It doesn’t matter what your website does. It doesn’t matter what your business does. You need to start producing online content. It’s never too late to start & the rewards are big. It’s free marketing. If you are selling products/services online, you get to a point where you are literally getting customers for free. Even if you work B2B, your leads will be too hot to handle. Stop ignoring it. Create content. That being said, not just any content will do. Google sees all content across the internet & will only value your posts if they are authentic. Use this an opportunity to show off your Expertise, Authority & Trustworthiness in your Industry. Or E-A-T, that’s what Google calls it.
In this post I am going to break down how to Create Content Specifically for The Purpose of Google Rankings. Not for social media (although you should share it anyway), for Google.
Step 1. Show Expertise
Just being an expert in something isn’t going to get you anywhere. You’ll need to show & prove. It will help if you can deliver that message in an engaging way.
- Find out what your audience is searching for. Think keyword research.
- Give them the answers. (In a unique way, if possible.)
Step 2: Create Authority
Being an expert is a good start but only once you’ve done it for a while will you develop what Google calls Authority. This is when you become the go-to source for answers. Here is a previous post I wrote about becoming an Authority voice for your customers.
If you can’t be bothered to read our previous Authority piece, heres a cheat sheet for getting some Google-Clout:
- Step your backlinks up
- Get mentioned
- Get shared
- Build a Brand
- If you can get a Wiki page… do it. (They help)
Step 3: Build Trustworthiness
Positive reviews across the internet will help to develop online trust. Not just with potential customer but with Google too. Build a catalogue of positive reviews on Facebook, Google My Business, Tripadvisor, Trustpilot etc.
Google have said that too many negative reviews is a sign of low trust & poor quality. They will tank you for this.
If you don’t want to read that one either…log off & throw your computer out the window, you suck.
No, only joking…Here’s another cheat sheet:
- Have clear contact details on your site
- Associate the site with a physical location
- FOR THE 1,000,000th TIME, GET AN SSL. Seriously, buy one here.
Did you get that?
You will need to have proven expertise, authority, and trustworthiness for Google to present your content to searchers. Google is not Facebook, Google is not in the business of Fake News. You need to show them that you aren’t either. Use the E-A-T structure when you are creating content for your site. It’ll help you keep on track.
This is NOT a quick win, so be patient. All the best sites take time. Good news is, when you get there slowly & organically, it will be very hard to knock you off the top spot.
Once again, if you need anything, drop me an email: email@example.com