Tag Archive for: sustainability

What is Google E-E-A-T?

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Have you ever considered how Google ranks and displays websites? One key factor is the E-E-A-T principle. This acronym holds significant power over the future of websites, determining their visibility in the vast online landscape. But what exactly does E-E-A-T entail, and why does it matter? 

With the rise of AI-generated content, simply spinning up authority sites and bombarding them with links might not cut it anymore, at least not as a long-term strategy. Google E-E-A-T is a framework that Google uses to evaluate the quality of content on websites. E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. This is a part of Google’s search quality rater guidelines, a handbook that Google uses to weigh the quality and credibility of a website’s content. 

Join us as we discuss the importance of this concept, exploring its profound impact on Search Engine Optimization (SEO). Here’s everything you need to know.

Understanding Google’s Quality Standards

Google published its search quality evaluator guidelines back in 2013, making them accessible to all marketers. These standards demonstrate how Google assesses web pages and ranks content from high to low quality. So, what do Google’s quality standards mean for us marketers who handle SEO? The overall goal of this is to help ensure that the page is created to help users. Here are a few examples of what a high-quality “user-centered” web page should look like:

  • Sharing information about a specific topic.
  • Sharing personal/social information.
  • Sharing photos, videos, and other media.
  • Expressing opinions or points of view.
  • Entertaining users.
  • Selling products or services.

Adhering to Google’s quality standards is crucial for enhancing user experience. Your site and content should have a user-focused purpose that provides real benefits. Now, let’s explore the extra “E” in ‘E-E-A-T,’ which stands for Expertise, Authoritativeness, Trustworthiness, and the new addition: Experience.

What is E-E-A-T?

As discussed, E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a framework used by Google’s algorithms to evaluate the quality and credibility of your company’s online information. In a nutshell, if your website’s user experience is subpar and doesn’t seem to be a trustworthy source, Google may view your site as unreliable and limit your ability to rank — even if you’re following all other “best practice” SEO guidance. 

Topics that require high E-E-A-T include medical advice, journalism/news stories, and financial, legal, and tax advice. A common misconception is that E-E-A-T is a direct ranking factor. It isn’t. Instead, it indirectly affects the algorithm because search quality raters evaluate sites for it.

Let’s break down each component for a closer look at what each entails:

Experience: This dimension assesses the depth and breadth of a website’s experience within its niche. It considers factors such as the website’s longevity, the frequency of updates, and the richness of user interactions.

Expertise: Expertise revolves around the proficiency and knowledge demonstrated by content creators. Google seeks content that showcases a deep understanding of the subject matter, providing users with valuable insights and solutions.

Authoritativeness: Authoritativeness measures the reputation of the content creator and the website hosting the content. It considers factors like backlinks, mentions from other reputable sources, and the overall prestige of the website within its niche.

Trustworthiness: Trustworthiness assesses the reliability and integrity of the content. It looks at factors such as transparency, citing credible sources, and maintaining high accuracy and truthfulness.

Why Does E-E-A-T Matter for SEO?

Google’s primary goal is to provide users with the most valuable and reliable information in response to their queries. By evaluating content based on this set of criteria, Google can prioritize high-quality content while filtering out low-quality or misleading information. Here’s how it influences SEO:

  1. Higher Rankings: Websites that demonstrate expertise, authoritativeness, and trustworthiness are more likely to rank higher in search results. This is because Google perceives them as reliable information sources worth showcasing to users.
  2. Enhanced Visibility: When your website meets Google’s E-E-A-T criteria, it’s more likely to be featured in Google’s Knowledge Graph, Knowledge Panels, and other prominent search features. This increased visibility can drive more organic traffic to your site.
  3. Credibility and Reputation: Building and maintaining E-E-A-T improves your search rankings and helps enhance your brand’s credibility and reputation. Users are more likely to trust and engage with content from sources they perceive as authoritative and trustworthy.
  4. Long-Term Sustainability: E-E-A-T is not a short-term SEO tactic; it’s a long-term strategy for sustainable growth. By consistently producing high-quality content that aligns with E-E-A-T principles, you can establish your website as a reputable authority in your industry.

How to Improve E-E-A-T for Your Website

Now that we grasp the significance of E-E-A-T for SEO let’s delve into strategies to enhance it for your site:

  1. Invest in Content Quality: Focus on creating comprehensive, well-researched, and authoritative content that addresses the needs and interests of your target audience.
  2. Showcase Expertise: Highlight the expertise of your content by showcasing their credentials, certifications, and relevant experience. Establishing yourself as a thought leader in your industry can significantly boost your E-E-A-T.
  3. Build Authoritative Backlinks: Earn backlinks from reputable websites within your niche. This helps improve your website’s authority and signals that other trusted sources vouch for your content to Google.
  4. Prioritize User Experience: A user-friendly website design, fast loading times, and clear navigation contribute to a positive user experience, which in turn helps enhance trustworthiness.
  5. Be Transparent and Credible: Disclose your sources, provide accurate information, and avoid misleading or deceptive practices. Transparency and honesty are essential for helping build trust with your audience.

Last Thoughts

Google’s E-E-A-T principle helps shape search engine rankings and affects user trust and engagement. You can enhance your credibility and long-term success in the digital landscape by prioritizing experience, expertise, authoritativeness, and trustworthiness in your content creation and SEO strategies.

