Search Engine Optimization- Re-Inventing the Wheel

There is an opinion that Search Engine Optimization (SEO) virtually died in May 2020 with the changing of its search algorithms 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 were 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. Webmasters and website owners will need to optimize their websites to align with new algorithms to improve search rankings. The websites 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 website is not a junkyard. Keep the content unique, fresh, and relevant to the website theme. Google prefers web user-friendly websites 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 meets customer needs. The websites now need to concentrate on authoritative content. Full-of-knowledge blogs, intuitive product descriptions, and relevant data are content that Google needs.

The websites must be watchful to abide by the COVID-19 SOPs guiding their customers and users to be 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 website 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. Quality content with suitable links results in backlinks and useful comments and suggestions from the viewers. This data can help a website 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. Google E.A.T attaches more weight to authority and trust factors, which is now a pivotal part of SEO. Website owners must watch their website ratings 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 concerns is key to engaging your customers and visitors. Responding to and resolving the issues is a sure way to enhance and elevate the trust of customers. It ultimately will increase the website’s 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. Citations mean referring to your website testimonials like the business’s name, address, and phone number by the other websites.

The directories, B2B and B2C websites, 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, YellowPage, Yahoo, Alibaba, Amazon, and many other websites that 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’s information. Search Engine Optimization 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

Urza Omar
  • Urza Omar
  • The writer has a proven track as a mentor, motivational trainer, blogger, and social activist. She is the founder of a blog intended for avid readers.