AI vs EEAT — Why a Content Writing Agency Should Focus on Quality
The advent of AI in digital marketing has led to a pertinent question for a content writing agency — Does Google rank AI content?
The short answer is — Yes, it ranks the content. But this happens only if the content writing agency has produced high quality that meets E-E-A-T guidelines.
So let us figure out what is high quality content.
Focus on quality vs. production method
Google has made its stance clear. It will rank content irrespective of the content production method. So, in the eyes of the search engine, it doesn’t matter if the content is by a human or ChatGPT. The only criterion is content quality.
Here, there are two aspects -
1 — Bulk content generated via AI and published without human edits. These are spammy. It violates Google’s spam policies.
2 — However, some content can be automated. For example, sports scores and weather forecasts can be automated via machine learning programmes.
Then of course is the good standard of human-written content. One interesting point — even if the content is human-written, it will not rank well, if it is not well-researched or engaging. This point is corroborated by blogging experts too.
So, what is high quality content?
Let us find out.
What is High Quality Content as per E-E-A-T Principles?
Quality content is that which conforms to the E-E-A-T principles.
E = Experience
The author should have first-hand experience about using the product or service being promoted in the content. For example, suppose the content is about surgical procedures. Then a skilled surgeon writing the content will demonstrate experience.
Similarly, consider a mobile phone review. The review of the phone should come from a writer who has personally used the product.
E = Expertise
This shows a profound understanding and mastery of the subject matter. It showcases a high level of knowledge and skills in the content’s topic. A content writing agency will create content with a proven track record.
This will prove their qualifications or experience in the relevant field. The content reflects a level of proficiency that adds confidence in the audience’s mind regarding the content writer’s knowledge.
A = Authoritativeness
Establishing a strong, credible presence. This is done by positioning the content creator or the website as a trusted authority within the industry. It often involves presenting well-researched information.
A content writer may cite credible sources and attribute content to experts or recognized authorities. Such authoritative content helps in shaping perceptions and decisions.
T = Trustworthiness
Build trust and reliance in readers’ minds with accurate and ethical practices. Ensure that the content aligns with the needs and expectations of the targeted readers. Trustworthy content creators prioritize accuracy. They take care to present clear attributions and disclose any potential conflicts of interest.
This transparency builds trust with the audience. This promotes a positive relationship between content creator and consumer.
How a Content Writing Agency Creates High Quality Content as per E-E-A-T?
Google doesn’t care if the content is produced by humans or AI. A content writing agency needs to focus on these points to get it to rank on search results page.
As a content writer you need to do comprehensive research before creating content. Ensure that you have a deep understanding of the topic you’re writing about. Utilize reputable sources or scholarly articles to substantiate your point. You can also add expert opinions to build a solid foundation for your content.
You need to show your expertise in the subject matter with the writing. For this, you need to clearly communicate your knowledge and experience. It is best to avoid writing about topics where you lack authority. If necessary, you can collaborate with subject matter experts. Alternatively, you can cite credible sources to enhance the content’s depth.
It is wise to attribute content to specific authors or experts. Establishing authorship adds a personal touch and transparency to the content. If possible, include author bios with relevant credentials. Doing so reinforces the expertise and authority of the content writing agency.
When presenting facts, statistics, or claims, cite authoritative sources. This adds immense credibility to your content. Plus, it allows readers and search engines to verify the information. Use reputable journals and well-established websites as references. For example, newspaper sites and Wikipedia will be preferred over Redditt or Quora.
You should produce evergreen content that remains relevant over time. This demonstrates a commitment to providing enduring value to your audience. When appropriate, you can update and refresh existing content. Doing so elevates content accuracy and relevance.
Steer clear of spreading misinformation or presenting unverified claims. Please fact-check your content diligently. Use tools like Grammarly in your content drafting process. This will help you correct any errors promptly. Misleading information can harm your credibility and violate E-E-A-T principles.
When you write as per E-E-A-T, your content writing agency benefits a lot. It abides by the first ‘E’ (experience). It makes the story personal. For example, if you write about ‘Things to do in Goa’, you can mention your own experience. You can talk about what you ordered when you visited a hotel in Calangute (one of Goa’s tourist spots). This will assure readers that you have first-hand experience.
Develop content that positions your website or brand as an authority in your niche. You can offer in-depth insights, analyses, or solutions that have not been covered anywhere else. Doing so shows a thorough understanding of the subject matter. Authoritative content naturally aligns with E-A-T principles.
A positive user experience contributes to trustworthiness. Make sure that your website is user-friendly. It should be mobile-responsive and provide a secure browsing experience. A well-designed website enhances the overall perception of expertise and authority.
Your content should include testimonials from industry experts. Testimonials add social proof to your content. Their quotes contribute to the content’s trustworthiness.
Does your content include affiliate links or sponsored content? Then you should clearly disclose these affiliations. Transparency about potential biases helps maintain trust with your audience.
Regularly review and update your content to reflect the latest information and developments in your industry. Outdated content can erode trust. So, staying current is essential. For example, if your blog is about ‘ Content Writing Trends ‘, make sure to highlight the current year, i.e., 2024 instead of retaining ‘2023’.
Encourage user comments and feedback on your content. You should responsively engage with your audience. Help them by addressing questions or concerns. This also fosters a sense of community. A positive feedback loop can contribute to the perceived trustworthiness of your content.
Does your content include author bios? Then optimize them to showcase relevant credentials, experience, and expertise. This helps build trust for the content writing agency. It establishes the author’s authority on the subject.
You should implement SEO best practices in the content. Doing so ensures that your content is discoverable by search engines. This includes using descriptive meta tags like meta descriptions. You can incorporate relevant keywords naturally and optimize your content for readability.
The blog answered a common query — “Does Google rank AI content?” The answer is based on the fact that the search engine doesn’t rank based on method of production (AI vs human).
Rather, it checks if the content is high quality.
Hence, a content writing agency needs to focus on quality. This approach is better than focusing on the method of generating content.
To conclude
We also saw the various points that can help a piece of content to conform to E-E-A-T.
Do try to incorporate these points in your content and see your rankings soar. Contact Textuar for people-centric SEO-optimized content writing.
Originally published at https://textuar.com on January 15, 2024.
