Connect with us

SEO

There’s no shortcut to authority: Why you need to take E-A-T seriously

Published

on


Recently, I was talking to a client about a new project when he raised an interesting question. He was curious to know how I measured E-A-T, or “expertise, authoritativeness and trustworthiness,” in relation to SEO.

If you’re unfamiliar with E-A-T, it’s a term taken from Google’s Quality Rater Guidelines, a set of instructions that Google’s army of many thousands of human reviewers (known internally as “raters” or “Search Quality Evaluators”) use to assess the quality of web content manually.

Although it is sometimes difficult to understand Google’s internal processes, from what I’ve heard from reliable sources at Google, E-A-T is applied specifically to YMYL (Your Money or Your Life) websites, that is, to sites that offer medical or financial advice.

As you might expect, Google would rather not serve up misleading or unreliable advice that could affect your financial or physical well-being, so paying particular attention to the information touted on these types of websites is very important.

Now, my client’s website was not in a financial or medical niche, so technically these guidelines do not affect him directly. After all, Google – so they say – are not applying E-A-T across the board. But I didn’t tell the client not to worry about E-A-T.

Far from it.

In my opinion, expertise, authoritativeness, and trustworthiness are things that every business should be looking to build both online and offline. What business wouldn’t want to be recognized and trusted within (and beyond) their industry?

I asked my co-author on The Art of SEO, Eric Enge, to weigh in on this issue of E-A-T and whether it’s applied to YMYL only or more globally across the Web. He responded “Google is very technical and precise in how they use various terms. Within Google, as I understand it, E-A-T refers to something that they apply specifically to YMYL sites. But that doesn’t mean that the general ideas that we all associate with E-A-T aren’t likewise applied to other sites.”

In this excellent article, Chris Silver Smith argues that Google partly uses a numerical score to calculate E-A-T. When I emailed him, he replied that “If Quality (the combined E-A-T) is partly a numerical score as I’ve long theorized, then that factor is weighted much heavier for YMYL pages/sites than for things like entertainment pages, or articles about non-YMYL topics, etc. But, E-A-T still applies to things like e-commerce pages, even when those are not as high-priority as YMYL.”

So, if you believe me and these two highly regarded SEO practitioners, following E-A-T guidelines is good for SEO no matter your niche. In my view, even if E-A-T only applied to certain industries, the techniques used to build authority should be a part of every SEO strategy.

The problem is, E-A-T is notoriously difficult to measure.

How does Google measure authority?

If you talk to different people in the SEO industry, they will have different theories about the signals that Google uses to assess the authority of your site and assign rankings. We know that backlinks from authoritative sites are one way. CTR (Click Through Rate) is theorized as another, although Gary Illyes of Google contradicted that recently in his Reddit AMA. We also know that content quality is important. Online reviews may also have some impact.

Exactly how Google uses all these factors to make a decision is somewhat of a mystery, even to Google engineers. That’s because machine learning algorithms are opaque as to which signals they use. No one can see inside the black box – even the programmers who originally coded the AI.

In the aforementioned article, Chris Silver Smith argues that, rather than weighing one particular signal above all others, Google’s approach to assessing authority is more “holistic.” Google’s algorithms almost certainly use a wide range of signals and metrics to evaluate where a page might rank, meaning simply focusing on one signal while ignoring others is not a shortcut to results. Backlinks are crucial; but acquiring high-quality links to a site with shoddy coding, poor online reviews and spammy content won’t work.

Instead of looking for a “silver bullet” to achieve rankings and traffic, it’s important to pay careful attention to how you present your brand online. Overall, from the way your site is coded right up to your branding and PR strategies.

Holistic SEO

I’ll admit, saying that Google’s approach to rankings is “holistic” may sound a little vague and unsatisfying. It begs the question: what do you focus on if you want to optimize your site?

Thankfully, it’s not that difficult.

For the most part, building authority in your niche is common sense. If you’ve been working hard on gaining backlinks from quality sites, creating remarkable content, and ensuring your site is free from errors and thin content, then you’re well on your way.

But what can you do beyond the basics to ensure that Google sees you as a trusted site in your niche?

The answer is simple, but not easy. That is, do whatever it takes to ensure you have a solid reputation both online and offline.

On your site, be completely transparent about who you are. Create detailed “about” pages that put a human face to your company and tell your story (see mine as an example of such). Provide an excellent customer experience and respond to negative reviews online. Be open and honest about your processes and provide expert advice to your clients whenever you get the chance.

Link building is still a cornerstone of SEO; but gone are the days when you can simply spam people with generic emails offering content for guest posts. Instead, aim high and focus on quality over quantity. For example, I recently published an article in Harvard Business Review. Since this is a prestigious outlet that is very discerning about who it publishes, the link is incredibly powerful in the eyes of Google.

Building authority online takes time, but the payoff is huge. Start with the obvious questions. Is there an expert at your company who might be willing to do a TEDx talk? What’s the most respected publication in your industry, and how can you get published there? What about industry groups? What kind of connections do you have in the media that might be able to help you? Do you do any noteworthy charity/nonprofit work that has a powerful message that might be of interest to journalists?

