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The Ultimate Google E-A-T Guide And Why it Matters to Your Business

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The Ultimate Google E-A-T Guide And Why it Matters to Your Business

Have your content and… EAT it? Right, it’s not a pun, we promise – EAT is a real thing when it comes to SEO and digital marketing. And although this concept has been around for nearly a decade now, it still has the power to puzzle even the most seasoned SEO expert.

So, what exactly is Google E-A-T, how do you apply it, and why is it so vital for your business? Let’s find all this out together in our guide.

What Does E-A-T Mean, Anyway?

Like many other concepts in digital marketing (think about SEO, for example), E-A-T is actually an acronym. It stands for Expertise, Authoritativeness, and Trustworthiness.

In a nutshell, it’s a series of guidelines that Google established back in 2018 in order to evaluate the quality of web pages. But what happened in 2018, exactly?

Let’s take a quick step back and introduce the concept of YMYL (Your Money, Your Life) pages, first. A YMYL site indicates a website that contains information that can, potentially, have an impact on the reader’s health, happiness, and financial well-being.

Because of this, Google crawls these pages in a much stricter, more rigorous way. In August 2018, Google released an algorithm update that ‘punished’ web pages that did not demonstrate a strong E-A-T, while rewarding those that did.

The result? Over 40% of the affected sites were healthcare, medical, and fitness pages, hence the name ‘Medic Update’.

Since then, it has become paramount to provide tangible E-A-T features in order for web pages to rank well, attract more views, and generate more leads and conversions. As you might have guessed by now, the core of E-A-T is content quality.

According to Google, these are the essential factors that prove a page’s overall quality:

  • Page purpose.
  • E-A-T- (expertise, authoritativeness, trustworthiness)
  • Content quantity and quality.
  • Reputation of the website and its creator.

Why Is E-A-T So Crucial for SEO?

The answer to this question is simpler than you might think. E-A-T is vital for SEO because it’s just another piece in the jigsaw puzzle of the online user experience. Over the years, Google has continued to reinforce the importance – centrality, even – of users when it comes to SERP and rankings.

By following E-A-T principles, web pages can further enhance the value they provide to their audience. With E-A-T, websites can establish credibility, reliability, and worth.

Because of this, you should create your SEO strategy by keeping a strong focus on E-A-T SEO.

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How To Boost Google E-A-T SEO

Now, how do you go about applying E-A-T SEO best practices to your own business website? We have prepared an essential guide right below.

1. Keep Your Contact Details Visible and Up-to-Date

It’s always good to start simple, so the first step you’ll want to take is ensuring that your website includes easy-to-find, accurate, and current contact details.

Not only will Google penalize you if you don’t include them, but nobody will be able to get in touch with you and potentially become a paying customer. This shows that you probably don’t care enough about your business or your audience.

2. Create Great Content to Build Relevant Backlinks

As we mentioned, content quality is king, when it comes to E-A-T. Creating original, informative, and compelling content without fluff or keyword stuffing is a no-brainer.

This type of content – posted in a regular fashion and, preferably, in long-form copy – will gradually earn you visibility and authority in your field, and lead other relevant, authoritative websites to provide you with valuable backlinks.

With backlinks, you can further boost your credibility and worth, and reposition yourself as a leader in your area. Just remember: before posting anything that contains links, always ensure that those links actually work.

If they don’t, take immediate action to fix any broken links, or your SEO will suffer.

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3. Update and Review Your Content Regularly

A website with captivating, creative, and convincing content is great. But what happens when that content is outdated, no longer relevant, or downright incorrect? Not so great anymore.

Let’s say, for example, that your logistics business has developed a new inventory tracking app. Surely, you’ll want to promote it through some exciting content, right?

Go for it. The more useful information you provide on anything new and innovative about your brand, the better your E-A-T scores on Google.

4.  Earn Mentions from Trusted Websites

Backlinks are one way to reinforce authority, but they are not the only tool you have. For example, getting mentions from other trusted, authoritative, high-value sources can increase your E-A-T scores.

The plain and simple mention of your brand name, for example, is enough to give your business a boost. Of course, this needs to happen across a series of trusted websites, but anything on this list counts:

  • Writing a guest post for a high-value website.
  • Interviewing an industry leader.
  • Appearing as a guest on a podcast (or hosting one).
  • Speaking at an event (or hosting one).
  • Teaming up with influencers.
  • Sponsoring charity events, online challenges, or fundraisings.

5. Team Up With an Industry Leader

By now, you have probably guessed that the more you provide expert content, the better Google sees you. In particular, Google seems to be very fond of content that is written by a creator who has specific qualifications or credentials.

