Semalt: Things You Can Do Right Now To Improve Your EAT For SEO
If you've been following our trend on EAT, you should have understood the fundamentals of this concept and what it means to the success of any website. If not, keep on reading this article.
One of the top three spots on SERP is our goal as your SEO manager. To do this, we must be able to show that your website has the expertise, authority, and trustworthiness. These three factors form three essential pillars to keeping our SEO efforts erect and functional.
Google and your target audience must be able to identify these three traits in your website, and once they do, the sky is the limit. In this article, we will be identifying some ways we can improve your EAT for SEO in 2021 and the years to come.
Why is EAT so important?
Google is always trying to improve and provide more relevant and useful information to its users. To do so, Google has to sort out good and meaningful content from "bad" ones.
Take a look at the page experience update, for example. This Google update introduced what we know as Core Web Vitals (CVW) as ranking signals.
This update helps Google know which articles are relevant. Now, if your content isn't of top quality or easy to use, Google's algorithm will push it below other contents that meet and surpass their standards.
Keeping up with all this is more than enough to give you sleepless nights. Even SEO pros experience difficulties when sorting these out.
This is why Semalt is here to save the day.
2021 came with a fresh start: new opportunities and a change in the game. There is a new trend, and Semalt will help you ride the wave.
One secret we use is that we do not chase algorithm updates. We read about them, but we do more than follow what they say; we try to figure out their hidden meanings. We try to figure out Google's intentions with these updates, and doing that gives your website the best chance of benefiting from those updates.
We keep our focus on producing the best content that can easily be accessed, understood, and meets the needs of its readers.
Here is how we ensure your E-A-T remains the best.
Improving your EAT for Google
E-A-T is a concept that stands for Expertise Authority and Trustworthiness. These three words have slowly become Google's search evaluator guidelines guiding star. Today, these three things must be present on your website before you stand a chance of appearing on Google's 1st page. Every single content or webpage on your website must have these elements - every single one.
With over 7.5 million blog posts getting published every day, Google cannot study each post moving out. Instead of sorting through each one, Google relies on its -yes- algorithms to look at different metrics and characteristics of the content.
No one knows what these metrics are, but we know that Google wants to see the same things our readers want to see in our content. So instead of worrying about what Google is looking for, we ask ourselves: "What are your target audience looking to find in your content?" understanding your audience understands Google.
The next thing is giving your readers the best content to E-A-T. Here are three ways we make that possible.
Having Clear Sources and Credits
Having clear sources and credits in the content published on your site improves your authority and trustworthiness.
Ever since grade school, we've been taught to give credit to whom credit is due. Citing sources acknowledges the sources of the data published in the content on your website. Plagiarism detection can have severe consequences even when it's unintentional.
While you may no longer be doing a research paper, the concept of acknowledging a source is still important. In fact, plagiarism on your website has far more serious consequences than what you may have faced in school. We say this because it can affect your SERPs. If you've ever lost a ranking spot, you understand how difficult it can be to regain.
Whenever you link to a source, you tell Google that the source is credible and relevant to your content. If you link to sites with a questionable reputation, information or use broken links, Google will notice.
You must also include sources when you didn't develop or design the graphics featured on your site. You are required to include the author's names and bios when writing YMYL content. When content can have a significant impact on a person's life, Google pays extra attention to what you publish because they want to ensure that you aren't harming their users in any way.
To Boost your ETA by using sources and credits strategically, we:
- Craft an authors bio showing your credentials and expertise.
- Link to sources from domain name with authority, or we use the nofollow tag.
- When possible, we link to the original source when we use statistics.
Leveraging Your Content Differentiation Factor
Doing this impacts your Expertise and Authority.
To be able to stand out to your audience, you must have different and unique content. Think of your brand. One of the reasons why every brand has a unique name, logo, and selling position is because they are one of a kind. We apply that same logic to content creation. To be able to communicate with your audience like never before, you must create unique content.
What unique perspective does your content provide to a topic or problem? It is important to find your "it" factor that engages the interests of your readers and converts them.
When leveraged correctly, being unique is one of the best ways to show your expertise and authority in your industry. It immediately sets you apart from your competition.
Here's how we can do that:
- We focus on your brand's mission rather than only what the product or services do. With your content, we can identify what sets you apart and why consumers should patronize your brand.
- Identify your audience. We get to understand and discover the specific needs and desires of your audience. We also figure out how we can meet those needs better than your competition.
- We show your audience why you are passionate about what you do.
Audit and Update Content
Doing this improves your website's expertise.
Unlike hard copies of books, digital copies can easily be edited and modified. However, many people, brands, and websites forget their digital content once published. Blogs and websites treat the contents on their website like hard copies of books. They do not alter or modify content once they've published or ended up creating new content when they could have easily modified the previous copy.
This is dangerous and can be costly. Change is something we must always account for. No content can be up to date for several years. Things are changing, and it is important that these changes are reflected in your content.
As the industry improves, facts become outdated and sometimes untrue. Best practices lose their efficiency, and some opinions may become dangerous. When things like these happen, your content becomes stale, and you stale contents lose ranking quickly.
After an audit, if you notice that content that once performed so well suddenly little or no traffic, or if there have been any significant improvements in your industry, consider revisiting the content on your site.
We recommend a content audit yearly to keep your website evergreen. When auditing content on a website, we look for:
- Thin content or content under 300 words. We either improve, isolate or modify such content.
- Review your content performance statistics to see what has changed.
- Double-check what keywords the content of your site is being optimized for and search intent. Internet users change the way they search for the same interest over time. We need to match these changes, so your content gets ranked for relevant queries.
With Semalt you have nothing to worry about. We are always researching new and improved ways to keep you ahead of the competition and at the hearts of your readers. One of such ways is by ensuring your E-A-T pleases Google and your readers. At the end of the day, we keep everyone happy.