Category: SEO

Have you ever heard of E-A-T in the SEO world? It stands for Expertise, Authoritativeness, and Trustworthiness – three crucial factors that can either make or break your online presence. Think of it as Google’s way of deciding which websites are the real deal.

So, what’s the buzz all about? Join me on this journey where we unpack E-A-T and why it matters in the ever-changing world of SEO. Imagine it as your secret map to getting noticed in the vast online landscape.

In this journey through E-A-T, we’ll break down each part and see how it can turn your website into a star in the digital arena. Forget the complicated jargon; we’re here to unravel the mystery of E-A-T and show you how it can boost your SEO game. Get ready for a ride where SEO meets the art of building a trustworthy and influential online presence!

Understanding E-A-T

E-A-T stands at the heart of Google’s quality guidelines. It’s a framework used by Google’s human quality raters to assess the quality of content and the website overall. Here’s a breakdown:

Expertise – Going Deep

Let’s focus on the ‘E’ in E-A-T – Expertise. It’s all about showcasing that you know your stuff. If your website or content demonstrates a deep understanding or skill in a specific field, Google takes notice. So, whether you’re advising on the best gardening practices or sharing insights into cutting-edge technology, Google wants to see that you’re an expert in your niche.

Authoritativeness – Building Credibility

Moving on to the ‘A’ – Authoritativeness. This is about building credibility and a solid reputation. Google wants to feature websites that others see as reliable sources. It’s like being the go-to person at a party when people want accurate and trustworthy information. If your website earns respect and is seen as an authority in your industry, Google sees that as a big plus.

Trustworthiness – The Foundation of E-A-T

Last but not least, let’s talk about the ‘T’ – Trustworthiness. This is the backbone of E-A-T. Think of it as the measure of how much users can rely on your content and your website. Google wants to serve up results that users can trust. So, if your website is transparent, secure, and honest in delivering information, it checks the trustworthiness box.

Why E-A-T Matters in SEO

E-A-T (Expertise, Authoritativeness, and Trustworthiness) is pivotal for Google’s content quality evaluation, especially on YMYL websites. High E-A-T scores correlate with better search rankings and increased organic traffic. Incorporating an SEO service enhances these factors, strategically optimizing content and improving visibility. Investing in SEO is a proactive step toward a competitive edge, ensuring your website meets Google’s stringent criteria for E-A-T and ranks prominently in search results.

Improving Your Website’s E-A-T

Here’s how you can boost your site’s E-A-T score:

1. Showcase Expertise

Create in-depth, well-researched content.

Highlight the qualifications and experiences of content creators.

Regularly update content to reflect current information and trends.

2. Build Authoritativeness

Garner quality backlinks from reputable websites.

Gain recognition through awards, mentions, or testimonials.

Engage actively and authoritatively on social media and industry forums.

3. Establish Trustworthiness

Ensure website security (HTTPS).

Be transparent about your business and author credentials.

Encourage user reviews and respond professionally to feedback.

Content Quality and User Trust

Quality content is the cornerstone of E-A-T. This means producing well-researched, accurate, and valuable content. User trust is equally crucial. Your audience should feel confident in the integrity and reliability of your information.

Empowering Your SEO Journey

Navigating the complexities of mastering E-A-T is no small feat, but with a strategic approach, unwavering effort, and a keen understanding of your audience and industry, it becomes an achievable endeavor. Having served as a trusted SEO professional, I’ve guided my clients through the intricacies of enhancing their E-A-T scores, resulting in tangible benefits such as improved search rankings and substantial business growth.

This is a guest post written by Raunak Pandey.

Since the end of October 2019, the term “BERT” designates a new update from Google. On its blog, the undisputed leader of search engines, Google, described this update as “one of the greatest advances in the history of search”. Currently, one in 10 requests made in English in the United States is affected by this change in algorithm.

Since the BERT update, many crazy stories circulate on the net about its effects. But what is the real effect of BERT on search engine rankings? And what should website managers and operators do to optimize their content?

Here we have collected the most important information on the subject.

What does the BERT update mean?

BERT, Bidirectional Encoder Representations from Transformers, is the method used by Google for natural language processing. Simply put, BERT is an application of artificial intelligence. It is about teaching computers to understand and properly process information from natural language.

Long live the context

With this technology, Google can now better understand queries. BERT, in particular, allows the search engine to better understand the meaning of certain words by relating them to contextual terms and keywords. This applies, for example, to prepositions in requests. Thanks to BERT, Google now recognizes even better the exact context, even for the most complex queries, instead of just looking at individual words. The results obtained are therefore more targeted.