It’s crucial to have a sound digital marketing strategy in place. Understanding your audience and their needs can attract more traffic and drive conversions. It’s important to remember that quality content is not a one-time effort but an ongoing research, refinement, and optimization process.

As a Google Partner, Onimod Global has the experience to help you with your SEO, social media marketing and advertising, and content creation needs. Whether you have questions about creating quality content or want to learn more about our services, we are here to help.

Contact us today to speak with our digital marketing team and learn how we can help you achieve your 2024 digital marketing goals.

How to Add Sustainable Marketing to Your Business

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Sustainable marketing has become an increasingly important issue across all industries in recent years. Consumers expect their support companies to follow suit as they become more environmentally conscious. Here’s how.

More and more consumers are communicating how important it is to connect with and support brands that share their values. If your business is already doing the work to become sustainable, you must connect with eco-conscious customers transparently and genuinely. In this blog post, we’ll explore the importance of sustainability in the marketing and advertising world and how you can incorporate it into your strategy. Here’s what you need to know.

Why Sustainable Marketing Matters

Over the past few years, sustainability has become a crucial aspect in many industries, including primarily digital ones. Sustainable marketing is now at the forefront of discussions, and companies recognize the importance of incorporating sustainable practices in their operations. In digital marketing and advertising, these practices can be especially powerful in shaping consumer behavior and attitudes.

By incorporating sustainability into your messaging and practices, you can positively impact the environment while enhancing your brand’s reputation. Here are a few reasons why sustainability matters in marketing and advertising.

Consumer Expectations

Consumers are increasingly demanding that the companies they support prioritize sustainability. According to a survey by Nielsen, 78% of consumers say they would be willing to change their consumption habits to reduce their impact on the environment by recycling, using less plastic, and purchasing products that are made sustainably.

These findings indicate that sustainability is not just a passing trend but a growing priority. Consumers who prioritize sustainability in their marketing and advertising efforts have an opportunity to appeal to these environmentally conscious consumers and build long-term brand loyalty. However, companies must be transparent and authentic in their sustainability claims to maintain consumer trust and avoid greenwashing.

Brand Reputation

Companies that prioritize sustainability are often seen as more ethical and trustworthy, which can enhance their brand reputation and attract loyal customers. This is particularly true for younger consumers, who are more likely to support companies that align with their values. 75% of Gen Z  said they wanted to see that brands were ensuring employee and consumer safety.

The survey found, “If [brands] are not authentic, Gen Z will be the first to raise a red flag.” This further underscores the importance of sustainability in marketing and advertising efforts, especially for companies that want to appeal to younger demographics. By incorporating sustainability into their marketing and advertising efforts, companies can appeal to these environmentally conscious consumers.

Cost Savings

Sustainable practices can have multiple benefits for companies. Reducing energy consumption and waste can lower operational costs and benefit the environment. Additionally, implementing recycling programs and reducing packaging waste can lower waste disposal costs and generate revenue from selling recycled materials.

Secondly, sustainable practices can improve a company’s reputation and customer loyalty. This can translate to increased sales and revenue. A survey found that 75% of millennials are willing to work for environmentally responsible companies, even if it means accepting a lower salary. Furthermore, almost 40% of respondents chose one job over another because of an organization’s sustainability practices.

By focusing on sustainability, companies can contribute to environmental protection and improve their bottom line while attracting environmentally conscious consumers who prioritize sustainable purchasing practices.

How to Incorporate Sustainable Marketing & Advertising

Marketing communications that include printed materials and other PR activities, including branding and packaging, can be especially tough on the environment.  There are many ways that companies can incorporate sustainability into their marketing and advertising efforts. Here are just a few examples:

  1. Use Sustainable Materials: Businesses can use sustainable materials for promotional items and packaging. Items like recycled paper or biodegradable plastics can also be used over traditional products.
  2. Reduce Waste: Use digital marketing techniques instead of print materials.
  3. Partner with Sustainable Organizations:  Partner with organizations that promote sustainability, such as environmental charities or sustainable product manufacturers. Use their platforms to raise awareness about environmental issues.
  4. <strong>Create Sustainable Campaigns: Create marketing campaigns that promote sustainable practices. Encourage customers to switch to reusable products.

Honesty and Transparency Matter

Your customers want to know how your products are made, from start to finish. Suppose you can’t provide full transparency about an environmentally friendly and fair supply chain. In that case, you should consider optimizing it because companies must now prove their contribution toward a sustainable future.

They also want to know what cause you support. If you’re a social enterprise, this is ingrained in your core values, but also remember to be specific in your message and don’t write: “We donate 5 percent to charities.” as that tells us nothing. Be specific and write what 5 percent means and who you support. Write about your cause in a way that inspires, not brags, because it’s not you who donates; it’s your customers.

Final Thoughts

It’s important to recognize the significance of sustainability and take steps toward implementing sustainable practices.

If your business adopts a more sustainable presence, transition to a digital-focused marketing strategy that includes social media, text message marketing, live-streaming platforms, email, and other appropriate digital channels. Digital marketing significantly reduces carbon footprint and eliminates traditional marketing strategies – such as fliers – that are harmful.

At Onimod Global, we specialize in developing digital marketing and advertising strategies prioritizing your company’s unique values. If you want to create a customized strategy for your eco-friendly business, contact us here today. We’ll gladly provide more information about our services and how we can help you achieve your digital marketing goals.