Great content is the best method for showcasing expertise and credibility rather than technical ranking factors, according to Google’s search expert John Mueller.
During a Google Webmaster Central hangout last week, Mueller was asked about the science behind the tech giant’s ever-evolving search algorithm and more specifically, how it goes about measuring the expertise and credibility of publishers.
Mueller said that there is not a single technical factor that webmasters can focus on to ensure that it sends the right signals to improve brand authorship. Instead, Google uses a number of “soft quality factors” to determine expertise and that it is still figuring out how users view publishers when looking for relevant info.
Mueller often urges brands to double down on creative and push out excellent content in order to improve rankings, and he reiterated this point again during the Google Webmaster hangout.
He stated: “I think that’s probably hard to kind of figure out algorithmically. And if there were any technical things that you should do we would let you know. So if there are things like authorship markup, that we had at some point, that we think would be useful for something like this we would definitely let you know.”
Author expertise has become a primary consideration for SEO experts during the last 12 months as Google updated its guidelines to include a greater emphasis on trustworthiness, authority and expertise. Content marketing is arguably the best discipline for achieving these factors as articles and blogs can push engaging thought leadership.