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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.

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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.

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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.

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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

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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).

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●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

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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

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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

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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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Lessons From Air Canada’s Chatbot Fail

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Lessons From Air Canada’s Chatbot Fail

Air Canada tried to throw its chatbot under the AI bus.

It didn’t work.

A Canadian court recently ruled Air Canada must compensate a customer who bought a full-price ticket after receiving inaccurate information from the airline’s chatbot.

Air Canada had argued its chatbot made up the answer, so it shouldn’t be liable. As Pepper Brooks from the movie Dodgeball might say, “That’s a bold strategy, Cotton. Let’s see if it pays off for ’em.” 

But what does that chatbot mistake mean for you as your brands add these conversational tools to their websites? What does it mean for the future of search and the impact on you when consumers use tools like Google’s Gemini and OpenAI’s ChatGPT to research your brand?

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AI disrupts Air Canada

AI seems like the only topic of conversation these days. Clients expect their agencies to use it as long as they accompany that use with a big discount on their services. “It’s so easy,” they say. “You must be so happy.”

Boards at startup companies pressure their management teams about it. “Where are we on an AI strategy,” they ask. “It’s so easy. Everybody is doing it.” Even Hollywood artists are hedging their bets by looking at the newest generative AI developments and saying, “Hmmm … Do we really want to invest more in humans?  

Let’s all take a breath. Humans are not going anywhere. Let me be super clear, “AI is NOT a strategy. It’s an innovation looking for a strategy.” Last week’s Air Canada decision may be the first real-world distinction of that.

The story starts with a man asking Air Canada’s chatbot if he could get a retroactive refund for a bereavement fare as long as he provided the proper paperwork. The chatbot encouraged him to book his flight to his grandmother’s funeral and then request a refund for the difference between the full-price and bereavement fair within 90 days. The passenger did what the chatbot suggested.

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Air Canada refused to give a refund, citing its policy that explicitly states it will not provide refunds for travel after the flight is booked.

When the passenger sued, Air Canada’s refusal to pay got more interesting. It argued it should not be responsible because the chatbot was a “separate legal entity” and, therefore, Air Canada shouldn’t be responsible for its actions.

I remember a similar defense in childhood: “I’m not responsible. My friends made me do it.” To which my mom would respond, “Well, if they told you to jump off a bridge, would you?”

My favorite part of the case was when a member of the tribunal said what my mom would have said, “Air Canada does not explain why it believes …. why its webpage titled ‘bereavement travel’ was inherently more trustworthy than its chatbot.”

The BIG mistake in human thinking about AI

That is the interesting thing as you deal with this AI challenge of the moment. Companies mistake AI as a strategy to deploy rather than an innovation to a strategy that should be deployed. AI is not the answer for your content strategy. AI is simply a way to help an existing strategy be better.

Generative AI is only as good as the content — the data and the training — fed to it.  Generative AI is a fantastic recognizer of patterns and understanding of the probable next word choice. But it’s not doing any critical thinking. It cannot discern what is real and what is fiction.

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Think for a moment about your website as a learning model, a brain of sorts. How well could it accurately answer questions about the current state of your company? Think about all the help documents, manuals, and educational and training content. If you put all of that — and only that — into an artificial brain, only then could you trust the answers.

Your chatbot likely would deliver some great results and some bad answers. Air Canada’s case involved a minuscule challenge. But imagine when it’s not a small mistake. And what about the impact of unintended content? Imagine if the AI tool picked up that stray folder in your customer help repository — the one with all the snarky answers and idiotic responses? Or what if it finds the archive that details everything wrong with your product or safety? AI might not know you don’t want it to use that content.

ChatGPT, Gemini, and others present brand challenges, too

Publicly available generative AI solutions may create the biggest challenges.

I tested the problematic potential. I asked ChatGPT to give me the pricing for two of the best-known CRM systems. (I’ll let you guess which two.) I asked it to compare the pricing and features of the two similar packages and tell me which one might be more appropriate.

First, it told me it couldn’t provide pricing for either of them but included the pricing page for each in a footnote. I pressed the citation and asked it to compare the two named packages. For one of them, it proceeded to give me a price 30% too high, failing to note it was now discounted. And it still couldn’t provide the price for the other, saying the company did not disclose pricing but again footnoted the pricing page where the cost is clearly shown.

In another test, I asked ChatGPT, “What’s so great about the digital asset management (DAM) solution from [name of tech company]?” I know this company doesn’t offer a DAM system, but ChatGPT didn’t.

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It returned with an answer explaining this company’s DAM solution was a wonderful, single source of truth for digital assets and a great system. It didn’t tell me it paraphrased the answer from content on the company’s webpage that highlighted its ability to integrate into a third-party provider’s DAM system.

Now, these differences are small. I get it. I also should be clear that I got good answers for some of my harder questions in my brief testing. But that’s what’s so insidious. If users expected answers that were always a little wrong, they would check their veracity. But when the answers seem right and impressive, even though they are completely wrong or unintentionally accurate, users trust the whole system.

That’s the lesson from Air Canada and the subsequent challenges coming down the road.

