Recent Google updates have placed a greater emphasis on subject matter expertise (SME). Sites demonstrating SME are rewarded in the search rankings.
As a gambling expert (math/strategy/responsible gambling), I came to be more and more asked for fact-checking existent articles in gambling websites. I assumed (and heard) that SME doubled by fact-checking counts more in the algorithm of ranking.
As a non-expert in SEO, I am trying to figure out how the fact-checking criterion actually works from Google’s perspective. While checking for the author’s expertise seems to be an easy task (just a simple search and checking for their names on Wikipedia, Worldcat, etc.), when combining authorship and fact-checking we start from the assumption that the author is not an expert and the fact-checker should actually be the expert. This raises several technical questions. For instance: Is there any required formatting of the authorship line for Google to take the data as input for their algorithms? Or: How does Google make the association automatically between a certain topic and the required expertise? How they make the difference between experienced players as authors for instance and gambling theorists?
As a final remark, SME and fact-checking undermine the role of the AI in regard to writing.


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