With this change in algorithm, Google is arming itself, among other things, to deal with the growing number of voice search requests. No question that they are growing. Market research company ComScore predicted that in 2020, at least half of all queries would be voice searches. Voice search differs from text search. Voice searches are often done in natural language, for example in the form of ‘Q’ questions or whole sentences. In addition, voice searches are generally much longer than conventional text searches.

The algorithm change was implemented during the week of October 21, 2019. A timetable for international deployment is still pending. According to Google, the BERT algorithm is already partially used in certain European countries, such as Germany or France.

Which search queries are affected by the BERT update?

BERT concerns above all the long-tail queries, the most complex, that is to say, queries consisting of several keywords. Concretely, it is above all a question of better evaluating the prepositions. Some SEO expert, explains: “Google, how much does a flight from Berlin to Rome cost? The search engine will be able to answer these questions better in the future, because understanding the words “from” and “to” will clearly show that it is precisely the direction of the flight that is at stake. In the past, such an understanding request was not possible.”

What are the consequences of the BERT update on SEO?

Many people wonder what are the consequences of BERT on SEO and how they can take into account the update to improve their website. The impact of the update had already been discussed in advance in various articles.

There has been particularly frequent discussion about how website operators should optimize their pages for long-tail queries, following the introduction of BERT.

Downgrades due to BERT? Unlikely!

Uncertainty about the update became even greater when an editor of the famous New York Times reported ranking losses on Twitter soon after the launch of BERT in the United States.

But according to John Mueller, an analyst at Google and webmaster of Google Trends, it is extremely unlikely that BERT is involved. Instead, Google said it made some basic updates soon after, which could be the reason for the new ranking. The expert recommends focusing on high-quality content rather than the technical aspects – and ignoring BERT in the optimization strategy.

Raunak Pandey, the co-founder of Maiden Stride, says, “BERT has no influence on the best possible strategies that have been recommended for years regarding Google. The update should have a rather weak impact on the visibility indices, but a positive impact on the qualified traffic.”

Some SEO experts said: “This update has nothing to do with indexing and understanding content – it should advance the interpretation of search queries. This is why you cannot immediately implement optimization measures.”

One thing is certain: with BERT, Google can better understand user queries and obtain more relevant results. With the update, the machine connects the user’s intention better than before with the content that is already available on the websites.

According to the unanimous opinion of experts, it is not really possible to optimize for BERT. Instead, the usual optimization methods continue to pay off. They focus on high-quality content. It is particularly important that this content is adapted to the expectations of the user.

Let’s clear up some of the myths circulating about BERT.

How to design good content with BERT in mind?

Danny Sullivan, an American Google employee, wrote on Twitter: “There is nothing to optimize with BERT and nothing to rethink for anyone. Our desire to reward qualitative content remains unchanged. This point is confirmed by other experts: “The emphasis should continue to be on high-quality texts. ”

To prepare for BERT, it suffices to remember the main characteristics of high-quality texts – and to pay attention to them. For example:

• interesting and unique content
• comprehensive treatment of the subject
• the use of simple and unambiguous formulations
• good structure
• good formatting
• of a correct language

Easily understandable information should also be an advantage with regard to BERT. In this context, you should not hesitate to consult the Google FAQ.

Website operators and SEO specialists, therefore, need not fear negative effects from BERT. At least, if they continue to focus on good content that takes into account the expectations of the user. Before planning your content, you should pay attention to the ‘Q’ questions and answer them as best as you can – whether on the website, in the blog or in the FAQ.

Natural language remains complex

The complexity of human language remains a challenge, even for search engines. But with BERT, Google has taken a big step in the right direction, with smart assistants like Alexa or the Apple Home Pod. The user can now rely on research formulated in natural language.

What are your thoughts on BERT?

 

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Author Bio:

Raunak is a Mechanical Engineer by qualification & Marketer by passion. He is the co-founder of Maiden Stride, a leading digital marketing company that provides world-class search engine marketing services and website & application development.

 

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This is a guest post written by Sydney Tierney.

Artificial intelligence (AI) has been a trending topic over the last few years. With those waiting anxiously to see how the future is planned out, and others riding the wave of excitement, trying to get their hands on the developing process.

However, there has been a huge amount of speculation on the development of AI and deep learning; and how it is going to affect the behavior of search engines in the future. In the past, the way in which search performed was rather unsophisticated. Yet now, the algorithms have evolved to aid those who use search and work alongside it within a business.

Although, many may not know how much AI in search has changed the way it works, and how it can benefit businesses all over, aiding in their productivity rates.