This, in fact, helps to show industry expertise, know-how, and credibility. Think about many healthcare websites, for example. Because they belong in the YMYL category, those that rank well (Healthline, WebMD, Verywell, and so on) often partner with medical professionals to write or review their content.

So, whatever sector your business operates in, try to link up with an industry expert with substantial knowledge of the subject matter if you want to boost your E-A-T scores. Ideally, this should be someone who has either worked in the field for a long time and has a way to demonstrate their achievements, or someone with a solid academic background.

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6.  Verify and Show Off Credentials

Now that you have secured an industry expert to participate in writing some of your web content, how do you prove that they are truly credible and authoritative? Google wants you to provide their credentials, too.

First of all, it’s important that you check the person’s credentials yourself and figure out whether they are truthful and relevant. Then, remember to include a snippet about your contributor’s qualifications at the bottom of the article that they have written.

This can consist of just a few lines summarizing their career, studies, and achievements. You should also add any awards or recognitions they might have won, and provide any links to their own web pages and social media accounts.

7.  Interact with Your Customers

Another excellent way to enhance your E-A-T is by communicating with your online audience. This can take many forms: from responding to customer reviews, both positive and negative ones, to answering questions and comments on blog posts.

You can also try to promote online reviews for your brand’s products or services by offering free samples in return. Doing so will help you engage and interact more meaningfully with your customers, and Google will reward you for that.

Remember that this customer-first mindset should be extended to your entire organization. While direct customer service might not be within the main finance department functions, for example, it’s still important to get your entire company on board.

The bottom line? If a customer raises a concern or complaint, you’ll need all hands on deck to try and resolve it ASAP. If they highlight how awesome your brand is, make sure someone from within your company is ready to acknowledge their feedback with an engaging, authentic response.

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8.  Boost Authoritativeness with the Right Domain

Our last, but not least important, tip to boost your E-A-T score is all about domains. Choosing a trusted, verifiable, and secure domain for your website, in fact, helps to demonstrate, and increase, your authoritativeness.

For example, let’s imagine that you are an Australian business selling healthy, organic, plant-based snacks. Because your target audience is likely local, having an .au domain presence will instantly show that you cater to people in that region.

Many business owners who are about to launch their first website often wonder ‘How much does a domain name cost?’ Well, the answer is a bit more complex than one standard figure. Several factors determine the price of a domain name, but one thing is for sure.

Because of how important having a trusted domain name is when it comes to E-A-T, you don’t want to opt for ultra-cheap options. View it as an investment that will eventually get your business to thrive.

It’s also worth mentioning that you can often get a free email with custom domain. This can further reinforce the authoritativeness that you provide to both your audience and Google.

The Takeaway

When it comes to page views and rankings, quality is probably the single most crucial aspect. Google knows it, and that’s why it established a series of guidelines to determine a web page’s expertise, authoritativeness, and trustworthiness (E-A-T).

By incorporating E-A-T best practices into your overall SEO strategy, you will succeed at ranking higher, boosting traffic, and converting more leads into customers.


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MARKETING

How to Increase Survey Completion Rate With 5 Top Tips

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How to Increase Survey Completion Rate With 5 Top Tips

Collecting high-quality data is crucial to making strategic observations about your customers. Researchers have to consider the best ways to design their surveys and then how to increase survey completion, because it makes the data more reliable.

→ Free Download: 5 Customer Survey Templates [Access Now]

I’m going to explain how survey completion plays into the reliability of data. Then, we’ll get into how to calculate your survey completion rate versus the number of questions you ask. Finally, I’ll offer some tips to help you increase survey completion rates.

My goal is to make your data-driven decisions more accurate and effective. And just for fun, I’ll use cats in the examples because mine won’t stop walking across my keyboard.

Why Measure Survey Completion

Let’s set the scene: We’re inside a laboratory with a group of cat researchers. They’re wearing little white coats and goggles — and they desperately want to know what other cats think of various fish.

They’ve written up a 10-question survey and invited 100 cats from all socioeconomic rungs — rough and hungry alley cats all the way up to the ones that thrice daily enjoy their Fancy Feast from a crystal dish.

Now, survey completion rates are measured with two metrics: response rate and completion rate. Combining those metrics determines what percentage, out of all 100 cats, finished the entire survey. If all 100 give their full report on how delicious fish is, you’d achieve 100% survey completion and know that your information is as accurate as possible.

But the truth is, nobody achieves 100% survey completion, not even golden retrievers.

