Episode 8 - SEO Espresso The Podcast
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[00:00:00] Welcome to SEO Espresso, the podcast with
[00:00:03] me, your host, Natalie of Natalie Faith Web Designs. This podcast is your short and fast hit to learning SEO dedicated to breaking down the complexity of SEO so you can create a memorable online brand that attracts clicks, leads, and sales to your website. Learn SEO in easy to consume shots of knowledge that will allow your business to grow all while sipping your morning coffee. If this is what you've been looking for to get your business noticed in more places than just social media, you are in the right place. You're gonna love what comes next. Let's go.
[00:00:39] So what makes the Google algorithm happy?
[00:00:42] I get asked this question all the time, and to quote Google after identifying relevant content, their systems aim to prioritize those that seem most helpful. To do this, their automated systems identify a mix of factors that can help determine which content demonstrates [00:01:00] aspects of experience, expertise, Authoritativeness and trustworthiness.
[00:01:04] That's why it's called EEAT because, each of those different come together to spell the word EEAT. Google has shared that websites clearly show each of these EEAT ranking factors rank better than those that simply don't. Google Search Central recommends that businesses who create reliable people first content will appear on the top of search results because this is what their automated systems are built to identify and therefore rank based on this data.
[00:01:33] Saying that though, in the same article, it says Within EEAT itself isn't a specific ranking factor, using a mix of that can identify content with good EEAT is useful.
[00:01:45] So without further ado, shall we jump into what EEAT really means?
[00:01:50] Put super simply EEAT is the experience that your audience can expect by working with you a demonstration of your expertise online. [00:02:00] Your authority your
[00:02:02] business /industry and how trustworthy you are as a business to work with.
[00:02:06] So let's go a little bit deeper into experience. Do you clearly show your personal experience within the topic that you've just discussed? Do you share your insights, any testing that you've done, maybe some reviews from clients or testimonials, and identify why your approach is different to your competitors or others within your industry.
[00:02:28] Maybe even share how your audience have benefited from using your particular approach to this problem. You could also share some case studies, go deeper into a blog post and a newsletter subscription that you've created.
[00:02:40] You could also share this on your website too, and if you're not sure where to start on this. Just start with the topics that your audience are coming to you for and answer those questions. Create posts on these topics and then share them across your different marketing channels and, link it back to your website where you go deeper into that topic on your blog [00:03:00] posts or whatever medium you decided to choose.
[00:03:02] Now great example and it is a hiker who has written a article on this particular trail, and this is someone who has actually hiked it. They know what the conditions are like.
[00:03:15] They know if it's hard or if it's a low gradient for when you're hiking. They know the ins and outs of that particular trail. And so for you as the business owner try and find a way to relate to this in terms of no one else knows the information that you do about X topic.
[00:03:33] Okay, let's jump into expertise now. The easiest way to do this is to share your qualifications on your area of expertise. So on your about page, across your social media content, and maybe even on the podcast interview, ask for backlinks, from any association or website that can back up your qualification skills or accreditations.
[00:03:54] If you are speaking at any conferences, presenting on a webinar or anything else like this, do the [00:04:00] exact same. Always ask that link back. Share your knowledge in blog posts and add external links to research and other useful content like you would, for example, when you were at university and you would write your papers/ assignments, you always reference back to where you found that research. Was it a article, was there a research paper always reference where you found that information?
[00:04:25] So if you are known as the expert in your industry, people are more likely to work with you. They find there's more trust as you have more experience, it adds a point of difference over your competitors.
[00:04:39] Okay, let's look at Authoritativeness. This is when you mention references, citations from other reputable sources.
[00:04:48] Maybe even some positive reviews or testimonials from other people within your industry that are also known as experts. Try and get as many high quality back links from respected [00:05:00] websites within the same industry that you are in. And even if, say, for example, you've won some awards, always try and add this to your website.
[00:05:08] Share it across social media, make sure people know that you have won these awards, and that you are known within the industry as having a really great experience, expertise, and high trustworthiness as well. There's a recent update within social media and Google search algorithms connecting with one another.
[00:05:28] So if you have a social media following that is high with follow account and with engagement, this is seen as a high Authoritativeness by Google. And so what you need to do is if you are already on social media, make sure that you just keep increasing that engagement with your audience for better search engine optimization later.
