Contributor and SMX speaker, Lily Ray, emphasizes the importance of considering your backlink profile and communicating to search engines through the right structured data that you are a trusted entity.
Below is the video transcript:
Hi, my name is Lily Ray. I’m the director of SEO at Path Interactive, a digital marketing agency here in New York City.
I believe that in 2020 marketers should focus extensively on E-A-T – expertise, authoritativeness, and trustworthiness. The reason behind this is the significant core algorithm updates on Google over the last few years that have impacted many websites, especially those offering medical, legal, or financial advice. It’s crucial to integrate E-A-T into your SEO strategy. You need to convey to search engines and users why you should be trusted and demonstrate your expertise in the subject matter.
Consider your backlink profile and ensure you have credible backlinks pointing to your site. Use the right structured data to show Google that you’re a trusted entity and to make connections between all the places you’ve been mentioned online.
If E-A-T is not part of your SEO strategy, you might notice a decline, particularly for queries related to money, life, medical, financial, or legal topics. Competing will become increasingly challenging because these core updates favor companies with strong E-A-T. Therefore, incorporating E-A-T is essential as an additional layer to your existing SEO strategy. Focus on E-A-T.
This is part of a special feature from our community of experts on what successful marketers will do in 2020. Read more >>
