Beyond the Algorithm: Showcasing E-E-A-T Through Authentic Social Media Content

While your website is the cornerstone of your SEO efforts, tapping into the raw, authentic power of social media content can supercharge your E-E-A-T signals and elevate your brand’s credibility.

---

Ever thought of your social media content as the key driver of website SEO?

If not, think again.

We like to call it, Search Everywhere Optimization.

The state of SEO is rapidly evolving, particularly with the rise of AI-generated content, establishing strong Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) is more critical than ever.

While your website serves as the primary hub for demonstrating these qualities, leveraging the authentic voice and real-world presence found on social media content can significantly amplify your E-E-A-T signals.

This post showcases practical ways to utilize platforms like Tumblr, Blogspot (or similar blogging platforms), Twitter (X), TikTok, and Instagram short videos to highlight the human element behind your brand and build genuine trust with your audience and search engines.

The Power of Real People, Real Content

Search engines are increasingly sophisticated at discerning genuine expertise and experience from superficial content.

Content created by real people, showcasing their knowledge and passion, carries a weight that purely AI-generated text often lacks. Social media provides a unique avenue to highlight this human element and embed it directly within your website.

Leveraging the authentic voice and real-world presence found on social media can significantly amplify your E-E-A-T signals.

Leveraging Social Media Channels for E-E-A-T

Here’s how you can strategically use different social media platforms to exemplify each aspect of E-E-A-T.

We’ll go through each aspect of EEAT and show examples of how different social media platforms can be used.

Experience: Showcasing Practical Knowledge and First-Hand Involvement

Tumblr/Blogspot (Behind-the-Scenes & Personal Stories)

These platforms are ideal for sharing more in-depth, personal accounts related to your industry or niche.

• Example of Tumblr: A small coffee roastery owner could use Tumblr to post photo diaries of sourcing trips, detailing the farms they visit and the processes involved.
• Example of Blogspot: A software developer could share Blogspot articles outlining their personal journey learning a new coding language and the challenges they overcame. They do this in addition to the primary business blog.
• Embedding on Website: Embed a curated Tumblr feed or link to relevant Blogspot posts within your “About Us” page, blog posts related to specific topics, or even product descriptions to provide context and demonstrate firsthand experience.

TikTok/Instagram Short Videos (Day-in-the-Life & Process)

Short, engaging videos can offer glimpses into the daily operations and expertise within your business.

• Example of TikTok: A baker could create a TikTok showing the step-by-step process of making a signature sourdough, highlighting their techniques and years of practice.
• Example of Instagram: A landscape architect could share an Instagram Reel showcasing a recent project from initial design to final installation, narrated by the team involved.
• Embedding on Website: Embed these short videos directly onto relevant service pages, product pages, or even within blog posts to visually demonstrate your process and the hands-on experience of your team.

Expertise: Demonstrating Skill and Knowledge

While experience shows your “learning by doing”, expertise showcases your “leading by knowing” abilities.

Let’s jump straight into an example conversation with @JadedPublisher and @mafost.

The discussion is about AI overviews in Google Searches.

“…AI overviews are, what, meant to protect the user? Are blogs now dangerous? Not what searchers are looking for?” JadedPublisher wrote.

I responded: “Yep, and that’s why social search is exploding.”

X (Twitter) for Sharing Insights & Engaging in Industry Conversations

X is excellent for sharing quick, insightful commentary on industry news, trends, and challenges.

• Example using X: A marketing consultant could tweet concise analyses of recent algorithm updates or share valuable tips on specific marketing tactics. A financial advisor could offer brief explanations of complex financial concepts.
• Embedding on Website: Embed a curated Twitter feed showcasing your expert commentary on relevant topics within your website’s blog sidebar or on a dedicated “Industry Insights” page.

Blogspot (In-Depth Articles & Tutorials)

Use Blogspot for publishing longer-form articles, tutorials, and case studies that delve deep into specific areas of your expertise.

• Example: A nutritionist could write a detailed Blogspot post debunking common diet myths with scientific backing. A DIY craft business owner could create step-by-step tutorials with detailed instructions and photos.
• Embedding on Website: Link directly to these in-depth Blogspot articles from relevant service pages or blog posts on your main website, positioning you as a knowledgeable authority.

TikTok/Instagram Short Videos (Quick Tips & Explanations)

Short video formats are perfect for delivering bite-sized pieces of expert advice or explaining complex topics in an accessible way.

• Example of a Plumber: A plumber could create a TikTok explaining how to fix a common leaky faucet.
• Example of a Graphic Designer: A graphic designer could share an Instagram Reel demonstrating a quick design trick using specific software.
• Embedding on Website: Embed these short, informative videos within relevant blog posts or FAQs to provide visual and easily digestible expert guidance.

Authoritativeness: Establishing Yourself as a Go-To Resource

X: Engaging with Influencers & Participating in Industry Discussions

Actively participating in relevant Twitter conversations, engaging with industry leaders, and sharing your unique perspectives can build your authority within your niche.

