Author Entities and Authority. The Search Equation’s Secret to Strengthening Your Website’s SEO

In the ever changing world of SEO, building credibility is no longer optional—it’s essential. Author entities and authority are two cornerstones of a successful SEO strategy, closely tied to Google’s emphasis on experience, expertise, authority, and trustworthiness (E-E-A-T). For industries where precision and accuracy are critical, like health, finance, or legal services, optimising for YMYL (Your Money or Your Life) content is paramount.

At The Search Equation, we specialise in decoding these complex concepts and helping businesses establish their authority online. Let’s explore how leveraging author entities and authority can improve your website’s performance.

What Are Author Entities?

Author entities represent the digital footprints of content creators. In Google’s eyes, an author is not just a name but a recognisable, verifiable individual or organisation with expertise in their field. When an author is associated with consistently high-quality, well-researched content, their digital “entity” becomes a trust signal for Google.

How Does It Work?

Google uses information like:

• The author’s professional credentials (e.g., degrees, certifications).
• Their history of published work across reputable platforms.
• Their visibility on LinkedIn, industry forums, or other credible sites.

For example, a finance article written by a chartered accountant holds more weight than one written by an anonymous source.

How to Optimise for Author Entities:

• Create Author Bios: Include detailed bios on your website with links to the author’s social profiles, qualifications, and other work.
• Leverage Structured Data Markup: Use schema to define authorship and provide search engines with clear metadata.
• Maintain Consistency Across Platforms: Ensure the author’s name and credentials are uniform on your site, LinkedIn, and guest posts.

Authority: The Foundation of Trust

Authority in SEO is akin to reputation in the real world—it takes time to build but pays dividends in trust and rankings. Google evaluates a website’s authority by:

1. Domain Authority: Is your site a well-known resource in its niche?
2. Content Authority: Do your pages offer unique, well-researched, and valuable insights?
3. Authoritative Backlinks: Are other credible websites linking to your content?

To illustrate, think of authority as a recommendation letter from an industry leader. The more reputable your website appears, the more likely Google is to recommend your content to users.

How to Build Authority:

• Produce High-Quality Content: Prioritise depth, accuracy, and relevance. Avoid fluff at all costs.
• Earn Backlinks Naturally: Build relationships with industry websites to gain authentic backlinks.
• Engage on Social Media: Demonstrate thought leadership by sharing valuable insights and interacting with your audience.

Understanding E-E-A-T

E-E-A-T (Experience, Expertise, Authority, Trustworthiness) is Google’s framework for evaluating content quality. It’s especially critical for YMYL content, where misinformation could significantly impact a person’s life.

Breaking Down E-E-A-T:

1. Experience: Does the content reflect first-hand knowledge? For instance, a blog about travel in London written by someone who lives there holds more credibility.
2. Expertise: Is the author qualified to write on the topic? Academic qualifications, professional certifications, or years of experience matter.
3. Authority: Is the website a recognised source of reliable information?
4. Trustworthiness: Is the site secure, transparent, and free from deceptive practices?

YMYL Content: Why It Matters

YMYL stands for Your Money or Your Life—a category of content that can directly affect a person’s health, finances, or safety. Examples include:

• Financial advice (“How to invest in stocks in the UK”).
• Medical content (“Symptoms of Type 2 diabetes”).
• Legal guidance (“How to file a small claim in England”).

For YMYL content, the stakes are higher. Google applies stricter standards, making E-E-A-T compliance crucial.

Tips for Optimising YMYL Content:

• Include Author Credentials: Make it clear why the author is an authority on the subject.
• Cite Reputable Sources: Link to government websites, academic journals, or recognised industry publications.
• Regularly Update Content: Ensure information remains accurate and reflects the latest developments.

How The Search Equation Strengthens Your E-E-A-T

At The Search Equation, we specialise in creating authoritative SEO strategies that establish and enhance your site’s authority. Whether it’s crafting expert-driven content or ensuring your digital presence meets Google’s rigorous standards, we’re here to help you succeed.

Case Study: Building Authority in the Legal Sector

A London-based solicitor firm partnered with us to improve their rankings for YMYL queries like “no-fault divorce UK.” By:

• Showcasing their lawyers’ credentials through detailed bios.
• Publishing comprehensive guides on legal processes.
• Earning backlinks from trusted UK legal directories.
  The result? A 75% increase in organic traffic within six months.

Ready to Boost Your Website’s Authority?

Author entities and authority are the keys to thriving in today’s competitive SEO world. By focusing on E-E-A-T and tailoring your approach for YMYL content, you can build trust, boost rankings, and drive meaningful traffic.

Let The Search Equation unlock your website’s full potential—contact us today and take the first step towards becoming an online authority!