With this in mind, here’s how it plays out:

  • Let’s say 10 cats never show up for the survey because they were sleeping.
  • Of the 90 cats that started the survey, only 25 got through a few questions. Then, they wandered off to knock over drinks.
  • Thus, 90 cats gave some level of response, and 65 completed the survey (90 – 25 = 65).
  • Unfortunately, those 25 cats who only partially completed the survey had important opinions — they like salmon way more than any other fish.

The cat researchers achieved 72% survey completion (65 divided by 90), but their survey will not reflect the 25% of cats — a full quarter! — that vastly prefer salmon. (The other 65 cats had no statistically significant preference, by the way. They just wanted to eat whatever fish they saw.)

Now, the Kitty Committee reviews the research and decides, well, if they like any old fish they see, then offer the least expensive ones so they get the highest profit margin.

CatCorp, their competitors, ran the same survey; however, they offered all 100 participants their own glass of water to knock over — with a fish inside, even!

Only 10 of their 100 cats started, but did not finish the survey. And the same 10 lazy cats from the other survey didn’t show up to this one, either.

So, there were 90 respondents and 80 completed surveys. CatCorp achieved an 88% completion rate (80 divided by 90), which recorded that most cats don’t care, but some really want salmon. CatCorp made salmon available and enjoyed higher profits than the Kitty Committee.

So you see, the higher your survey completion rates, the more reliable your data is. From there, you can make solid, data-driven decisions that are more accurate and effective. That’s the goal.

We measure the completion rates to be able to say, “Here’s how sure we can feel that this information is accurate.”

And if there’s a Maine Coon tycoon looking to invest, will they be more likely to do business with a cat food company whose decision-making metrics are 72% accurate or 88%? I suppose it could depend on who’s serving salmon.

While math was not my strongest subject in school, I had the great opportunity to take several college-level research and statistics classes, and the software we used did the math for us. That’s why I used 100 cats — to keep the math easy so we could focus on the importance of building reliable data.

Now, we’re going to talk equations and use more realistic numbers. Here’s the formula:

Completion rate equals the # of completed surveys divided by the # of survey respondents.

So, we need to take the number of completed surveys and divide that by the number of people who responded to at least one of your survey questions. Even just one question answered qualifies them as a respondent (versus nonrespondent, i.e., the 10 lazy cats who never show up).

Now, you’re running an email survey for, let’s say, Patton Avenue Pet Company. We’ll guess that the email list has 5,000 unique addresses to contact. You send out your survey to all of them.

Your analytics data reports that 3,000 people responded to one or more of your survey questions. Then, 1,200 of those respondents actually completed the entire survey.

3,000/5000 = 0.6 = 60% — that’s your pool of survey respondents who answered at least one question. That sounds pretty good! But some of them didn’t finish the survey. You need to know the percentage of people who completed the entire survey. So here we go:

Completion rate equals the # of completed surveys divided by the # of survey respondents.

Completion rate = (1,200/3,000) = 0.40 = 40%

Voila, 40% of your respondents did the entire survey.

Response Rate vs. Completion Rate

Okay, so we know why the completion rate matters and how we find the right number. But did you also hear the term response rate? They are completely different figures based on separate equations, and I’ll show them side by side to highlight the differences.

  • Completion Rate = # of Completed Surveys divided by # of Respondents
  • Response Rate = # of Respondents divided by Total # of surveys sent out

Here are examples using the same numbers from above:

Completion Rate = (1200/3,000) = 0.40 = 40%

Response Rate = (3,000/5000) = 0.60 = 60%

So, they are different figures that describe different things:

  • Completion rate: The percentage of your respondents that completed the entire survey. As a result, it indicates how sure we are that the information we have is accurate.
  • Response rate: The percentage of people who responded in any way to our survey questions.

The follow-up question is: How can we make this number as high as possible in order to be closer to a truer and more complete data set from the population we surveyed?

There’s more to learn about response rates and how to bump them up as high as you can, but we’re going to keep trucking with completion rates!

What’s a good survey completion rate?

That is a heavily loaded question. People in our industry have to say, “It depends,” far more than anybody wants to hear it, but it depends. Sorry about that.

There are lots of factors at play, such as what kind of survey you’re doing, what industry you’re doing it in, if it’s an internal or external survey, the population or sample size, the confidence level you’d like to hit, the margin of error you’re willing to accept, etc.

But you can’t really get a high completion rate unless you increase response rates first.

So instead of focusing on what’s a good completion rate, I think it’s more important to understand what makes a good response rate. Aim high enough, and survey completions should follow.

