The myth of manufacturing author E-E-A-T

When it comes to expertise, experience, authoritativeness and trustworthiness (E-E-A-T), SEOs have been eating up what Google’s been serving – that it’s not just about what you say (content); it’s about who’s saying it (content creator) and where (host website).

There is no doubt that you can craft content with E-E-A-T in mind and that you can ensure a brand’s website displays E-E-A-T signals. But as a brand, can you systematically build and maintain authentic, legitimate and meaningful author-level E-E-A-T at scale?