Kasim reveals the SECRET FORMULA so Google LOVES your content! This guide can help you build yourself as a thought leader in any industry in addition to helping you rank above the SERPs.

The secret is EEAT, and it's a part of Google's Search Quality Guidelines. Evaluators use it to assess the quality and credibility of content. While it's meant to be a litmus test for webpage quality, we think it's an amazing rules engine for anyone trying to establish themselves as a thought leader.

Listen to this episode to know what EEAT stands for. And as a bonus, Kasim also adds his rule!

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0:00 Intro

0:30 The Secret Formula to Make Google Love Your Content

1:15 Experience

2:41 Expertise

5:15 Authoritativeness

7:19 Trustworthiness

10:00 Consistency

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We all want Google to love our content.

Here's what's interesting is they don't make it a secret as to what it is that

they're looking for and they never have.

Google's always trying to rank the content that users are going to engage

with the most, and they've developed their own predictive indications of

what that's going to be, and they've got this really interesting acronym.

It's E E E A T experience, expertise, authoritativeness and trustworthiness.

Now, these are Google's search quality guidelines for organic content.

But what occurred to me as I was looking into them and really just learning

more about them is I think this is a phenomenal template period for

anybody creating content, especially people trying to establish themselves

as thought leaders in any space.

And so going through each one one at a time.

Experience might be the most important in my opinion.

You have to have done the thing.

This is what's pissing me off about all the AI thought

leaders and experts out there.

They haven't actually used AI for anything other than like, oh,

look at this cool prompt example.

You know what I mean?

And generally speaking, it's like a regurgitated example that

somebody else posted and maybe they're just doing so differently.

I wanna see how you used it to insert desired end result here.

So how I used it to grow a list, how I used it to increase conversions,

how I used it to make money.

What's the business model?

The person who's best at this in the world, I think is Perry Belcher.

Perry's my business partner and a mastermind and I've never seen

anybody so adept at finding.

The leverage point for new technology.

So Perry's got a bunch of AI events out there, but he's actually showing people,

Hey, here's how we used AI to make money.

And he's been doing it for years.

And so drawing on his experience allows him to issue forward quality content.

it can't be matched when compared to somebody who doesn't have the experience.

It doesn't matter how, how much you've studied, how many videos

you've watched, if you don't have the experience, You're faking it.

You know what I mean?

Like you actually haven't done the damn thing.

So experience, I think, is in the hierarchical structure of this little.

Eat pyramid experience to me is the foundation.

This is the bottom.

This is what we're building on top of.

Now, experience leads to expertise.

That's the other thing.

You don't wanna go out there and be like, man, I've tried to make

a light bulb 10,000 times and I just cannot crack this code.

Let me tell you more.

wants to know that, right?

Like, so the experience is generally speaking, riddled with failure.

But as you iterate and as you improve, You contribute to your status as an expert,

and that's where you establish expertise.

And the expertise I think is experience plus proficiency.

So experience plus proficiency equals expertise.

the sad, ironic truth, very often the most experienced people are the worst.

At demonstrating their expertise.

I'll give you an example.

You're looking at him.

I have a hundred employees that work for me.

You know, and solutions eight has, I don't know how many, 40 Google ad specialists.

Here's what's really interesting.

They're all better at running Google ad campaigns than I am without,

and I'm not, being hyperbolic, like I'm not self-flagellating.

To make a point, I haven't run a Google ad campaign since

we became a Google ad agency.

I'm the CEO of the company.

I don't have time to do that.

Right?

But.

What I'm really good at is showcasing my expertise, and it's not to

say that I don't issue value.

I think I do, but the smartest person in the room is also usually the quietest,

and so it's, The loud person who's B minus smart is gonna get all the attention.

Where the quiet person who's a plus smart is, gonna, kind

of fade away into obscurity.

And so it's incumbent upon you, and I'm talking to my introverts specifically.

If you're an introverted person, that's okay.

As a matter of fact, I think the people that do the best as thought

leaders are naturally introverted.

And I think that's true because they tend to be.

Very selective with what they say, how they say it, when they

say it, for obvious reasons, they actually don't want the attention.

So if I'm gonna come out and I'm gonna suffer through getting your

attention as an introvert, then I, better make sure this is worth it.

And I'm saying something relevant.

Extroverts like me, I'll say anything.

I'm just like, I wonder what's gonna make them click today.

So use your introvertedness as a.

It's one of the most powerful things you can have if it's something that

you're willing to battle against and get over and then showcase your expertise.

