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A Guide to Implementing Google's Definition of Quality in Your Content

March 2020

  • Use information from sources with established credibility
    Know which sources of information are highly respected in your industry. This could be a professional organization or individuals that are known to be authoritative and respected voices.
  • Moderately use links to research and statistics.
    It is suggested to link to your supporting evidence in anchor text in the content that references your resource. If you provide readers with credible, helpful resources, they will identify your brand as a reliable source of information.
  • Avoid copyright issues and establish credibility.
    Use quotes and cite your sources. If you are unsure of the source do some research. Your position in search rank won't be helped by using someone else's work. If you are using someone else's information, you will want to quote the article and link to it.
  • Keep information current
    Google uses the QDF algorithm (Query Deserves Freshness) to determine what topics and searches require the most updated results. Create fresh, updated content to prove to your audience that your brand is the authority, and to boost your search engine rankings.
  • The writer of the content does not need to be the authority.
    Many businesses recruit journalists as their content writers because of their ability to research, interview and expertly craft stories using the information they gather.
  • If you do not use a professional writer, write professionally.
    Use good grammar, sentence structure and punctuation. There are tools that can help. The Hemingway App suggests ways to improve your writing to be more readable.-
  • Respect your audience.
    Consumers are more media savvy than ever, and they will know if you’re trying to B.S. your way through an article. It is important that you know and understand your audience.
  • Create helpful or entertaining content. This is the goal of content marketing. All content has more than one purpose, but first it needs to be content that benefits your audience. Thus demonstrating that your brand is all about putting your potential customers first. The Google Webmaster Guidelines suggest asking the question, “Does this help my users? Would I do this if search engines didn’t exist?” Being overly promotional or writing solely for the purpose of ranking in search engines is not useful to your audience, and will likely be detrimental to your search rank.

Implementing Expertise, Authority and Trust in your content is not an immediate solution to improving your search rankings. However, it is a powerful long-term marketing strategy, building your brand’s on-line reputation. In time, as users positively interact with your site, you will see the positive impact of executing E-A-T.

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