When it comes down to it, every idea in SEO can bee seen as a set of measurements we use to rank one page over another. This means that when it comes to measuring something like authoritativeness of your content, there are certainly some factors that you can analyze and tweak to improve it.

But what if Google measured content authority, what would go into it? What kind of yardstick should SEOs measure their content’s E-A-T? In this Whiteboard Friday, Russ Jones walks us through a though experiment as to what could constitute a “content authority” score and how you can start understanding your content’s expertise like Google.