LondonSEO XL 2024 - You are what you E-E-A-T
NathanDugal
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84 slides
Oct 16, 2024
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About This Presentation
Using E-E-A-T to build higher quality content for users
Slide Content
@NathanDugal
You are what you E-E-A-T:
Using E-E-A-T to build higher
quality content for users
Nathan Dugal
Performance SEO Manager
You are what you E-E-A-T:
Using E-E-A-T to build higher
quality content for users
Nathan Dugal
Performance SEO Manager
@NathanDugal
Hi, I’m Nathan ??????
➔Performance SEO Manager @ Blue Array
➔Worked in SEO for 6+ years
➔Previously worked in-house & agency-side
Brands I’ve worked with:
Hi, I’m Nathan ??????
➔Performance SEO Manager @ Blue Array
➔Worked in SEO for 6+ years
➔Previously worked in-house & agency-side
Brands I’ve worked with:
@NathanDugal
What is E-E-A-T?
What is E-E-A-T?
@NathanDugal
Experience
Experience
@NathanDugal
Experience
Expertise
Experience
Expertise
@NathanDugal
Experience
Expertise
Authoritativeness
Experience
Expertise
Authoritativeness
@NathanDugal
Experience
Expertise
Authoritativeness
Trustworthiness
Experience
Expertise
Authoritativeness
Trustworthiness
@NathanDugal
@NathanDugal
Quality Raters use to determine
whether results on Google are
returning high quality &
trustworthy pages
Quality Raters use to determine
whether results on Google are
returning high quality &
trustworthy pages
@NathanDugal
●Whether the writers have real, first-hand experience
for the topic?
●Whether the content creator/contributors have the
necessary knowledge or skill for the topic?
●Is the business an authority on the topic? Are they the
go to?
●Whether the writers have real, first-hand experience
for the topic?
●Whether the content creator/contributors have the
necessary knowledge or skill for the topic?
●Is the business an authority on the topic? Are they the
go to?
@NathanDugal
@NathanDugal
E-E-A-T YMYL
E-E-A-T YMYL
@NathanDugal
@NathanDugal
“Certain types of pages that
can potentially impact a
users happiness, health,
financial stability or future
security”
“Certain types of pages that
can potentially impact a
users happiness, health,
financial stability or future
security”
@NathanDugal
LOW
MEDIUM
HIGH
LOW
MEDIUM
HIGH
@NathanDugal
Experience
Expertise
Authority
Experience
Expertise
Authority
@NathanDugal
Experience
Expertise
Authority
Experience
Expertise
Authority
@NathanDugal
Experience
Expertise
Authority
Experience
Expertise
Authority
@NathanDugal
Experience
Expertise
Authority
Experience
Expertise
Authority
@NathanDugal
We know what E-E-A-T is…
We know what E-E-A-T is…
@NathanDugal
We know what E-E-A-T is…
But why is this important?
We know what E-E-A-T is…
But why is this important?
@NathanDugal
“These guidelines are what are used by our
search raters to help evaluate the
performance of our various search ranking
systems, and they don't directly influence
ranking.”
Source: Google Search Central Blog
“These guidelines are what are used by our
search raters to help evaluate the
performance of our various search ranking
systems, and they don't directly influence
ranking.”
Source: Google Search Central Blog
@NathanDugal
bUt E-E-A-T iSN’t a rANkinG
fACtoR
bUt E-E-A-T iSN’t a rANkinG
fACtoR
@NathanDugal
“These guidelines are what are used by our
search raters to help evaluate the
performance of our various search ranking
systems, and they don't directly influence
ranking.”
Source: Google Search Central Blog
“These guidelines are what are used by our
search raters to help evaluate the
performance of our various search ranking
systems, and they don't directly influence
ranking.”
