Featured Post from ExpertFile

SEO: Why Expertise Ranks Higher

The search advantage of showcasing real knowledge over empty clicks.

Oct 29, 2024

4 min

Robert Carter

When the internet took off in the mid-90s, finding content wasn’t for the faint of heart. There were no directories or search engines and if you didn’t know where you wanted to go, you weren’t going very far. In the wild west of URLs, it became abundantly clear that we needed a better way to search.


Yahoo brought us our first directory but in a list of websites, everyone’s content looked equal. That’s when Google stepped up to the plate. Right from the early days of search algorithms, they understood that people valued expert content and we needed a way to rank the credibility and integrity of a webpage. Drawing on his academic background, Larry Page introduced the concept that links could act like citations in a research paper. The original idea operated like a voting system; the more links, the higher the rank. While Google still places tremendous value on expertise, their algorithm for search engine optimization (SEO) has become significantly more complex. We know that it’s combination of on-page and off-page factors but at the end of the day, it boils down to delivering the quality content people are searching for.


CaptionResizeWrap TextRemove


Source: Search Engine Land


Give the People What They Want


Today’s audiences want to build more meaningful connections with the institutions and businesses they engage, and that requires information. It’s not enough to put out an unimaginative website or tri-fold brochure. While these tactics may have worked a short time ago, traditional marketing often fails to deliver the level of detail audiences need to make purchasing decisions. From transparency to accountability, they have high expectations for organizations and the content they provide. They want to know how a product or service will uniquely work for them and how your organization aligns with their vision and values. Most of all, they need expert perspectives and proof you can deliver results. If you want to remain competitive, it’s essential to keep up with these rising demands for easy-to-find, high-quality content and secure you a key spot on Google’s SERP.


CaptionResizeWrap TextRemove


Climbing the Ranks with Expertise


Organizations, particularly those in knowledge-based industries (academia, consulting, professional services, medicine etc.), need to pay special attention to how Google is tuning its search algorithm to index information that is attributed to experts. Factors like quality, keyword research and freshness are all on-page tactics that help webpages improve their rank. With this in mind, here are just a few ways your experts and their content are contributing to your rank on Google:


  • Meta-Tagging: Meta tags are snippets of text or rich media that help audiences understand what’s on your webpage from the Google SERP. To ensure they deliver the most relevant search results, both Google and YouTube have been updating their meta tagging and schema options to allow expert content to be indexed more descriptively. This includes everything from author attribution to expert answers the prestigious Rank Zero which highlights the best possible result to users at the very top of the page.


  • Freshness: The freshness of content is correlated with content relevance, and it’s something Google highly values when ranking search. Not only will outdated employee biographies and profiles on your site negatively impact your ranking on search engines, but failing to deliver timely, relevant content on trending topics will also hold you back. By regularly updating your website with expert content, you’re showing that you’re an active contributor to that topic – building trust your audiences and increasing your rank on Google.


  • Keywords: Google collects and indexes searches from users every day, so the richness of your keywords is critical to your search ranking. In many cases, you’ll find that expert content has a holistic way of providing information about high-searched topics in your industry. When an expert creates content, they not only include the targeted keywords, but they naturally incorporate latent semantic indexing as well which accounts for related terms. This all feeds into Google’s desire to surface the most relevant content and who better to do that than your experts.


All of these factors are important considerations for improving your organic search rank. As a key driver in inbound traffic, improving your organic rank will not only increase brand awareness, but it also delivers higher-quality leads. And by sharing expert content on your digital channels, you’re showing your audiences and Google exactly what makes you an industry authority and why they should engage your business.

Download The Complete Guide to Expertise Marketing


For a comprehensive look at how expertise marketing benefits the entire organization and drives measurable return on investment, follow the link below to download a copy of ExpertFile’s Complete Guide to Expertise Marketing for Corporate & Professional Services, Higher Education Institutions, Healthcare Institutions or Association & Not-for-Profits.

Connect with:
Robert Carter

Robert Carter

Co-Founder & VP Product

Focussed on delivering innovation that unlocks the hidden expertise within all organizations.

Reputation ManagementBrand DevelopmentMarketing CommunicationsExpertise MarketingMarket Research

You might also like...

