10. There are “millions of baby
algorithms that look for signals
in pages and content” that
work together to conceptualize
E-A-T and YMYL.
Sorry! There is no E-A-T or
YMYL score.
@lilyraynyc
11. There are “millions of baby
algorithms that look for signals
in pages and content” that
work together to conceptualize
E-A-T and YMYL.
Sorry! There is no E-A-T or
YMYL score.
@lilyraynyc
16. Leveraging Experts
If you or your authors lack
expertise, collaborate with real
experts, or have them review or
contribute to your content.
Use their names throughout this
process, and link to the relevant
places they are mentioned online.
@lilyraynyc
18. ● Jumplinks for easy navigation/UX, especially on mobile
● Nice aesthetic and easy to read
● Author and medical reviewer listed with links to their bios
● Evidence-based label with additional context on what that means
● The content is neutral and cites all sources
● Shows disclaimers & both sides of the story,
including controversies
● In-line clickable citations to sources with additional
context & fact-checking
@lilyraynyc
23. Get your brand and
your experts in the
Knowledge Graph.
● Get in the Knowledge Graph (read Jason Barnard’s SEJ article)
● Claim your Knowledge Panel
● Use structured data to disambiguate your entities
● Use Knowledge Graph API search to monitor your “relevance
score” (Carl Hendy tool)
● Use your Knowledge Graph URL and other places you are
mentioned in SameAs Schema
@lilyraynyc
26. Don’t know what
information to include
about your authors?
Check out the available properties for
Person Schema.
Google helped create them.
@lilyraynyc
29. “A [website] is known by
the company it keeps.”
- Aesop*
@lilyraynyc
*he didn’t actually say that
30. @lilyraynyc
Use your crawler of
choice to analyze
the domains you
link out to most.
Are they authoritative?
Do you trust them?
Do you want to be associated with them?
32. How do you want your
brand to be remembered
during this time?
@lilyraynyc
33. Your brand has a
unique opportunity to
improve its authority
(and reputation) in
light of coronavirus.
@lilyraynyc
● COVID-19 Schema
● COVID-19 announcement on GMB
● COVID-19 FAQ page (plus FAQ
schema)
● Google Merchant Center is free!
● Telehealth link on Google My Business
● Pivot your business strategy to
support the new reality
● Waive/reduce fees
● Donate to charity