January. The month of hope and new beginnings, of New Year’s
resolutions that will kickstart the year; the month you will get with it and
get on with it…
But let’s face it, it’s really just a month of drudgery isn’t
it? January is the crushing realisation that FTSE 100 bosses have already
earned your annual salary. It’s the month of cold, lashing rain that has
already extinguished that ‘get fit’ resolution: your bag of lycra gear, ready by
the door – for dropping off at the charity shop. January is Blue Monday: the official
most depressing day of the year; invented, even more depressingly, by the
travel industry to get you to book holidays you can’t afford.
So given the circumstances, we’ve decided to ease you in
gently, and deliver just one tip at a time – to allow you to absorb, implement
and really get 2020 kickstarted.
Last time, we developed the (hopefully) helpful ‘5-steps-to-re-focusing-your-digital-brand-in-2020’; against a wave of “‘fake news’ that sometimes turns out to be true.
Honesty, integrity cast aside; the age of bluff and bluster.”
Trustworthiness must therefore become a valued commodity.
Mark Traphagen, Vice
President of Content Strategy at Aimclear Digital Marketing, writing for the Search Engine Journal, thinks so:
an era of fake news…now more than ever you must work hard to prove
important signal to establish your own reputation, with the public and with
can we manifest this in within our digital marketing and SEO strategies and do
the likes of Google even care about the value of your output?
Top SEO tips you need to implement in 2020
No 1: E-A-T
The good news is that yes Google does value quality and trust.
Also good news, is that Google publish their ‘Quality Rating Guidelines’ – which
will help you attain the kind of quality webpages that Google likes to see. The bad news is that it
is 168 pages long. However, because it’s January and still raining, we’ve read
it for you (well, the relevant bits at least).
What are Quality Ratings Guidelines?
These are the guidelines their rating staff or ‘Quality Raters’
use in order to rate information. This is how Goole adds human intervention to the
process of evaluating information – they do not just want general information
to be found, they want useful and relevant information to be found; their
mission to make quality information searchable by sorting the wheat from the
We’ve mentioned before, that in the good ol’ days of keyword
stuffing, all you had to do was fill your text and meta-data with vaguely
relevant keywords and cram your social media with hashtags to get results. But things
have changed. There is simply so much data that Google are finding new ways
every day to update their algorithms to defeat useless and uninformative data.
It boils down to the authority of your website’s main content
(MC). This means that the quality and authority of your authorship is important
to Google and ultimately will help determine how your page will rank.
Will poor E-A-T ratings affect your Search Engine results?
Getting a low score by the Quality Raters doesn’t necessarily
affect your site’s ranking in the Search Engine Results Page (SERPS). But bear
in mind that Google have implemented this for a reason and are constantly
looking to update their algorithms. They have introduced human intervention to
access and evaluate the content of search results against their own Quality
Rating Guidelines – the data collected is then added into Google’s algorithms
to improve search results.
So yes, indirectly E-A-T will affect your rankings in the
SERPs – so you need to focus on it just as much as other SEO factors if you are
looking to build and secure your long-term rankings above your competitors.
So, what is Google looking for?
quality sites and pages have a very high level of expertise OR are highly
authoritative OR highly trustworthy’
means that whole websites or pages within websites that don’t have an obvious beneficial
purpose will receive a poor rating.
pages that do have a clear beneficial purpose, ‘the amount of expertise,
authoritativeness, and trustworthiness (E-A-T) is very important’.
Following Google’s own guidelines – the emphasis is on:
But, why is this important?
Noa Eshed is a writer for the well-established digital
marketing platform: Business2Community (you see what we are doing there?) She
makes a good point on E-A-T:
you’re looking to score a quick win, you’re outta’ luck. Going by
E-A-T’s framework means taking time to build and nurture…. so, focusing on
these three pillars is the smart thing to do if you want your pages to rank
high for the most relevant search queries in your industry.”
What can we learn from Google’s own instructions?
Google’s instructions to their army of ‘Raters’ offer plenty
of guidance and offer insights into their mindset:
website’s reputation is based on the experience of real users…’ So, despite what some people
think,Google do not just rely on computer programmes.
websites are eager to tell users how great they are…. but you must also look
for outside, independent reputation information about the website….’ Google consider what
other people say about you, more than what you boast about yourself.
evaluate the Page Quality of the site, not just blindly accept information on
one or two pages of the website. Be
sceptical of claims that websites make about themselves. Ouch, Google suspects
that you might be a total bluffer.
in summary, Google is saying that they consider lots of information on the
internet to be utter bunkum, to be treated as drivel, written by bluffers – or something
to that effect. Sorry it’s January, so we’re pretty grumpy as well.
So, how do we implement E-A-T?
In order to comply with Google’s guidelines and produce a
site that is rated high in Quality Ratings, you need to focus on:
1. Expertise (of the creator of the Main
Write content that clearly has expertise. Avoid
writing blogs and articles that could have been scribbled on a fag packet. Include
an author and biography. Google (and your audience) wants to know who is
producing your library of knowledge to check it has the necessary expertise –
and grade it accordingly.
2. Authority and trustworthiness (of your
Write content that clearly has authority and is
worthy of trust. This means you writing material that obviously has had some
research behind it. Avoid plagiarising other people’s material and employ
quality writers who produce informative and interesting material. (Isn’t it
amazing how many ‘strategists’ don’t seem to be able to write basic, quality
Connect with your audience using storytelling,
interact with them through your social platforms, and post information that is
worth reading. Otherwise, websites with MC containing authority and trust will
be placed ahead of you.
3. Getting rid of low E-A-T content (from
your website and searchable platforms):
Read the content on your own website. Read
competitor websites – it’s surprising how many sites contain bland,
featureless, anonymous content that looks autogenerated. Make sure that any
material you publish is informative, authoritative and useful.
there we have it. One tip and 3 east steps to get on with. Bearing in mind the
season of goodwill is over, it may be time to start evaluating progress of your
SEO journey and heed Google’s bluffer warning. Don’t be swayed into yet another
expensive re-brand – just deliver authoritative content and start transforming
your digital presence.
you might still need some help? If you are in the south/S Wales/south-west
England area, you might see a new face out and about for WebAdept, delivering
workshops for Sport Wales and Lloyds Bank Digital Academy.
Oakman is our new Sales Director, an experienced digital marketer with over 20
years in the business. He has spent the last 5 years as Digital Director at
Wales Online, Wales’ most popular regional
website for news, sport & lifestyle related content with a monthly audience
of 14 million unique browsers. So, if you want better
results from your own digital presence, then get in touch – he’d love to
hear from you!
All projects start with a quote. Give us a few details about your project and we will get back to you with a quotation. Not sure what you want or prefer to talk to someone? Give our friendly team a call on 01437 720033.