SEO Articles

10 Common SEO Mistakes to Small Business should Avoid Making

10 Common SEO Mistakes to Small Business should Avoid Making

Just 30 percent of small business owners say they have an SEO strategy in place. There are plenty of reasons business owners don’t invest in an SEO strategy.

They may think SEO isn’t all that important. They may think they can “do it themselves,” even if they have to learn on the go.

Not having a strategy or learning on the go often leads to mistakes, though. Mistakes with SEO are one of the top reasons people don’t see the results they want. In turn, business leaders may believe SEO “doesn’t work” or decide not to invest in it.

If this sounds like the situation in your business, don’t panic. Watch out for these common SEO mistakes, and you’ll be well on your way to creating an effective SEO strategy.

1. Missing the Mark With Keywords

In the past, search engine optimization was not much more than choosing a keyword and running with it. As search engines have become more sophisticated, though, so too has SEO.

Some people will tell you keywords are out, but they still play an important role in good SEO. The trick is using them the right way.

One key is choosing strong keywords. Make sure to do your research here, so you can rank for terms your customers are actually searching for. You might want them to look up the trademarked name of your product, but they’re more likely to do a generic search.

You’ll also want to look for long-tail keywords and search phrases. These are more popular with voice searches. People also use full sentences to search more often.

Negative keywords can also play a role in determining your rank. Keeping an eye on competition is also important.

Finally, make sure you avoid keyword stuffing. Using a keyword too often will almost guarantee your SEO will not work.

2. Ignoring Technical SEO

People who say SEO has moved on from keywords aren’t technically wrong. Today’s SEO is far more complex and takes into account much more than keywords.

Some aspects of today’s SEO focus on the technical. This includes features like:

SecurityWebsite speedImage optimizationSchema markup

The technical aspects of your website don’t outweigh the importance of providing quality content. However, they do affect user experience. That’s why they’re important for your SEO.

By improving security or website speed, you give site visitors a better experience. That, in turn, influences your SEO ranking, because Google wants to direct users to websites that provide good experiences.

3. Missing Title Tags and Meta Descriptions

One of the most common mistakes with SEO is not providing title tags and meta descriptions. Why is this information so important?

Title tags and meta descriptions are part of your content’s metadata. This information tells the search engine’s crawlers what the content is about. When you provide title tags and meta descriptions, Google is more likely to rank your page higher for the “right” kind of searches.

It may seem like extra work to provide this data, but it’s a very quick task that can give your SEO an extra boost.

4. Focusing Only on On-Site SEO

You might think you can only control what’s on your website. After all, it’s not like you can go to Google and change anything there.

Or can you? By focusing only on on-site SEO, you’re missing opportunities to improve your ranking.

Google doesn’t pay too much attention to social media, but it does factor in the algorithm. YouTube results are particularly important to Google. Bing puts more emphasis on social media in its rankings.

Google also pays attention to your Google My Business page, so it’s a good idea to set one up and keep it up to date. You’ll also want to keep track of reviews and respond to them.

Finally, you can also influence Google’s snippet and page description by providing a meta description.

5. Linking Mistakes With SEO

Linking is a staple of SEO, but it’s also one of the most common areas to make mistakes. Having no links is a problem, as is having too few links.

Internal links and external links are both important to your content. The area most people focus on is inbound links, which are links back from other sites. Google ranks these by authority, so it’s a good idea to try and get links from well-respected websites.

That can be tricky to do, of course, so people will engage in all sorts of “bad” behavior. Some people buy backlinks, while others join link-trading programs.

Using proper links and getting high-quality backlinks is a much better strategy.

6. Not Optimizing for Local and Mobile Search

With more people using mobile devices, it’s key to optimize content for these devices. Google now uses mobile-first ranking, so being mobile-ready is crucial for your SEO.

Another aspect of the move to mobile is the rise of local search. People are searching on the go, so they’re looking for local businesses. They’re conducting more “near-me” searches as a result.

That’s a huge opportunity for most small business owners. Optimizing for local SEO is a smart move for any business leader.

7. Not Sticking to a Schedule

You’ve heard about the importance of providing quality content. You also know it takes time to put together a quality blog post or video. With everything else on your plate, it can be tough to find the time to create content.

