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How to show Google you're an expert

Google loves subject matter experts.

It likes to promote sites that have deep expertise on a given topic.

And guess what?

YOU are already an authority.

But despite their credibility in their field, a lot of business owners find it hard to get started when creating content for their website. They aren’t sure what to put on their website, or how to share their knowledge.

They forget how much they know about their chosen business area.

And they forget that they are using that same information every day to serve their clients: in consultations, on projects, and even in their own marketing on social media.

Or perhaps they’re just busy. That’s often a reality.

This is how you demonstrate to Google that you’re a subject-matter expert:

  • (Yes, this might be a surprise.) Don’t write for Google. Write for your ideal target customer. Build your website around the kind of things they’re looking for, and the kind of information they need to make a purchasing decision.

  • Include your industry and location on your home page, in your metatitle and metadescription.

  • Make your site navigation super simple and clear, and relevant for your industry. (Less is more here.)

  • Write a blog that demonstrates your expertise and authority in your chosen area. Stay on topic; be focused here.

  • Publish new content as often as you can realistically commit to. If you can’t write and publish it yourself; outsource it.

  • Make sure there are lots of links to the most important pages on your website (e.g. linking back to the home page, and to your ‘services’ page).

  • Tell the world about your content: share links on social, get as many people visiting and linking to your website as you can.

Building a blog for your website is good for business for so many reasons. When you create a blog that demonstrates your expertise, by answering commonly-asked-questions, pre-empting objections, and providing relevant and useful content for your target audience.

Not only is this great for marketing your business, it’s also incredibly powerful for SEO.

And it’s the one thing that often differentiates business owners who are successful with SEO and those who aren’t.


My name's Claire and I’m an SEO and content strategy expert. I help startups and ambitious businesses improve their content, so that customers can find your website in search, and so that when they do, they convert.


I’m a former startup CEO, and I’ve worked for some of the world’s biggest publishers (Penguin Random House, Oxford University Press), as well as training with Google's in-house SEO team. I even built a website to attract 45k in organic search visitors/month. Drop me a line if you need help of any kind with SEO and content.


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