Why your website health could be affecting your bottom line.
Earlier this year Google released its latest algorithm update. This is how it decides where your website appears in the search results. Among the changes was a stronger focus on E-A-T:
What does that mean for your business and how can you take advantage of the latest update?
Google wants to deliver the most relevant results when someone searches for something, so it decides on where to rank your business using a number of factors – one of which is your website’s E-A-T. So if your website’s expertise, authority or trust are lacking you may suffer from a lower quality rating which could negatively impact your rank in search engine results.
To help improve your Google rank, you want to make sure your website includes quality, relevant content which adds value.
Here are a few ways you can improve your E-A-T:
Show Your Expertise
Show that you’re an expert in your field; Google wants to understand ‘who is responsible for a website’. This is especially important for any business within the medical, financial or legal sector.
More relevant for your blogs, author bios help to give some background about the person writing the content. You can include some details about the author by including their name and/or a biography or profile with some information about the author’s experience and what makes them qualified to talk about this topic.
For product pages and landing pages, you want to make sure that the business contact and customer service information is up to date and correct, as well as easy to find.
How to Show Authority
Authority is basically taking your expertise one step further. You may be knowledgeable about a topic, but Google will be looking to see whether other experts and peers recommend your content.
This is where link building comes into play, and is a key way to judge your authoritativeness. Links from relevant websites that also have a high domain authority will be an important factor in improving your authority rating.
Sharing content consistently across your social media channels is also a good way to show authority. In general, building a brand is a good idea so utilising a mix of marketing channels to help increase brand awareness and in turn your branded search value can help increase authority.
Another great way to show authority is by having a Wikipedia page for your brand; however this isn’t as easy to get as you may think.
Trustworthiness is probably the most important of the three – it’s the one ranking factor that can actually have a negative impact on your Google rank.
You can prove your business’ trustworthiness by managing and optimising your online reputation. Encourage your customers to leave reviews across relevant sites like Tripadvisor, Facebook and Google My Business. You should also take the time to address any complaints.
As well as growing your online reviews, you should also make sure that
- your website contact information is accurate
- you have a secure website domain and
Managing and improving your online reputation can seem like a lot of work, but when it’s such an important ranking factor, it’s worthwhile investing in.
MNA Digital offer an all-in-one solution that allows you to manage your online reviews, optimise listings and engage on social media. Reputation Manager is an easy to use, leading online reputation management tool and is just £75 per month.
Improving your Web Health
The latest changes to Google’s algorithm show a clear focus on expert, authority and trust. To improve your performance online you should always bear these three factors in mind when planning and implementing your marketing strategy.
If you’re unsure of where to start in terms of improving your website performance and E-A-T, we’d recommend running a website health check. This will give you an overview of how your website is currently performing and recommend some improvements you can make.
MNA Digital offer this free of charge on our website – run a free website health check now.