The rise of large language models (LLMs) has led to an increase in mass-produced AI content and the spread of incorrect information. To combat this, search engines and answer machines must identify trustworthy sources and filter out unreliable ones. This has created the need for a new marketing discipline called “digital authority management,” which focuses on establishing credibility and authority in the online environment. E-E-A-T (Expertise, Authoritativeness, Trustworthiness) plays a crucial role in Google’s search algorithm, influencing rankings, display in Google Discover and Google News, snippet elements, indexing, and more. Evaluating the reputation of both websites and content creators is essential, and factors such as reviews, references, recommendations, and off-page sources are used to assess credibility. E-E-A-T is not a direct ranking factor, but rather a mix of factors that contribute to the overall assessment of content quality. It can be understood as a quality classifier that provides a ranking bonus to content. Digital authority management involves bridging the gap between branding and SEO to build a digital brand and improve visibility in search engines and generative AI-controlled applications. A digital authority manager is responsible for establishing expertise, ensuring consistency of brand signals, earning authoritative links, controlling sentiment-related signals, managing influencer relations, and collaborating with various teams such as social media, SEO, content creation, marketing, and brand management. The growing importance of digital branding requires companies to rethink their organizational structure and prioritize building a strong digital brand.

source: Authority management: A new discipline in the era of SGE and E-E-A-T