In this episode, Carmen Dominguez gives us a comprehensive understanding of EEAT and how to effectively apply it to content marketing strategies.
Google started putting more emphasis on EEAT in response to issues like the spread of fake news and misinformation. Google assesses content for expertise, authority, and trustworthiness to ensure that users get reliable and valuable information.
Carmen discusses;
Name: Carmen Domínguez Rodríguez
What Carmen Does: Head of Organic at Hallam
Company: Hallam
Noteworthy: She is a Spanish expat living in Leeds for 8 years, she has been working in the Digital industry for the past 6 years.
Connect with Carmen;
💡The Significance of EEAT in Content Marketing
Carmen Domínguez emphasizes the importance of EEAT ( Experience, Expertise, Authoritativeness, and Trustworthiness) in content marketing. She explains that while EEAT isn’t a direct Google ranking factor, it influences various ranking factors, especially those related to content quality and user trust.
Carmen highlights that EEAT is crucial for ensuring that users find reliable and valuable information in search results.
💡Building Credibility Takes Time and Patience
Carmen cautions against expecting quick results with EEAT optimization. She emphasizes that building credibility takes time, patience, and a well-planned content strategy. Rushing the process or attempting shortcuts can lead to suboptimal results. Instead, content creators should focus on providing genuine value and expertise to users over time.
💡EEAT’s Relevance to Different Content Categories
Carmen explains that while EEAT applies broadly to all types of content, its significance varies depending on the content’s category. She illustrates this by dividing content into categories such as finance, health, and shopping, highlighting that EEAT is most critical for “Your Money Your Life” (YMYL) pages, which encompass health and financial content.
💡Strategies for Demonstrating Experience, Expertise, and Trustworthiness
Carmen provides practical strategies for content creators to showcase their experience, expertise, and trustworthiness. She advises content writers to use first-person language, incorporate user-generated content like reviews and videos, and conduct interviews with clients to add valuable insights. These strategies help content creators align with Google’s EEAT guidelines and build trust with users.
💡Building Authority in Content Marketing
Carmen discusses the importance of building authority in content marketing and offers tips for achieving it. She recommends link-building strategies, engaging with forums and communities related to the content niche, and leveraging social media presence to establish authority. Carmen’s insights help content marketers understand the multifaceted nature of authority-building and how it relates to EEAT.
💡Building Trust with the Audience and Search Engines
Building trust is crucial, and Carmen highlights the importance of being empathetic, responsive, and transparent with customers. She suggests that brands should actively engage with customers on social media, respond promptly to inquiries, and provide excellent customer experiences. Trust can also be built by offering value and expertise through content and engaging with users on various platforms.
💡 Incorporating External Interviews
Carmen believes that incorporating external interviews into your content can be an effective way to showcase expertise. By featuring interviews with industry experts or thought leaders, you can provide valuable external perspectives that enhance your content’s authority. Promoting these interviews across various platforms can further solidify your credibility.
Finding and Collaborating with Experts
To find experts for content collaboration, Carmen recommends using platforms like Help a Reporter Out (HARO) to connect with experts and journalists. She also advises researching influencers, freelance experts, and journalists in the field through social media and publications.
Tailoring Content Formats
In response to a question about content formats conducive to showcasing expertise and building trust, Carmen suggests tailoring content formats to your audience’s preferences. Different niches and audiences may favor various formats such as white papers, studies, case studies, images, videos, or podcasts.
Carmen advises conducting research to identify which formats resonate most with your specific audience. Additionally, Carmen mentions the possibility of interviewing clients to gather valuable insights and information for content creation.
