What is EAT and why haven't most publishers cracked it yet? With Lily Ray.

Did you know that the Google search team has a 160-page document ( book ) that outlines how the search algorithm works? Even better - Google updates this every 6 months. 

If you are an SEO, it really qualifies as your first starting point. Question is - how many people do you know to print that document and keep it on their desk? This is why Lily Ray stands out. Also, because she usually DJ's in the New York circuit.. But back to where we are. News, SEO, and EAT. Lily has expertise in EAT. And in this conversation, I got a chance to ask Lily about how news publishers should go thinking about their implementation for EAT. Of the various things that matter, EAT has a massive impact and most publishers haven't quite cracked it yet. We chat about the outlook on AI content, the need of building trust with the audience, and most importantly how newer publications have a shot at establishing their expertise. Lily's updates on Twitter and LinkedIn are fire and her default position on SEO is - optimize for the user and Google will follow. Google has been saying this for..... Wait. Forever. Tons of new learnings and a fresh breakdown of what EAT means for news publishers. Go ahead and give this a listen.