Trying to stick to a schedule can be even more difficult. Regular blog posts or a schedule for video posts are important for both your SEO and your audience.

The Internet is a big place, with billions of websites. If you’re not updating your content on a regular basis, people are likely to forget to check in with you.

Search engines also favor “fresh” content, for a few reasons. It ensures they’re sending their users somewhere with current information. It also means you’re likely still in business and able to respond to further questions the user has.

That makes for a much better experience for your audience. It also keeps them engaged and entertained. If it’s possible, stick to a schedule and watch your audience grow.

8. Writing for Robots

One of the biggest SEO mistakes of all is forgetting who you’re really writing for. Many content creators focus on meeting the requirements of the search engine algorithm.

If you look at the evolution of Google’s algorithm, though, you’ll notice a common pattern: Google tweaks the algorithm to better reflect what its users want to see in a page.

What does that mean? At the end of the day, you’re still writing for a very human audience. Google likes longer content because long-form content is more likely to provide a comprehensive answer.

Google’s requirements for website speed also come from user preferences. Users are likely to abandon websites that take more than two seconds to load. Google demands fast websites because your audience demands fast websites.

Remember that when it comes to creating SEO content. Yes, you should be aware of the different factors that go into optimizing a piece for search engines. However, your audience is still the people who visit your site, so make sure you provide content that answers their questions.

9. Falling Behind on SEO Trends

If SEO is part of your digital marketing strategy, then one of the most important things is to stay up-to-date. If you’re using SEO tactics from two or three years ago, you may find you have limited success.

That’s because SEO has to keep evolving. As search engines tweak their algorithms, what works and what doesn’t work changes. Even a tactic that was working six months ago may not work now.

For that reason, it’s important to stay up to date with the latest trends. One way to do that is to use technology. The team behind an SEO plugin will be working hard to keep the plugin current with algorithm changes.

You can also do some reading and connect with the experts to discover the latest news.

10. Forgetting to Measure the Metrics

Finally, you won’t ever see the benefits of SEO if you don’t take stock of the metrics. Is your SEO strategy working or not? It can be tough to tell without the numbers in hand.

While the goal is to rank your content higher in search engine results, there are other metrics you’ll want to watch. Increased traffic might be one.

By measuring the metrics, you can prove SEO is working. From there, you can continue to improve your strategy.

Doing SEO the Right Way

Mistakes with SEO are fairly common, but most of them are easy to correct. Watch out for these 10 and you should see better results with your SEO.

Ready to get better SEO? The right tools can help you develop a better strategy and supercharge your SEO.

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Rethinking Role of The Virtual Attendee for Online Conferences or Training

Technology to work and connect virtually has long been an option for individuals, helping to ease geographical divides and connecting us to educational conversations happening around the world.

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How Much Do Google Ads Cost?

How Much Do Google Ads Cost?

Everyone always asks me the same thing whenever I recommend business owners invest in PPC advertising:

How much do Google Ads Cost?

My answer is always the same. It depends.

The truth is the cost of Google ads can vary massively depending on your industry and your strategy. Some businesses can be competitive with a budget as small as a couple of hundred bucks a month. Others need to spend several thousand dollars to see results.

My intention with this article isn’t to give you a definitive answer to how much Google ads will cost your business because there simply isn’t one answer. Instead, my goal is to explain:

how Google calculates the cost of adsthe factors affecting the cost of adshow you can quickly find out how much keywords will costhow to reduce your ad spend while remaining competitive

Ready to get clear on Google ads’ costs and learn how to make the most of your budget? Then let’s begin.

How Does Google Calculate Ad Costs?

Google doesn’t set a cost for each ad. Rather, it uses an auction model where companies bid on each keyword.

That means millions of auctions are happening on Google every minute.

It also means pricing is fluid based on how much competition you have and how much those competitors are willing to pay. Price swings aren’t uncommon as demand rises and falls.

You don’t need a big budget to compete, however. Google offers a reasonably level playing field that may allow the Davids of this world to compete with the Goliaths. The platform’s formula for showing ads (Ad Rank) depends on two factors: your ad’s quality score and your maximum bid.

What Are Your Ad Quality Score and Maximum Bid?

The maximum bid is the highest amount you will pay for each click of your ad. You set this when you create campaigns and can edit it at any time. The maximum amount you are willing to bid may favor big brands, but the quality score allows anyone to compete.

