Marie Haynes — How to Leverage E-A-T with Your Content Strategy
•Descargar como PPTX, PDF•
0 recomendaciones•4,734 vistas
These slides were presented at the SEMrush webinar "4 Hours of E-A-T | How to Leverage E-A-T with Your Content Strategy". Video replay and transcript are available at https://www.semrush.com/webinars/4-hours-of-e-a-t-or-how-to-leverage-e-a-t-with-your-content-strategy/
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Similar a Marie Haynes — How to Leverage E-A-T with Your Content Strategy
Similar a Marie Haynes — How to Leverage E-A-T with Your Content Strategy (20)
Más de Semrush
Más de Semrush (20)
Último
Último (20)
Marie Haynes — How to Leverage E-A-T with Your Content Strategy
- 1. How to Leverage E-A-T with Your Content Strategy Dr. Marie Haynes@mhc_in c
- 2. Dr. Marie Haynes • 12 years of experience in SEO • Mentioned in Forbes, Inc, Entrepreneur, Moz, SERoundtable, SEL and more • Regular speaker at conferences like Pubcon, SMX, Mozcon, and more • Has helped hundreds of websites recover from Google penalties or algorithm updates • Weekly SNYCU Podcast listened to by thousands of people @mhc_inc
- 3. A team of incredibly smart SEOs Many success stories in helping businesses perform better on Google Grand prize winner of the 2019 Wix SEO competition Some of the staff are conference speakers and podcast guests Weekly newsletter read by over 7000 people each week @mhc_in c
- 4. Author E-A-T
- 5. Do I need to have experts as authors?
- 6. @mhc_in c
- 7. @mhc_in c
- 8. @mhc_in c
- 9. @mhc_in c
- 10. @mhc_in c
- 11. @mhc_in c
- 12. @mhc_in c
- 13. @mhc_in c
- 14. @mhc_in c
- 15. @mhc_in c
- 16. @mhc_in c
- 17. @mhc_in c
- 21. @mhc_in c What you need to know about author E- A-T: • Would your readers consider this content as being written by someone who is qualified?
- 23. @mhc_in c
- 24. @mhc_in c
- 25. But how does Google do that? @mhc_in c
- 26. @mhc_in c
- 27. @mhc_in c
- 29. @mhc_in c
- 32. Are your page titles descriptive? @mhc_in c
- 33. @mhc_in
- 34. @mhc_in
- 35. Why does the purpose of a page matter? @mhc_in c
- 36. @mhc_in c
- 37. @mhc_in c
- 38. @mhc_in c
- 39. @mhc_in c
- 40. @mhc_in c
- 42. @mhc_in c
- 43. Can’t rank a product page? Consider making it an informational guide. @mhc_in c
- 44. @mhc_in
- 45. @mhc_in c
- 46. @mhc_in c
- 47. @mhc_in c
- 48. @mhc_in c
- 49. @mhc_in c
- 50. @mhc_in c
- 51. @mhc_in c
- 52. These essential oils will cure your cancer. @mhc_in c
- 53. @mhc_in c
- 54. What you need to know about essential oils and cancer. Which essential oils have been shown to help cancer patients? Can essential oils be used to treat cancer? @mhc_in c
- 55. @mhc_in c
- 56. @mhc_in c
- 57. @mhc_in c
- 60. @mhc_in c
- 61. @mhc_in c
- 62. @mhc_in c
- 63. @mhc_in c
- 64. @mhc_in c
- 65. @mhc_in c
- 67. Links@mhc_in c
- 69. @mhc_in c
- 71. @mhc_in c
Notas del editor
- Many ways to do this, but here’s a good start
- Do you need to have experts as authors
- Article lists authors, but no bio Robert Freeland appears to have some E-A-T, but how is a reader to know that?
- Some mentions, but nothing recent
- Imagine you want to write content to rank well for “how to pick a quality stock investment”. Look at who is currently ranking for your keywords – would readers consider your authors as qualified as theirs?
- Looking at the site ranking #2.
- Next article written by an expert who is likely more qualified
- WealthSimple – ranking #1 – featured snippet
- Hover over her bio -featured on MSN Money, debt.com, yahoo finance -degree in journalism ?!? – not finance?
- What do other experts think?
- MSN Money publishes Veneta’s financial stuff. And other financial sites. But she’s not known widely in the industry as an expert. There are people who are more expert, but the authority of the brand helps as well. Most likely though, Google has ways of determining that the content is expert written
- Article lists authors, but no bio. Bios are possibly more for user trust than Google’s trust. Google has many ways to determine who authored a post and whether the content is expert or not.
- But Google says they do not identify which expert wrote which content.
- A patent says they can!
- ***
- Instead of trying to figure out exactly what Google is doing here, let’s consider what they want to accomplish
- Don’t slap a doctor’s name on it. Google can analyze the writing style. Who knows what else they are doing. Google’s goal is to make sure that they are promoting content that is good and trustworthy. And this is just one component of what Google considers for ranking.
- This Google blog post tells us what we need to know about core updates. Lots in there about content quality.
- We don’t know, but we have clues. Blog post gives us questions to answer. We will cover some of them.
- Google is not going to give us the secrets to the algorithm. But they did give us the QRG.
- Many ways to do this, but here’s a good start
- Google is not going to give us the secrets to the algorithm. But they did give us the QRG.
- Required reading for SEOs.
- A full discussion would take all day – and maybe longer. We do have a checklist you can purchase that shows many different things we review on a website when trying to improve E-A-T
- If we had more time, we’d talk on all of these, but for this talk we’ll focus on high quality main content
- This is the example given - title? or h1? point is that users must be able to quickly decide what the page is about
- Why would the page title be important to Google?
- Gary implied that there were only so many spaces available for transactional pages for certain searches.
- Note that these are all transactional pages
- Would you expect to see transactional or informational pages here?
- Won’t convert as well, but can rank
- Ranks for “essential oils”
- Ranks on page 1 for “multivitamins”
- Extremely helpful info. No CTA until the end.
- Extremely helpful info. No CTA until the end.
- Example of exaggerated title in QRG
- Is this a good title tag?
- What do authoritative sites that Google trust say?
- All better examples.
- Write headings that would not make experts in your field cringe.
- Google’s blog post on core updates mentions titles and headlines twice. It’s important. Also recommend looking at how the page reads if you just read the h tags.
- More info on our website re scientific consensus qrg mentions several times that an element of trust is whether other experts would agree with the content
- More info on our website re scientific consensus qrg mentions several times that an element of trust is whether other experts would agree with the content
- When you or your writers create content, is it the best of its kind?
- This sounds cursory, but is really important. But how would Google know if content is awesome?
- How could Google determine if content is awesome? They got much better at understanding content with BERT.
- Let’s say Google has to decide where to rank these two pages.
- n the past, if we pointed links at the “ok content” page, it would have a good chance at outranking the amazing content.
- On November 8 there was a big update that was not announced by Google as a core update. We thought it was link related as many of the sites that saw drops in traffic were sites that previously thrived on reciprocal links, guest posting links and other “grey” hat links.
- We may have made a mistake! BERT went live late October.
- It’s possible Google is putting less emphasis on links now that they can better recognize good content. Disavowing probably won’t help.
- Braggy stuff. Paying attention to the QRG can really help.