Reaching Page 1 of Google Search results is a feat in itself. Staying on Page 1 is a completely different challenge, especially when Google continually updates the algorithm that determines which website pages are prioritized in search results.
As a content marketer, I think a lot about how to optimize content to reach or stay on Page 1.
Then, I came across information on the latest content trends published by SearchEngineJournal.com. Being a big foodie, I naturally stopped on this acronym: EAT.
After the hunger pangs subsided, I dove into the concept of EAT affecting search rankings:
- Expertise, Authoritativeness, and Trustworthiness — EAT.
In the latest “core update” to the Google algorithm, emphasis is being placed on whether content has the characteristics of expertise, authority, and trust.
In other words, does your content carry weight, do others believe your content carries weight, and do readers trust you as an authority on a particular subject?
How to EAT Right With Your Blog Content
When I create or strategize content for our clients, one of my biggest points of emphasis is ensuring that the content carries weight. Otherwise, there’s no point in creating content. Here’s how to achieve this for each part of EAT.
E = Expertise
Evaluate your current content. Do you present your content from the perspective of being an expert in your field? If not, you’re wasting your time.
Google will filter out content that is poorly written, does not address relevant topics, or does not have attribution to a real person with industry credentials.
And, you don’t have to be the president of a user association in your company’s industry to be an expert. You can be an expert with a well-written piece of content that addresses key topics in an informative and relevant manner attributed to a real person. Just make sure you have authority behind what you’re saying…
A = Authority
You might wonder how Google knows you’re an authority on a particular subject. I’m glad you asked!
– One key way is when other websites link to your content. Link sharing feeds itself where your authority continues to build the more that other websites link to a particular piece of content that you’ve published.
The Google algorithm captures this and increases your visibility. Their thinking is that if other people see this as an important piece of content, then it must be an important piece of content. If it looks like a duck and acts like a duck, then it must be a duck!
– Here’s another way to show authority. Link to other pieces of authoritative content. For example, if you’re writing a blog about the latest stats that are relevant to your industry, cite the source of the stats.
The more external links to authoritative resources that you have in your blog, the more that Google sees this particular content as a comprehensive resource for information on a particular subject. Therefore, the content will rank higher when people search for this particular topic because Google wants to serve people with the most relevant content.
T = Trustworthiness
Ah, trust. This is my favorite part of the EAT acronym because I believe it captures one of the most underrated methods to improve your search ranking…
- Posting relevant and timely content on a regular schedule is extremely valuable.
Publishing content on a weekly or bi-weekly schedule tells Google that you’re engaged in your industry, you have something important to say, you are looking to serve your audience with relevant information, and that you are … trustworthy.
Now, you don’t want to post poorly-written content that doesn’t touch on relevant topics just to stay on a regular schedule trying to fill space on your website blog. That will ultimately hurt your EAT in the eyes of Google. It needs to be well-written, relevant content published on a regular schedule.
Work With Us to Improve Your EAT
Hopefully by now you know two things. 1. I love to eat. 2. I love content. Well, let’s make it three things. 3. You need to publish quality content on your website that Google will serve to your target audience.
That’s where we come in. We work with small-to-medium size businesses to deliver every aspect of content marketing that you need to reach your customers:
- Create a content marketing strategy.
- Research the relevant topics in your industry.
- Map out your buyer’s journey to see where relevant content fits in.
- Develop a content calendar to publish regularly.
- Create well-written, authoritative, and trustworthy content.
- Optimize the published content for SEO.
- Look for link-building opportunities to deliver your content to other sites.
- Distribute the content through your social media platforms.
- Help you build expertise, authority, and trust in the eyes of Google.
Whether you need help with a content strategy, a regular posting schedule, creating well-written content, or any other aspect of delivering great content to your audience, we’re here to help! Contact us today to see how we can help your business grow by reaching more of your audience through Google search.