AI is a tool, not a strategy

Remember, AI is not your content strategy. You still need to audit it. Just as you’ve done for over 20 years, you must ensure the entirety of your digital properties reflect the current values, integrity, accuracy, and trust you want to instill.

AI will not do this for you. It cannot know the value of those things unless you give it the value of those things. Think of AI as a way to innovate your human-centered content strategy. It can express your human story in different and possibly faster ways to all your stakeholders.

But only you can know if it’s your story. You have to create it, value it, and manage it, and then perhaps AI can help you tell it well. 

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Only 6% of global marketers apply customer insights to product and brand

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Only 6% of global marketers apply customer insights to product and brand

While many brands talk about focusing on the customer, few do it. Less than a quarter (24%) of global brands are mapping customer behavior and sentiment, according to Braze’s 2024 Customer Engagement Review. What’s worse, only 6% apply customer insights to their product and brand approach.

“At the end of the day, a lot of companies operate based on their structure and not how the consumer interacts with them,” Mariam Asmar, VP of strategic consulting, told MarTech. “And while some companies have done a great job of reorienting that, with roles like the chief customer officer, there are many more that still don’t. Cross-channel doesn’t exist because there are still all these silos. But the customer doesn’t care about your silos. The customer doesn’t see silos. They see a brand.”

Half of all marketers report either depending on multiple, siloed point solutions to cobble together a multi-channel experience manually (33%); or primarily relying on single-channel solutions (17%).  Only 30% have access to a single customer engagement platform capable of creating personalized, seamless experiences across channels. This is a huge problem when it comes to cross-channel, personalization.

The persistence of silos

The persistence of data silos despite decades of explanation about the problems they cause, surprised Asmar the most.

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Screenshot 2024 02 27 140015
Source: Braze 2024 Global Customer Engagement Review

“Why are we still talking about this?” she said to MarTech. “One of the themes I see in the report is we’re still getting caught up on some of the same stumbling blocks as before.”

She said silos are indicative of teams working on different goals and “the only way that gets unsolved is if a leader comes in and aligns people towards some of those goals.”

These silos also hinder the use of AI, something 99% of respondents said they were already doing. The top uses of AI by marketers are:

  • Generating creative ideas (48%).
  • Automating repetitive tasks (47%).
  • Optimizing strategies in real-time (47%).
  • Enhancing data analysis (47%).
  • Powering predictive analytics (45%).
  • Personalizing campaigns (44%). 

Despite the high usage numbers, less than half of marketers have any interest in exploring AI’s potential to enhance customer engagement. Asmar believes there are two main reasons for this. First is that many people like the systems they know and understand. The other reason is a lack of training on the part of companies.

Dig deeper: 5 ways CRMs are leveraging AI to automate marketing today

“I think about when I was in advertising and everybody switched to social media,” she told MarTech. “Companies acted like ‘Well, all the marketers will just figure out social media.’ You can’t do that because whenever you’re teaching somebody how to do something new there’s always a level of training them up, even though they’re apps that we use every day, as people using them as a business and how they apply, how we get impact from them.”

The good news is that brands are setting the stage for the data agility they need.

  • 50% export performance feedback to business intelligence platforms to generate advanced analytics.
  • 48% sync performance with insights generated by other platforms in the business.

Also worth noting: Marketers say these are the four main obstacles to creativity and strategy:  

  • Emphasis on KPIs inherently inhibits a focus on creativity (42%).
  • Too much time spent on business-as-usual execution and tasks (42%).
  • Lack of technology to execute creative ideas, (41%).
  • Hard to demonstrate ROI impact of creativity (40%).
Screenshot 2024 02 27 135952Screenshot 2024 02 27 135952

Methodology

The 2024 Global Customer Engagement Review (registration required) is based on insights from 1,900 VP+ marketing decision-makers across 14 countries in three global regions: The Americas (Brazil, Mexico, and the US), APAC (Australia, Indonesia, Japan, New Zealand, Singapore, and South Korea), and EMEA (France, Germany, Spain, the UAE, and the UK).

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Crafting Effortless Sales Through ‘Wow’ Moments in Experience Marketing

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Crafting Effortless Sales Through 'Wow' Moments in Experience Marketing

Crafting Effortless Sales Through Wow Moments in Experience Marketing

In an era where consumers are bombarded with endless choices and digital noise, standing out as a brand is more challenging than ever. Enter experience marketing – a strategy that transcends traditional advertising by focusing on creating immersive, memorable interactions. This innovative approach leverages the elements of surprise, delight, and reciprocity to forge strong emotional connections with customers, making the sale of your core product feel effortless. But how can businesses implement this strategy effectively? This guide delves into the art of crafting ‘wow’ moments that captivate audiences and transform customer engagement.

The Basics of Experience Marketing

Experience marketing is an evolved form of marketing that focuses on creating meaningful interactions with customers, aiming to elicit strong emotional responses that lead to brand loyalty and advocacy. Unlike conventional marketing, which often prioritizes product promotion, experience marketing centers on the customer’s holistic journey with the brand, creating a narrative that resonates on a personal level.

