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How To Boost Your On-Page SEO



How To Boost Your On-Page SEO

Never in the history of the internet have users so strongly craved reliability in the information they consume – whether that information comes from journalists, authors, politicians, or businesses.

In an era where misinformation runs rampant and once-venerable news institutions are now rigorously questioned, people anxiously seek reassurance – proof, even – that the information they are presented is true and from a reputable source.

And search engines like Google know it.

It’s no longer enough to reverse-engineer Google’s algorithms to ensure top ranking in search results. Google now seeks a complex array of indicators that signal the expertise, authoritativeness, and trustworthiness (E-A-T) of your website and the people who created it.

E-A-T is not a ranking factor but features heavily in Google’s Search Quality Evaluator Guidelines. These are the people who evaluate page quality to inform algorithm updates, and so their guidelines give us insight into what Google considers a top-quality user experience.

This is particularly important in Your Money or Your Life (YMYL) content, so-called for the serious implications it can have on a searcher’s livelihood. Medical advice, stock recommendations, and mortgages are just a few examples of YMYL topics.


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How can you demonstrate E-A-T in your content to satisfy readers and achieve your on-page SEO goals?

The Closest Your Website Will Get To Showing Virtue And Integrity

The trickiest aspect of mastering E-A-T lies in its utter simplicity.

E-A-T is about the value, reliability, and integrity of the content. By integrity, we mean providing users with trustworthy information they need in a way they can use. You can’t fake your website’s E-A-T, and you can’t trick Google into thinking you have it when you don’t.

Maybe it’s this elusiveness – the unshakeable “realness” of content that is trustworthy and produced by experts who are authorities in their fields – that has prompted Google to prioritize E-A-T in the way it has.

Rather, Google engineers have identified indicators of trustworthiness, and the presence or absence of these indicators influence a website’s ranking.

You Can Fly Under The Radar Until You Really Get Competitive

In a business world obsessed with (and a little spoiled by) numbers, formulas, automation, and programmable solutions to any conceivable challenge, the idea of E-A-T can drive any marketer to the depths of frustration.


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If you find yourself in this position, clear your mind, then walk yourself through this simple truth:

Your customer needs to trust you, your expertise, and your reputation.

This applies to you no matter what line of business you are in. It also applies just as much to a customer looking for you on the internet as it does to a customer standing in front of you at your place of business.

Now, your next question should be: How do I capture that trust on my website?

We’re talking about mastering E-A-T, and this is what we will be discussing here.

What Is Google’s E-A-T, Really?

Google wants to reward sites that produce high-quality content, as these are the best answers to relevant queries. The search engine also wants to make sure that sites that publish low-quality content get less visibility.

Now, let’s look at each of these factors that make up the E-A-T principle.


Demonstrating your expertise is especially important in certain niches (e.g., legal, financial, medical).

The folks at Google want the content on these sites to be written by subject matter experts (SMEs) – people who possess the necessary knowledge and understanding of the field to talk deeply about a specific topic.

This knowledge can be general or highly specialized.

Google also accepts something it calls “everyday expertise.”

Here’s how the company explains this concept in the Search Quality Evaluator Guidelines:

“Some topics require less formal expertise. Many people write extremely detailed, helpful reviews of products or restaurants. Many people share tips and life experiences on forums, blogs, etc.

These ordinary people may be considered experts in topics where they have life experience.

If it seems as if the person creating the content has the type and amount of life experience to make him or her an ‘expert’ on the topic, we will value this ‘everyday expertise’ and not penalize the person/webpage/website for not having ‘formal’ education or training in the field.”

Putting The Plan In Action

Google wants to provide links to websites that have published helpful content that is useful, comprehensive, relevant, and accurate – and this makes perfect sense.


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People are coming to your website to find answers to important questions. So it naturally follows that providing inaccurate, unhelpful, or outdated content would be a recipe for SEO disaster.

Google doesn’t want to send its users to incorrect content or websites that deliberately mislead users.

So, make sure the people who create your content possess subject matter expertise and have sources on board to do the necessary research and fact-checking.


When Google talks about authority, it’s talking about reputation. The stronger your reputation as a knowledge source is within your circle of industry experts, the greater your authority.

When Google sets its raters on your website, they will scour the internet for signals of your authority in your given subject area. They will look in news articles, reviews, references, and even Wikipedia articles.

