Ghostwriting
Ghostwriting is the practice of a professional writer producing content that is published under someone else's name, often an executive or subject-matter expert, without the actual author being credited publicly.
In practice
So that the content matches the actual knowledge behind it – the core of what Google describes as E-E-A-T in its quality guidelines – ghostwritten content published under the name of a named expert should genuinely reflect that person's expertise and be reviewed and approved by them, rather than feigning experience they do not have. A tight briefing and sign-off process with the expert keeps the content and the actual knowledge aligned. The contract should set out which usage rights the company receives and that the writer waives being named as author – in Austria copyright itself cannot be transferred, only rights of use can be granted.