WordCamp Miami 2015: Using Expertise, Authority and Trust in Your Content to Boost Search Ranking
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Transcript of WordCamp Miami 2015: Using Expertise, Authority and Trust in Your Content to Boost Search Ranking
Using Expertise, Authority and Trust in Your Content to Boost Search
Ranking
Lisa MelegariWe Do Web Content, Inc.
Google’s Quality Rating Guide
• 160-page manual for Google’s human website rating team.
• Details what a rater should look for in a website in order to determine quality.
• Expertise + Authority + Trust = E.A.T.
Establishing Your Expertise
Decide which areas of expertise you want to rank for.
• Lawyer = Personal Injury• Doctor = Podiatry• Food Blogger = Bacon Recipes
Establishing Your Expertise
Develop high-quality content devoted to your area(s) of expertise.
Avoid too much content unrelated to your chosen topic.
Too many topics makes your site’s purpose unclear.
What is authority on the Internet?
• The number and quality of pages linking/citing yours.
• The quality of pages you link out to.• Site security.• Trustworthiness.• Quality.• Verifiable facts and statistics.
What is authority on the Internet?
If your 10,000 Twitter followers consider you the guru of figuring out “copycat
recipes” for popular restaurants, Google will start to associate your site with that
keyword.
When you think about it, authority is all about how others perceive your website.
Establishing Trust
How you establish trust on your website depends on the type of site you run.
• Blog = Cited by other relevant blogs, esp. big name websites.
• eCommerce = Transparency, encryption• Reference = Citations in and out
Establishing Trust on a Blog• Linking to other trusted blogs
(SearchEngineLand, Mashable, TechCrunch, etc.)
• Linking to trusted resources (.edu and .gov websites)
• Being referenced by any of those trusted websites or websites of similar caliber.
• Writing truthful, accurate content that is verifiable or a widely accepted opinion/fact.
Establishing Trust for an eCommerce Site
• SSL encryption.• An “about us” page.• Multiple contact options.• Trusted payment methods.• Clearly defined return policy.• Clearly stated charges, final verification
before charge to customer.
Establishing Trust for a Reference Site
• Similar to blogs except you’ll want to stick to .edu and .gov sites.
• Can also use high-quality sites and well known authorities like Matt Cutts’ blog.
• Cites relevant statistics when applicable and links to source reference.
• Showing your real-world credentials in your topic area (degrees, certifications)
What is quality content?
• Clean (no grammar/spelling errors)• Organized (appropriately-sized
paragraphs, uses sub-headers, bullet lists)
• Relevant (statistics are up to date, topic is related to your area of expertise)
• Authoritative (can be verified or is considered a standard for the topic)
YMYL SitesYour Money or Your Life
YMYL sites contain content that deals with a person’s
happiness, health and wealth.
YMYL Sites Are Held to a Higher Standard
Because the information on these sites can have a direct
impact on a viewer’s happiness, health or wealth they are held to high E.A.T.
standards!
YMYL Sites• Shopping or financial transaction pages: online stores and online banking
pages (ThinkGeek, Scottrade, Bank of America)
• Financial information pages: advice or information about investments, taxes, retirement planning, home purchase, paying for college, buying insurance, etc. (Forbes, IRS.gov, SBA.gov)
• Medical information pages: advice or information about health, (WebMD, Mayo Clinic, Drugs.com)
• Legal information pages: legal advice or information on topics such as divorce, child custody, creating a will, becoming a citizen, etc. (AVVO, FindLaw, Nolo)
• Other: there are many other topics which you may consider YMYL, such as child adoption, car safety information, etc. (MiamiGov.com, FIU.edu, NHTSA.gov, FDA.gov)
Site Design
• Use sub-headers.• Limit the use of ads on-page.• Review the placement of ads.• Remove inline advertising.
Content Cleanup• Remove distracting content.• Include About Us and Contact pages.• Add supplementary content.• eCommerce sites need to have return
policies and customer service pages.• Make sure you E-A-T: expertise,
authoritativeness, and trustworthiness
Miscellaneous
• Keep your reputation clean.• Make sure forums are active.• Never leave a question without
an answer.
Questions?Download the slides here:
http://goo.gl/oTW4cCDownload the PDF Checklist here:
http://goo.gl/jKjIvp
If you want to read all 160 pages of the Google Quality Rating Guidelines –
google it!
Thank You!
Contact me at: