Ever feel like the internet is becoming one giant echo chamber of the same old advice? With AI writing tools everywhere, it’s a real challenge to stand out. That’s why a recent game plan laid out by Martha van Berkel really caught my eye. She’s not talking about fighting AI, but outsmarting it by getting back to what makes your business unique.
Merge SEO with Your Internal Knowledge Graph
Her core idea is to merge your SEO strategy with your company’s own internal knowledge graph. Now, don’t let the term “knowledge graph” scare you. Think of it as your business’s secret sauce—all the unique data, customer insights, expert opinions, and internal research that only you possess. It’s the stuff that makes you, you.
From Robot to True Expert
Van Berkel points out that instead of just creating content that answers a question, you should create content that answers a question using your unique perspective and data. This is how you stop sounding like a robot and start sounding like a true expert. By feeding your unique knowledge into your content creation process, whether you’re using AI as an assistant or not, you build something that competitors can’t easily replicate.
Boost Your E-E-A-T
What I love about this strategy is that it directly boosts your E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). You’re not just telling; you’re showing. This is how you build a real connection with your audience and give search engines the rich, original content they’re looking for. But how do you actually start building this knowledge graph and plugging it into your content machine?
Get the Full Breakdown
For the full deep dive, you should really check out Martha van Berkel’s breakdown on merging SEO and content with a knowledge graph. She lays out the steps to get started.