Source: Google Search Central Blog
@NathanDugal
Google’s goal is to improve
their algorithms to measure
signals that correlate with
websites which display a high
level of E-E-A-T
Google’s goal is to improve
their algorithms to measure
signals that correlate with
websites which display a high
level of E-E-A-T
@NathanDugal
If you wouldn’t trust
a website, it’s unlikely
Google’s algorithm will…
If you wouldn’t trust
a website, it’s unlikely
Google’s algorithm will…
@NathanDugal
Helpful Content
Update
Product Reviews
Update
Core Updates
E-E-A-T
Helpful Content
Update
Product Reviews
Update
Core Updates
E-E-A-T
@NathanDugal
@NathanDugal
@NathanDugal
@NathanDugal
@NathanDugal
We know what E-E-A-T is…
We know what E-E-A-T is…
@NathanDugal
We know what E-E-A-T is…
We know why it’s important…
We know what E-E-A-T is…
We know why it’s important…
@NathanDugal
We know what E-E-A-T is…
We know why it’s important…
But, what next??
We know what E-E-A-T is…
We know why it’s important…
But, what next??
@NathanDugal
SEO Manager the
day after
implementing
E-E-A-T
recommendations
SEO Manager the
day after
implementing
E-E-A-T
recommendations
@NathanDugal
SEO Manager the
day after
implementing
E-E-A-T
recommendations
SEO Manager the
day after
implementing
E-E-A-T
recommendations
@NathanDugal
@NathanDugal
Use your community /
customers for user generated
content
Use your community /
customers for user generated
content
@NathanDugal
Experience
Experience
@NathanDugal
@NathanDugal
@NathanDugal
@NathanDugal
Expertise
Expertise
@NathanDugal
Leverage internal experts
to contribute to content
Leverage internal experts
to contribute to content
@NathanDugal
@NathanDugal
@NathanDugal
SEO ?????? Digital PR
SEO ?????? Digital PR
@NathanDugal
@NathanDugal
As well as internal experts,
those exertanally with
expertise can add a huge
amount of value to your
content.
As well as internal experts,
those exertanally with
expertise can add a huge
amount of value to your
content.
@NathanDugal
@NathanDugal
“Managing money effectively demands a sophisticated set
of skills ranging from basic mathematical skills to
budgeting, an understanding of how interest works, and
emotional regulation to avoid splurging. CBI Economics
analysis commissioned by GoHenry and Wilson Wright
underlines that financial literacy raises early-career
earnings prospects by up to 28% and that students with
high financial literacy are more likely to start a business.”
“Research from the CFPB (Consumer
Financial Protection Bureau) has shown us
that kids start to develop the values, skills,
and attitudes surrounding money and
financial habits in early childhood,”
“Financial literacy provides the opportunity
for more young people to have a bright and
prosperous future. It also brings a range of
individual, societal and workplace benefits –
we just need to empower young people
with the right tools and knowledge.”
“Managing money effectively demands a sophisticated set
of skills ranging from basic mathematical skills to
budgeting, an understanding of how interest works, and
emotional regulation to avoid splurging. CBI Economics
analysis commissioned by GoHenry and Wilson Wright
underlines that financial literacy raises early-career
earnings prospects by up to 28% and that students with
high financial literacy are more likely to start a business.”
“Research from the CFPB (Consumer
Financial Protection Bureau) has shown us
that kids start to develop the values, skills,
and attitudes surrounding money and
financial habits in early childhood,”
“Financial literacy provides the opportunity
for more young people to have a bright and
prosperous future. It also brings a range of
individual, societal and workplace benefits –
we just need to empower young people
with the right tools and knowledge.”
