Monthly Archives: April 2020

SEO Tips – Why You Need To E.A.T. More in 2020…

So what does E.A.T. mean and why is it important for SEO in 2020?

E.A.T. is an acronym (if you haven’t already guessed) for:

E = Expertise

A = Authoritativeness

T = Trustworthiness

Keep reading to discover some useful SEO tips and strategies that you can apply to improve your search rankings.

SEO Tips - What is E.A.T.

Let’s examine what each of these elements mean and why they’re important for SEO.

EXPERTISE

To be favoured in the SERPS (search engine ranking positions) your website content must meet these 3 major ranking criteria.

Starting with web content, since Google does not understand content the way human beings do it instead, looks for signals that it can gather about your content to understand how it correlates with how humans assess relevance.

SEO PRO TIP 1: How pages link to each other is one of the well-known signals that Google uses.

It is imperative therefore, that your content resonates well with your target audience by:

a). Acknowledging & addressing their search query, including a descriptive or helpful title in the first instance.

b). Providing as in-depth an answer or solution as might be feasibly relevant to the search query thereby demonstrating your particular expertise.

c). Backing-up statements by providing fact-based evidence such as linking to seminal works or citing other reputable sites on the subject.

SEO Tips- E.A.T. - Why It's A Must Have

AUTHORITATIVENESS

Looking through Google’s algorithmic eyes websites or pages that have no beneficial purpose, ones that make no attempt to help users, or pages that potentially spread hate, cause harm, or misinform or deceive users, will receive their lowest rating.

Creating high quality web pages takes a significant amount of time and effort, expertise and skill too.

When pages are created that are factually accurate for the topic and backed-up by solid expert published opinion, then those pages are most likely to be deemed as being authoritative.

Clear examples of authority sites include:

Bruce Clay – The Father of SEO

Seth Godin – The Ultimate Entrepreneur

SEO PRO TIP 2: Your reputation as an author will affect how your content is viewed. Make sure that what you put out is of the highest quality and contribute to leading publications in your industry.

TRUSTWORTHINESS

Google favours high quality original content. Therefore, it is pointless to adopt a poor short term strategy that will only lead to low ranking penalties and ultimately site oblivion.

Let’s be clear – by poor strategy we mean:

poor-quality-sites-list

PUTTING IT ALL TOGETHER…

The key to E. A. T. is to adopt a strategy right from the very outset that places your target audience at the very heart of every bit of content that you publish.

SEO Tips - Putting it all together

In doing so, you not only benefit by adhering to Google’s content ranking guidelines but also by improving user engagement, lowering bounce rates and ultimately being seen as a primary resource within your industry.

SEO PRO TIP 3: Align your content creation efforts closely with E.A.T. criteria to send a strong signal to Googlebot that your content is worth ranking well.

TIME TO WRAP UP…

There are no doubt many other ranking signals used to determine the top spots.

But Googlebot’s automated web crawler is programmed to use a mix of many different signals to rank good content.

It is understood that the ranking signals use a mix of what, we as humans would agree is great content based upon the E-A-T criteria.

Therefore, from an SEO tips standpoint assessing your own content based on E-A-T criteria will most probably send a strong signal that your content is worthy of ranking well.

Google Marketing Tips & Advice During Coronavirus

Marketing tips from Google during these troubled times offer us, an insight into how businesses should ethically look at promoting themselves in the months ahead.

The Coronavirus rightly continues to dominate global news headlines with the seismic impact that it has on peoples all around the world.

As businesses reel from national lock-downs in place and with their economic futures looking highly uncertain, marketing advice from industry leaders like Google are worth taking a look at in closer detail.

1. GOOGLE MARKETING TIPS – TRUST LOCAL MARKETS

google-marketing-tips
Trusting Local Market Impact

ASK – “Is this campaign right given the current local market context”?

Trust what’s happening on a local market level.

Although the Coronavirus is a global pandemic, businesses should start by examining what is happening on a national and local level to therefore adopt the most appropriate marketing campaigns.

Be agile and adapt campaigns quickly to suit.

2. REASSESS MARKETING STRATEGY

reassess-campaign-strategy
Reassessing Campaign Strategy

ASK – “Is this campaign still right for the context and the moment“?

Reassessing strategy constantly is an absolute must.

Because current market dynamics are pushing rapidly evolving changes, businesses must thoroughly examine every marketing touchpoint and therefore adapt brand creatives accordingly across all owned and paid channels.

3. REVIEW YOUR CAMPAIGNS

reassess-every-campaign
Reviewing Marketing Campaigns

ASK – “Is this relevant and/or appropriate to this new reality”?

Closely monitor and respect local sentiment.

Closely review all marketing and creative media elements for tone, copy, visuals and placements.

4. TIPS TO NAVIGATE THROUGH UNCERTAINTY

navigating-uncertainty-marketing-advice
Navigating Through Uncertainty

ASK – “What marketing efforts can you support & do you need to shift budgets to operate more efficiently right now”?

Paving the way through these uncertain times will be key to business longevity.

Most importantly, establishing priorities such as the most relevant brands, products or campaigns that your teams can support right now is essential to operating in a cost-effective and media sensitive manner.

5. YOUR BRAND – LOCAL COMMUNITY

google-marketing-tips-community-contribution
Contributing To Your Community

ASK – “What can your brand and your owned media channels do to help your local communities”?

Brands that go the extra mile to help their local communities during this crisis will emerge the strongest.

The law of reciprocity has never been more urgently required than in TODAY’S climate and businesses offering the hand of assistance, be it cost reduced services, cheaper products, better deliverability etc. are more likely to reap greater beneficial rewards in the future.

6. MARKETING ADVICE – RECAP

google-marketing-tips-recap
Google Marketing Advice – Recap

LOCAL MARKETS – Keep fully abreast of what’s going on locally to structure your marketing campaigns accordingly.

REASSESS STRATEGY – Check whether your current campaigns are actually fit for purpose.

REVIEW – Constantly review every campaign, be quick and agile to react to dynamic & volatile market fluctuations.

NAVIGATE – Uncertainty is the watchword for these present times, so be extremely vigilant and quick to shift priorities and budgets when required.

HELP – Contribute to and assist your local communities wherever possible.

CONCLUSION:

The underlying fact is that we’re ‘all in this together’ and we’re all being currently impacted by this unfolding tragedy in one way or another.

As businesses look for survival usually the first thing that gets canned is the marketing, which is an understandable instinctive reaction.

History however, has taught us that it is those companies that persist with their marketing campaigns through tough economic times, are the ones most likely to emerge relatively unscathed in the aftermath.

Talk to us if you need any help with your current workloads. We’re offering very special rates on all of our services right now.

Go here for more information or simply call us on +44 (0)20 7872 2476 for help & advice.

Please comment below and share this article, if you feel that these marketing tips may be of some benefit to people that you know and care about.

More importantly meanwhile, STAY SAFE, BE WELL & LET’S ALL HELP EACH OTHER GET THROUGH THIS!