In today’s competitive market, experience marketing is not just beneficial; it’s essential. It differentiates your brand in a crowded marketplace, elevating your offerings beyond mere commodities to become integral parts of your customers’ lives. Through memorable experiences, you not only attract attention but also foster a community of loyal customers who are more likely to return and recommend your brand to others.

Principles of Experience Marketing

At the heart of experience marketing lie several key principles:

  • Emotional Connection: Crafting campaigns that touch on human emotions, from joy to surprise, creating memorable moments that customers are eager to share.
  • Customer-Centricity: Putting the customer’s needs and desires at the forefront of every marketing strategy, ensuring that each interaction adds value and enhances their experience with the brand.
  • Immersive Experiences: Utilizing technology and storytelling to create immersive experiences that captivate customers, making your brand a living part of their world.
  • Engagement Across Touchpoints: Ensuring consistent, engaging experiences across all customer touchpoints, from digital platforms to physical stores.

Understanding Your Audience

Before diving into the intricacies of crafting ‘wow’ moments, it’s crucial to understand who you’re creating these moments for. Identifying your audience’s pain points and desires is the first step in tailoring experiences that truly resonate.

1709033181 544 Crafting Effortless Sales Through Wow Moments in Experience Marketing1709033181 544 Crafting Effortless Sales Through Wow Moments in Experience Marketing

This involves deep market research, customer interviews, and leveraging data analytics to paint a comprehensive picture of your target demographic. By understanding the journey your customers are on, you can design touchpoints that not only meet but exceed their expectations.

  • Identifying Pain Points and Desires: Use surveys, social media listening, and customer feedback to gather insights. What frustrates your customers about your industry? What do they wish for more than anything else? These insights will guide your efforts to create experiences that truly resonate.
  • Mapping the Customer Journey: Visualize every step a customer takes from discovering your brand to making a purchase and beyond. This map will highlight critical touchpoints where you can introduce ‘wow’ moments that transform the customer experience.

Developing Your Experience Marketing Strategy

With a clear understanding of your audience, it’s time to build the framework of your experience marketing strategy. This involves setting clear objectives, identifying key customer touchpoints, and conceptualizing the experiences you want to create.

  • Setting Objectives: Define what you aim to achieve with your experience marketing efforts. Whether it’s increasing brand awareness, boosting sales, or improving customer retention, having clear goals will shape your approach and help measure success.
  • Strategic Touchpoint Identification: List all the potential touchpoints where customers interact with your brand, from social media to in-store experiences. Consider every stage of the customer journey and look for opportunities to enhance these interactions.

Enhancing Customer Experiences with Surprise, Delight, and Reciprocity

This section is where the magic happens. By integrating the elements of surprise, delight, and reciprocity, you can elevate ordinary customer interactions into unforgettable experiences.

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  • Incorporating Surprise and Delight: Go beyond what’s expected. This could be as simple as a personalized thank-you note with each purchase or as elaborate as a surprise gift for loyal customers. The key is to create moments that feel special and unexpected.
  • Applying the Principle of Reciprocity: When customers receive something of value, they’re naturally inclined to give something back. This can be leveraged by offering helpful resources, exceptional service, or customer appreciation events. Such gestures encourage loyalty and positive word-of-mouth.
  • Examples and Case Studies: Highlight real-world examples of brands that have successfully implemented these strategies. Analyze what they did, why it worked, and how it impacted their relationship with customers.

Best Practices for Experience Marketing

To ensure your experience marketing strategy is as effective as possible, it’s important to adhere to some best practices.

  • Personalization at Scale: Leverage data and technology to personalize experiences without losing efficiency. Tailored experiences make customers feel valued and understood.
  • Using Technology to Enhance Experiences: From augmented reality (AR) to mobile apps, technology offers myriad ways to create immersive experiences that surprise and engage customers.
  • Measuring Success: Utilize analytics tools to track the success of your experience marketing initiatives. Key performance indicators (KPIs) could include engagement rates, conversion rates, and customer satisfaction scores.

Section 5: Overcoming Common Challenges

Even the best-laid plans can encounter obstacles. This section addresses common challenges in experience marketing and how to overcome them.

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  • Budget Constraints: Learn how to create impactful experiences without breaking the bank. It’s about creativity, not just expenditure.
  • Maintaining Consistency: Ensuring a consistent brand experience across all touchpoints can be daunting. Develop a comprehensive brand guideline and train your team accordingly.
  • Staying Ahead of Trends: The digital landscape is ever-changing. Stay informed about the latest trends in experience marketing and be ready to adapt your strategy as necessary.

The Path to Effortless Sales

By creating memorable experiences that resonate on a personal level, you make the path to purchase not just easy but natural. When customers feel connected to your brand, appreciated, and valued, making a sale becomes a byproduct of your relationship with them. Experience marketing, when done right, transforms transactions into interactions, customers into advocates, and products into passions.

Now is the time to reassess your marketing strategy. Are you just selling a product, or are you providing an unforgettable experience? Dive into the world of experience marketing and start creating those ‘wow’ moments that will not only distinguish your brand but also make sales feel effortless.


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