Remaining competitive within your industry on the world wide web is necessary for the sustainability of your business. All business is conducted within the marketplace and Economics 101 teaches us that consumers have limited choices. As time continues to pass, Google’s search algorithm continues to become more sophisticated with one overarching goal: answer the question of a user’s search query as effectively as possible.
Ranking higher then and looking down at your competition relative to search engine results related to your industry is imperative. It comes as no surprise that content continues to remain the #1 ranking factor for Google’s search engine algorithm. If you have made the investment for proper search engine optimization (SEO) your content is being indexed with the correct intention behind it i.e. it was developed to provide valuable information and cover topics relevant to your client’s questions. Even in small rural communities similar to Park City, Utah, Steamboat Springs, Colorado and Laramie, Wyoming, your business is not the only one competing for the prime real estate on that first search engine results page (SERP).
A significant determining factor of content’s value both real and perceived lies in its ability to communicate (machine and human reading) what is referred to as E-A-T: expertise, authoritativeness and trustworthiness. Developing content with this in mind will ultimately lead to your website’s pages ranking higher for related search queries.
Following are questions to ask while creating content that covers the basic tenets of E-A-T. Answering these questions within your content will ultimately lead to higher search rankings by establishing your content’s value within Google’s search quality evaluator guidelines.
- Expertise: What is the expertise of the primary creator of the content?
- Authoritativeness: What is the authority of all primary content, the primary creator of the content and the website (publisher) itself.
- Trustworthiness: What is the trustworthiness of all primary content, the primary creator of the content and the website (publisher) itself.
Please visit the following links for additional information on E-A-T as well as Google’s search quality evaluator guidelines.
When working within the fields of medicine, education, technical services etc. these factors are a bit easier to determine as it is more transparent i.e. credentials of the publisher, credentials of the author, validity of the website etc. Given that your website’s data is structured properly both machines and humans will not have to work hard to decipher expertise, authoritativeness and trustworthiness. This isn’t the case within all industries when what defines these elements become a bit more illusive.
This reinforces the need to develop content with specific intent. Publishing and/or producing less content that validates expertise, authoritativeness and trustworthiness is far more valuable than creating content in high volume.
If you have any questions or are interested in learning more about search engine optimization please give us a call or complete the form found on our appointments and inquiries page.