[00:05:49] And of course, if you're doing any collaborations with anyone within your industry or any similar organizations, this will also provide a fantastic amount of [00:06:00] authoritatively with Google. So collaborations could be. On a podcast interview, you could interview someone and then they could be on your show and you could interview them.
[00:06:09] It could be on a brand deal Perhaps there's a brand within your industry that you use all the time, and therefore you want to help promote. these sort of collaborations will benefit both of you equally. This will be really great for your Authoritativeness.
[00:06:23] Trustworthiness. The final part of the EEAT acronym, and this is about transparency, and if there are any potential biases or conflicts of interest.
[00:06:34] Are you, as a business owner clear with what you do for work? And if anyone, for example, especially when it comes to paid ads or anything like that, do you let everyone know that this is a paid ad? Do you let them know if you use this particular brand or business, et cetera that you're promoting.
[00:06:52] So being transparent around that to your audience is super important for trust. It's also making sure you [00:07:00] make regular updates to your so then it is not only a safe and secure place for your audience to visit, but it's also free from any issues of broken links or confusing layouts or any sort of buggy behavior.
[00:07:15] And. Is it easy for them to contact you? Are you being vague about contact information? Are you providing a source for them to get in contact with you? Either a mobile number, an email, a contact something like this? someone can get in touch with you? If the only way they can contact you is by going on your website and then onto your social media and then sending you a DM and then never getting a It feels not as trustworthy as someone who has their information clear and in front of you from the start, there's your contact mobile number. At the very top, there is a booking button. At the top right corner, there is a link to contact me. You know, having plenty of touch points within your website for [00:08:00] people to be able to contact you and work with you.
[00:08:02] And the easier that you make it, the more likely you are to turn those visitors into leads.
[00:08:08] Think of a product review that discloses affiliate relationships and presents the pros and cons, that would demonstrate trustworthiness because if you already use this particular product, you'll know exactly what is a pro for you and what wasn't as great, which would be the cons.
[00:08:26] If people take your word for what it is, they will not only trust what you do, but they'll take that into account when it comes to that particular product.
[00:08:34] Okay, so how do you make the Google algorithms happy?
[00:08:38] It's simply by being the expert in your industry and share relevant and up to information on the industry topics, you know so well on a regular basis.
[00:08:48] If you're able to be this person for Google who shares information on your industry that is for the people searching for that then Google will reward you by increasing your ranking for this particular [00:09:00] topic keyword. And here's a few ways of how to do this, Google specifically says that it wants you to share the who, how, and why about your content. And this really means is that it wants to know clearly who has created the content on your website. And you can easily do this by making sure that your name is when you publish a blog post. And if you ever have any guest blog posters on your website, you can clearly label them so they know exactly who is creating this content.
[00:09:28] And then the how is how you created it, because there are so many people creating AI generated content these days. So it's really important just to make sure there is a clear distinction of if you've written this yourself and if it was AI generated.
[00:09:43] What I would suggest is that if you do struggle with writing blog posts, particularly long ones, is to use something like chat GPT and ask it for an outline. So then you write the original content, but you have a structure to follow throughout that process. This way are making it much easier for you to [00:10:00] get started on that particular post.
[00:10:02] And then the why.
[00:10:03] The why is about who you are helping. Think about your core audience. Who is it that you are here to serve? I really want you to dig deep into that one and do a bit of customer and client analysis. Where are they from? What industry are they specifically within ? What are their specific pain points?
[00:10:23] another way to make sure that your content is being found by Google is making sure that you are using keywords relevant to the pages, posts and products on your website by creating original content from the words on your website to the images and the videos. By sharing up to date information regularly because we love consistency and by updating information on your website, Google does check this and it will label the last time that a particular page and product on your website was last reviewed by you and updated.
[00:10:56] So I would suggest adding a simple reminder to [00:11:00] your calendar for every week, fortnight, month, whatever is achievable for you, and just checking on this content to make sure it is still up to date. And if it's not, then adding a link or editing the content to the now up-to-date information for this particular industry or topic.
[00:11:17] Okay, I'm gonna leave it here for this week. If you've enjoyed this podcast episode and know someone who wants to learn more about SEO, please share this with a friend.
[00:11:27] Until next time, I'll see you then. Bye.
[00:11:31] This podcast was recorded on the lands of the Boonwurrung people of the Kulin Nation who've cared for this land for over 60,000 years. I pay respect to their elders, past and present. Always was, always will be Aboriginal land.
