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When you’re first focusing on search engine optimization (SEO), it’s tempting to focus on one or two ranking factors, particularly keywords, in hopes of a quick ranking fix. However, improving your search ranking is a much more comprehensive and necessarily long-term practice. Keyword research is an excellent starting place for SEO, but simply scattering keywords throughout your content will not be effective. If your online presence is not fulfilled also successfully EAT guidelines, having the right amount of keywords or an optimized website will somehow be a wasted effort.
EEAT is a Google quality search guideline that stands for Experience, Expertise, Authoritativeness and Trust. Ultimately, neither the SEO best practices nor the EEAT quality guidelines will be as successful without the other. Combining the EEAT guidelines with SEO practices is a useful approach to ensure that no key criteria for excellent search rankings are neglected.
Related: 4 Ways This SEO Expert Uses AI to Create Content, and How You Can Too
Use keywords to develop EEAT
Once you’ve established which words to focus on in your content, consider how you can demonstrate your expertise, knowledge, trustworthiness, and authority in the context of those topics. Your website may have increased traffic with the right keywords for popular searches, but to convert traffic into customers, it needs to do more than meet keyword metrics.
There are several ways to combine keyword usage with EEAT. Don’t just advertise your services; Demonstrate your product knowledge or success case studies to establish authority in your field. Adding internal links to related pages on your site can also help demonstrate your expertise and authority. Any visual content that establishes knowledge, such as photos of completed work or infographics, should be optimized for user experience and have keywords in the caption and alt text.
Connect teams to combine strategies
One of the difficulties of paying attention to SEO and EEAT is that it means applying more standards to the same content. For example, for SEO content to establish EEAT, it must be well written to effectively demonstrate expertise and accuracy. For this to happen, everyone working on the content needs to be on the same page.
Implementing SEO best practices and the EEAT quality guidelines simultaneously can mean making changes to how your content is created and who is working together. At Outpace SEO, the content and SEO teams work closely together to create content that follows SEO best practices while being accurate, creative, and well-written.
Content and SEO processes can be integrated at multiple levels. New team members should receive clear training on how content is created, optimized and edited and where it fits into the process. Keep the content team in the loop when SEO practices need to change and keep the SEO team updated on editing standards. Instead of pigeonholing team members into one area of expertise, encourage them to understand the processes and goals of the team as a whole. If another company handles your SEO and content creation, establish a clear workflow so that the content is seen by the right people at the right stage. Efficient and consistent communication will help ensure that the content being optimized is completely accurate and representative of your experience.
Related: Writing AI content won’t help you win against Google search rankings. Here’s why.
Use SEO to build trust
It can be helpful to think of EEAT as a way to evaluate optimized content. If your business falls in a EDGE category, Meaning your money or your life, the EEAT standards are applied even more carefully by Google’s quality assessors. The tone of the writing, the author’s demonstrated knowledge, and authority are all important ways to build trust, the most important of these four.
Successfully combining SEO and EEAT practices involves considering all aspects of content creation. Trust involves not only content but user experience. Improving your website speed, optimizing URLs, and avoiding or optimizing 404 pages are all part of technical SEO. All of this contributes not only to a positive user experience of your website, but also to how much searchers will believe in your authority and expertise after interacting with your online presence alone.
Rather than distracting from SEO, EEAT will be most effective when combined with sound SEO practices. For an online presence that delivers long-term results and high rankings, create a strategy that focuses on combining SEO best practices and EEAT guidelines. This may involve reviewing your content creation and SEO process, promoting cross-team communication, or reconsidering who is in charge of your website’s content development and optimization. Together, SEO and EEAT are a winning combination to continually develop an online presence that ranks high and generates more business.
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