So, in order to ensure everyone is entirely up to date on this development effort, we will be discussing just how artificial intelligence has affected search…And why the change has created so many benefits for those who use it.

What Is AI and Machine Learning?

To start, artificial intelligence, alongside machine learning, are the aspects that will change the way in which search works.

Machine learning is a process in which humans will give the computer a string of data to analyze giving the result it needs to reach after it. This way, the machine will take time to work out the best possible process to take, to have the most successful outcome to offer the human. And through this, the machine can either work alongside a real-life source (a person) or by itself.

These are the two components that have worked together in order to offer the development of search and has affected it greatly.

What Is AI Search?

So, now is the best time to discuss just how these components have developed AI in search and the extensive future that it may reach. With technology moving so fast, it is only the knowledge of the companies themselves holding the intelligence back from working to its fullest potential.

We all use search tools, almost every day. Google experiences 40,000 searches every second.

From a search, we expect to find results in web pages that offer us the information we need, ready to consume. Yet in some cases, we may find ourselves extending the search to page two or three of the Google platform, which realistically is inefficient. From here, one may decide to change their search or click onto a website that was no help at all, and bounceback to somewhere different.

These kinds of actions are what causes the search issues. While the evidence possessed that suggests the algorithm needs to be changed, in order to make the task easier for those who use it.

So, how has it reached features within the search?

The Traditional Google Search

One of the biggest changes in search is the way in which it has improved when giving its’ results to the users. To focus on Google in particular; the engineers have been working constantly to develop a particular algorithm for search, to offer users the best results it possibly can.

The main issue faced with this process was the scale in which the engineers had to work. For example, there is a suggested 60 trillion web pages that make up the layers of Google search results. These had to be worked into a format that would allow each to be suggested when called for with efficiency and relevance.

Because of the clear extensiveness of this task, machine learning quickly came into play in order to aid the engineers in completing this. The intelligence works to analyze Google search trends to test whether the customer has received a resourceful result. If they hadn’t, then machine learning works to better the search results produced from the keywords placed into the search. And, if the results were positive, they would stay the same.

The continuous testing and adapting to the results provided has allowed machine learning to offer real and relevant resources to the users. Therefore making the Google search process much more satisfactory.

Image Search

In the past, those who use images within their Google webpages would have to build them in a specific way. Then, Google can see them. This process was called optimizing the images. Those who work within SEO would add keyword filtered names and alt text labels, in order to make them visible.

However, with the development of machine learning, Google can now see the images without all of the professional set-ups. With the development of AI in search algorithms, computers are quickly learning how they can analyze a page with images to the point where they are made visible. The features taken into consideration are the shapes, color scheme and even gradient of the image.

Although, within the development of AI in search, this has been one of the hardest tasks for engineers to overcome. It began with a set of training data being given to the machine learning systems. These were asked to analyze and identify where the ‘cats’ in the image were shown. It began by producing wrong answers, with nothing being correct for a long time.

So instead, the machine decided to focus on reduction. Anything that was wrong was stored in memory, abling the machine to know where to go next. This led to the point of it producing the right answer, and confidently being able to show where a cat is in a picture.

By developing this, it has made image search possible again. With Google having a far better understanding of the photos that make up a webpage, allowing them to be searched for with success.

Google Translate

One stereotype labelled against Google translate was its inability to provide the user with correct answers. Those who used it to cheat on homework or tests were quickly found out. This is because the results given were grammatically incorrect, had confusing context, or really just translated something entirely irrelevant.

Because of this, it was imperative that the engineers developed the machine learning to be more refined and produce completely correct answers. This was with the hopes that people would begin using it consistently again.

By utilizing the machine learning; Google translate now has the ability to analyze what is being asked, and can translate it with complete coherence. This way, the context that would be used within that native language; rather than just translating a sentence word for word when it likely won’t make sense.

The natural translation has allowed Google search to be used widely again, with those knowing they will receive correct terminology and appropriate grammar.

Google Paid Search

The next amazing innovation that has been created after the development of machine learning is working with Google Adwords.

It is being used to analyze a wide amount of data taken from those who use Google search. This is done in order to offer them adverts that match the sort of keywords they are searching. This will then will benefit both the user and the company advertising.

By doing this, there is a clear increase in those who are purchasing items, due to the adverts being tailored to the products they are looking for. This aids in the productivity of a company and helping them grow in popularity.

The power of machine learning in search helps to better analyze the user’s purchase intent. By focusing on the final point a user will hit just before they buy something; the machine can develop the release of adverts at this point. This will work to persuade the user further into buying said product, or those that will be interesting to them. This allows a company to receive many benefits from a simple Google ad, especially now with the further intellect of Google aiding in its popularity.