Check out some other posts from ExpertFile

3 min

Kwanzaa Explained: A Modern Celebration Rooted in Culture, Community, and Purpose

Observed from December 26 to January 1, Kwanzaa is a cultural celebration that centres on African heritage, shared values, and community renewal. While often grouped with year-end holidays, Kwanzaa is distinct in both origin and intent — designed not as a religious observance, but as a time for reflection, education, and collective responsibility. At its core, Kwanzaa asks a simple but powerful question: How do communities honour their past while shaping a stronger future? The Origins of Kwanzaa Kwanzaa was established in 1966 by scholar and activist Maulana Karenga during a period of social change in the United States. It was created to provide African Americans with a way to reconnect with African cultural traditions while reinforcing shared values that support family, community, and social progress. The name “Kwanzaa” is derived from a Swahili phrase meaning “first fruits”, reflecting harvest celebrations common across many African cultures. The Seven Principles: Nguzo Saba Each day of Kwanzaa focuses on one of the Seven Principles, known collectively as the Nguzo Saba. These principles guide the celebration and serve as a framework for reflection and action: Umoja (Unity) – Strengthening family and community bonds Kujichagulia (Self-Determination) – Defining and speaking for oneself Ujima (Collective Work and Responsibility) – Building together and solving problems collectively Ujamaa (Cooperative Economics) – Supporting and sustaining community businesses Nia (Purpose) – Contributing to the restoration and development of community Kuumba (Creativity) – Leaving communities more beautiful and beneficial than before Imani (Faith) – Belief in people, parents, teachers, leaders, and collective struggle Each evening, families light a candle on the kinara, symbolizing progress through these values. Symbols and Traditions Kwanzaa celebrations include meaningful symbols that reinforce its themes: Kinara – The candle holder representing roots and foundation Mishumaa Saba – Seven candles representing the Nguzo Saba Mkeka – A woven mat symbolizing tradition and history Mazao – Crops representing collective labour and productivity Kikombe cha Umoja – The unity cup used for communal reflection Zawadi – Gifts that emphasize creativity, learning, and cultural meaning Celebrations often include storytelling, music, poetry, shared meals, and discussions about cultural identity and social responsibility. Kwanzaa in Practice Today Kwanzaa is observed in the United States and internationally by people of African descent and others interested in African culture and values. It may be celebrated alongside religious holidays such as Christmas or Hanukkah, or on its own. Over time, Kwanzaa has become a platform for conversations about: Cultural identity Community empowerment Education and youth development Economic equity Social responsibility Story Angles for Journalists Why Kwanzaa was created — and why it still resonates today The role of culture in community resilience How Kwanzaa is celebrated across generations Education, identity, and the Nguzo Saba Kwanzaa’s place in modern multicultural societies How families blend Kwanzaa with other year-end traditions Why Kwanzaa Matters Kwanzaa offers a framework for reflection that extends beyond a single week. Its principles emphasize unity, purpose, and shared responsibility — themes that remain relevant in discussions about culture, equity, and community building. In a season often dominated by consumption and spectacle, Kwanzaa provides a values-driven pause — one rooted in heritage, intention, and collective progress. Let's get you connected to an expert! Find more experts here: www.expertfile.com

3 min

Boxing Day Explained: From Acts of Charity to a Global Cultural Tradition

Boxing Day may be best known today for shopping deals, leftover turkey sandwiches, and the collective decision to stay in pyjamas as long as possible. But its origins are far richer — rooted in charity, social responsibility, and long-standing cultural tradition. Observed on December 26, Boxing Day has evolved over centuries from a day of giving into a uniquely modern mix of generosity, sport, family, and commerce. Where Boxing Day Began The origins of Boxing Day trace back to medieval Britain. Traditionally, it was the day when: Churches opened alms boxes to distribute donations to the poor Employers gave servants and tradespeople “Christmas boxes” containing money, food, or gifts Workers who served households on Christmas Day were finally given time off to celebrate with their own families At its core, Boxing Day recognized service, labour, and the idea that generosity should extend beyond Christmas Day itself. A Day for Workers, Not Just Celebrations Historically, Boxing Day acknowledged the contributions of workers — from domestic staff to tradespeople — reinforcing values of gratitude, fairness, and shared prosperity. Long before modern labour standards, it created a structured moment for appreciation and rest. How Boxing Day Is Celebrated Around the World Today While its charitable roots remain, Boxing Day traditions vary by region: United Kingdom A public holiday Known for major football matches, horse racing, and community events A blend of tradition, sport, and post-Christmas relaxation Canada A statutory holiday in several provinces Widely associated with retail sales, winter recreation, and family gatherings Increasingly viewed as a day to unwind, travel, or spend time outdoors Australia & New Zealand Celebrated during summer Defined by outdoor events, including cricket and sailing A festive, recreational extension of Christmas rather than a recovery day United States Not an official holiday, but culturally familiar December 26 is widely marked by after-Christmas sales, professional sports viewing, and end-of-year charitable giving Many American traditions - holiday bonuses, tipping service workers, and year-end donations - closely mirror Boxing Day’s original emphasis on gratitude and generosity Beyond the Commonwealth In several European countries, December 26 is observed as St. Stephen’s Day, carrying its own religious and cultural significance From Charity to Commerce: A Modern Shift Over time, Boxing Day became synonymous with retail — driven by post-holiday inventory cycles and consumer demand. While some argue this shift has overshadowed its charitable origins, others see it as an evolution rather than a replacement. Notably, many volunteer initiatives and charitable campaigns continue to peak on or around December 26, reconnecting the day with its philanthropic foundation. Story Angles for Journalists How Boxing Day evolved differently across cultures Why Boxing Day is a holiday in some countries but not others The economic impact of December 26 retail activity Boxing Day and labour history How sport became a defining Boxing Day tradition Why generosity peaks at year’s end Why Boxing Day Still Matters Boxing Day sits between celebration and renewal — a moment to acknowledge service, extend generosity, and reset before the new year. Its global staying power lies in its adaptability, reflecting the values and rhythms of the societies that observe it Find your expert here: www.expertfile.com