I checked in with the Qualtrics community and found this discussion about survey response rates:

“Just wondering what are the average response rates we see for online B2B CX surveys? […]

Current response rates: 6%–8%… We are looking at boosting the response rates but would first like to understand what is the average.”

The best answer came from a government service provider that works with businesses. The poster notes that their service is free to use, so they get very high response rates.

“I would say around 30–40% response rates to transactional surveys,” they write. “Our annual pulse survey usually sits closer to 12%. I think the type of survey and how long it has been since you rendered services is a huge factor.”

Since this conversation, “Delighted” (the Qualtrics blog) reported some fresher data:

survey completion rate vs number of questions new data, qualtrics data

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The takeaway here is that response rates vary widely depending on the channel you use to reach respondents. On the upper end, the Qualtrics blog reports that customers had 85% response rates for employee email NPS surveys and 33% for email NPS surveys.

A good response rate, the blog writes, “ranges between 5% and 30%. An excellent response rate is 50% or higher.”

This echoes reports from Customer Thermometer, which marks a response rate of 50% or higher as excellent. Response rates between 5%-30% are much more typical, the report notes. High response rates are driven by a strong motivation to complete the survey or a personal relationship between the brand and the customer.

If your business does little person-to-person contact, you’re out of luck. Customer Thermometer says you should expect responses on the lower end of the scale. The same goes for surveys distributed from unknown senders, which typically yield the lowest level of responses.

According to SurveyMonkey, surveys where the sender has no prior relationship have response rates of 20% to 30% on the high end.

Whatever numbers you do get, keep making those efforts to bring response rates up. That way, you have a better chance of increasing your survey completion rate. How, you ask?

Tips to Increase Survey Completion

If you want to boost survey completions among your customers, try the following tips.

1. Keep your survey brief.

We shouldn’t cram lots of questions into one survey, even if it’s tempting. Sure, it’d be nice to have more data points, but random people will probably not hunker down for 100 questions when we catch them during their half-hour lunch break.

Keep it short. Pare it down in any way you can.

Survey completion rate versus number of questions is a correlative relationship — the more questions you ask, the fewer people will answer them all. If you have the budget to pay the respondents, it’s a different story — to a degree.

“If you’re paying for survey responses, you’re more likely to get completions of a decently-sized survey. You’ll just want to avoid survey lengths that might tire, confuse, or frustrate the user. You’ll want to aim for quality over quantity,” says Pamela Bump, Head of Content Growth at HubSpot.

2. Give your customers an incentive.

For instance, if they’re cats, you could give them a glass of water with a fish inside.

Offer incentives that make sense for your target audience. If they feel like they are being rewarded for giving their time, they will have more motivation to complete the survey.

This can even accomplish two things at once — if you offer promo codes, discounts on products, or free shipping, it encourages them to shop with you again.

3. Keep it smooth and easy.

Keep your survey easy to read. Simplifying your questions has at least two benefits: People will understand the question better and give you the information you need, and people won’t get confused or frustrated and just leave the survey.

4. Know your customers and how to meet them where they are.

Here’s an anecdote about understanding your customers and learning how best to meet them where they are.

Early on in her role, Pamela Bump, HubSpot’s Head of Content Growth, conducted a survey of HubSpot Blog readers to learn more about their expertise levels, interests, challenges, and opportunities. Once published, she shared the survey with the blog’s email subscribers and a top reader list she had developed, aiming to receive 150+ responses.

“When the 20-question survey was getting a low response rate, I realized that blog readers were on the blog to read — not to give feedback. I removed questions that wouldn’t serve actionable insights. When I reshared a shorter, 10-question survey, it passed 200 responses in one week,” Bump shares.

Tip 5. Gamify your survey.

Make it fun! Brands have started turning surveys into eye candy with entertaining interfaces so they’re enjoyable to interact with.

Your respondents could unlock micro incentives as they answer more questions. You can word your questions in a fun and exciting way so it feels more like a BuzzFeed quiz. Someone saw the opportunity to make surveys into entertainment, and your imagination — well, and your budget — is the limit!

Your Turn to Boost Survey Completion Rates

Now, it’s time to start surveying. Remember to keep your user at the heart of the experience. Value your respondents’ time, and they’re more likely to give you compelling information. Creating short, fun-to-take surveys can also boost your completion rates.

Editor’s note: This post was originally published in December 2010 and has been updated for comprehensiveness.

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MARKETING

Take back your ROI by owning your data

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Treasure Data 800x450

Treasure Data 800x450

Other brands can copy your style, tone and strategy — but they can’t copy your data.