Google uses several factors to calculate an ad’s quality score, including its relevance to the keyword in question, the ad’s click-through-rate (CTR), and how good Google thinks the page is.

How Does Ad Rank Work?

Google uses the following formula to calculate ad ranks:

Ad rank = (Maximum bid) x (Ad QS)

If your maximum bid is $5 and you have a quality score of 6, your ad rank is 30 (5×6). The advertisement with the highest ad rank takes the first spot. The ad with the second-highest rank takes the second spot, and so on.

Google also uses ad rank to calculate how much you pay for each click:

Ad cost = (Ad rank of ad below) / (Your QS) + $0.01

As you can see, it pays to have a very high-quality score.

6 Factors Affecting the Cost of Google Ads

Multiple factors impact how quality scores and ad ranks are calculated and how much you will pay. Here are the key ones you need to know.

1. Ad Type

Google offers several different ad types, each of which has different average CPCs.

Search Ads: The most popular Google ads and the ones with the highest average CPCShopping Ads: Now free for most advertisers. They can be expensive depending on the products you sellDisplay Network Ads: The cheapest and least effective form of Google advertising

2. Schedule

The periods in which you schedule your ads to run can greatly impact how much your ads cost.

If everyone in your industry wants to advertise to consumers during the same period, the competition will be huge, and ad costs will soar.

Advertising out of high-demand hours could stretch your budget further, though you should keep an eye on data about when your consumers are clicking—there’s no point in running ads no one sees.

3. Device Targeting

Some keywords cost more if you target one device over another. B2C keywords will probably cost more if you target mobile devices, and B2B keywords will likely be more expensive for desktops.

4. Bidding Strategy

Advertisers can choose from eight types of automated or smart bidding strategies on Google. Each has different goals and can impact the cost of your ads in different ways.

Smart Bidding

Google uses machine learning to optimize the bidding process, raising and lowering bids automatically to achieve one of four desired outcomes:

enhanced CPC to maximize conversion valuetarget CPA to achieve a pre-set target cost per actiontarget ROAS to achieve a pre-set target return on ad spend figuremaximize conversions to get as many conversions as possible

Choosing to maximize conversions will typically be more expensive than achieving a target CPA or an enhanced CPC.

Maximize Clicks

Google will try to send as many people to your site as possible and charge you more as a result.

Enhanced Cost-Per-Click (ECPC)

Google automatically adjusts manual bids to drive more conversions while keeping the same cost-per-conversion. You could pay more per bid, but your ROI should be consistent.

Maximize Conversions

Google will maximize the number of conversions your ad budget can generate. This can result in a higher CPC.

Target Cost-Per-Acquisition

Choose a CPA, and Google will aim to drive as many conversions from it as possible. This is an excellent option for controlling your ad spend, but Google may sometimes bid more than your target CPA.

Target Return on Ad Spend

You set a target revenue you want your ads to generate, and Google will adjust bids automatically to meet it. This strategy puts you in greater control of your ROI.

Target Search Page Location

Google will adjust your bids so you may automatically appear on the first page of Google or in one of the top positions. Again, this will cost more.

Target Outranking Share

Choose another advertiser’s site you want to outrank. Google will adjust your bids to potentially make this possible.

Your Industry

If there’s one factor that will determine your Google ads’ cost more than any other, it’s your industry. The more competition there is for high-value clicks, the higher the cost.

Law, insurance, gambling, and finance are infamous for their high CPCs, for instance. Some keywords can cost over $100 per click. But, they tend to result in a ton of income for businesses if they convert.

There isn’t a lot you can do to lower these costs if you’re in one of those high-demand businesses except targeting less in-demand keywords, so ultimately the choice of using PPC on Google is up to you and your budget.

Your ROI

So far, we’ve been assessing ads’ costs by looking at what Google charges you for each click. But, there’s another way to look at it.

Rather than focus on the ad’s cost in isolation, we can consider any revenue generated as a result.

Let’s say your ads direct users to a landing page where they can sign up for a trial of your product. A certain number of people who click on your ad will sign up for a trial, and some will then pay for your product after the trial.

If the amount of revenue generated by people paying for your product is higher than the total cost of your Google ads, then you’ve made a return on your investment. Google ads aren’t costing you anything at all.

