With the rollout of the new Helpful Content update on Google, it is important to ensure your website remains relevant amongst all the online noise. With AI (artificial intelligence) content more prevalent than ever, Google has made it clear it wishes to prioritise human-written content over artificially generated jargon. This is why E-E-A-T must be at the core of any organisation’s online activity, to ensure a higher standard of content in your chosen industry.
What is E-E-A-T?
Experience, Expertise, Authoritativeness and Trustworthiness are the qualities rewarded by the search engine, which spotlights those brands demonstrating first-hand experience in the subject area they cover. When choosing a topic for your content, you should first reflect on whether your business has direct experience in the subject, and whether it is actually relevant to the products or services you offer. Higher quality posts that demonstrate clear knowledge of the topic, with keywords naturally written in, rather than being shoe-horned in by an AI that may not capture the right tone of your business, will be far more likely to attract and retain your target audience.
It can also be helpful to identify where there are gaps in your knowledge, which will ultimately strengthen your brand’s foundation as you can look to fill these gaps by reaching out to subject matter specialists, or even conducting internal reviews to give well-informed employees a chance to prove their expertise. This not only will build their confidence, but it will also produce great content that is more likely to be successful on Google.
At Engage Web, we are your experts when it comes to SEO. Contact us today to find out how we can help grow your business’s brand in an organic way.