The raters want to check your (or your website’s) level of authority on the subject your website covers. The stronger that level of authority, the better your site will rank.


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Make it Likable And Linkable

Another element that signals authoritativeness on your webpage is linkability. Links – especially the quality of those links – continue to be a top-ranking factor.

This is no secret.

For years, we’ve heard links compared to votes, where the more votes you get, the more authoritative (or popular) you are.

It’s hard to get people to vote for you if they don’t know your name, right? The same applies to “votes” for your website content.

Where expertise is having specific knowledge or skills, authoritativeness is what happens when others (inside and outside of your industry) recognize that expertise.

That recognition can come in the form of links, mentions, shares, reviews, or any other type of citation.

It kind of sounds like authoritativeness is like your online reputation, right?

That’s because, in a way, it is. The best way to build that authoritativeness online is to create that useful content discussed in the last section.


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You want people to trust in your brand or business and be willing to endorse or buy from you.

As in the “real world,” you have to put in a ton of hard work to earn the trust of internet users and search engines.

One way to increase your trustworthiness is by highlighting the credentials of your content creators and the website. Think awards, testimonials, endorsements, and other trust factors.

People have to feel they can trust all the information they find on your website.

Likewise, Google wants to rank websites and content that it can trust. In 2018, Google made an update referred to by some in the industry as the Medic Update that prioritized reputable, well-researched content. This update signaled to marketers just how much emphasis Google was placing on E-A-T.

Trust also ties into Google’s YMYL concept.

What Is YMYL?

Websites that sell products or provide services or information that can impact users’ happiness, health, financial stability, or safety are categorized by Google as YMYL – which stands for “Your Money or Your Life.”


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Google’s John Mueller shared some insight into the importance of E-A-T for YMYL websites in a March 2021, Google Search Central SEO hangout.

“I don’t think there is one simple approach to that. And I think especially when it comes to medical content, I think that’s super important that our algorithms are very picky there with regards to what we show. So I would look at the quality rater guidelines and really think about how your site might be perceived by the quality raters.

The quality raters don’t make the algorithms, but they do give us a lot of insight into what we might do in our algorithms. So I would strongly recommend going through that. And I think it’s especially, when it comes to these kind of sites, it’s less about the tactics and really more about making sure that it really is a legitimate business and that it’s backed up by appropriate trustworthy sources.

So not just high quality content, and doing all of this syndication, all of these things. But really making sure that it’s written by doctor, it’s created by medical professionals who are legitimate in their field.”


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The bottom line when it comes to YMYL is simple: Make sure that any content on your website will help, not hurt, the people who consume it.

Make your users feel safe.

Take great care of your users, and Google should take great care of you.

Why Is E-A-T Important For Your SEO?

For as long as I can remember, Google has been telling us to create great content. And great content is what appears at the top of Google’s search results.

So, in some form, Google considers E-A-T when returning search results, so you should, too.

Be aware that E-A-T applies to all types of sites, even those related to gossip, fashion, humor, forums, and Q&As.

This means E-A-T applies to your site. 

Accordingly, your top priority should be creating content that your target audience wants or needs – content that offers true value. Creating these pages for your website should help it perform better in Google’s search results.


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And, yes, this is much easier said than done. First, you must have a clear understanding of what Google means by “high-quality content.”

What Is High-Quality Content?

Whatever content you create must have a purpose. Your content must benefit your clients, customers, users, or readers.

Common Traits Of High-Quality Pages

According to the Search Quality Evaluator Guidelines, high-quality pages are those that have:

  •       High levels of Expertise, Authoritativeness, and Trustworthiness (E-A-T).
  •       A satisfying amount of high-quality main content, including a descriptive or helpful title.
  •       Satisfying website information and information about who is responsible for the website (for shopping pages or those that enable financial transactions, this includes satisfying customer service information).
  •       A positive reputation as a website that is responsible for the main content on the page.
  •       A positive reputation for the creator of the main content, if different from that of the website.

The highest quality pages (including YMYL pages) will have an extremely high level of E-A-T, according to Google’s guidelines.

What Is Low-Quality Content?

Low-quality content is, as you’d expect, the exact opposite of high-quality content.

As Google puts it:

“Websites or pages without some sort of beneficial purpose, including pages that are created with no attempt to help users, or pages that potentially spread hate, cause harm, or misinform or deceive users, should receive the Lowest rating.”


