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Google apocalypse in the style of Miro


Establishing Expertise

Help clients adjust their content strategy with first-person experience and expertise markers.

By Kristen Dahlin

2 min read

After Google’s latest review update, industries across the web are being dinged for generic review content that doesn’t demonstrate first-hand experience. A strictly SEO-focused approach won’t pan out -- the best content for a topic will be written by someone who knows what they’re talking about.

You can help clients ride the wave by adjusting their content strategies to include clear indicators of expertise and experience. Here’s a quick cheat sheet to incorporate.

Establishing expertise

Your clients and team members with visibility should gear up for an authority-led strategy. Create a battle plan by updating these assets with industry and specialty-driven keywords and qualifications:

  • Professional profiles
  • Team member pages
  • Author pages
  • Social media platforms
  • Media kits and guest speaker summaries

Experience-led content strategy

These elements will strengthen the perceived experience and knowledge behind a piece of content. Update your content plan to include these:

  • Photos and videos
  • First-person perspective
  • Opinion or stance
  • Anecdotal experience
  • Pros and cons

Above all, your clients will need to demonstrate actual experience with products, services, or locations in order to keep search visibility. And as a bonus, incorporating all these elements will create better quality content to survive in a new search landscape.


  • Update client and relevant team member profiles with specific wording and qualifications to demonstrate expertise
  • Review existing review or guide content to determine how it can be strengthened with experience markers
  • Create new content going forward with firsthand experience in mind.
Kristen Dahlin

About Kristen Dahlin

Kristen fell into content marketing between Disneyland gigs and Hawaiian weddings. With a few years of SEO-fueled freelance under her belt, she wandered into tech. That winding path eventually landed her as a founding team member of BRIL.LA.