@NathanDugal
Expert Quotes
+
Online Footprint
=
More Trustworthy Content
Expert Quotes
+
Online Footprint
=
More Trustworthy Content
@NathanDugal
Use schema to give Google
a helping hand
Use schema to give Google
a helping hand
@NathanDugal
@NathanDugal
@NathanDugal
@NathanDugal
Authoritativeness
Authoritativeness
@NathanDugal
Leverage unique data - be
the primary source of info
Leverage unique data - be
the primary source of info
@NathanDugal
@NathanDugal
Build out ‘linkable’
resources
Build out ‘linkable’
resources
@NathanDugal
@NathanDugal
@NathanDugal
@NathanDugal
Build out in-depth
content hubs
Build out in-depth
content hubs
@NathanDugal
@NathanDugal
@NathanDugal
@NathanDugal
Don’t stray from your areas
of experience & expertise
Don’t stray from your areas
of experience & expertise
@NathanDugal
@NathanDugal
@NathanDugal
@NathanDugal
@NathanDugal
In the end, it really all just
comes down to users
In the end, it really all just
comes down to users
@NathanDugal
@NathanDugal
‘That’
SEO
Adding E-E-A-T
elements for the
sake of it
Building
out good
content
‘That’
SEO
Adding E-E-A-T
elements for the
sake of it
Building
out good
content
@NathanDugal
“E-E-A-T is so much more than
a ranking factor – it’s a
measure of legitimacy”
Source: Marie Haynes
Marie Haynes
“E-E-A-T is so much more than
a ranking factor – it’s a
measure of legitimacy”
Source: Marie Haynes
Marie Haynes
@NathanDugal
To summarise these tips:
1.Utilise UGC from your community/customers
To summarise these tips:
1.Utilise UGC from your community/customers
@NathanDugal
To summarise these tips:
1.Utilise UGC from your community/customers
2.Leverage internal & external expertise
To summarise these tips:
1.Utilise UGC from your community/customers
2.Leverage internal & external expertise
@NathanDugal
To summarise these tips:
1.Utilise UGC from your community/customers
2.Leverage internal & external expertise
3.Utilise schema to give Google a hand
To summarise these tips:
1.Utilise UGC from your community/customers
2.Leverage internal & external expertise
3.Utilise schema to give Google a hand
@NathanDugal
To summarise these tips:
1.Utilise UGC from your community/customers
2.Leverage internal & external expertise
3.Utilise schema to give Google a hand
4.Be the primary source of info & data
To summarise these tips:
1.Utilise UGC from your community/customers
2.Leverage internal & external expertise
3.Utilise schema to give Google a hand
4.Be the primary source of info & data
@NathanDugal
To summarise these tips:
1.Utilise UGC from your community/customers
2.Leverage internal & external expertise
3.Utilise schema to give Google a hand
4.Be the primary source of info & data
5.Build out ‘linkable’ resources
To summarise these tips:
1.Utilise UGC from your community/customers
2.Leverage internal & external expertise
3.Utilise schema to give Google a hand
4.Be the primary source of info & data
5.Build out ‘linkable’ resources
@NathanDugal
To summarise these tips:
1.Utilise UGC from your community/customers
2.Leverage internal & external expertise
3.Utilise schema to give Google a hand
4.Be the primary source of info & data
5.Build out ‘linkable’ resources
6.Produce content in in-depth hubs
To summarise these tips:
1.Utilise UGC from your community/customers
2.Leverage internal & external expertise
3.Utilise schema to give Google a hand
4.Be the primary source of info & data
5.Build out ‘linkable’ resources
6.Produce content in in-depth hubs
@NathanDugal
To summarise these tips:
1.Utilise UGC from your community/customers
2.Leverage internal & external expertise
3.Utilise schema to give Google a hand
4.Be the primary source of info & data
5.Build out ‘linkable’ resources
6.Produce content in in-depth hubs
7.Don’t stray from your areas of experience &
expertise
To summarise these tips:
1.Utilise UGC from your community/customers
2.Leverage internal & external expertise
3.Utilise schema to give Google a hand
4.Be the primary source of info & data
5.Build out ‘linkable’ resources
6.Produce content in in-depth hubs
7.Don’t stray from your areas of experience &
expertise
@NathanDugal
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