Written by: Vickie Sullivan | January 23, 2024
How to Boost Your Authority Amid Google’s AI Updates
Google’s attempt to downplay AI content in search results will force thought leaders to bring their “A” game to content marketing.
According to a recent Marketing Profs article, thought leaders must take steps to ensure Google’s algorithms clearly recognize how experienced they are.
“Google’s latest ‘helpful content’ algorithm update is an extension of Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) standard. A previous update added “experience” to the existing E-A-T trio, the current update appears to focus on measuring that experience and translating it into search rankings.
“Google still says ‘trustworthiness’ remains the most important of the four elements. But, of course, experience also demonstrates and feeds into trust,” the article says.
The author advocates putting out more thought-provoking ideas. You likely know about many of his suggestions, but he offers two new ideas you can try:
• First-hand knowledge. Many thought leaders use their own experiences as examples or to provide context. However, giving those situations a more prominent position might be worthwhile. Rather than sharing shorter anecdotes as part of a broader message, try utilizing a single first-hand experience to convey all the insights and conclusions in your writing.
• Choose an enemy. I’ve seen first-hand what happens when you tap into a common annoyance. The author outlines some great ideas in the article. I expect this strategy to gain popularity quickly; selecting the optimal target will differentiate you.
Listen: How to Choose the Best Enemy insert pet peeves segment
If you haven’t been keeping up with the latest progress in AI and generative AI, it’s time to start paying attention. AI is expected to take over the educational content space. To stay competitive, you need to enhance your brand’s voice and produce content that cannot be generated by AI tools such as ChatGPT.
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