Re-Inventing Search Engine Optimization

There is an opinion that Search Engine Optimization (SEO) virtually died in May 2020 with the changing of its search algorithms by Google. The recent update puts more weight on Google’s E-A-T (Expertise, Authoritativeness, and Trustworthiness). Google keeps on updating its search algorithms from time to time. The recent core changes called E-A-T guidelines are for its human search quality raters. The guidelines subsequently published to “help webmasters understand what Google looks for in a web page.”

The E-A-T guidelines are now a significant ranking factor. The webmasters and web site owners will need to optimize their websites to align with new algorithms to improve search rankings. The web sites need to focus more on the following to meet new E-A-T ranking criteria. 

 Quality Content

Search Engines, especially, Google are content-hungry. The quality of fresh content does matter. Your web site is not a junkyard. Keep the content unique, fresh, and relevant to the website theme. Google prefers web user-friendly web sites displaying authority, accuracy, trust, and expertise. The new Google E-A-T criteria is an algorithm targeted to rank web site with updated quality content better meeting customer needs. 

The web sites now need to concentrate on authoritative content. Full of knowledge blogs, intuitive product description, and relevant data is a content that google need. The websites must be watchful to abide by the COVID-19 SOPs guiding their customers and users to aware of the fast-changing health and environmental policies. The mention of opening and closing times, social distancing measures, and available services add relevance to web site content. 

Live on Social Media 

“A man is a social animal” was never than now. Social media is a platform now that provides an affordable place for promotion equally to a person and a business. Synchronizing your website contents (Blogs & Newsletters, and announcements) with your Facebook, Twitter, and other social media accounts give an edge in reaching your existing and potential customers. Engaging with the audience means keeping them aware of your products, services, sale promotions, and policies. The quality content with suitable links results in backlinks and useful comments and suggestions from the viewers. This data can help a web site for developing more engaging strategies. Your social media presence is more important because everyone is not interested in searching and finding websites but prefers to spend much of their time on social media. 

Manage Comments

Reading reviews and comments is a must as it gives an insight into customer needs and preferences. The Google E.A.T attaches more weight to authority and trust factors, which is now a pivotal part of SEO. Web site owners must watch their website rating on sites like Google Places, Facebook, Yelp, and Tripadvisor, to win as higher a rating as possible. 

Having more comments on your site can serve no purpose. Replying to comments o satisfy the concerns is a key to engage your customers and visitors. Responding and resolving the issues is a sure way to enhance and elevate the trust of customers. It ultimately will increase the website authority. 

Building Citations

The citations are significant for Google’s algorithm. It is a tool to verify the existence, legitimacy, and trustworthiness of the business. The Citations mean referring to your website testimonials like the business’s name, address, and phone number by the other web sites. The directories, B2B and B2C web sites, Chambers of Commerce and Industries, and sector relevant associations are tested sources for citations. 

Cyberspace is full of reputed directories such as Facebook, Apple Maps, Yelp, and YellowPage, Yahoo, Alibaba, Amazon, and many other websites actively promoted memberships through memberships. The new E.A.T algorithm is not final for SEO. Google keeps on updating its search algorithms to fulfill its mission of organizing the world information. SEO is an ever-evolving phenomenon for webmasters and website owners to keep themselves abreast of ever-changing next Google algorithm updates.

Image by Gerd Altmann from Pixabay 

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  • Urza Omar
  • The writer is a freelance blogger, content, copywriter, and an accredited motivational speaker and trainer.