In this next example, a collaboration of 4 individuals are showcasing their authority on the topic of SEO and EEAT.

Tom Winter jokes that SEO “dies” every year but in 2025 it’s evolving. Conversational SEO is in, keyword stuffing is out. The focus? Real value, opinions, and context. So EEAT isn’t optional – it’s essential.https://t.co/93IvG9t9ON pic.twitter.com/sLMKiyl57y

— Majestic (@Majestic) April 4, 2025

Example on X: Retweeting and commenting thoughtfully on posts from recognized experts, participating in industry Twitter chats, and sharing your original research or insights.

Embedding on Website: Embed a curated Twitter feed that showcases your engagement with the wider industry, demonstrating your active participation and connection to other authorities. Use your latest Tweet as the starting point of a blog post. And pull in other voices, offering your own analysis.

Blogspot or Medium for Thought Leadership Pieces & Opinion Articles

Use Blogspot or Medium to publish well-reasoned opinion pieces and thought leadership articles that showcase your unique perspective on industry trends and challenges.

Here’s a Medium blog I came across on the topic of AI and creativity.

It’s titled, You Are a Generative Human Intelligence.

The author, Jason McBride, sparks a great conversation, which ultimate elevates his position as a thought leader.

I chimed in on the discussion created by Jason with this thought:

“…you’re challenging the idea that humans aren’t enough…AI takes things that already exist in the web, and makes something new(ish). Most creatives would confess, there is nothing new under the sun, just newly remixed.”

Discussions like these are essential to your brand – showing up in thought leadership spaces.

And for social media content, they’re great ways to repurpose your content for marketing.

• Example for Blogspot: A sustainability consultant could write a Blogspot article outlining their vision for the future of eco-friendly practices in their industry.
• Embedding on Website: Feature excerpts or links to these thought leadership pieces prominently on your homepage or a dedicated “Our Vision” page.

Instagram Short Videos (Expert Interviews & Collaborative Content)

Collaborating with other experts in your field through short video interviews or joint content can enhance your perceived authority.

Example: An interview with another industry leader discussing emerging trends, shared as an Instagram Reel.

Embedding on Website: Embed these collaborative videos within relevant blog posts or on a dedicated “Expert Insights” section.

Trustworthiness: Building Confidence and Credibility

Tumblr/Blogspot (Customer Testimonials & Case Studies)

Share authentic customer testimonials and detailed case studies that highlight the positive experiences and results your business delivers.

Depending on the customer review platform you use, there are different methods and rules for embedding testimonials.

Some platforms allow screenshots, others insist on code embeds.

• Example for Service Providers on Tumblr: A service-based business could feature blog posts on Tumblr with an image of the service and the text includes in-depth case studies detailing the challenges a client faced and how their services provided a successful solution, including direct quotes and positive feedback.
• Embedding on Website: Embed snippets of these testimonials or links to the full case studies on relevant service pages and your testimonials page.

TikTok/Instagram Short Videos (Genuine Customer Interactions & Team Introductions)

Short, authentic videos showcasing positive customer interactions or introducing your team members can build trust and humanize your brand.

• Example Customer Experience: A retail store could share a short TikTok of a happy customer leaving with their purchase and a brief positive comment. Obviously, with permission. Or even better, for a price discount as a token of appreciation.
• Example of Team Intros: A service business could create an Instagram Reel introducing team members and their roles.
• Embedding on Website: Embed these genuine, human-centric videos on your “About Us” page, testimonials page, or even within product descriptions to build trust and connection.

Using X for Responding to Customer Queries & Providing Support

Instead of a non-human chatbot, direct your customer support to X.

This boosts social media content creation and engagement.

It also places your customer service in the public eye…forcing you to be on top of your game.

Publicly and professionally addressing customer questions and concerns on Twitter demonstrates transparency and commitment to customer satisfaction.

Embedding on Website: While direct embedding of individual customer support interactions might not be ideal, you can embed your general Twitter feed to show your active engagement and responsiveness.

Key Considerations for Embedding Social Media Content

• Relevance: Ensure the embedded social media content is directly relevant to the surrounding website content.
• Curation: Carefully curate the social media content you embed to ensure it aligns with your brand messaging and E-E-A-T goals.
• Context: Provide context for the embedded social media content so website visitors understand its purpose and relevance.
• Authenticity: The key is to showcase genuine, unscripted content that highlights the real people behind your brand.
• Consistency: Maintain an active and authentic presence on the social media channels you choose to leverage for E-E-A-T.

By strategically utilizing these secondary social media platforms to showcase the experience, expertise, authoritativeness, and trustworthiness , your brand reach and SEO will grow.

It highlights the real people behind your brand.

And by thoughtfully embedding this content on your website, you can build stronger E-E-A-T signals, resonate more deeply with your audience.

Ultimately, your social media content will improve your SEO performance in an increasingly AI-driven world. Remember, authenticity and the human touch are powerful differentiators.