In today’s episode we’re talking about how your content can help you in search. Are you answering the questions your audience has about your products and services? Because Google, the number one search engine, is in the business of finding answers for people, do you have the answers?
Links in this episode: Quick Steps To Creating Content That Gets Clients
Welcome to the Get Digital Marketing Results podcast where we give you information and actionable tips to grow your organization.
Bob: Hi, I’m Bob Clark.
Donna: And I’m Donna Botti. We’re with Delos Inc and we make the web work for you. In today’s Tech News Tuesday episode we’re talking about search, specifically Google Search, and how your content can help you in Search. Are you answering the questions your audience has about your products and services? Because Google is in the business of finding answers for people.
Bob: Yes they are, and that is so they can show you ads, but you wouldn’t see the ads if people didn’t come to Google to get answers in search. Every Google search you do is one of billions they receive a day. In less than half a second, Google systems sort through hundreds of billions of web pages to try and find the most relevant and helpful results available. How do they do it and how do they get it right?
Donna: Google is constantly making improvements, all designed to make Search work better for you, and to make sure you can find relevant, high quality information when you need it. They actually employ the help of real people as search quality raters. This group works from a common set of guidelines and evaluates the quality of search results.
Bob: This doesn’t mean these raters can influence your position in Search as Google uses this process to make sure their automated algorithms are delivering quality answers. But the quality rater guidelines can give us insight into what Google considers a relevant and good result to a search query.
Donna: The guidelines are 170 pages long, but one of the most important concepts is summed up as expertise, authority and trustworthiness, or E-A-T for short. For example, a health site with content from doctors and produced by a medical institution would have a high level of what many would consider to be expertise, authority and trustworthiness.
Bob: True. And when creating your own content, you should keep these factors in mind. Your goal should be to establish your expertise, authority and trust for the type of questions that you can answer for your customers and prospects.
Donna: I sometimes feel like a broken record, talking about the importance of having a good content plan and creating your content strategically, but it is one of the biggest factors in using your online presence to get new clients and to grow your revenue. If you want more information, get our guide “What to Post When You Don’t Know What to Post.” You can find it at delosinc.com/contenthelp.
Bob: That’s it for today’s episode. You can find links for more information and to get our guide as well as the transcript of today’s podcast, at DelosInc.com/220. And don’t forget to subscribe, so you don’t miss out on our actionable digital marketing tips to grow your organization.