experts, the next question is: Where do they live online? Too many organizations treat expert content like an afterthought — scattered across bio pages, outdated PDFs, or buried in press releases. To unlock the real value of your expertise, you need to give it a proper home.

That means:

Expert Profiles that showcase credentials, insights, and media-friendly info Expert Posts that surface their latest research, commentary, and thought leadership Searchable Directories that help media, partners, and the public find the right voice fast Inquiry Management tools that streamline incoming requests and drive results  A centralized platform makes it easier for both internal teams and external audiences to discover, engage, and activate your expertise — whether it’s for media interviews, event invitations, donor conversations, or strategic partnerships.

Without it, you're leaving visibility and value on the table.

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Is Your Organization Ready?  Expertise is one of your most valuable and underutilized assets — but turning it into impact requires more than a list of names. You need to take stock of your internal bench strength, identify the experts who are ready to lead, and invest in the systems that make their voices heard.

Start by asking:

Who in our organization has untapped insight? Who’s already engaging audiences but flying under the radar? What tools, platforms, and support can we provide to amplify them?  Recognizing your invisible experts is just the first step. Giving them a digital home and helping them engage with the right audiences — that’s how you turn knowledge into opportunity. 

Learn more about how ExpertFile helps organization's shine the light in these Invisible Experts. 

The Hidden Power of Invisible Experts

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ExpertFile’s latest Spotlight release is designed with journalists in mind.

 Getting more media coverage is all about helping journalists find everything they need to get their stories out on deadline. Simple right? Well, that depends.  Our research shows that most media relations and comms departments are significantly resource-constrained when it comes to pitching experts.  And even when you are pitching it’s a challenge. Industry research shows that 97% of pitches fail to generate coverage.

The secret is to publish content that draws in journalists in a way that helps them immediately understand (within seconds) how you can help them enhance their stories with your experts. 
What if there was a way to get all this done in minutes?  Not days. 

Welcome to our latest Spotlight release, designed to help you organize your expert content in the most engaging ways possible.  We’ve made enhancements in 5 key areas:
 Create a More Engaging Design that is Optimized for Mobile Your brand’s identity matters. Our new design ensures your Spotlight Posts reflect your unique style and voice. With bolder headers, enhanced logo placements, customizable fonts, and color schemes, you can create more visually stunning posts. And unlike a lot of other websites, your pages will be beautifully optimized for mobile—which is how most journalists will see your content. 

Tell a More Visual Story with Images Research from HubSpot indicates that content with relevant images gets 94% more views than content without.  It’s time to get more visual.  With our higher image resolution plus new editing tools like text wrap and captions, you can really make your images stand out. Plus we’ve helped solve the problem of sourcing images.  We’ve now added access to thousands of royalty-free stock images for your posts - it’s all covered as part of your ExpertFile subscription.

Make Your Experts Really Stand Out We’ve now made it even easier to display your experts more prominently with enhanced “expert callouts,” which are specially designed to engage journalists with the key information they are looking for. And our pagination features allow you to add content that sets your experts apart.  Within seconds you can add videos and images or even stylized quotes from your previous media coverage.

Leverage the Latest AI Tools for Faster Content Creation We’ve turbocharged our AI writing tools using OpenAI’s latest release. Enhance your content by generating innovative story ideas and draft posts with AI. This power is all conveniently built right into our editor to save you time.

Save Time with Content Repurposing Creating high-quality content takes time and effort, and we want to help you get the most out of it. With our new publishing date feature, along with our current scheduling capabilities, it is easier than ever to make use of existing content effectively. This gives it a second life as part of your expertise marketing efforts while allowing you to better connect it to your experts to drive inquiries.

Clone Your Posts for Even Faster Creation. Being able to leverage that perfectly crafted post going forward quickly and easily can help you jump on opportunities as they present themselves.  With cloning you can take the layout elements and simply updated the content to highlight new experts or areas of expertise that you wish to showcase.

 
And that's not all…

You’ll still enjoy all the current benefits of "Spotlight Posts," including distribution through expertfile.com, integration into expert profiles, full SEO compliance with advanced meta and schema data, and various options for adding this valuable content to your website.

Ready to elevate your expertise marketing game? Dive into these new features and watch your content—and your experts—shine brighter than ever.

Want to see it in action? Check out the sample we’ve shown here, which we generated with Milwaukee School of Engineering (MSOE) to feature their experts during the Republican National Convention. We can also set you up with a customized demo showing how all this can make your experts stand out. Let us know what you think!

About ExpertFile ExpertFile is changing the way organizations tap into the power of their experts to drive valuable inquiries, accelerate revenue growth, and enhance their brand reputation. Used by leading corporate, higher education and healthcare clients worldwide, our award-winning platform helps teams structure, manage and promote their expert content while our search engine features experts on over 50,000+ topics.

Download our "Guide to Expertise Marketing", book a demo and more here. 

Could This Be the Ultimate Way to Showcase Your Experts?

A brand isn't just a logo or tagline. It isn't just advertising. It’s a promise of value you deliver to customers. In an over-communicated world, great brands are the mental file folder that customers access when making the most complex of buying decisions.

Brand Strategy & Market Positioning

It starts with understanding what organizations really have in terms of market potential and ability to serve customers.   Learn how to identify the most urgent pain-points and requirements in a disciplined process of bringing a product to market.

Market Driven Product Management

Understanding the core elements of quantitative and qualitative tools and methods that create relevant insights to drive real-world business decisions.  

Marketing Research: A Practical Approach

From selecting to communicating your segments to key stakeholders.  An introductory look into the the topics and tools needed to better define your market. 

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