The Two A’s That Take Content From Good to Unforgettable
Part [A] of the SIGN[A]L(S) Framework | Authority and Authenticity in Content Creation
I. Introduction
This isn’t 2010 anymore. The internet has changed dramatically, as have the search engines. All of them, including, but not limited to:
Google
Bing
Pinterest
YouTube
DuckDuckGo
Brave
Discoverability alone isn't enough. To truly connect—with both algorithms and audiences—your content must radiate two key traits: Authority and Authenticity.
This is Part 5 of the SIGNAL Framework—where “A” stands for what search engines reward and what humans crave.
Authority gets you indexed and ranked.
Authenticity gets you remembered and trusted.
Together, they form the content equivalent of gravity: pulling people in and keeping them close.
As AI-generated content floods the web, this dual dynamic is more important than ever. Let’s break down how to create content that both performs and resonates.
II. Defining Authority and Authenticity
A. What Is Authority in Content Creation?
Authoritative content demonstrates that you're not just playing a game. It shows that you know the topic you’re covering better than anyone else.
In SEO terms, authority means:
Deep topical expertise
Credibility backed by data, research, or firsthand knowledge
Recognition from peers or respected sites (via backlinks and citations)
High-authority content reduces perceived risk for users and drives trust—especially in industries where credibility is king (think: finance, health, SaaS, and security), as outlined in this Google’s YMYL (Your Money or Your Life) guidelines.
B. What Does Authenticity Mean in Practice?
Authenticity is the voice behind the content. It’s the human element—your real thoughts, your real values, your real story.
It means:
Speaking plainly, not corporately; share in a way that the average person can understand, not content clouded in corporate jargon or tech-speak
Telling the truth, even when it's messy; flaws and failures are often more powerful than successes and triumphs
Sharing real experiences, not just curated takes; let people see behind-the-scenes
Audiences today crave transparency. In fact, only 18% of consumers believe business leaders are truthful, according to this study on authenticity in marketing—making authentic content an instant differentiator.
III. Why Search Engines Reward Authority
A. Key Metrics That Signal Authority
Search engines have evolved. A lot. And they continue to do so on a routine basis. Authority isn’t just about sprinkling keywords anymore. It's about sustained, demonstrated expertise, measured through:
Backlink diversity & quality – Links from high-authority domains validate your credibility.
Comprehensive content – Pages that go deep and answer related queries outperform thin content.
Engagement metrics – Time on page, scroll depth, and low bounce rates all suggest trustworthiness.
Topical clusters – Consistency around a subject area signals subject-matter authority.
Consistent publishing – Frequency reinforces reliability and topical commitment.
B. Authority in Action: The Semrush Case
Semrush’s original research reports are a prime example. One study earned 4,600 backlinks from over 2,200 domains, cementing their reputation as a credible source. This is well-documented in this report on content marketing trust.
IV. Why Readers Crave Authenticity
A. Emotional Connection Matters
Readers aren’t just consuming info—they’re connecting with people. Authentic content builds trust, enhances relatability, and drives long-term engagement.
Stats back this up:
90% of users trust peer recommendations over brand messaging (Skyword)
Authentic brands are 3x more likely to build customer loyalty (Braze)
B. The Challenge of Oversaturation
The content world is flooded. Generative AI can produce thousands of words in seconds, but much of it feels soulless. That’s why creators like Amanda from Swell Entertainment succeed: they bring a distinct energy and human presence that no tool can replicate—highlighted in Artem Alexandra’s exploration of authenticity and burnout.
As Dan Koe puts it: “People want to follow humans, not search engines with faces on them.” (The Dan Koe Letter)
V. Strategies to Build Authority Content
A. Original Research
This is your secret weapon. Research-backed content:
Attracts links naturally
Gets cited by journalists and analysts
Positions your brand as a source, not just a repeater
🔍 Example: Buzzsumo found that 56% of marketers said original research exceeded their expectations (Buzzsumo Study).
B. Expert-Led Content
From white papers to industry trend analysis, expert-driven content delivers both depth and distinction. Showcase unique perspectives, not rehashed industry platitudes.
✅ Pro Tip: Use interviews, founder quotes, or SME (Subject Matter Experts) insights to inject personality into authority-driven content. As explained by Service Provider Pro, this is how you “prove you’re the right person for the job.”
C. Long-Form, In-Depth Content
Search engines reward comprehensiveness. Think pillar posts, downloadable guides, and white papers with practical insights—not fluff. In B2B content, 71% of marketers still rely on white papers as a top authority format (Anaconda Marketing).
VI. Strategies to Cultivate Authentic Content
A. Develop a Unique Voice
Generic tone? That's a fast track to forgettable. Brands must develop a recognizable voice—whether it’s bold, playful, philosophical, or straight-shooting.
🎙 Try this: Look yourself in the mirror and tell your brand’s story out loud. If it feels real, you're onto something. That’s the challenge outlined in Cursive Content’s tips for authenticity.
B. Incorporate Personal Experience
Share lessons learned. Tell the story of your pivots, flops, or insights in the trenches.
🧠 Example: Business coaches who talk openly about their failures build more trust than those only touting wins. As Samantha North explains, experience-rich storytelling builds credibility and connection.
C. Prioritize Transparency
Authenticity thrives in the open. This means:
Being clear about affiliate relationships
Acknowledging past mistakes
Being upfront about product limitations
Transparency earns trust. As The Write Copy Girl explains, authenticity starts with staying true to your values—and that includes how you communicate.
VII. The Intersection of Authority and Authenticity
A. Competence + Character = Trust
Authority answers, “Can I trust their expertise?”
Authenticity answers, “Do I believe them?”
Together, they form a foundation that drives:
Higher conversions
Better retention
Long-term brand equity
B. The Power of Authentic Experts
Everyday influencers thrive by being part of the communities they speak to. They’re not above the audience—they’re among them. That insider perspective creates both resonance and trust.
VIII. Measuring Success: Authority vs. Authenticity
Authority Metrics
Keyword rankings
Backlink volume and quality
Number of citations and external mentions
Lead quality from organic search
Authenticity Indicators
Comment quality and quantity
Social shares with personal captions
Brand sentiment on forums and social media
Audience retention and newsletter open rates
Remember: You can’t growth-hack trust. It’s earned over time.
IX. Conclusion: The Future Belongs to Hybrid Creators
The creators and brands that will win long-term are those who marry strategic authority with unapologetic authenticity.
Read that again.
Search engines are getting better at rewarding real expertise. Audiences are getting sharper at spotting fakery. The result? A universe of content where trust is the metric that matters most.
And honestly? It all boils down to this:
If you want your content to rank, show your receipts.
If you want your content to resonate, show your face.
Next Steps To Take
Audit your top-performing content. Where are you showing expertise, and where are you showing yourself? Integrate both for a content strategy that outlasts the algorithm.