If you’re not sure where to start, hire a PR agency or better yet, buy a book on PR and teach yourself.

Trust metrics

Fine, you might say. All this is good stuff, but (getting back to my client’s question) how do I measure the impact of this kind of work?

For one thing, a successful PR/link building campaign that lands you links from high authority sites will definitely begin to impact your traffic and rankings.

If you’re looking for more quantifiable metrics, then consider investing in tools like Majestic and LinkResearchTools. I find that Majestic’s “Trust Flow” and LinkResearchTools’ “LRT Trust” metrics still give the best indication of how trusted a particular page is.

Both these scores are based on your link profile. Although this is just one aspect of all the elements Google takes into account, it’s still the best indication that we in the SEO community have available to us on how much trust you are endowed with. In Majestic, I recommend aiming for a Trust Flow score of 50 or above (the highest score is 100) and an LRT Trust score of 5 or above (the highest score is 10). Make sure that you are looking at these metrics at the page level, not just the domain level.

As both of these scores are relatively high-level, it’s not possible to measure the incremental changes in E-A-T my client was interested in, as in every link he acquired and every piece of content he updated. Still, tracking your trust scores over time will give you a sense of whether your site is increasing or decreasing in trust. Some of the tools even provide a history of trust scores; Majestic, for example, goes back 18 months with their Trust Flow History Tool.

In addition, it is worthwhile to conduct regular surveys of your customers and reviewing brand sentiment metrics to get a sense of how people view your brand. If you see a lot of negative sentiment, you’ll want to take action to remedy it quickly.

As with most things SEO-related, it won’t be a single link or a piece of viral content that suddenly launches you into the pole position. It takes a sincere and sustained effort over months, even years, to get to the top.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About The Author

Stephan Spencer is the creator of the 3-day immersive SEO seminar Traffic Control; an author of the O’Reilly books The Art of SEO, Google Power Search, and Social eCommerce; founder of the SEO agency Netconcepts (acquired in 2010); inventor of the SEO proxy technology GravityStream; and the host of two podcast shows Get Yourself Optimized and Marketing Speak.



Source link

Continue Reading
Click to comment

You must be logged in to post a comment Login

Leave a Reply

SEO

Google extends optimization score to Display campaigns

Published

on


The campaign optimization score that Google Ads shows for Search and Shopping campaigns is now available for Display campaigns. Scores will be available at the campaign level, and a combined account-level score now encompasses Search, Shopping and Display. You may also see recommendations tailored to Display campaigns.

Optimization scores in Google Ads are now available for Display campaigns.

What is Google Ads optimization score? Scores range from 0% to 100% and indicate how well your campaigns are expected to perform based on a number of factors such as targeting, bid automation, ads and extensions and more. The score is accompanied by a set of automated recommendations with indicators of how much of a score improvement you can expect to see by accepting them.

Why we should care. These scores and accompanying recommendations can be directionally helpful, but don’t accept the recommendations blindly. Carefully consider them and whether they are right for your campaign. And equally important on the flip side, an optimization score of 100% with no recommendations does not mean there aren’t plenty of opportunities for improvement.


About The Author

Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.



Continue Reading

SEO

Google Search Console messages can now be viewed without leaving reports

Published

on


Messages within Google Search Console are now accessible through the bell icon at the top of any page within Search Console, the company announced Wednesday. The updated interface now allows site owners to view their messages from anywhere within the tool, without leaving reports.

Source: Google.

Why we care

Being able to reference messages without having to leave the report you’re viewing makes information more accessible and improves our workflow, which can facilitate better decision making.

The categorized messages (as seen in the example above) will also make it easier to locate communications pertaining to a specific issue.

More on the announcement

  • Messages are now categorized into types, such as Performance, Coverage, Enhancement types and so on.
  • When a user gains access to a new site in Search Console, they will be able to view all messages the site has previously received, dating back to May 23, 2019. Messages sent prior to that date can only be viewed in the legacy message list or in your personal inbox.
  • For the time being, old messages are still available in the “Legacy tools & reports” section of the sidebar.

About The Author

George Nguyen is an Associate Editor at Third Door Media. His background is in content marketing, journalism, and storytelling.



Continue Reading

SEO

How to breathe fresh life into evergreen content (and get fresh traffic, too)

Published

on


NEW YORK — Creating content can do wonders for your brand, but not if it goes unseen. A staggering 90% of the content in existence today has been created within the last two years, yet 91% of content gets no traffic from Google, said John Shehata, vice president of audience development strategy for Conde Nast, at SMX East in New York.

Investing in new content isn’t always the right choice for better content marketing. Sometimes, brands are better served by leveraging assets they already have or putting a fresh spin on an existing topic.

Old content, new traffic

“For the first 100 articles that we optimized, we saw a 210% increase in search traffic and our keyword coverage for that content increased by 900%,” said Shehata, explaining the results of his “Pinetree Initiative,” an experiment aimed at expanding existing content and merging underperforming content to increase organic visibility. “Once we refreshed the content, the traffic started increasing immediately. It went from like 100 visits to like 15,000–20,000 visits.”