There are several things you can do to improve your ROI, including:

lowering your CPCsincreasing the conversion rate of your landing pagecreating new offersimproving your sales process

The more people you convert and the less they cost to acquire, the higher your ROI will be.

Forecasting Costs is Complicated. Use Ubersuggest Instead.

With so many factors to consider, it can feel impossible to get even a rough idea of what a Google ad will cost.

Enter Ubersuggest.

With Ubersuggest, you can quickly get an idea of how much a Google ad will cost for a keyword.

Let’s pretend we’re creating an ad to target the keyword “digital marketing.” We start by entering it into the search bar.

After you click the search button, the next page will show the keyword’s search volume, the difficulty of ranking for it organically, how hard it will be to get your paid ad to appear, and the estimated CPC.

You can find the estimated CPCs of other related keywords by clicking the “Keyword Ideas” button in the left-hand sidebar.

This will show a list of related keywords you can sort by CPC.

You can also download the free Chrome extension to view keyword data directly in Google SERPs.

How to Reduce Ad Spend

Now that you understand how Google determines ad costs, the factors impacting that cost, and how to estimate a keyword’s price, it’s time to look at what you can do to keep ad spend down.

Create a Daily Budget

One of the biggest reasons businesses think Google ads are expensive is because it’s all too easy to blow through your monthly budget in a matter of days. Solve this issue by setting daily budget limits. This will ensure your budget is spread evenly across the whole month.

Geotarget Your Ads

Make sure you are only showing ads to your target audience. While it makes sense for e-commerce stores to advertise to consumers across the country, the same can’t be said for local businesses. Geotargeting ads could make sure you’re not wasting ad spend on people who will never become customers.

Add Negative Keywords

You could be wasting money on irrelevant keywords. That’s why Google offers the Negative Keywords tool so businesses can remove keywords they don’t want their ads to relate to.

Making the most of this tool may help you reduce your overall ad spend and increase the quality of traffic coming through to your landing pages. Read my guide to negative keywords for more information.

Increase Your Quality Score

Your quality score matters. If your score is high, chances are your costs will be lower than your competitor’s.

To put this into perspective, imagine you have a quality score of six, and your competitor has an ad rank of 42.

Ad cost = (42/6) + $0.01 = $7.01

Let’s see what the cost is if you have an ad rank of 8, however.

Ad cost = (42/8) + $0.01 = $5.26

That’s almost $2 saved on every click. If you get 100 clicks every day, that’s $200 a day.

Work With an Agency

It may seem counterintuitive to spend money on a digital marketing agency when trying to reduce your Google ad spend, but hear me out.

A digital marketing agency can use all of the tactics I’ve described above (and many more) to reduce costs and significantly improve your ad campaign’s ROI—all while freeing you up to focus on bigger picture issues.

Conclusion

The easiest way to find how much Google ads cost is to use Ubersuggest, which will show the average CPC of a particular keyword.

Keep costs down by creating the most relevant ads and the best landing pages possible. Then use the following strategies to keep a cap on your ad spend:

create a daily budgetimplement geotargetinguse negative keywordsincrease your quality score

Just make sure your ads generate positive ROI, regardless of how much you’re spending on them.

How much are you currently spending on Google ads? Let me know in the comments!

The post How Much Do Google Ads Cost? appeared first on Neil Patel.

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How a Digital Marketer Ranked in Google Featured Snippet in Less Than 48 Hours

How a Digital Marketer Ranked in Google Featured Snippet in Less Than 48 Hours

This is a TRUE SUCCESS story from Rafael Alencar, a Brazilian digital marketer and founder of Imigrar, written and documented by himself, at his initiative. 

 

After using the Content Assistant Tool, in less than 48 hours my post went from 14-16 place in search results straight within the featured snippet. 

 

 

Background

I have good quality content on my site – Imigração para o Canadá e Quebec. For instance, my bounce rate so far this year is 3.30%. All 2019 my bounce rate was 14%, but there’s was still room for improvement. Below you can see a print screen from my Google Analytics account with the results for my website performance.

 

 

It doesn’t matter if the content is good, if the targeted audience doesn’t come to my website.

If they don’t know about the existence of my amazing website and its content… what’s the point?

