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Eat Your SEO

Eat Your SEO

Reading Time: 4 minutes

The acronym EAT isn’t necessarily new to SEO. In fact, it’s been around since Google issued its “medic update” back in 2018, so called because it primarily affected the rankings of search results pertaining to health, fitness, and other medical topics. But what is EAT, how does it affect SEO, and why is it still so important?

What Is EAT?

EAT stands for three things:

  • Expertise
  • Authority
  • Trustworthiness

These should sound familiar – they’re the three pillars of the quality standards Google uses for content. They’re what every website should aim for with its content in order to rank highly in search results. These three things are what guides what Google determines to be page quality.

Expertise

Expertise is the quality of being an expert in something. You need to be very knowledgeable about your topic. But that by itself isn’t enough. That knowledge still needs to be communicated to your audience in a way that is both informative to them and engaging.

The first step is to find out exactly what information your audience is looking for and then deliver more. You not only have to be able to answer your audience’s questions but you also have to understand their intent behind the search. The best way to discover this is keyword research.

While it’s important to impart information to your audience, it’s also important to make sure it’s comprehensible to a larger number of people. Your content, therefore, shouldn’t use too much jargon. It should be written in simpler language that, while informative, is still easy to understand.

You’ll know you’re considered an expert when you have a high click-through rate with a low bounce rate.

Authority

The next piece of the quality content puzzle is authority or authoritativeness. It’s not enough to just be an expert in your topic. You also have to be the authority in it. In terms of SEO, this means that other people are linking to your website as a reference. This means that other experts in the same field, writing about the same topic, are linking to your website.

Links are endorsements by others that your content is of high quality. The more quality links you have, the greater impact it can have on your rankings. You don’t want just any website to link to your content, however. You want other experts and other authority sites to link to you.

While links are best for your rankings, even being mentioned can help your website’s authority. If your content is shared on social media, that also contributes to your authority. People share what they like and Google takes that into account. Having your own Wikipedia page can help as well, but in order to create one, there have to be relevant sources that are external to your own site.

Trustworthiness

Trustworthiness in SEO is a positive perception of your brand. It’s important to avoid negative sentiment within your audience. You should address any complaints as quickly as possible so you can maintain a positive image. It’s no use being an expert and an authority, getting people to visit your site and link back to it if those visitors aren’t converted into customers.

Google associates bad reviews with low quality, so complaints could seriously affect your rankings if they’re not addressed. To ensure that your website is a trustworthy one, make sure it’s easy for users to find the information they need. Your contact information and location should be easily accessible. Your website should be secure.

Users want to know who they’re buying or learning from. Providing information about content authors can help. If your company sells products, your customers will want to know what your return policies are. The more accessible this sort of information is, the more trustworthy you’ll be.

Being transparent about your company, who you are, and what you’re selling, can go a long way towards increasing your trustworthiness.

How Does EAT Affect SEO?

These three factors should be the goal of your SEO campaign when it comes to content. Google measures all three when it determines the rankings of web pages. The more expertise, authority, and trustworthiness your site has, the higher you’ll rank.

Why Is EAT Still Important?

EAT is still important because building the three pillars of EAT (expertise, authority, and trustworthiness) is a long process. Although EAT has been around since 2018, it can take a while to build up each of the three pillars. You can’t just post a web site and then expect it to rank highly on Google overnight.

It takes time to build high-quality content. It takes time to become a trustworthy, authoritative expert. Your brand has to be built up over time. EAT is just as important now as it was in 2018 and it’s important to review your content and SEO strategy to make sure you’re still meeting the quality standards Google is looking for.

Need some help growing your web presence and strengthening your brand? You’ve come to the right place.

Optimizing for Visual Search

Optimizing for Visual Search

Reading Time: 3 minutes

Have you ever wanted to Google something, but only knew what it looked like and not what it was called? You could try a long description of it, but the results often weren’t what you were looking for. Enter visual search.

via GIPHY

What Is Visual Search?

With visual search, Internet users can take a picture and upload it to the search engine, which will then try to match the search results to the image as closely as possible. Depending on the image, the results can be information about the item, person, or location, or even where you can purchase it, if applicable.

Humans are able to process visual input much more quickly than they can process text. As search engines get better and better at processing visual searches, more and more people will rely on it instead of making a text-based query. It’s therefore essential that businesses optimize not just for keywords but also for visual searches.

How Do I Use Visual Search?

If your preferred search engine is Google, you can download the Google Lens app onto your phone or another mobile device. Through the app, you can take a picture of something that you want to search for and Google will identify it, provide information on what it is, or even tell you where you can buy it.

To perform a visual search through Bing, open the search engine. There is a camera button that will trigger the visual search feature. You can also use Pinterest to perform visual searches.

How Is Visual Search Different from Image Search?

Image search provides images as the result of a text-based search. Visual search originates with the image and uses that to perform the search. For example, if you use Google Lens to perform a visual search of a dog, Google would recognize it as a Corgi. While image search has been around for a long time, visual search is relatively new and is still gaining ground. Google Lens has only been out since 2017 and already users have performed 1 billion searches using the app.

via GIPHY

How Do I Optimize for Visual Search?

36% of Americans (and 62% of young Americans) are using visual search, so it’s important to optimize for it now. That number will only increase in the future. Visual search is a very helpful tool. Google Lens can already identify over a billion different images and that number will only grow, increasing its utility.

To take advantage of the increasing number of users, it’s essential to include image optimization in your SEO strategy.

Trustworthiness and Authority

Optimizing for visual search has the same goals as your normal SEO strategy. Google will still prioritize authoritative and trustworthy pages over those that aren’t no matter where the search comes from. If your content is high quality and your page authoritative, that will boost your visual SEO.

Image Location

The image location is important. Google prioritizes images for visual search that are located at the top of the page. It’s also important that the image is central to the page it’s featured on. Google wants to provide search results that are the most relevant and an image that is on a page as supplementary material isn’t as useful to a user as an image that is the focus of the page’s topic.

Optimized Text

You wouldn’t think there would be a lot of text connected to an image, but there actually are multiple opportunities to place your keywords with an image. Google can’t crawl images themselves, but it can crawl the alt text, the description, titles, captions, and the image file name. Not only will this help your audience better understand what your image is about, but it will also provide Google with multiple opportunities to crawl that image.

Quality Images

Make sure your images are of high quality. The resolution should be high and you should use the right image size for your page. Just like all SEO, optimizing for visual search boils down to providing users with the best possible experience. If users benefit from and enjoy your images, they will visit your website more, improving your rankings. If users don’t gain any value from your images or find them difficult to use, they won’t visit your page, which will decrease your rankings.

Need some help growing your web presence and strengthening your brand? You’ve come to the right place.