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If high-quality content helps your site rank higher, it logically follows that low-quality pages could hurt your Google rankings.

If your content is inaccurate, has no purpose, or includes elements that hurt the user experience, it’s unlikely that Google will feature your website prominently in the search engine results pages (SERPs).

Common Traits Of A Low-Quality Page

Here are the characteristics of a low-quality page, according to Google’s guidelines:

  •       The page has an inadequate level of Expertise, Authoritativeness, and Trustworthiness (E-A-T).
  •       The quality of the main content (MC) is low.
  •       There is an unsatisfying amount of MC for the purpose of the page.
  •       The title of the MC is exaggerated or shocking.
  •       Ads or secondary content (SC) distracts from the MC.
  •       There is an unsatisfying amount of website information or information about the creator of the MC for the purpose of the page (no good reason for anonymity).
  •       The website or the MC creator has a mildly negative reputation based on extensive reputation research.

In short, low E-A-T means bad content. Bad content means bad SEO, and bad SEO means you’re missing out on valuable traffic and conversions due to low rankings.

How To Improve Your Website’s E-A-T

Hopefully, you now understand the E-A-T concept and why it’s important.

So, how can you make sure your website content is high quality and also boost your on-page SEO efforts?


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Here are some best practices to follow when creating new content.

1. Identify Your Authors With A Byline And Bio

Think about the last time you landed on a blog where some content was published by “Admin” or some random guy with no last name. Did you trust that site? Was the content amazing?

No and no.

Google’s guidelines advise creating articles with “journalistic professionalism.”

Part of that professionalism means every piece of content you publish should have the writer’s name – their byline – attached to it.

Here’s how Search Engine Journal highlights the bylines of its articles:

Screenshot from, December 2021

Identify All Your Content Contributors


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Ideally, you should highlight the biographical details of every person who creates content for you – whether that’s blog posts, articles, or question and answer pages.

Is the author of your content a recognized expert in your field? Then you definitely want to highlight that.

You can do so on a separate bio page that also contains the author’s past content or even at the bottom of the article.

Search Engine Journal does both. At the bottom of any SEJ article, you’ll see an author’s box like this:

Author BioScreenshot from, December 2021

Clicking on [Read full bio] leads to my full bio page with information that establishes who I am and what I do:


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What To Include On A Bio Page

Here are some essential elements of a good bio page:

  •       Full name.
  •       Headshot.
  •       Title/position.
  •       A detailed bio.
  •       Contact information (e.g., email form, social media).

Doing all of this makes it easy for users (and Google) to know who created the content and assess their individual E-A-T.

2. Make Your Contact Info Easy To Find

When visitors arrive on your landing pages, is it easy to find your contact information?

Can they quickly determine how to get customer support?

Remember, E-A-T evaluates your website as a whole. The easiest solution is to make sure you link to your About Us and Contact Us page in either your main or footer navigation.

If you don’t have those pages on your website, make them now!

3. Remove Or Improve Your Low-Quality Content

As Search Engine Journal’s Executive Editor Danny Goodwin puts it: You have to decide whether to improve or remove your old or outdated content. SEJ jumped on this process and doubled the site traffic in just over a year, according to Goodwin.


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If you have content that is no longer useful – or is just so terrible that it’s not worth the time investment to update or improve it – then pruning that content is one quick way to improve your E-A-T.

Giving Your Content A Makeover

Removing content should always be your last resort, but if it needs to be done, do it without hesitation. Ideally, you want to identify any content that looks like it has low E-A-T and figure out ways you can reverse that.

Here are some ways you could increase E-A-T:

  •       Have a more authoritative person write the content.
  •       Add quotes from experts, data, sources, or citations.
  •       Make some simple edits to improve the readability, grammar, spelling, and structure.
  •       Add more information to make it more comprehensive.
  •       Write a new and better title.
  •       Add some visual appeal, such as photos, charts, screenshots (and make sure to optimize those images).
  •       Add a video for people who prefer that format vs. text only (this has the added benefit of potentially keeping visitors on your site longer).

The process of elevating content definitely takes longer, but doing so will greatly improve your website’s E-A-T and performance. This process is especially crucial for any YMYL page.

4. Create A Positive Brand Reputation

A positive brand reputation is key to both growing your business and your E-A-T.