After reading some of my main competitors’ content I was asking myself: how the hell Google ranks this above my piece? Seriously! And then I realized it must have something else I was missing. And we are of course talking about SEO.

 

I know that SEO is very important and can help any website grow if the principles are correct. The sad part of the story is that I never paid too much attention. So knowing I was behind my foes, I started to sign up for a lot of famous SEO’s websites. (Neil Patel, SemRush, Moz, etc). 

 

They were helpful to give me some advice but to be honest it was too general and vague. I wanted help to move my awesome content to the very top! I have no idea how I came across cognitiveSEO. With all due respect, I’ve never heard about them.

I’ve had tested so many tools that I decided to try this one too. You know what they say, you have to kiss a lot of frogs before finding your prince.

 

The Content Optimization Process

 

When I found cognitiveSEO and looked on the website, I saw a bunch of useful tools, but not what I was looking for, at my first sight (real help to move my content higher in Google). But, that was a mistake which I found out afterward. 

 

I closed the cognitiveSEO’s website and went to look for more options. Then I got an email from the team and I saw a mention about the Keyword Tool & Content Assistant. And that’s how I started using the tool.

 

I already had in mind the keyword I want to rank for (Nova Scotia immigration – the Portuguese version ) and I already had some content, so my main purpose was to improve that content. And it was way easier than expected.

 

Firstly, I imported the URL of my existing content. A few seconds later I got a lot of recommendations and MOST IMPORTANT for me, keywords suggestions.

This was the tool that I was looking for to bring my content higher on the Google search results page.

 

The Content Optimizer Tool told me which keywords I have to use more, those I must include, topics suggestions and more.

 

I will be 100% honest: At first, I was completely skeptical. Some keywords although had some connection to the content it was very weird to use it.

 

But I decided to go ahead. So, I used almost all the keywords recommended by cognitiveSEO. Even some that I would never think about it. I managed to bring the Content Performance score to 97. 

 

 

Right after I finished all the changes, the tool showed me on a yellow box: “This content can rank in the top 10 Google results“. I literally said to myself: “Oh yeah! Really?”. Come on! This tool knows nothing about Brazil, immigration to Halifax, Nova Scotia in Canada (trending right now among Brazilians). And it’s in English! I’m writing in Portuguese.

I knew it would help me in some way. But rank in top 10? No way… I was not prepared for what was coming …

 

The Results After Using cognitiveSEO’s Content Assistant

Before using the cognitiveSEO tool, my content was ranking in position 14-16 on the search engines for my targeted keyword – imigração nova scotia.

After all the changes using the Optimize Content Tool in less than 48 hours my post went from 14-16 place in search results for that keyword to the VERY FIRST ONE!

 

Not only that but now my website ranks in Google Answer Box, on position zero in search results. We all know how hard is to win the Answer box. Google is literally telling people: Don’t look any further, it’s here you are going to find all your answers.

 

You can see that I’m ranking higher than the official website of the Nova Scotia Government. You can take a look at the screenshot below with the featured snippet and find my website in Google Featured Snippet. Their Domain authority rate is 60% higher than mine. But the Content Optimizer Tool just made sure that Google knows my content is better.

 

 

I was so amazed that I did two things:

 

First, I searched for that keyword in three different computers making sure to use different networks! I couldn’t believe my eyes.
And second, I took the initiative to contact cognitiveSEO and tell them about my results!

 

I will never publish another post before getting the Optimize Content Tool’s help!

 

Thanks, cognitiveSEO team. You really provided what I was looking for in my content strategy!

 

I hope these kinds of examples can help you understand how to use cognitiveSEO Content Optimizer Tool, how it can help you and see third-party, no-strings-attached results. 

 

Disclosure

This is not a paid post and cognitiveSEO didn’t make any kind of agreement with the author. This is Rafael Alencar’s success story, written and documented by himself. Please feel free to share your thoughts on this story with us.

 

The post How a Digital Marketer Ranked in Google Featured Snippet in Less Than 48 Hours appeared first on SEO Blog | cognitiveSEO Blog on SEO Tactics & Strategies.

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E-A-T LOCAL for SEO

E-A-T LOCAL for SEO

What is E-A-T? Why It’s Important for Local SEO.