Voice Search

Voice search has been an element developed that has exploded within machine learning and artificial intelligence within search. From starting on phones offering the ‘Siri’ assistants to any iPhone user. To now developing devices such as; ‘Alexa’ or ‘Google Home’ that aid those within the comfort of their living room; to complete tasks from booking a taxi to finding out a chicken stock recipe.

Despite this, it didn’t all begin with this simplicity. The voice automated search began with a rather disappointing makeup. It didn’t respond to questions with relevant answers, but simple confusion, giving the user only the feeling of frustration.

The issue stemmed from the voice search not being able to configure various accents. This showed the engineers that a change needs to be made. Then it can get to a wider audience using these life-changing devices.

From here, the voice search algorithm had to be constantly updated and trained. This was until the best set up was found in order for it to work most satisfactory for the users, and to better understand voice searches. This was all completed by those at Google speech team. They were able to adjust the machine learning to produce the brilliantly intellectual devices we use every day; to make calls, set appointments and buy products.

Summary

The process of artificial intelligence in search is being quickly developed every day. With engineers working countless hours to increase the development of machine learning; there is a sure future to search being benefitted even further; alongside other elements on the online community.

With the AI search results, translate, images and adverts already changing with the development of machine learning; there is no way to now much further this intelligence can go. Focusing changes within Google search was one of the best ideas, due to it being a platform used every day by a variety of people, all looking for something different.

Not only does this make the work for the engineers harder, but it also makes it far more worth it. This is because it is benefitting a large number of people to receive relevant and satisfactory search results. Then, increasing those who use the extension platforms more and more, such as translate, imagery and adverts.

Author Bio:

 

Sydney Tierney just recently finished her studies and is working her way into the world of content writing as a digital marketing assistant. 

 

 

What are your thoughts on artificial intelligence and search?

This is a guest post written by Raul Harman

B2B marketers often say that the SEO landscape is overly competitive and, as such, not profitable enough for them.

However, this only means that they’re not approaching their SEO strategy properly. Statistics say that 70% of B2B searchers start their buying process with a generic search.

As the number of B2B businesses investing in SEO is growing, some tactics that worked 10 years ago don’t make sense now. For example, if you’re still relying on building spammy links or keyword stuffing, it’s not surprising at all that you’re not satisfied with the results of your campaigns. For any successful B2B, their audiences are central figures. Therefore, you should find an effective way to learn more about your customers, attract them to their site, and turn them into profitable leads.

Here are a few simple steps to take.

Focus on User-Oriented Keyword Research

No matter if you’ve just launched a B2B website or you’re revamping an existing one, keyword research is the pillar of your SEO strategy. When targeting keywords, it’s important to know how the approach to keywords has changed. In the past, you would use Google’s Keyword Planner to find the phrases with the highest search volume and create multiple pieces of content that target similar keywords. Google now understands how keywords are connected. This means that it’s enough to create one thorough piece of content to target similar keywords, like:

• Email marketing tools
• Tools for email marketing
• Email marketing automation

Listen to your Customers

Before you invest in a keyword research tool, start with a brainstorming process. Take some time to sit down and write the phrases that describe your business, products, and services. You could even talk to your customers and collect their feedback. Social media listening, niche forums, and Q&A sites like Reddit and Quora are also invaluable sources of potential keywords.

Use the Basic Google Search

The Big G has numerous fascinating features that will give you insights into your customers’ browsing habits and provide multiple keyword ideas.

You could take advantage of the Autocomplete feature. Type your seed keyword into the search box and Google will offer relevant suggestions. For example, if you enter “email marketing tools,” you will get keywords like “best email marketing tools,” “free email marketing tools,” “email automation software,” etc.

The People Also ask snippet is a treasure trove of user-oriented keywords. It shows real-life questions your customers ask. This is a key to understanding search intent and tailoring your keyword research to your customers’ needs.

Finally, use Searches Related To that is placed at the bottom of the SERPs. For example, if you google “email marketing,” you will get recommendations like “how to do email marketing,” “email marketing software,” “email marketing strategy,” etc.

Analyze Search Intent on Answer The Public

Answer The Public tells you what questions your customers ask. Enter your keyword and click “Get Questions.” In addition to the visual representation of keywords, there is also the “Data” section, where your keywords are classified into three categories – question-based questions, related topics, and long-tail phrases.

Use Keyword Research Tools

Finally, there are many specialized keyword research tools you could use, including Moz, Ahrefs, Majestic, Serpstat, or SEMrush. They will provide you with a deeper insight into your keywords and let you make data-centered keyword decisions.