Tell people why you're awesome, which incidentally leads to authoritativeness.

And interesting about this is one leads to the next.

Your experience leads to expertise.

Your expertise leads to your authority and your authority,

the way that I define it anyways.

what are people saying about you?

So, there's what you say about yourself and you can showcase all these things

and you can have all these, case studies, testimonials, whatever.

Well, I guess testimonials are what I'm talking about.

But as other people begin to co-sign on your reputation, it puts you

in a position of not having to constantly credentialize yourself.

you've been credentialed by others and that reputation.

It speeds up the time to life for every content piece that you ever produce.

and if you don't have this out the gate, the best way to do

it, I think is certifications.

you know, I can go get Google certified, not that that means

anything, but not everybody knows that.

And then on top of Google certified, you can get digital marketers certified

and smart marketers certified and you create a certified and you kind of

start to build some authority now.

That authority is diluted in direct proportion to how many other people are

certified with those same badges, which is a lot, but it's a good place to start.

And what's really interesting is authority breeds authority.

So, Rachel Peterson is the World Authority in Social Media Marketing.

They call her the social media queen, brilliant marketer.

When she published her book, I gave her a quote for her request.

She's my friend, she started using my name in her marketing as one of

the people that endorsed her book.

And what I thought was really interesting about that is, She's

using my authority on her behalf, but she also boosted my authority

in so doing because now everybody's like, wow, he's actually important

enough for her to cite on her book.

That was one of the top five names she cited at least in the post I saw.

So your authority will breed authority as you invest in it,

then you have to protect it.

next one, trustworthiness.

As you build a reputation, you have to protect it.

I have one bad review online right now.

if you Google Solutions eight, and it's this.

Person who for some reason they never worked with us, they've

never been a client, they've never even attempted to be a client.

They just saw our pricing page and they're like, oh, that's expensive.

And I'm mad.

it's so frustrating, know, as I've been in business for 17 years and I've had

pissed off clients before, obviously, and you know, we've done things wrong before,

obviously, but I've just worked so hard to make sure that we walk through every.

Necessary step to make things right and put our best foot forward

and you know, address any issues.

And then you go and you get a bad review from some iole

that is just having a bad day.

But it's okay cause I've got hundred other reviews that are good.

So protect your brand, protect your reputation, and make sure

that you show up the right way.

That's the other part of trustworthiness.

your website looks like it was built in 2002, If you're little things like

your profile picture not being updated, I used to be real clean cut, believe

it or not, before my medlife crisis.

And I've got pictures of me in a suit and, my clean, slick back hair.

And, when you see me now you're like, who's the homeless guy that

kidnapped costume and took his job?

So there's something about that lack of continuity that

actually breaks people's trust.

It seems like a nuance.

it's not a small thing.

It's not a small thing to show up and see somebody different than you saw

on the headshot or the business card.

And then I'm gonna add my own, Google's got E E A T, I'm adding

C, full consistency because you can have as much experience as you want.

You have more experience than anybody else in the field.

You can be the best expert with the most authority and the most trust.

If you don't publish, you go away.

You gotta ship, you have to.

Create on a regular basis.

Doesn't have to be every day.

It's preferable the algorithms like that.

But you know, I don't think Jocko posts more than once a week, or at least

that's what I think it was Christine Marie's keynote at Trafficking Conversion

is he posts once a week, but he's consistent and people can rely on that.

So be consistent with the content that you're producing and if you can,

Start to build on your successes.

You kind of start to crack the code a little bit.

I'm getting, deeper and deeper into Twitter.

You can follow me at Casa Muslim, by the way.

And in the very beginning I sucked and I couldn't figure out how to make

people like what it was I was posting.

And nobody was engaging at all.

And when they were engaging, they were kind of confused.

And I just kept writing.

I've written one thread every day for, it's gotta, I think it's been

90 days or at least getting close to that, and all of a sudden, I'm kind

of cracking the code a little bit and I'm figuring things out and, you know,

the consistency's helped, but it's helped from an algorithmic perspective.

Of course, it's also helped me, it helped me figure out like,

oh, that's what you want to hear.

That makes sense.

So whatever that's worth.

I hope this is helpful.

Google's they're not shy about offering advice.

It's not always good advice, but I like this.

W a T and I'll add my C.

I hope this is helpful to you if you're a content creator.

If you're not, you probably should be.

It's probably time to start.

Maybe that's a little nudge that you need.