3 min

From Saint to Superstar: The Remarkable History of Santa — and His Many Global Identities

Santa Claus may look familiar — red suit, white beard, infectious laugh — but behind the modern icon is a centuries-long story shaped by religion, folklore, migration, marketing, and local tradition. Far from being a single character, “Santa” is a global collection of gift-givers, each reflecting the culture that shaped them. The Historical Roots: A Saint Becomes a Symbol The story of Santa Claus begins with St. Nicholas, a 4th-century Greek bishop known for generosity, compassion, and secret gift-giving. Stories of Nicholas helping the poor — often anonymously — spread across Europe, establishing a lasting connection between generosity and winter celebrations. Over time, St. Nicholas evolved from a religious figure into a folkloric one as traditions blended with local customs, seasonal festivals, and storytelling. The idea of a benevolent winter gift-giver became firmly embedded in European culture long before Santa ever boarded a sleigh. Santa in North America: Reinvention and Red Suits In North America, Santa Claus emerged as a cultural hybrid: Dutch settlers brought traditions of Sinterklaas 19th-century poems and illustrations reshaped Santa into a jovial, approachable figure 20th-century popular culture and advertising standardized the modern image: red suit, round belly, flying reindeer, North Pole address What began as a saintly figure became a universal symbol of generosity, childhood wonder, and seasonal joy — largely detached from religious roots but deeply tied to cultural celebration. Santa Around the World: Same Spirit, Different Stories Santa’s core traits — kindness, generosity, winter magic — remain consistent, but his appearance and habits vary widely: Europe Sinterklaas (Netherlands & Belgium): Arrives by boat, wears bishop’s robes, celebrated earlier in December Father Christmas (UK): Rooted in feasting and goodwill, later merged with Santa traditions Père Noël (France): Delivers gifts with a quiet, gentle presence La Befana (Italy): A broom-riding grandmother figure tied to Epiphany traditions Nordic Countries Joulupukki (Finland): Lives in Lapland, wears practical winter clothing, and feels distinctly grounded in nature Julenisse (Norway & Denmark): A blend of Santa and household folklore spirits Asia Hoteiosho (Japan): A cheerful monk associated with happiness and abundance Christmas gift-givers in many Asian countries are largely secular, tied to pop culture rather than religion Latin America Papá Noel: Often coexists with religious gift-bringers tied to Epiphany Emphasis may be placed more on community and family than individual gift-giving Why Santa Still Matters Santa’s endurance lies in his adaptability. He absorbs cultural values — generosity, kindness, joy — and reflects them back in familiar, comforting ways. Whether religious, secular, or purely symbolic, Santa represents shared traditions that bring people together during the darkest days of the year. Story Angles for Journalists How St. Nicholas became a global icon The commercialization of Santa — myth vs. modern marketing Cultural identity through holiday folklore Why children worldwide believe in gift-givers How immigrant communities blend Santa traditions Santa as a mirror of societal values across cultures Why This Matters Today In an increasingly globalized world, Santa Claus is a rare figure who crosses borders with ease — adapting, evolving, and uniting cultures through shared storytelling. His many forms remind us that traditions aren’t static; they grow with the people who keep them alive. Journalists covering culture, history, religion, folklore, or holiday traditions can connect with historians, anthropologists, religious scholars, and cultural experts through ExpertFile to explore how Santa continues to shape — and reflect — societies around the world. Find your expert here: www.expertfile.com

View all posts
Powered by