Focus on Search Intent

If you want to rank higher and generate more qualified leads, you also need to understand the intent behind their searches. For starters, google your seed keyword and try to understand what kind of content relates to it. If you see that there are lots of “how-to guides,” it’s logical that users google this keyword when wanting to learn something and not to make a purchase. On the other hand, if you notice that your keyword is used by a plentitude of product pages, this means that its intent is commercial.

You should use this kind of research to develop a map of your content and decide what kind of keywords may work for your posts. For example, you could use informational keywords when optimizing blog articles, case studies, infographics and commercial keywords with product pages. This is how you will guide the right leads to the right pages, increasing user engagement and conversion rates.

Produce Valuable and Engaging Content

In the B2B industry, high-quality content is immensely important. It gives you a unique opportunity to set yourself apart from your competitors and position yourself as a respected and authoritative online resource.

For starters, create relevant content on your blog. According to the recent guide to content marketing by Four Dots, there are three pillars of successful content – authority, trustworthiness, and expertise. Here is how to achieve them:

• Optimize for highly competitive keyword phrases. When combined with awesome content, on-page optimization, and internal links, popular keywords will send strong signals to search engines and help you rank higher.
• Use fresh and relevant data. Support your content with valuable research and statistics to increase its credibility.
• Interview industry leaders to boost your blog’s value. You could also reach out to them and ask them to promote the interview once it’s live. That’s a great way to boost your reach, gain users’ trust and, above all, generate a bunch of leads.

Finally, you should promote your content widely. There are numerous ways to do so. For starters, you could start by building a strong social media presence. Use social media management tools like Buffer or Hootsuite to curate and share your content automatically. You could also build your online community on social networks. Listen to your customers, track their questions, and share links to your website content as a valuable source of information (of course, if it really makes sense).

Links are also an effective way to give your content greater visibility. Identify credible blogs in your niche, reach out to them, and write quality and fresh content for their site. This is an amazing way to link back to your blog guide or article as an additional information source.

Create Targeted Lead Magnets

Once you start publishing quality content and analyzing it, you will notice that certain topics drive enormous traffic to your site, but don’t result in purchases. This is the type of content that lets you generate more leads. The goal of creating informative content is to encourage visitors to subscribe to your newsletter list, as well as to build relationships with them and turn them into loyal followers.

For starters, you need to experiment with the types of content. Articles are the traditional content form, but they’re usually not enough to keep users engaged in the long-term. For example, you could start by creating exclusive, downloadable content pieces, such as whitepapers, ebooks, templates, case studies, or checklists. The idea is to entice a reader to share their email addresses with you to download a content piece. Interactive content such as quizzes, calculators or assessments usually perform better in gaining and keeping readers’ attention. In just a few questions you can assess and provide the lead with only highly relevant content and you simultaneously qualify the lead. Free webinars are also a strong lead magnet. Apart from letting you generate more leads, this kind of content will also increase your link earning efforts. Namely, valuable content that stands out earns numerous natural shares, mentions, and backlinks from credible industry players.

ABM, or account-based marketing, is also gaining momentum in the B2B industry. This is a highly personalized form of marketing that flips the traditional customer funnel. Namely, when using ABM, you start with a lengthy list of potential B2B buyers, identify the most relevant prospects, and go after them. This way, you can start nurturing relevant leads by providing them with highly targeted content and gradually leading them towards converting.

Sure, keep in mind that email campaigns are not the only way to generate leads and engage audiences. Some companies have even decided to eliminate all lead forms and make all of their content available. Instead of lead forms, they focus on more user-friendly lead generation options, such as chatbots.

Over to You

Although SEO has become extremely challenging and competitive over the past few years, it is still a powerful way to increase user experiences, boost your B2B site’s exposure, attract traffic, and generate high-quality leads. And, this is where these tips may help.

First, you should learn about your audiences and align your keyword optimization tactics with their search intent.

Then, produce killer content that educates a reader, informs them, and helps them solve specific problems.

Finally, create lead magnets – high-quality, downloadable content that asks customers for email addresses.

The benefits of this approach to B2B SEO is simple – it is highly user-centric and focuses on making your customers happy. The goal is to get to know your audiences and then adapt your SEO efforts to their needs and expectations.

Author Bio:

My name is Raul and I am editor in chief at Technivorz blog. I have a lot to say about innovations in all aspects of digital technology and online marketing. Please take a minute to connect with me on Twitter and Facebook.

 

 

How do you generate quality B2B leads?