With the sharp rise in social media marketing over the last few years, many people think content marketing is dead. However, 73% of B2B marketers still use content marketing as part of their overall strategy, and content usage has risen by 207% since the pandemic.
Your website is the heart of your business, and without valuable, well-researched content, you’re missing a huge opportunity to stand out as a thought leader in your niche.
If you’re looking for ways to improve your website content, focusing on your Google EEAT signals is the first important step. Here are eight strategies to improve EEAT signals and turn your website content strategy into a client-generating machine.
Request and Provide Expert Insights
Every piece of content published on your website needs to be valuable, helpful, and accurate. But you can take it a step further by providing expert insights within your content.
Next time you’re writing a blog for your site, think about an industry expert you could feature. You can either reach out to someone for a unique quote to include, or you can look up work they’ve already published on the topic and link a quote from that.
Either way, ensure you get the expert’s permission to include their insights in your post.
Having expert content is a great way to boost EEAT signals because it shows Google you publish authoritative, valuable information from reliable sources.
Connect Your Topic Clusters Through Relevant Interlinking
You should have content buckets for your website that dictate the kind of content you post. For example, a finance website might post about investment opportunities, banking news, interest rates, and long-term savings advice. Each of these categories is a content bucket that all published content falls into.
Relevant interlinking helps to give your website structure by creating clusters of content. When someone lands on your website, they can quickly and easily find related articles and stay on your site longer.
Not only does this improve your bounce rate, but it also improves your website’s experience, which helps improve EEAT signals for trustworthiness, expertise, and experience.
Fill Knowledge Gaps and Add New Value to Content
The internet is a crowded place, and most websites just churn out regurgitated content swiped from other websites.
An easy way to stand out and improve your EEAT signals is to fill knowledge gaps and add new value to content. Here are a few ways to achieve this:
- Publish controversial pieces that go against the status quo.
- Talk about trending topics, but build on the ideas with your own insights.
- Gather multiple views on a topic from different expert sources and create a long-form, insightful guide.
- Publish detailed tutorials on areas within your niche that people find challenging.
- Create round-up posts of studies and statistics on a certain topic to create high-value hubs of information that are great for sharing.
If you’re struggling to come up with topics, ask your audience what they’d love to read about and do some research into what subjects are currently trending in your industry. You don’t need to reinvent the wheel; just share new and novel twists on existing topics.
Create Diverse Types of Content
Some people love reading blog posts, others prefer watching videos, and many like consuming key points from infographics. By providing diverse content types, your website appeals to a wider audience and offers much more value.
High-quality videos, podcasts, infographics, and images show Google that you have a valuable website filled with useful information. Not to mention, you’ll begin to build up backlinks by publishing more shareable content.
Regularly Audit Your Content
When did you last go through your old blog posts and have a spring clean? There are probably posts that are now outdated that need new stats and information, and there may be some gems in there that you could edit and reshare.
Once a year (or more, depending on the speed of your industry), conduct a content audit and make sure your existing content is as valuable as possible.
Revisiting older content shows Google that your site is regularly updated with new and improved information, which will help improve EEAT signals for authoritativeness and trustworthiness.
Maintain a Good Online Reputation
Your online reputation can make or break your Google EEAT score, so prioritize this one as an essential monthly task. Here are a few strategies to help:
- Monitor review sites and deal with any negative reviews. If you can, get negative reviews taken down; if that’s not possible, post a public reply explaining how you handled the situation.
- Set up Google alerts for your business. Any good press is a great marketing opportunity; bad press should be dealt with ASAP.
- Identify and follow industry hashtags. You can even check whether any of your content is trending under popular hashtags throughout the month.
- Check your social media often. Respond to questions and comments, engage with followers, and build a community.
- Check your blog. Respond to comments and delete any irrelevant or spam messages.
Maintaining a good online reputation will boost your trustworthiness signals, which are the most important part of Google EEAT.
Introduce Your Authors
Each blog post should include an author bio that introduces the content creator and highlights why they are an expert or authority on the topic. The bio only needs to be a few sentences long, but make sure it includes:
- A professional photograph
- A name and title
- Any credentials, certifications, or experience
You should also have an optimized About Us page showcasing your website’s contributors. This is another key place to include author bios that highlight the experience and expertise of your team members.
Struggling to create an optimized About Us page? We can help! As part of our PR strategy, we help our clients optimize and edit their forward-facing About Us pages to maximize authority within their niches.
Encourage User Generated Content
Social proof will always be king in content marketing, so user-generated content is a great way to improve EEAT signals on your website. Here are a few key types of UGC you should think about using:
- Testimonials and reviews – showcase love for your brand through client videos and written reviews.
- Photos – if you have a visual product or service, client photos are a great addition to your website.
- Blog posts – guest posts from influencers, previous clients, and industry experts are like gold dust for boosting EEAT signals.
- Surveys and reports – conduct research by surveying your user base and share the results on your website.
Your audience wants a community that they feel part of; the more you can encourage user-generated content, the better your customer loyalty will be, and the more you’ll boost EEAT signals.
How to Boost EEAT: Key Takeaways
Gone are the days of being able to stuff your website full of keywords and short blogs to get great ranking results. Today, it’s all about creating valuable, insightful content that proves you are an authority in your niche.
By focusing on the eight steps in this post, you’ll improve EEAT signals and establish yourself as a thought leader in your industry.
But if you want to take your efforts to the next level, Linkifi can help. We specialize in securing brand mentions in leading publications in almost every industry. You focus on creating winning content for your website, and we’ll create a link-building strategy that skyrockets your Google EEAT performance. Get started today.