“E-A-T” (Expertise, Authoritativeness, and Trustworthiness) has been a trendy topic in SEO for the past few years. I love this AHREFS chart showing how each month hundreds of new articles on the topic are published.

Thanks to Joshua Hardnick for the idea.

A lot of the SEO literature on E-A-T focuses on “serious” YMYL categories like Health & Finance, but a perusal through Google’s Search Quality Evaluator Guidelines (yes, I read them so you don’t ever have to – here’s my GoFundMe link) implies that E-A-T is relevant for pretty much every type of search. After all, who is to say what’s more or less important to anyone else? Maybe we should change “Your Money or Your Life” to just “Your Life?” And if E-A-T applies to everything, then since we at LSG are pretty well convinced that everything, in Search at least, sooner or later is going Local, then it stands to reason that E-A-T should apply to Local SEO, and thus, we all should be applying E-A-T techniques to our Local SEO campaigns. And if so, how?

Historically, LSG’s POV on E-A-T is we don’t talk about it much. It’s far too squishy and it implies that an algorithm is borderline sentient. We prefer to discuss E-A-T-like things as technical terms. Thinking about them this way gives us ideas for how to work with them for our clients. It also helps us avoid super-helpful recommendations like “make good content.” As the master himself said nearly a year ago, E-A-T is not an algorithm, but rather E-A-T signals should align with what the algorithm is looking for:

Our systems aren’t looking for EAT. Our raters are using that to see if our systems are working well to show good information. There are many different signals that, if we get it right, align with what a good human EAT assessment would be. See also: https://t.co/1fs2oJ9Gtl pic.twitter.com/GBbnYEjJUV

— Danny Sullivan (@dannysullivan) February 19, 2020

And a year before that, Google announced that it was applying BERT to local search:

In early November, we began making use of neural matching as part of the process of generating local search results. Neural matching allows us to better understand how words are related to concepts, as explained more here: https://t.co/ShQm7g9CvN

— Google SearchLiaison (@searchliaison) December 2, 2019

And Danny followed up with a little more nuance about how this might work:

It’s about language, not proximity. But to the degree that language might help us understand something is related to a place, it may have an influence.

— Danny Sullivan (@dannysullivan) December 2, 2019

So this got us thinking that perhaps we could use E-A-T concepts to increase relevance at the local level.

WHAT IS E-A-T FOR SEO?

Before we can figure out what E-A-T LOCAL is, let’s lay down a baseline as to what E-A-T for SEO overall is. Great SEOs like Marie Haynes and Lily Ray have gone through a lot of time and effort to pick apart how Google might define E-A-T. In reviewing some of the top posts and presentations on the subject, the consensus says E-A-T for SEO can be defined as:

Up to date content
Factually accurate content
Positive reviews
Content created by experts
Content that supports that your experts are in fact experts
Content on 3rd party sites that suggests your experts are experts
Content on 3rd party sites that suggests your experts and/or your site are authorities (e.g having a Wikipedia page, a Knowledge Panel for the author, etc.)
Links from relevant URLs on other sites

There’s nothing mind-blowing here, and you can see how you could start to bake these concepts into a tactical campaign – make sure your content is accurate and up to date, use “known” authors, get positive reviews, and of course, get some links. But Local SEO has always been a slightly different game and so it stands to reason E-A-T for Local should have its own peculiarities as well.

WHAT IS E-A-T FOR LOCAL SEO?

The TL:DR (IMO of course): E-A-T for Local SEO is a collection of attributes a search engine might use to evaluate the prominence, proximity, and relevance of a local business entity in order to rank it for a specific search query.

Now let’s take a shot at breaking E-A-T LOCAL down into “technical” terms.

HOW DO WE DEFINE LOCAL EXPERTISE, AUTHORITATIVENESS, & TRUST?

If I were a Google search engineer, I would think of how a search query might express a request for “local expertise.” In English, that might translate to “A business near me that sells cake.”

I might define “local authoritativeness” as “A businesses near me that sells great cake according to the wisdom of the crowd.”

And I might define “local trust” as “A business near me that sells great cake and is not a Q-Anon front.”

