Creating Helpful Content in the Age of AI and E-E-A-T

Lily Ray

10:35 - 11:05

In this conference session, you will learn about Google’s latest algorithm updates and how they are impacting the SERPs. The session will delve into Google’s various ranking systems, including the recently launched Helpful Content system, and explore how sites can future-proof their content strategies for sustainable organic traffic growth. Specifically, you will discover how Google’s (un)helpful content classifier can impact site-wide ranking and how certain categories of sites, such as aggregator and low-quality affiliate sites, have been impacted. The session will also examine the role of AI content in supporting website growth, with Google’s recommended best practices for using AI in content creation. Lastly, the session will highlight key takeaways, including the importance of focusing on content quality and E-E-A-T, investing in authors’ online reputation, and staying within your expertise.

Lily Ray

Sr. Director, SEO & Head of Organic ResearchAmsive Digital

Lily Ray is the Sr. Director, SEO & Head of Organic Research at Amsive Digital, where she provides strategic leadership for the agency’s SEO client programs. Born into a family of software engineers, web developers, and technical writers, Lily brings a strong technical background, performance-driven habits, and forward-thinking creativity to all programs she oversees. Lily began her SEO career in 2010 in a fast-paced start-up environment and moved quickly into the agency world, where she helped grow and establish an award-winning SEO department that delivered high-impact work for a fast-growing list of notable clients, including Fortune 500 companies. Lily has worked across a variety of verticals with a focus on retail, e-commerce, b2b, and CPG sites. She loves diving into algorithm updates, assessing quality issues, and solving technical SEO mysteries.