Expertise
Demonstration of deep formal or technical knowledge.
Expertise measures the depth and accuracy of the knowledge demonstrated. Google assesses the author's competence on the topic: complete coverage, technical precision, and a clear link between the content and an identifiable person or organization.
On sensitive topics (health, finance, law), formal qualifications carry more weight. Structured data (author, FAQ) and a polished author page help engines, classic and generative alike, connect expertise to its content.
Producing shallow content that skims without ever answering in depth.
Publishing with no identified author or bio page linking the knowledge to a person.
Neglecting the structured data (Person, FAQPage) that qualifies expertise.
Letting information age with no update or revision date.