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One way you can do this is through thought leadership. If you can share insights that your target audience truly finds valuable, this can push them down the path to conversion.

High-quality thought leadership content is good for winning, keeping, and growing a business. This will also help you build authority in your niche and help Google trust you.

Thought leadership is incredibly powerful when done right, so make sure you aren’t underwhelming your audience!

Learn more about how thought leadership delivers real ROI here.


Is E-A-T a ranking factor?

This is the wrong question to ask, in my opinion. Let’s forget about ranking factors for a moment and think about your audience instead.

If you’re doing everything outlined in Google’s E-A-T guidelines, then you’re creating informative, useful, high-quality content that your audience wants and helping them accomplish a task (e.g., acquiring knowledge, buying a product).

In other words, you’re providing a satisfying user experience.


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Anything good for users is good for helping you rank in Google – and driving the traffic and conversions you really want.

Image credits: Paulo Bobita/Search Engine Journal

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How To Safely Try New Strategies



How To Safely Try New Strategies

Are you comfortable taking risks with your small business?

Do you enjoy the comfort of your existing, reliable campaigns?

Or would you like to experience the thrill of successfully implementing a new marketing channel?

While there is no one-size-fits-all marketing strategy, regardless of the size or scope of your small business, we’re happy to share some good news.

Taking risks doesn’t have to be scary.

Especially if we look at how other SMBs craft their marketing plans and use those plans as a guidepost.

Exploring tested, successful marketing strategies for small businesses is a safe path to expanding into uncharted territory.

Register now to learn how you can easily measure the actionable results of trying new marketing strategies.

You’ll learn:

  • Where SMB marketers are taking chances and reaping the rewards.
  • How SMBs decide where to be bold and where to play it safe.
  • How to calculate marketing risks.

65% of SMBs who didn’t test a new channel in the past year worry that their company will lose business to competitors because they don’t have an effective marketing strategy.

Learn how to overcome this hurdle.

Join Amelia Northrup-Simpson, Marketing Manager at CallRail, for a webinar on July 13, 2 p.m. ET.

Simpson will show tested strategies that align with your small business to help you maximize marketing ROI.

Can’t attend the webinar? There will be a recording available afterward when you register today.

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Google Explains How To Inject Canonical Tags Using JavaScript



Google Explains How To Inject Canonical Tags Using JavaScript

Google has updated its JavaScript SEO help document to add a new section on how to properly inject canonical link tags using JavaScript. The document says Google does not recommend using JavaScript for this, however “it is possible to inject a rel=canonical link tag with JavaScript.”

The help document adds that “Google Search will pick up the injected canonical URL when rendering the page.”

A note Google made is that “when using JavaScript to inject the rel=”canonical” link tag, make sure that this is the only rel=”canonical” link tag on the page. Incorrect implementations might create multiple rel=”canonical” link tag or change an existing rel=”canonical” link tag. Conflicting or multiple rel=”canonical” link tags may lead to unexpected results.”

Here is a code example of how to do this:

Previously, as Google is doing now, Google warned against doing it this way but did say it can work.

Forum discussion at Twitter.

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Inflation’s Impact On Ad Spend Detailed In Merkle Report



Inflation’s Impact On Ad Spend Detailed In Merkle Report

The leading technology and data-driven customer experience company, Merkle, released its quarterly Performance Media Report last week.

Research from the past quarter shows valuable insights into marketers’ priorities, challenges, and performance.

With over 57% of respondents indicating an increase in paid search spend YoY, these findings are especially crucial as we face economic challenges and uncertainty.

I sat down with Matt Mierzejewski, SVP of Search at Merkle, where he provided his take on some of the most glaring stats from the Performance Report.

Prioritizing Privacy And Measurement

From the Merkle report, 45% of respondents stated that getting accurate reporting in the face of privacy regulations is a top priority in measurement.

Many companies are likely in the same boat but may not know where to start.

Mierzejewski states: “Brands are big on cross-device measurement. Apple disrupted the measurement game. Many companies are looking to build their data warehouses for multiple reasons:”

  • Too much reliance on individual platforms. The more conversions are modeled in a platform, the less perfect a company’s individual measurement is.
  • They’re tired of black box solutions. Brands want to be able to own or change the way they model conversions.

Mierzejewski also noted that with more brands looking to build their own reporting solutions, it changes the dependency from the platform conversion truth to their own conversion truth.

