Welcome back to the ABCs of SEO series! You’ve likely heard the saying, “Content is King.” And while it’s true that content is a driving force in SEO, the reality is: not all content is created equal.

Search engines—and users—want quality over quantity. That’s where E-E-A-T comes in: Experience, Expertise, Authoritativeness, and Trustworthiness. These are the key principles that should shape every piece of content you publish.

Why E-E-A-T Matters

Google evaluates your content not just by the number of words, but by the value it provides and how well it aligns with your expertise. Here’s how each factor plays a role:

• Experience: Does the content reflect real-world knowledge or firsthand insight?

• Expertise: Is it written or reviewed by someone with relevant knowledge or background?

• Authoritativeness: Is your site considered a trusted source in your niche?

• Trustworthiness: Is your content accurate, transparent, and secure?

Great Content Needs a Clear Purpose

Every page on your website should answer a question or meet a specific need. That purpose should be guided by your business goals and your target audience’s search intent.

Review Your Content Through an SEO Lens

One of the easiest ways to improve rankings is to review your existing content. Does it include the terms and phrases you want to rank for? Are you targeting the right keywords?

Example: Many hotels want to attract people searching for reunion venues—but they don’t actually use the word “reunion” on their site. That’s a missed opportunity! If you want to rank for something, you need to say it.

Crafting a Smarter Content Strategy

To make your content work harder for you:

• Perform a content audit and identify gaps.

• Incorporate target keywords naturally into your copy.

• Create content around high-intent searches (e.g., “reunion-friendly hotel in [city]”).

• Use internal linking to support site structure and guide users to key pages.

• Add author bios and cite sources to boost trust.

• Keep content fresh and updated, especially on key landing pages.

Final Thoughts

Content may be king, but quality content that meets E-E-A-T standards is what wins the crown. Make sure your content not only reads well but works hard behind the scenes to support your SEO goals.

📢 Next up: R is for Redirects—because how you handle your URLs can make or break your SEO. Stay tuned!