If you think of SEO in a EAT framework, then here are some thoughts: It is easier to build A & T with traditional SEO tactics. And the more A & T you have, the less important E becomes. So don't waste your time in the beginning with E. 1/?

I see many sites going out and hiring PhDs (or those with credentials) to write content for them thinking that it will help with their level of Expertise. But these same sites don't have any links or branding. 2/?

All that $$ spent on the credentialed professional writing content, could have been spent on things that have worked for SEO for the last 20 years, and gotten bigger impact. Expertise is important, but is also just based on perception and not quantifiable. 3/done.