What should you look out for when considering Google SEO (based on Google Algorithm update, August 2018, commonly known as the medic update).
P.S. And no, just because it’s from August 2018, it doesn’t mean it’s old news 😉 Google doesn’t do “medic” updates very often so this is still very much actual.
This Google Algorithm Update was all about E-A-T (Expertise-Authoritativeness-Trustworthiness).
What does E-A-T Google Algorithm Update mean?
Google is always looking for new ways to give credit to content that is relevant and that you know what you are talking about. When Google is looking at your content regarding SEO it is asking three questions:
- Expertise: Does the content creator have knowledge and skills in their field?
- Authority: Is this the go-to person for advice? Is this the best place to find this information on the web?
- Trustworthiness: Do they present honest and reliable information/advice?
And this is what E-A-T stands for.
If your content scores well in these aspects, you should see better rankings and, therefore, more organic traffic. While unreliable content from underqualified authors gets bumped in the search results. This is why Health sites were hit hardest by this update.
So what should you do?
1. Optimize for search intent
Stop focusing on keywords (no, I’m not saying to forget about them, they are still very important for SEO) and start focusing on the user because Google wants to provide the best solution to what the user is looking for.
Use real-life examples, screenshots, walkthroughs, up-to-date information to provide value to your reader.
Anticipate what kind of information the user may seek out next and be ready with additional content (and yes, that means relevant post suggestions at the end of the post).
2. Improve content quality
- Use descriptive headlines – It’s important to Google that you do not mislead users.
- Back up claims with supporting evidence – This shows that your content is honest and reliable.
- Create long-form content – As always, longer is better.
- Make it look good – Your posts must be well-organized and optimized for mobile so that they’re easy to read.
- Provide genuine value – Link out to relevant resources, engage readers with a poll, provide a useful freebie.
3. Display credentials
Readers need to be able to trust the advice they’re receiving. If somebody is going to make an important decision based on the advice in your content then it needs to be legitimate.
Yes, this one is going to be hard for bloggers. But give the best you can – include things such as awards, academic achievements, sites and businesses you have been featured on. These are all legit credentials.
Put the best credentials you have on your “About” page because Google will be looking for that.
You can get your name out there by guest posting on leading sites. The best way to find guest posting opportunities is through a simple Google search.
Use search terms like “keyword” + “write for us”. Check the authority of sites as you go, using a tool such as MozBar.
You should also attempt to earn links and mentions on authority sites. If a renowned site links to your content, it’s a big indicator that your content can be trusted.
5. Use specialized writers
Hire or find an expert in your field and ask them to do a write a post for you. They will link to their site and the credibility link will be established.
Wrapping it up. E-A-T (like almost all Google Algorithm updates) is important for your Google rank and SEO so produce high-quality content that provides value to your audience. Also, be sure to build credibility and clearly display those credentials like a proud mama.
And, if you’re still not sure how to optimize your website for E-A-T, feel free to use my “How To Optimise for E-A-T Checklist”. (psst… you will find it in the freebies section).
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