The quality of your content is so important nowadays. By creating high-quality content you can improve your rankings, attract new people and build a strong relationship with the audience you already have. If you can show authority on a topic, this lends more strength to your high-quality content and lets users know they can trust you as a source. But what does that mean? And how can you demonstrate authoritativeness in your content? We’ll tell you all about it in this post.
This post is the second in a three-part series on E-A-T. In the previous one, we discussed the E in E-A-T: What is expertise, why does it matter and how can you showcase yours?
What does authoritativeness mean?
Before we go into the impact that authoritativeness can have on the quality of your content, let’s find out what it means. Merriam-Webster gives the following definition of authoritative:
- having, marked by, or proceeding from authority
- possessing recognized or evident authority: clearly accurate or knowledgeable
An authority can also be defined as a person or organization having power or control in a particular sphere. Authoritativeness is the quality of possessing authority. Meaning the level of power, control and/or knowledge someone (or something has). Someone or something that has authority on a topic is often considered highly reliable. It’s someone you can trust to have the proper knowledge.
Why authoritativeness matters
Authoritativeness is part of the concept E-A-T: Expertise, Authoritativeness and Trustworthiness. E-A-T is mentioned a lot in Google’s Search Quality Raters guidelines as one of the signals that Google uses to evaluate content.
Now, it’s important to note that E-A-T is not a ranking factor. You should consider it more of a check for Google to make sure they’re showing their users the right (accurate and trustworthy) results. However, working on E-A-T will improve the expertise, authoritativeness and trustworthiness of your content in the eyes of your audience. And that stuff matters: making sure your content is high-quality and that you’re offering people the best result out there. Having authority in your field shows that you’re a reliable source that can provide their users with valuable information. And that is something that Google loves.