Prioritizing Audiences & First-Party Data

Looming privacy regulations have kickstarted the need for brands to create and manage their first-party data.

However, only 35% of respondents prioritize managing audiences and first-party data.

I asked Mierzejewski: “what do you see as the macro implications of so many companies waiting on this?”

He responded with a few points:

“From a digital perspective, they’re shifting towards getting their creative and messaging right.” If you’ve interacted with a brand, you’ll notice how consumer expectations have shifted.

“An implication of deprioritizing audiences and first-party data is poor customer experience.” Not prioritizing these crucial aspects of marketing will accelerate the deceleration, or further remove, the customer feeling connected to that brand.

“You have to use those unknown audience signals to your advantage to meet the expectations of consumers and beat out the competition.” For example, In-Market audiences from Google releases more signal and intent of propensity to buy. They’re allowing those signals to be in the open market.

Mierzejewski summarized: “It misses out on the opportunity for the best customers. You’ll be left competing for the worst customers!”

Paid Social Growth In 2023

An overwhelming 67% of respondents prioritized paid social more this year than 2021.

The growing number of social platforms with ad opportunities is a partial factor in increased prioritization.

When asked about what social platform would see the most growth in 2023?

“If we’re talking raw dollars, Facebook and Instagram will still win,” Mierzejewski stated.

Further, he notes: “If we’re looking at percentage growth and who to watch for, it’s TikTok.” Matt shed some light on user projections, with TikTok’s growth projected to surpass Snapchat next year.

Inflation Is Driving Faster Adoption Of Machine Learning

With inflation costs, adopting automation and machine learning may be put on the backburner.

Not according to the Merkle Performance Report.

  • 41% of respondents are beginning to take action on automation and machine learning strategies
  • 38% of respondents have made significant progress in their ML strategies

So, why is inflation driving faster automation adoption?

“Inflation is just one element. It goes hand-in-hand with the last few years. COVID accelerated Ecommerce and the digital world for many companies,” Mierzejewski noted. He went on to say:

“There’s greater scrutiny on the investments in companies. They are trying to beat the market and the competition. There’s pressure for leaders to be tied into the data and marketing measurement.”

Let’s not forget one of the most critical aspects: resources.

Mierzejewski finished by noting that if companies are having trouble hiring individuals, they’re trying to do more with less. They have to rely on automation to supplement the workload.

Inflation’s Impact On Advertiser Strategies

We’ve seen the stats on increased advertiser costs YoY.

We have a better understanding of what marketers are prioritizing in the future.

Amid economic factors that companies can’t control, advertisers might not know how or where to pivot their strategy. When posed with this question, Mierzejewski provided his expert opinions.

“Expect double-digit changes to ad spend.”

Whether the above statement refers to an increase or decrease in ad spend, this change is based on a mixed bag of strategy, cash flow, inventory positions, and the vertical.

“The economic pressure reminds me of 2008 – the downturn of the digital sphere. Some clients will pull back on ad spend. Others may take the opportunity on the downturn and have double-digit growth,” Matt commented.

CPCs will likely decline.

In these types of environments, CPCs are likely to go down. This could allow advertisers to shuffle dollars based on what will work hardest for them.

Matt notes, “If you can be bold, it’s the time to do it.” The decreased CPCs become a buying opportunity for advertisers with the financial capacity to spend more.

“Don’t over-pat yourself on the back.”

Mierzejewski emphasized, “Be careful on the data.” He explained that with inflation and rising costs, you may also see a natural rise in revenue.

For example, if you’re seeing a 10% lift in sales but spent 15% more in advertising or COGS, that can provide a false narrative in growth. The 10% increase in revenue may be attributed to inflation costs and, in this case, shows a decline in profitability.


The Q3 Performance Marketing Report provides invaluable data to unpack.

If you haven’t yet taken action on privacy regulations, you’re not the only one.

And while inflation, privacy, and other economic impacts can cause shifts in performance trends, they’re not the only factors.

The paid media landscape changes every day. Use this to understand how others in the space are shifting priorities and strategies and what this means for you.

You can download your copy of the Performance Marketing Report here.

A special thank you to Matt Mierzejewski, SVP of Search at Merkle, for taking the time to address these statistics and providing additional insights.

Featured Image: PopTika/Shutterstock

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