So besides the E-A-T factors listed above, what might be some Local-specific variables that could affect your site’s E-A-T. Let’s start with the obvious ones, using our cake example:

Google My Business Categorization and Services
Local Citations
If Yelp says you bake cakes, who is Google to disagree?
Physical Location
Is the bakery “near me?” A business’ location supports the “local” part of “local expertise” just as much as the fact that it’s a bakery supports the “expertise” part.
Hours of Operation
For some queries you may be more of an expert if you are open now.
Aged GMB Post Content
Post content can show up as “justifications” on your Local Pack results. If you are posting about cake, there’s a good chance you sell cake.
Presence of the Topic on the Bakery’s Website
You may want to use some words on your site that imply you sell cakes. In low competition verticals, this is really one of the keys.
Review Content
According to the Guidelines, not having reviews should not necessarily be a sign of low page quality. That said, having positive reviews with words that map to your target queries definitely supports authoritativeness.
GMB Images
In some verticals, people really want to see images. They absolutely helps sell the clicks. GMB reports on them. Appropriate imagery attached to your GMB can be a good sign of expertise. User photos could be a good sign of authority.
Structured Data
Certainly marking up your business with LocalBusiness schema and your authors with Person schema makes it easier for Google to connect these with other entities in its Knowledge Graph, which helps establish authority. I particularly like the knowsAbout property in schema to underscore expertise.
Links/Citations From Other Local & National E-A-T Sites
The only one thing worse than being talked about is not being talked about. Same goes with links. In our experience once you’ve got your onsite E-A-T going, getting other sites that appear in Google to be relevant for your target queries to link to you or at least just mention you is key to both establishing your site as an authority and just plain ranking better. In fact, you might be able to ignore most of the above and just focus on this for any number of verticals.

FUZZIER E-A-T LOCAL SIGNALS

Now that we have the obvious stuff out of the way, I thought I’d add a few ideas that are definitely on the “fuzzy” side of the SEO theory. What are some more abstract ways that Google could algorithmically get an E-A-T vibe from your brand?

SERP Clicks for Non-Brand Queries
Click behavior affect rankings has been oft reported. We saw it have a dramatic effect in the early COVID days as online retailers ran out of hand sanitizer, searchers pogo sticked down the results to find who had it in stock, and Google re-ordered the search results on a minute-by-minute basis. Certainly these clicks are signal of Authority.
Search Demand for Brand + Service/Product
We see similar behavior when people en masse search for a brand plus a topic. It’s another signal that the brand/domain is an Authority on that topic.
Foot Traffic
There’s a reason Android is tracking the crap out of you.
Local Business License
This one is sketchy. If it were important, then how could so many spammy sites rank well in the Pack? But it should be relatively trivial for Google to know that you are in a fact a legit business in the state, and perhaps it is a minor signal of “Local” Expertise.
Responses to GMB Q&A/Reviews
This could definitely help with both Expertise and Authority. Whether it does or not is another story of course.
Social Media Activity
I have seen some people say this is absolutely critical to E-A-T. I could see Google mining Twitter data and perhaps some other social nets, but I’d limit this to something like if you’re a baker, then share stuff about cakes on social media and make sure your accounts link together.
Participation in Relevant Local & Industry Communities
Not just participation, “expert” participation. Google’s patent on Search Result Ranking Based on Trust states “Some vertical knowledge sites now provide various types of indicators or proxies for the trustworthiness of particular individuals who participate at the site.” So being active on community sites that rank well in Google for relevant terms and being acknowledged on those sites as an expert, seems like a pretty solid way to establish your Local E-A-T-tiness.

ISN’T E-A-T LOCAL JUST BASICALLY DOING GOOD LOCAL SEO?

Relevant content, clear location and categorization, good reviews, and relevant links pretty much align with E-A-T concepts. So maybe you have all been doing E-A-T LOCAL all along and didn’t even know it. Well congratulations, now you have a brand new acronym to put in your presentations like this one I just gave at SEMpdx:

E-A-T LOCAL SEO SEMpdx 2021 from Andrew Shotland

The post E-A-T LOCAL for SEO appeared first on Local SEO Guide.

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10 Free White Subscribe Buttons for YouTube

Download All White Subscribe Buttons *Includes .ai, transparent .png, and .svg versions of each button We also have sets of yellow, red, purple, pink, green, blue, and black YouTube subscribe buttons.

The post 10 Free White Subscribe Buttons for YouTube first appeared on Gotch SEO.

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