When I say we’re in a revolutionary age of SEO, most people immediately think I’m talking about SGE: Search Generative Experience, also known as generative AI, the results appear in the SERPs. This is indeed a transformative change in him SEO industrybut that’s not where I focus with my clients.
3 Reasons to Expand SEO Beyond Google
Users crave the authenticity and own perspectives found on platforms like Quora, TikTok, and Reddit.
User-generated content is a great counterpoint to AI-produced content at Google.
Diversification can reap benefits because Google prioritizes perspectives from other platforms in its rankings.
These days, a lot of my SEO (awareness and branding) work is done on platforms like Reddit, Quora, and Tik Tok. These platforms are exclusively geared towards addressing recent trends in user behavior. They also feed perfectly into some of Google’s recent (non-SGE) areas of emphasis.
In this post, I’ll examine how user behavior has changed in recent years, the new levers to pull (user generated contentforums, communities) to find and engage today’s users, and what Google is clearly telling SEOs will matter in 2024 and beyond (hint: it’s spelled EEAT).
What today’s users want
Today’s users value community, authenticity and personalized content.
Brands can no longer get away with issuing empty statements to celebrate occasions like Pride Month and Earth Day and then doing business that goes against those interests. Users will not tolerate outdated practices such as non-segmented, irrelevant email campaigns or content that does not show empathy for their specific needs or challenges.
But it’s not all about mistakes to avoid. marks, their leaders and its advocates can and should actively participate in platforms and media that allow authenticity to shine and build communities using first-person perspectives.
How to reach current users
Brands and their thought leaders have a range of options to connect with users through more personal and less polished content. These can be media channels like Quora or Reddit, where individuals can share unfiltered views; platforms like TikTok that offer powerful showcases for UGC (User Generated Content); or smaller brand or industry discussion boards.
At Reddit and Quora, for example, we’ve worked with several clients to establish a presence that helps them achieve a range of KPIs. On Reddit, brand spokespersons can dig into relevant subreddits, find topics they can speak to with authority and without obvious sales agendas, host me-anything (AMAs), and create valuable, insightful, first-person content that have a good chance appear in SERPs for related keywords.
These platforms have a lot to offer brands that play by the rules and respect user expectations. This means following community guidelines, providing information, and avoiding spam and overt sales pitches that will anger users.
Depending on your brand’s industry, there may be an opportunity to build a community of users who can contribute to a topic whether they use your product or service or not. An example is Running Warehouse’s Speak Run The forum to discuss everything running is open to all users and includes a Top 10 ranking in the Google SERPs.
The other trend that has emerged in recent years is UGC, the less produced, less filtered nature of which contrasts with sleek corporate-branded content. UGC and the rise of TikTok are somewhat intertwined, but brands can leverage UGC in a number of ways, from TikTok and Instagram ads to organic social content to customer reviews, stories, photos i videos you can use in any of your properties. UGC is by its very nature more trustworthy and reliable than any content produced by a brand or its employees, making it a powerful lever to help brands embrace authenticity.
Why Google’s EEAT matters
About three years ago, Google introduced EAT (Expertise, Authoritativeness and Trustworthiness). It’s not exactly a ranking factor, but it’s something their search evaluators used to evaluate ranking systems. In late 2022, Google added another E (Experience) to the acronym.
Although not an official ranking factor, EEAT establishes some content characteristics that Google is now very clearly prioritizing. Recent releases including hidden gems, discussions and forums and Insights; The fact that off-platform content (from Reddit, Quora, TikTok, and more) is starting to dominate search results shows that Google is serious about giving users more authentic, first-party content.
Brands can do a lot on their websites to create EEAT that will attract Google. Blogs that feature detailed author pages and showcase user stories are a smart play, as are About Us pages that provide plenty of detail about a brand’s founding history and mission.
Social accreditation in the form of awards, certifications and user testimonials are an imperative for brand websites right now. They certainly give users arriving at a brand’s site more confidence that they’re in good hands, even if they don’t help a brand rank higher in the SERPs.
Don’t abandon social media though: optimize and maintain social media profiles to serve as reference points for users.
Ultimately, a customer journey doesn’t start or end on Google, and a brand’s approach to engaging users shouldn’t be limited to Google either. It may take some research to determine the best avenues and methods to reach your intended users, and it will definitely require strategic adjustment if you’re used to relying on bland brand language.
As we enter the age of AI and SGE, your best bet to stand out is to make your brand as personal and human as possible.
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