Content Tactics to Improve E-E-A-T; 10 Sharp Ideas for Mature (and Maturing) Marketing Organizations
Search Drives Commerce
Our friends at Google provide the planet with well 90% of all searches. Bing I think is the next closest with around 8% of searches. The goal of any content tactics is to improve E-E-A-T. You would want to \follow a process that is persistent in doing EVERYTHING (we can afford) to be found during the investigation phase of buying. If that's the goal, the company HAS to be in the Google search engine, for all things great and small that they do.
What Do You Need to Pay Attention to?
Visibility by your target buyer and awareness throughout the purchase journey - ideally.
In many markets, a lot of companies will not need the list below - most have not invested to a level where ANY of this will matter. If you are one of those organizations that invests and recognize the value of an effective, strategic online presence, stay with me - we'll look at how to address the Google way of looking at content that supports E.E.A.T. - not yet familiar with E.E.A.T? It's an acronym for Experience, Expertise, Authority, and Trustworthiness.
What does Google Actually Want from Us?
It's a cornerstone for what Google tells a Search Verification staff to look for. They've also said to SEO's, E.E.A.T. does NOT directly impact search ranking - but when we're discussing a matter of inches, not miles, everything matters.
E.A.T. has been around since 2013, so the addition of an 'E' at the front in 2023 for Experience is not too weird. If you invested in E.A.T. before, adding 'Experience' will be icing on the cake.
10 Things to Develop E.E.A.T.
If you've not made an investment in E.E.A.T., here's are examples of content and best practices to get through your own E.E.A.T. evaluations -
Create a consistent brand voice and messaging across all content.
'Transference' is how to get picked out of a lineup - the buyer sees and recognizes the logo, colors, or image from a website or social post and identifies it on the shelf.
Develop a content calendar that includes a mix of educational, informative, and entertaining content, such as blog posts, infographics, videos, and case studies.
Life gets busy. Plan your content ahead - always...
Use social proof, such as customer testimonials and reviews, to build trust and credibility.
Buyers know every day might not be your best. Keep the bad days to a minimum - if there are too many, talk to the person in the mirror
Highlight industry awards, certifications, and partnerships to demonstrate expertise and authority.
If you're an introvert, this is hard work. Let the team help.
Utilize data, statistics, and research to back up claims and position the brand as an expert in the field.
Data geek idea, but even hard to convince buyers will look at researched data.
Offer helpful resources, such as guides, templates, and checklists, to educate and empower consumers.
Downloadable, digital content for shoppers, buyers, planners - origami?
Engage with your audience through comments and social media to build a community and establish a personal connection.
A huge percentage of the audience is in social - research where they are, and how often competitors engage with them. Jump into the discussion!
Regularly update the website with fresh and relevant content to show that the brand is active and current.
Blogs, news sections, new downloads - It's a marathon, not a sprint.
Leverage SEO best practices to optimize content and improve visibility on search engines.
Use keyword research to inform topics to be written about - try ChatGPT maybe
The SEO-able part of a post is not the most important - don't skip it, but editing to accommodate search engines is not the main concern
When Do I Need to Lean into This
Probably sooner than later. The very best time to have planted an oak tree was 50 years ago - the second best time is now.
The reality is that most businesses grow their online presence organically - one bit gets created and down the way, and a few years later, another part gets bolted on. Before long, the environment becomes hard to manage and content may have exploded.
A refresh to improve and enhance E.E.A.T. could easily be the right decision for a mature organization competing in a crowded market. If Domain Authority is in the high 30's or better, attention to E.E.A.T. will bring in more buyers.