E.A.T. for better S.E.O. A.S.A.P.

September 10th, 2018

Gotta love abbreviations. They have taken over messaging. Bless you heart if you get into a message thread with a millennial. But really abbreviation has been part of our lives forever. Once they are in wide use, they just help streamline communication. Terms Like ASAP (as soon as possible) and  SEO (search engine optimization) are now just normal parts of conversation for us.

But what is E.A.T.? 

E.A.T. is an abbreviation for Expertise, Authority and Trustworthiness. These qualities have been stated by Google to be primary considerations in the ranking of web pages pertaining to user searches. And these have been given more weight as on August 2018. In other words search engine ranking continues to evolve away from keywords toward content that is considered to be authoritative and trustworthy.
We have been advising our clients for some time not to get too focused on keywords. Instead, as much as possible, be an authority in your subject. It is far better to have someone else on the world wide web link to your content as authoritative or expert or trusted, than it is to have certain word or phrases on your pages (Although, you still need to use the words relevant to your subject).

So E.A.T. 

That means shorter is not better. There is evidence that Google really likes 1,000 plus word pages. That’s a lot. So, maybe you write a summary for your readers, but link to the full version of content for Google and other search engines. Blogging within your website framework (not an external blog) is still good for SEO if the content is considered E.A.T. Share your content for others to see and link. Authority is driven not by our opinion of ourselves, but the opinion of others.

Your Money or Your Life

August 15th, 2018

Sounds like a line from an old western doesn’t it? But it’s really (almost) a term Google uses in determining search rankings.

Google has hundreds and hundreds of real people it contracts with to provide human rankings for websites. The idea is to check/validate machine based ranking to make sure the machine rankings are meeting user needs. The ‘rankers’ are given a 164 page document to use for guidelines for their work. One of the highest, perhaps THE highest criteria for human based ranking is called YMYL (Your Money Your Life).

YMYL is content that has to do with shopping, financial, legal, medical – anything that is part of our everyday lives. The assumption seems to be that, whenever a query touches one of those topics, searchers are looking for real, authoritative information to help them make decisions that affect their lives. So if you do a search for, let’s say, “vertigo treatments,” Google will show results that it considers the best and most authoritative information on the subject. 

Of course, it is not just the human rankers that make that determination. Google knows what content receives the most serious looks from users like us. It also knows what content is the most linked from reputable sources around the web. So information gained from users’ actions and verified by humans help Google present its users with what Google believes to be the best answers to their queries.

Why write about this? Because authority seems to be the highest concern for Google. Therefore, web content developers should be focused on creating content that is authoritative. The hope is that others will recognize that content and review it highly or link to it.

Every business is an authority in its field. If not they won’t be in business very long. So use what you know and write authoritative content that will help propel your website higher in search results.

Another Major Google Update

August 10th, 2018

On August 1 Google began rolling out a significant algorithm update. Although Google doesn't publicize what has changed, they say that this update rewards websites that were previously under-regarded. The result being that sites that performed well previously may now have been passed in rankings by those previously under-regarded sites.

Of course, we know that Google is constantly moving its rankings according to its known ranking criteria. So we still recommend that all website owners be sure that their site(s) are SEO ready in the core, and not just in content.

Our sister business, Simply Organic Search Marketing, helps businesses get core-optimized in order to perform well in the current SEO landscape.