Strategies to Establish E-E-A-T
E-E-A-T is a system of four factors that Google web crawler bots take into account when ranking your website for a SERP feature, namely: Expertise, Experience, Authoritativeness, and Trustworthiness. The better your page’s E-E-A-T, the higher your page is likely to rank; and if your E-E-A-T is low, it’s highly unlikely for your page to rank at all.
Although E-E-A-T has a direct relationship with your SERP ranking, it is not something that is quantified with a discrete metric. Rather, there are a collection of strategies- think dos and don’ts- that are known to help increase your web page’s E-E-A-T.
Use Content Marketing to Share Industrial Experience
At MFG Tribe we maintain the notion that when it comes to industrial marketing, content is king. We don’t just tout that idea to land ourselves more business- content marketing really is crucial to establishing your company’s E-E-A-T, both on-page and off-page.
The most effective form of content marketing is definitely video content. In addition to video content’s ability to keep your target audience highly engaged, it’s also such a versatile medium that you can highlight just about anything related to your brand: products, services, testimonials, and even your company’s story. By putting a face and a story to your company with compelling video content, you can establish a record of experience in your industry and a sense of trustworthiness with your audience.
Video content also gives you an excellent opportunity to impart a sense of brand identity onto your viewers. When shooting video you have the chance to not only tell them, but also show them what your industrial business is all about. People are captivated by unique and engaging visuals, so keep that in mind and use it to your advantage when developing video content.
Another form of content marketing that has its own set of benefits is written content. Written content that you feature on your website serves as an excellent outlet for you to establish expertise and authority in your industrial field, whatever that may be. Like video, written content can be used in a variety of ways to achieve a desired effect, but it is most effective when used to highlight your company’s expertise and authoritativeness. Common forms of written content in the industrial sector include blogs, articles, case studies, news, and whitepapers.
Optimize On-Page SEO to Boost E-E-A-T
In a previous article we discussed everything you need to know about how to boost your On-Page SEO. Rather than re-hashing the same ideas again, we’ll today be explaining how implementing certain On-Page SEO strategies can help build your website’s reputation.
On-Page SEO starts with the URL of the page itself. Each URL is composed of a domain name which is made up of 3 or more parts, followed by a slug or subdirectory. While slugs only have a light influence on your website’s overall SEO, integrating this small change is easy enough to justify doing when you consider that it can improve the overall user experience for your visitors.
A well-written slug also makes it easier to understand what your page is about- rather than just seeing a seemingly random string of numbers, letters, and symbols, your website visitors should be able to look at a URL and easily gather meaningful information from it. This helps increase the Trustworthiness of your website, as a sleek URL shows that some effort was put into making sure the website is well-organized and tailored to be user-friendly.
Written content can also play a huge role in boosting your website’s Expertise and Authoritativeness thanks to something called keyword density- the frequency with which a certain keyword is repeated on a given web page.
Now, don’t rush to edit your web page to put your target keyword everywhere you can. That practice, called keyword stuffing, can get your website blacklisted from any form of SERP visibility.
Rather, do what you can to fit your target keywords into your web copy wherever they fit naturally. In doing so, you will create copy that flows better while also increasing your website’s Authoritativeness and Expertise on the subject. If you’re not sure which keywords you should be targeting, check out our guide to selecting industrial keywords here to help you get started.
Lastly, Google’s web crawler bots place very high priority on video content that is embedded onto your web page. As discussed before, video content on its own is an excellent way to establish all facets of E-E-A-T, especially Trustworthiness. This is doubly true when video content is shared directly on your website. Ideally you want the videos you share to be relevant to the specific web page you’re putting them on. If you’re featuring a video that shows your industrial service capabilities, you could feature it on a page titled “What We Do”. To drive home your brand identity and what sets your business apart, place a video on a “Who We Are” page. Whatever the main purpose of the video may be, just know that relevant, embedded video content will increase your website’s E-E-A-T overall.
Nobody does content marketing for industrial like MFG Tribe. Book your discovery call today to learn more about how our content can drive your conversions.
The Role of Off-Page SEO in SERP Rankings
Off-Page SEO, which we’ve previously discussed at length, involves the relationship that other websites have with your own- more specifically, it’s about how traffic gets directed back to your website. Successfully navigating this avenue can do wonders for establishing your business’ Trustworthiness.
Link-building can be a double-edged sword, but it is a powerful weapon nonetheless. Backlinking, a form of link-building where other websites provide an anchored link back to your website, can be instrumental to developing your page’s Authoritativeness and Trustworthiness. The more reputable the page that’s backlinking to yours, the better it will help boost your E-E-A-T!
The flip side to this notion is that anybody can backlink to your website, including those that may be hosting malware or viruses. These “toxic backlinks” can be detrimental to both your website’s SEO and E-E-A-T; naturally, an affiliation with a shady website would make your own website look untrustworthy too by extension. Thankfully this can be addressed by Google, who will review and break any toxic backlinks that you report to them.
Another form of Off-Page SEO that you can leverage to demonstrate your E-E-A-T is social media marketing. You really want to keep your finger on the pulse here and see what kind of social content your audience is engaging with, and what ultimately brings them back to your website. You can easily measure this by creating a specific landing page that your social media posts direct to, and some forms of social media even have their own analytics tools to help you understand your audience’s web habits. The key here is that your social media marketing has to be worth clicking on. High-quality content shows your audience that you have the resources to get the results they want, which in turn establishes Authoritativeness and Trustworthiness. Craft your social posts carefully to create value for your potential web visitors; remember, above all else they’re also your potential customers.
MFG Tribe is dominating the social media marketing scene for industrial businesses just like yours. Join the best of the best by contacting us today.
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