(Don’t Miss SMX West in San Jose!)

“You’re reporting news or something trending, the traffic spikes out for like 24 to 48 hours, and it’s done, right?” Shehata said. “Versus evergreen content — that content can bring you traffic for a year plus.”

Content is considered evergreen if it remains relevant long after its publication. Tutorials, FAQ’s, in-depth guides, expert interviews and case studies are all examples of evergreen content.

In addition to providing more sustainable traffic to your site, evergreen content also insulates publishers from slow news cycles and can drive prospects to the top of the funnel, Shehata said.

However, news content can still be valuable and publishers should aim for a 60/40 split of both content types, in either direction, said Shehata. For example, if you’re a news publisher, 60% news and 40% evergreen content is more likely to resonate with your audience, as where an industry-based publication might publish 60% evergreen and 40% news content.

Refreshing evergreen content, step by step

Conde Nast’s search traffic and ranking keyword growth was made possible by a process that Shehata developed specifically for content refreshes. It begins with examining your own site, analyzing the search results pages for your target keywords, evaluating competing content, optimizing on-page content and publishing and promotion, as illustrated below.

1. Assess your existing content. Brands can begin their evergreen content refreshes by either selecting a topic and keywords or selecting a main page to refresh, said Shehata.

Whichever starting point you choose, the next thing you’ll need to do is identify all of your own competing pages that rank for the target keywords. Shehata does this by combining Google Sheets with various keyword research tool APIs to consolidate the URLs and relevant metrics into one place, giving him a better idea of the landscape of his content, which pages to avoid cannibalizing, which underperforming pages can be merged into more authoritative content and which relevant content can be included in your new evergreen article.

2. Research the results page. “Last year, we had this amazing page about celebrity homes, and it wasn’t getting any traffic at all,” Shehata said as an example of the importance of aligning with search intent.

“When we analyzed the SERPs for other types of content that are ranked for that topic, all of them were galleries. Google identified the intent for ‘celebrity homes’ as people watching galleries. So, we converted the page from an article format with a couple of images to a gallery with less content. And, guess what? Immediately ranked number two. So, the characteristics of the content are very important for the success of the SEO.”

Understanding the type of content search engines surface for specific queries can give publishers an idea of how to present their content so as to increase their chances of ranking well.

The difference in search intent between the queries “how to pack a suitcase” and “best carry on suitcase” manifests in the different types of results that surface.

In addition to the particular formats of content that make up the top organic results, you’ll also want to take note of any rich results that appear and ask yourself why they might be surfacing. For example, if a news carousel is present, is the topic news-driven, and if so, how will that affect your odds of ranking well?

Featured snippets, which often resolve a user’s query right on the search results page, may also provide you with information about the questions people are likely to ask on a given topic. Simple resources such as Google’s “People also ask” box can help you identify common questions to address, which yields opportunities to add more depth to your evergreen content, Shehata said.

3. Evaluate competing content. “If you are writing about how to boil an egg, and all the other sites that are ranking mention ‘eggshells,’ and ‘breakfast,’ and ‘easy,’ you may want to consider these topics to give you complete and in-depth coverage of your topic,” Shehata said.

Conducting a term frequency-inverse document frequency (TF-IDF) analysis is one method that may help you identify those “must-have” terms as well as the related entities that should be included in your refreshed evergreen content.

The next step in the process involves a more granular look at the pages that rank for your target keywords to determine what search engines consider to be a “right answer” for that type of query, Shehata said. As with the SERP analysis step, you’ll want to examine the way the content is presented, but also its length, publishing date and other commonalities for clues as to why the content might rank well.

4. Optimize on-page content. After collecting the above-mentioned information, it’s time to refresh the content by expanding the original article, merging it with other relevant, underperforming content and setting up redirects.

“When you refresh content, it should be at least 30% new,” Shehata said. A new title, introduction, publishing date and more new internal links should accompany your optimizations.

Once your evergreen content has been updated, look for internal linking opportunities amongst your existing articles. You’ll also want to loop in your social and email teams to make sure that the content that got refreshed is in their workflow. “It’s all the signals that tell Google this is new, refreshed content,” said Shehata.

During your content refresh process, pages with conversion goals, such as newsletter signups or affiliate links, attached to them may have been affected. This would be the time to clean up any loose ends by finding a way to implement them on your updated page.

5. Time to publish. For evergreen content pertaining to seasonal trends, aim to publish three months ahead of time to maximize your results, Shehata advised.

“In general, your refreshed, optimized content will last you at least a year, if not longer,” said Shehata. Should traffic start to substantially decline, it may be time to conduct another round of refreshes. Creating an editorial refresh calendar can also help keep you on track with future updates.

Quality content takes a considerable amount of resources to create. But, by finding creative ways to refresh or repurpose it, while striking a balance between evergreen and news content, you stand to maximize the efficacy of the content you do create and bolster traffic for your brand over the long haul.


About The Author

George Nguyen is an Associate Editor at Third Door Media. His background is in content marketing, journalism, and storytelling.



Continue Reading

Trending

Copyright © 2019 Plolu.