How a Listed Company Faked EEAT and Got Away With It | Emma-Elizabeth Byrne, Gentoo Media
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How a Listed Company Faked EEAT and Got Away With It | Emma-Elizabeth Byrne, Gentoo Media
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Gentoo Media could not find writers willing to put their real names next to casino content, so it built the writers instead.
Emma-Elizabeth Byrne explains what was inside each fake profile, why the AI generated faces had to be edited by hand until they stopped looking too perfect, and how personas were cast by market age and gender so the experience looked earned. She gives the numbers nobody else has published, one persona for a 500 page site, up to four for a large one, three to four staff on every profile.
As Director of Publishing at Gentoo Media, a company listed in Norway and Sweden, she oversees content across roughly 150 websites including AskGamblers and Casinomeister, and she presented this method on the main stage at brightonSEO before the trade press accused her of fabrication.
Listen for her answer on why nobody was deceived, and her bet on which publishing roles survive the next five years.