American Financial Services Association - What is E-A-T and Why Does it Matter for Financial Companies?| November 7, 2019
American Financial Services Association

What is E-A-T and Why Does it Matter for Financial Companies?| November 7, 2019

What is E-A-T and Why Does it Matter for Financial Companies?| November 7, 2019

What is E-A-T and Why Does it Matter for Financial Companies? | November 7, 2019

Learn about Google’s recent core algorithm updates and why it has become too important to emphasize E-A-T: expertise, authoritativeness, and trustworthiness. E-A-T is especially important for websites that fall into the Your Money, Your Life (YMYL) category, such as financial websites.

Presentation Slides (PDF)

Presenters:

Lily Ray is the SEO Director at Path Interactive, 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. In 2017, Lily was nominated by Search Engine Land for Female Search Marketer of the Year, and she continues to provide SEO thought leadership and industry updates through contributions to digital marketing publications and speaking engagements.

David Funsten has been creating and implementing prospect and customer lending marketing programs for over 20 years.
As a Vice President of Strategy at Sourcelink, David is responsible for creating integrated marketing plans for our financial clients. Before joining Sourcelink, David has held senior marketing positions at Harte Hanks, Goal Financial, Merkle, Acxiom and FUSION Marketing Group.
He holds a BS degree in Business Administration from University of Southern California, earned an MBA from Loyola Marymont University, graduating with honors and a certificate in Digital Media Management from Georgetown University.