SEO: Why Expertise Ranks Higher

Feb 18, 2022

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.



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.



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: The Next Wave in Digital Strategy or download one of our tailored Guides for Corporate & Professional ServicesHigher Education InstitutionsHealthcare 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

1 min

#ExpertSpotlight: The Origin of Friday the 13th

Friday the 13th is a day shrouded in superstition and mystery, deeply rooted in historical and cultural significance. Often viewed as a day of bad luck, its origins stem from a combination of religious, historical, and folkloric traditions that date back centuries. The fear surrounding the number 13, known as triskaidekaphobia, along with the historically ominous associations with Fridays, have contributed to the day’s infamous reputation. As society continues to explore the psychological effects of superstition, Friday the 13th remains a fascinating topic for public discussion and cultural reflection. Key story angles of interest include: The historical and religious roots of the superstition surrounding Friday the 13th The psychological impact of superstition and its role in modern society The influence of Friday the 13th in popular culture, including movies, books, and folklore Triskaidekaphobia: why the number 13 is feared in many cultures How different cultures interpret and respond to Friday the 13th The commercialization of Friday the 13th in horror films and entertainment Connect with an expert about the The Origin of Friday the 13th: To search our full list of experts visit www.expertfile.com Photo Credit: Library of Congress Blogs

1 min

ExpertSpotlight: The Life and Legacy of Steven Biko

Steven Biko’s legacy is a powerful symbol of resistance and activism during the apartheid era in South Africa, representing the courage and determination of the Black Consciousness Movement. His life, philosophies, and tragic death sparked international outrage and galvanized movements for racial justice and human rights worldwide. As the world continues to grapple with issues of racial inequality and social justice, Biko’s story remains highly relevant. His teachings on the psychological liberation of oppressed people have left an indelible mark on both African history and global activism. Key story angles of interest include: The rise of the Black Consciousness Movement and its influence on anti-apartheid activism Steven Biko’s role as a thinker, activist, and leader in challenging apartheid policies The global impact of Biko’s writings and philosophy on contemporary social justice movements The role of international solidarity and media in exposing apartheid’s atrocities The enduring influence of Biko’s ideas in modern discussions on race, identity, and liberation The circumstances and global reactions to Biko’s arrest, torture, and death in custody Connect with an expert about the The Life and Legacy of Steven Biko: To search our full list of experts visit www.expertfile.com

1 min

ExpertSpotlight: The History of American Football

American football holds a special place in the cultural fabric of the United States, evolving into one of the most popular and celebrated sports in the country. Its history, marked by innovation, athleticism, and deep-rooted rivalries, reflects broader societal changes such as commercialization, media influence, and evolving notions of teamwork and competition. As one of the most-watched sports globally, its impact on American culture, from college football Saturdays to Super Bowl Sundays, goes beyond the field. This story matters because it highlights the connection between sports, community identity, and the evolution of American pastimes. Key story angles of interest include: The origins and early development of American football The impact of college football rivalries on American sports culture The rise of the NFL and its influence on modern sports entertainment The role of football in fostering a sense of community and national identity The effects of media and technology on the commercialization of football Health concerns and how they’ve shaped the future of the sport, particularly in relation to player safety and concussions Connect with an expert about the The History of American Football: To search our full list of experts visit www.expertfile.com

View all posts