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What Does Google Want? – In order to rank well on Google, you really have to put in the work. The days of being able to pop up on Google overnight are long gone. You have to nurture and care for your website as it’s what carries your businesses reputation. You need to build its expertise, authority and trustworthiness, also known as E-A-T.

Today, we are going to discuss how to incorporate each of these into your content strategy to ensure that you are ranking for the best search phases in your industry. Google also has a reputation to uphold, it doesn’t want to be displaying websites that are of little use to their audience. Therefore, you need to ensure that your website is keeping up with their guidelines.

E-A-T – Expertise

If you are an expert, it means that you are very knowledgeable/skillful in a certain area. However, having this knowledge just written down on a web page isn’t enough to drive traffic to your website. You need to know how to engage your audience by delivering the information in the best way possible.

When you conduct research on how to improve site rankings, the answer is usually something like ‘create content your audience will love’. While this may be true, there is a little more too it than that. Whatever it is that your audience are searching for, you have to ensure that you are providing them a direct answer. There is nothing worse than asking a search engine a question and having long winded answers that don’t actually answer your question. You can conduct a keyword search to see which keywords occur more frequently.

To keep a loyal customer base, communication is key. Your customers want a voice and you need to try to understand what it is they want. Only then you can create useful content. It would serve your business well to think one step ahead. Once one question has been answered, think about what they would ask next. By doing so, you are ensuring that your business is the ‘go-to’ company within your industry.

E-A-T – Authority

Being an expert within your field is great, but it’s just the start. When other influences within your industry see you as the main source of information, you then become the authority. You might not realise when this happens, so below are a few indicators to help you determine when you’ve become the authority.

1. If your content is widely shared on a variety of platforms, including social media.
2. Mentions  on e-zine or news sites.
3. Links from other relevant and authoritative websites.
4. Increased branded search volume.

E-A-T – Trustworthiness

Businesses that are highly trusted by consumers are always the ones that are most successful. Expertise and authority are the factors that help to increase your rankings within search engines. You may think that these are the most important factors, however, it’s how trusted your company is that has the most influence.

Your company’s reputation is ultimately what will determine your SEO rankings. You MUST provide the best customer service. If there are any complaints, address them immediately before you end up with more negative comments online.

Ways to portray trustworthiness:

• A clear way for users to communicate with your business.
• Having your store location incorporated on your website.
• A privacy policy and a terms & conditions page, which can easily be found, usually in the footer.
• Clear refunds and returns policy.

If you want the best for your business and website, which we’re sure you do then follow those simple rules. There is a lot of competition out there and we want you to have the results you want. To find out how we can support your digital marketing needs, please contact us today.