Proving Google that you are an expert can have a huge impact on your rankings, clickthrough rate (CTR) and SEO. But you do not have to be a multinational to do it.
Google dropped out of Authorship at the end of 2014, many brands panic, not knowing how to improve their Google ranking and be perceived as a reliable source. There are still a number of key steps to developing your online expertise, improving your visibility and getting the right kind of visitors to your website.
But what are the important elements for Google? How do you improve your own SEO and why is it important? Here are seven simple and effective ways to prove to Google that you are an expert.
Clarify your expertise online
Although the Google ranking does not use its own Authorship, expertise, authority and trust are still the top three areas that the search engine uses to find out whether or not you will succeed relative to others in your industry. The best place to do this is on your company’s “About Us” web page, and it’s not as complicated as you think.
Analyzes often show that this home page is among the most visited by visitors, although it depends on how your site is also formatted. There are a number of different methods to help you write a “About Us” page. Talking directly to the audience you are aiming for will help you showcase your USP without appearing arrogant, while helping you set the right tone for your business. It’s also a good idea to include customer testimonials if you have them, and be sure to also think about the design of the page.
Some companies have opted for pages that are creative enough to talk to their audience, but just say you need a clear pitch, or think about how to present yourself at a networking event.
Establish a relationship of trust
Because trust is such a subjective term, it’s hard to establish whether Google trusts your website. The use of logic is a good starting point. If you produce poor quality content that anyone can publish at any time with little attention to consumers, it is unlikely that you will perform well. User engagement is a good way to determine if you are a reliable source. Look at this and see where most of your traffic is concentrated, and which page spends the most time.
Promote authoritative content
Whether it’s your website, what you share online, or articles you create yourself, you need to make sure you deliver authoritative content. No need to be formal, many brands adopt a relaxed and accessible approach.
Creating your own original content is a particularly effective way for Google to realize that you are a source of trust. The search engine focuses on unique and innovative content, reflecting informed leadership regularly updated. In addition, it is an excellent platform to use to produce industry relevant articles that convey your knowledge.
It is also important to think of the people you are communicating with and interacting with online. Not only will this impact you as a brand, but links are still the best way for Google to determine page rank. A link to your site from a spam account is rather useless, but building a network of reliable sources could help you increase the SERPs.
A good SEO
Google uses artificial intelligence to determine its search results. RankBrain – the name of the machine learning system – was part of the Hummingbird update implemented by the company. With this method and the fact that Google uses more than 200 different factors to judge ranking, you need to make sure that you do not use an unethical Black Hat SEO type technique.
These obsolete tips may have worked in the past, but RankBrain and other factors have been designed to find sites that use them and severely penalize them. With the introduction of artificial intelligence, there are no more shortcuts or ways to deceive Google into believing that you invest more time than you actually do or cheat to climb the rankings. The answer is simple, just create good content that your audience will love.
Make yourself known
It’s useless to create fantastic content if no one ever sees it. Social media is a great way to connect with potential and existing customers, as well as other industry leaders. LinkedIn is an effective way to develop your professional network, while platforms such as Facebook and Twitter allow you to interact with customers and vice versa.
Leaving mobile devices is a risky choice
At the end of last year, Google made a significant change in its ranking by placing for the first time mobile-optimized pages above desktop pages. Google is giving everyone a strong signal of the big changes the industry is undergoing and changes in user habits. Google wants brands to respond to this demand. If you want to show the search engine that you are an expert, you need to make sure your site is mobile.
However, be careful not to launch your mobile site until it is ready, as this may affect your ranking. It is better to have a well-ranked computer site than a mobile site full of errors. Use the structured data test tool to make sure your desktop site and mobile site are consistent and get tested to make sure Google can see your site.
Rank your customers in order of priority
Businesses know that consumers are the most important part and it’s no different when it comes to Google. Understanding your customers better will help you design content that speaks to them, increase conversion rates and improve your rankings.
Search by customer profile, and learn more about the consumer journey, understand the buying cycle and target the sensitivities of your audience will help you better communicate with them.