As search engines continue to evolve, the importance of E-A-T (Expertise, Authority, and Trust) continues to increase. If you want your website to rank well in Google search results, you must demonstrate that you have the necessary E-A-T. In this blog post, we will discuss the importance of E-A-T and how you can implement it into your content strategy.
First, let’s define E-A-T. Expertise refers to being knowledgeable in the subject matter you are writing about. Authority means that others recognize you as an expert in your field. Trust refers to having a reputation for being honest and credible.
Google wants to provide its users with the best possible search results, and part of that is ensuring websites have a high level of E-A-T. This means it is crucial for your website to showcase expertise, authority, and trustworthiness in order to rank well in search results.
So how can you improve your website’s E-A-T? An important aspect is building trust with your audience. This can be done by being transparent about any conflicts of interest, clearly disclosing sponsored content, and ensuring that all information on your website is accurate and trustworthy.
Incorporating E-A-T into your content strategy may require some effort and rethinking of your current practices. However, it is worth it in the long run as it can greatly improve your search engine rankings and credibility with potential customers. So don’t hesitate to make the necessary changes to showcase the expertise, authority, and trustworthiness of yourself and your website.
What is E-A-T?
E-A-T stands for expertise, authoritativeness, and trustworthiness. It comes directly from Google’s Quality Rater Guidelines, which is a document that they use to train human search quality evaluators that they use to conduct tests thousands of times every year to basically benchmark and see how well Google is doing in terms of meeting the expectations of its users.
Can you measure E-A-T?
The only factors that Google has explicitly confirmed as ranking factors that contribute to E-A-T are PageRank and links. That being said, there’s a lot of ways that E-A-T plays into the algorithms indirectly and a lot of things that Google has said that we can piece together to understand the role that E-A-T plays in the algorithms.
The Best Tools For Website Speed Tests (Plus How To Speed Up Your Site)
What Factors Does Google Look At For Website Speed?
There are so many factors that affect website speed, but Google has made it easy for you to uncover.
Prior to the page experience algorithm update, Google created a set of three metrics called Core Web Vitals, and it uses those metrics to determine your website’s speed and usability.
These three key metrics can help you navigate what pages and parts of your website are affecting site speed and user experience – this makes it easy to pinpoint what is causing your website to rank lower.
Google’s Core Web Vitals
In order to make sure your website ranks well, you’ll need to make sure you’re paying attention to:
- Largest Contentful Paint (LCP): How quickly does content render?
- First Input Delay (FID): How quickly does the page respond to user interaction?
- Cumulative Layout Shift (CLS): Is the page layout stable or does content shift around after load?
How to Scale Facebook Ads: 5 Techniques
#1: Increase Facebook Ad Spend
The simplest way to scale Facebook ads is to dial up your budget. Also known as vertical scaling, increasing your ad spend allows Facebook to deliver your ads to more of your target audience, which should lead to more results.
But there’s a catch. If you increase your ad budget quickly, your ad set will automatically reenter the learning phase. That means Facebook has to relearn how to deliver your ad within the new budget parameters. Even after the learning phase ends, there’s no guarantee performance will return to previous optimal levels.
#2: Expand the Target Audience
When you test ad sets, you’ll probably spend a lot of time fine-tuning the target audience. While a well-defined target audience may deliver great results for weeks or months, even the best audiences become saturated eventually.
When Facebook exhausts all of the cost-effective options for delivering your ad, costs naturally start to climb. When you notice increasing costs and frequency, it’s a good time to think about how to expand the target audience—a type of horizontal scaling.
Here’s Why CRM For Digital Marketing Helps Boost ROI
Why Use a CRM?
A CRM system can be helpful for a number of reasons to improve your business, namely:
- To collect and store customer data to use in the future
- To track sales and analyze which promotions are the most successful
- Connecting the sales team with customers in real-time
- Improving follow-ups and ensuring customer loyalty is there
- To keep the sales team updated with customer information, potential customer leads, and insights into specific customers
- Sharing files and information between the team so everyone is kept in the loop
Build long-lasting customer relationships
CRM platforms are designed to collect customer data. This then allows you to dive deeper into customer behavior and how they spend their money with you. You can view previous purchases, all communication and track how they interact with your business. This makes it easier to customize future interactions, as you already know about their previous activity.
Some CRM systems can track website visits through social media engagements and email link clicks. Businesses can use this information to look for trends, such as the type of posts that typically get more engagement and website clicks than others. It helps to build a long-lasting relationship with customers as you can see what content they are genuinely interested in seeing.
Does content marketing suffer from a failure to communicate?
Consider these detailed responses to the one-change question:
- “I would increase the perceived value of content marketing — it’s a functional expertise/skill set, not just something everyone pitches in to do. The right content is critical for the buyer’s journey and campaigns.”
- “Recognize the value it brings and support it with adequate funding and resourcing.”
- “More focus and support from leadership on our strategic goals so we can refine our content marketing focus to make sure we go in the right direction with the right resources.”
- “Define content marketing as a value-producing function to support all other marketing efforts.”
8 Confirmed Google Ranking Factors
Backlinks are clickable links from one website to another.
In 2016, Google’s Andrey Lipattsev confirmed they’re one of Google’s strongest ranking factors.
But not all backlinks are equal. Some move the needle more than others.
Nobody knows what makes the perfect backlink, but Google says you should build them from other prominent websites on the subject.
Google has systems in place to help it understand what searchers want. You, too, need to understand this if you want to rank.
How? There’s no foolproof formula, but the top-ranking results offer clues.
For example, most of the top results for “air fryer” are blog posts with top picks. This indicates that searchers are in research mode, not buying mode. As a result, it probably makes the most sense to target this keyword with a blog post over an e-commerce category page.
Freshness is a query-dependent ranking factor. It’s stronger for queries that call for fresh results.
If freshness is a big deal for your keyword, update your page often or publish new articles to keep up with demand.
Should You Target Zero-Volume Keywords? It Depends.
It’s no secret that search volumes in keyword research tools aren’t perfect.
Most zero-volume keywords get some searches. But expecting tons of traffic from one is a bit like expecting rain when the forecast says sunny skies. It can happen, but it probably won’t.
That said, I think most advocates of zero-volume keywords are aware of this fact. They simply don’t care, as they don’t need a 100% hit rate. They just need a percentage of those they target to outperform estimates.
Given this revelation, you may ask yourself, “Why do I keep seeing claims of zero-volume keywords driving lots of traffic?”
From what I’ve seen, it’s almost always a result of people conflating traffic from a single keyword with a page’s overall traffic.