Your data is your competitive advantage in an environment where enterprises are working to grab market share by designing can’t-miss, always-on customer experiences. Your marketing tech stack enables those experiences. 

Join ActionIQ and Snowplow to learn the value of composing your stack – decoupling the data collection and activation layers to drive more intelligent targeting.

Register and attend “Maximizing Marketing ROI With a Composable Stack: Separating Reality from Fallacy,” presented by Snowplow and ActionIQ.


Click here to view more MarTech webinars.


About the author

Cynthia RamsaranCynthia Ramsaran

Cynthia Ramsaran is director of custom content at Third Door Media, publishers of Search Engine Land and MarTech. A multi-channel storyteller with over two decades of editorial/content marketing experience, Cynthia’s expertise spans the marketing, technology, finance, manufacturing and gaming industries. She was a writer/producer for CNBC.com and produced thought leadership for KPMG. Cynthia hails from Queens, NY and earned her Bachelor’s and MBA from St. John’s University.

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Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai

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Revolutionizing Auto Retail: The Game-Changing Partnership Between Amazon and Hyundai

Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

In a groundbreaking alliance, Amazon and Hyundai have joined forces to reshape the automotive landscape, promising a revolutionary shift in how we buy, drive, and experience cars.

Imagine browsing for your dream car on Amazon, with the option to seamlessly purchase, pick up, or have it delivered—all within the familiar confines of the world’s largest online marketplace. Buckle up as we explore the potential impact of this monumental partnership and the transformation it heralds for the future of auto retail.

Driving Change Through Amazon’s Auto Revolution

Consider “Josh”, a tech-savvy professional with an affinity for efficiency. Faced with the tedious process of purchasing a new car, he stumbled upon Amazon’s automotive section. Intrigued by the prospect of a one-stop shopping experience, Josh decided to explore the Amazon-Hyundai collaboration.

The result?

A hassle-free online car purchase, personalized to his preferences, and delivered to his doorstep. Josh’s story is just a glimpse into the real-world impact of this game-changing partnership.

Bridging the Gap Between Convenience and Complexity

Traditional car buying is often marred by complexities, from navigating dealership lots to negotiating prices. The disconnect between the convenience consumers seek and the cumbersome process they endure has long been a pain point in the automotive industry. The need for a streamlined, customer-centric solution has never been more pressing.

1701235578 44 Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai1701235578 44 Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

Ecommerce Partnership Reshaping Auto Retail Dynamics

Enter Amazon and Hyundai’s new strategic partnership coming in 2024—an innovative solution poised to redefine the car-buying experience. The trio of key developments—Amazon becoming a virtual showroom, Hyundai embracing AWS for a digital makeover, and the integration of Alexa into next-gen vehicles—addresses the pain points with a holistic approach.

In 2024, auto dealers for the first time will be able to sell vehicles in Amazon’s U.S. store, and Hyundai will be the first brand available for customers to purchase.

Amazon and Hyundai launch a broad, strategic partnership—including vehicle sales on Amazon.com in 2024 – Amazon Staff

This collaboration promises not just a transaction but a transformation in the way customers interact with, purchase, and engage with their vehicles.

Pedal to the Metal

Seamless Online Purchase:

  • Complete the entire transaction within the trusted Amazon platform.
  • Utilize familiar payment and financing options.
  • Opt for convenient pick-up or doorstep delivery.
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The Industry’s Most Comprehensive E-Commerce Marketing Certification For The Modern Marketer. Turn Products Into Profit, Browsers Into Buyers, & Past Purchasers Into Life-Long Customers

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Hyundai’s Cloud-First Transformation:

  • Experience a data-driven organization powered by AWS.
  • Benefit from enhanced production optimization, cost reduction, and improved security.

Alexa Integration in Next-Gen Vehicles:

  • Enjoy a hands-free, voice-controlled experience in Hyundai vehicles.
  • Access music, podcasts, reminders, and smart home controls effortlessly.
  • Stay connected with up-to-date traffic and weather information.

Driving into the Future

The Amazon-Hyundai collaboration is not just a partnership; it’s a revolution in motion. As we witness the fusion of e-commerce giant Amazon with automotive prowess of Hyundai, the potential impact on customer behavior is staggering.

The age-old challenges of car buying are met with a forward-thinking, customer-centric solution, paving the way for a new era in auto retail. From the comfort of your home to the driver’s seat, this partnership is set to redefine every step of the journey, promising a future where buying a car is as easy as ordering a package online.

Embrace the change, and witness the evolution of auto retail unfold before your eyes.


Revolutionizing Auto Retail The Game Changing Partnership Between Amazon and Hyundai

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