Marketing for your business can be convoluted; there are a lot of moving parts. Sometimes, us at Lure Creative wish we could consult with doctors and healthcare company owners en masse on understanding the ins and outs of managing your business’s reputation online a little more.
With that said: Today’s topic is crafting useful, readable content that’s mindful of organic search result appearances via Search Engine Optimization—or SEO—for short.
Monitor Your Website Domain’s Signals
Expertise, experience, authoritativeness, and trustworthiness. This is usually referred to as “E-E-A-T” or “Double E-A-T” and represents one of Google’s search rater guidelines (.PDF attachment).
Let’s break down the meaning of each term and how they affect your website’s overall standing on Google’s search results:
Expertise
Pages that perform well on search often reflect a level of expertise on the matter specific to the industry.
For example, which would you trust: home electrical rewiring advice from a skilled electrician or from an antique homes enthusiast who has no knowledge of electrical wiring?
Experience
Google looks for content written by or on behalf of those with necessary, first-hand experience in your specific industry.
For example, which would you trust: a product review from someone who has personally used the product or a “review” by someone who has not?
Authoritativeness
Think about a topic or question, then think about your go-to, most reliable source of information or website for that topic. Often, an authoritative website fits neatly into this mindset for many across a variety of topic clusters and industries.
For example, a local business profile page on social media may be the authoritative and trusted source for what is on sale now. The official government page for getting a passport is the unique, official, and authoritative source for passport renewal.
Trust
A website’s trustworthiness is the most important member of the E-E-A-T family because untrustworthy pages have low E-E-A-T no matter how Experienced, Expert, or Authoritative they may seem.
An example of this are online financial scams, which are obviously untrustworthy, even if the content creator is a highly experienced and expert scammer who is considered the go-to on running scams.
In conclusion: Adding readable, quality content on a regular basis while staying within your topical bubble is one of the best ways to ensure better organic ranking for your website. Get in touch with Lure Creative for a free consultation to learn how we can help!
