From experience to trust: How the evolution of E-E-A-T will affect your SEO strategy

Discover the transformative power of E-E-A-T in shaping effective SEO strategies. Kathy explores the evolution of E-E-A-T within Google's algorithm, unlocks practical insights and actionable tactics to optimise your SEO approach, and enable you to stay ahead in this ever-changing digital world.

Kathy navigates the path to optimising organic visibility throughout the acquisition funnel, leveraging best-practice content, technical SEO and user-experience to boost conversion.

Transcript

1. From Experience to Trust: How the evolution of E-E-A-T will affect your SEO strategy Kathy Wong Reprise Digital https://www.reprisedigital.co.uk/brighton/ @RepriseMediaUK
2. 71% of consumers think it’s important for brands to understand their frustrations and know what’s important to them Source: GWI
3. Agenda What is E-E-A-T? Why it matters? How to improve?
4. What is E-E-A-T?
5. What makes up E-E-A-T? Expertise of the creator of the main content The trustworthiness of the creator and site The authoritativeness of the creator and site Experience of the creator of the main content #BrightonSEO
6. The Introduction of E-E-A-T 2011 PANDA 2012 HUMMINGBIRD Pigeon Update Page Layout Refresh 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022 2023 Mobile Update Quality Update Rank Brain FRED Snippet Length Quality Updates User Localisation BERT Rich Snippet Review Core Quality Update PAGE EXP/ CWV Spam & Link Updates Local Search Updates Core Updates Penguin Update Venice Update Page Layout Schema.org E-A-T Concept in Search Quality Guidelines to ensure websites offer users Expert, Authoritative & Trusted content. Mobile Friendly Quality Update Mobile First Indexing Pandemic Core Updates E-E-A-T An extra ‘E’ for ‘Experience’ stressing the importance of users’ experience. Page Experience Product Reviews Link Spam Core Updates Helpful Content Update Product Reviews Core Updates Bard #BrightonSEO
7. Who should care? Content Creators Your Money, Your Life (YMYL) Sites ANYONE who wants to improve site visibility #BrightonSEO
8. Why should I care? Improve Brand Affinity Across Channels Reinforce Position as Industry Leader More Conversions, More Money #BrightonSEO
9. But HOW? #BrightonSEO
10. 1. Experience #BrightonSEO
11. First-hand experience is invaluable #BrightonSEO
12. Waning customer trust could be a by-product of online misinformation informing opinion -2.5% -2.2% -2.2% -1.7% -2.9% -1.1% -2.8% -2.0% -3.1% -0.6% -1.6% -1.1% -6.4% -6.7% -3.8% -1.9% -8% -7% -6% -5% -4% -3% -2% -1% 0% % Change Baby Boomers Gen X Millennials Gen Z Research product online Trust online reviews Look for expert opinion Use consumer review sites Source: GWI #BrightonSEO Source: GWI
13. How to demonstrate? Support with media #BrightonSEO 60% of consumers look at user-generated images or videos when learning about new products Source: Power Reviews
14. How to demonstrate? #BrightonSEO Be specific Use cases / pain points Recommendations / alternatives
15. How EXPERIENCE fits in for a brand? ADVOCACY #BrightonSEO Awareness Consideration Decision Service
16. Bribing customers for reviews Source: GWI #BrightonSEO
17. #BrightonSEO
18. 2. Expertise #BrightonSEO
19. How to spot an expert? Name Contact Details Education Experience Profession Interactions with other users #BrightonSEO
20. Content created by expert authors should be: UNIQUE IN-DEPTH ACCURATE #BrightonSEO
21. Focus on creating trustworthy content and serving page purpose Expertise • More objective • Testable knowledge or skills Experience • More subjective • First-hand experience • Personal narration VS #BrightonSEO
22. 3. Authoritativeness #BrightonSEO
24. Having an expert author alone will not go a long way #BrightonSEO
25. CONTENT STRATEGY IS KEY Your Users Search Intent Archite -cture Rising Trends #BrightonSEO
26. Know your users Demographic Psychographic Geographic Needs #BrightonSEO
27. Know your users - differences Geographic [football] Demographic [apple] #BrightonSEO
28. Spot rising trends NEWS NICHES #BrightonSEO
29. 4. Trustworthiness #BrightonSEO
30. Professional Design Online Reputation Transparency Business Identity What customers looks at? #BrightonSEO
31. Professional Design #BrightonSEO
32. Security & page speed Improve page speed Fix broken links Install SSL certificate #BrightonSEO
33. Good user experience Build interactive tools Avoid placeholders #BrightonSEO
34. Online Reputation #BrightonSEO
35. 77% of consumers specifically seek out websites with reviews Source: Power Reviews
36. Show us your… REVIEWS & AWARDS #BrightonSEO
37. #BrightonSEO Transparency Contact Us Details Your Policies
38. Business Identity Link to Social Media About Us Page #BrightonSEO
39. #BrightonSEO EXPERIENCE
40. Thank you. Download my slides at https://www.reprisedigital.co.uk/brighton/ #BrightonSEO