The internet is a minefield at times when you’re looking to research quality information. With the increasing spread of false information and low-effort articles designed squarely to infiltrate search rankings online, Google has taken a multi-faceted approach to address the problem and ensure that it presents only the best content the internet has to offer.
Being an SEO, content and PPC marketing agency for over two decades, we at Brave Agency get frustrated when we see other so-called experts spreading misinformation about the nature of SEO. Google seems to think similarly about the spread of informative blogs that lack quality information, and they have added another node to their E-A-T algorithm to further benefit those who are genuinely well-versed in their chosen subject matter.
Google’s original E-A-T algorithm is a three-pronged focus point for content marketers to consider when creating new targeted content. Your website and blog should in some way inform readers of your expertise (E), highlight how respected and reputable your business is in your industry to enhance your authoritativeness (A) and link to high-quality sources to prove your trustworthiness (T). As SEMRush states, this is not a direct factor in Google search rankings, but it has a soft power on how favourably Google looks at you. Their newest addition to this algorithm strengthens the funnel through which they hope great content can flow.
According to Google, the extra ‘E’ stands for the Experience of the author or content creator. Now when Google evaluates content, it will look at past articles the author has written to see if they have genuine first-hand expertise in the subject. This prevents websites that are creating content irrelevant to the wider field their website covers.
For example, if Brave created an article on the latest celebrity gossip to gain more visitors to the site, Google would become suspicious of our website’s expertise in both celebrity gossip and marketing. The result is an overall dip in authority for both topics, which encourages content to be more specialised.
The second point Google makes is that they want to see content made by real people, and they want expanded information on the authors themselves to swat away impersonally-made content. They want to see real accreditation and evidence that the author is an experienced writer in the field, similar to the Authoritativeness part of the acronym.
The change indicates a move towards specialisation for content creation. Google wants to see audience-focused content that builds traffic based on the knowledge that people will depend on you. No longer will sites be rewarded for grabbing high-volume keywords to claw higher up the Google rankings; now you need to provide regular content that actually targets the audience interested in this type of content.
In terms of author authenticity, blogs need to be written by experts in the field and include author biographies that convince the audience of the reader’s experience. Links to social media pages for the author act as smoke signals that Google will notice and reward with greater authority. However, this does not stop the work of content marketing agencies, as content can easily be written in the expert’s name.
If you’re looking to increase your Google authority and search rankings, Brave Agency is the number one choice for eCommerce brands in the Peterborough and Cambridgeshire area. We work with a varied range of clients to help them create an SEO, PPC and content marketing strategy that all work in harmony to catch the attention of Google and, by proxy, your potential audience. Contact our team today and see what your brand can achieve with a quality SEO marketing agency behind it.
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