In August 2018, Google released a “medic” update called E-A-T. Whilst that was a good year ago, we’re still finding that too many businesses are producing poor content and struggling to get to where they want to be on the Google rankings. So, let’s take a closer look at E-A-T and how you can create more engaging “Google approved” content.
First of all, what is E-A-T? (besides something that we all need to do to survive)
- E)xpertise:
In order to create content that Google wants to see, you need to be demonstrating a clear level of expertise in your field. This means that you should be creating and sharing content that is original and that your readers are going to find useful. So, if you specialise in selling hot tubs for example, you could create content that your hot tub users can benefit from (i.e., tips on how to properly maintain your hot tub). If you share the most thorough and in-depth guide on how to do so, you’ll be demonstrating a superior level of expertise in the field. In addition to that, you’ll want to identify the type of content that your reader might be after having finished your article. What questions will your answers raise? Link out to other useful and related content that you’ve produced to create a handy network.
- A)uthority: It’s all very well sharing loads of content with expert information and advice, but unless you’re being citied and referenced by other companies in your industry, then you’re not the authority. So, how do you go about becoming the authority in your field? Well, there’s no one size fits all way of doing this. If you truly want to become the authority, you’ll have to be consistent in the quality of the work that you produce. Overtime, people will recognise you for your competence and begin to reference you. It’s also incredibly important to encourage social shares as well.
- T)rustworthiness:
Trust is one of the most important factors when it comes to ranking. Of course, it’s impossible to please everyone. However, when a customer gives you negative feedback, the way in which you respond to the feedback will demonstrate your trust and reliability factors. So, if people are giving you negative feedback on social media or your “Google My Business” page, and you’re responding with constructive responses, then you’ll do much better as opposed to ignoring it. Offering a clear solution to your disgruntled customers complaints is the perfect way to build trust. Not only will you increase your odds of securing their business in the future, but it demonstrates that you have their best interest at heart.
Do your research!
Gone are the days of creating content for the sake of ranking and ranking alone. It simply doesn’t work as well as companies who are actively trying to make a difference by sharing genuine, beneficial content.
This means that if you’re not an expert in your field, but you want to grow as a business, then you best do your research. You need to learn how to become the expert and develop on the knowledge that you’ve research. Find new and innovative ways of streamlining your services and improving your products or services.
Google wants to rank and share the content, which is not only the most relevant, but reliable as well. It has to be entirely trustworthy and factual. As soon as content is discovered to be inaccurate or fraudulent, you’ll pay the price.
Be the best that you can be
Creating content that Google wants to see is no different than being the best that you can be. It’s really about painting your brand image in the most positive light possible. You must do everything that you can to stand out as a leading expert in your field. A company which cares deeply about its customers and strives to provide them with as much knowledge as possible.
Give away your secrets. If you have a system that works well for you, then share it with the world. If it’s truly “shareworthy” then you’ll become a significant authority and your industry will be all the better for it. If you’re the best, prove it.
Don’t have the time? Hire the professionals
Hiring an SEO and digital marketing company to assist you is not so dissimilar to hiring an accountant to handle the books. The fact is, it’s difficult to find the time to create a significant amount of valuable content whilst trying to manage your business. As such, it’s important that you hire the professionals to assist you. You can share your ideas and offer expertise for them to develop on. That way, you can be associating premium quality content with your brand, without having to dedicate any of your precious time to it. Instead, you can simply reap the rewards when you begin to dominate online. For more information on this and how you can benefit, simply get in touch with us today!
