First things first, you’ll want to find out if your marketing team or existing SEO provider is aware of what is coming down the pipeline. Verify that not only are they aware, but also that they’re taking the necessary actions to comply with the changes and mitigate potential negative impacts. If you don’t have someone you can readily identify in that role, perhaps you should be working with us! We are here to share industry insights, offer support, and be the go-to for those looking to prepare and respond to the impending algorithmic changes. Think of Marigold ONE11 as the sous chef in your business’ busy kitchen. We’ll keep a finger on the pulse whilst staying abreast of the latest Google updates and SEO best practices. Knowledge and flexibility are key!
Don’t Lose Track of the Fundamentals
Before we dig in and start to E-A-T, it’s probably a good idea to make sure the restaurant is really ready for the amazing meal we are about to serve. The restaurant metaphor is apt because success in organic search with Google has always been about providing the best possible experience for Google’s search users.
Ultimately all Search Engine Optimization (SEO) boils down to providing that searcher with a great experience AND the absolute best version of whatever that searcher is hungry for. It is not about “beating” Google or finding a way to manipulate your way to the top of the rankings. If you want a great restaurant review, and all the hungry traffic that comes with it, you need to put in the time and effort to make your experience and what you are serving the best in the neighborhood.
Taking Care of User Experience
Page Loading Speed: Faster-loading pages provide a better user experience! There is no other factor that impacts customer experience as significantly as page speed. Google recognizes this and provides specific measures called Core Web Vitals for site owners, developers, and optimization experts to measure against. Google assesses factors like Largest Contentful Paint (LCP), First Input Delay (FID), and Cumulative Layout Shift (CLS) to evaluate loading performance.
Largest Contentful Paint (LCP): Think of it as the time it takes for the main dish to arrive at the table. Upgraded web hosting to a faster server has yielded quicker results for users. Trimming unnecessary elements from client pages and implementing lazy loading ensures that resources are only loaded or appear as they become necessary based on the user’s scroll or interaction.
First Input Delay (FID): This refers to the time it takes for a user’s interaction with a web page to be acknowledged by the website. Like the moment your waiter takes the first order, you want the response time to be smooth and streamlined. If you haven’t done so already, try minimizing JavaScript, as excessive or unnecessary code can slow down page loading times. Use browser caching, that way when the user returns to the site, the browser can retrieve certain elements from the local cache rather than downloading them again from the server, which significantly speeds up page loading times for returning visitors. And limit third-party scripts such as those from social media widgets, analytics tools, or advertising networks which can also impact the time it takes a page to load.
Cumulative Layout Shift (CLS): Again, if you haven’t already, you’ll want to specify size attributes for images, ensure ad elements have a reserved space, and use font display options wisely.
Focus on natural language, optimize page speed, use white space wisely, and implement attractive calls to action. Remember, a well-designed site keeps visitors happy, and the Google search engines satisfied.
No intrusive interstitials! Pages with intrusive pop-ups (aka intrusive interstitials) that hinder user access to content may be penalized. Google encourages websites to use these elements in a way that doesn’t disrupt the user experience.
Mobile-Friendly: With the increased number of individuals accessing the internet via mobile devices, it’s imperative that they have access to pages that are optimized for viewing on those devices, because Google will still favor those SEOs with mobile-friendly pages.
Safe Browsing: Websites that are free from malware, phishing, or other security threats contribute positively to the user experience. Your site should do everything possible to establish expertise and trust. Avoid spammy elements or anything that a user might view as suspicious.
At this point most of these bolded items are essentials for your business (or they should be!) Keeping abreast of the latest updates and best practices is crucial for maintaining a positive online presence. Google may update its algorithms, and the specific components of Page Experience signals— a set of metrics and criteria used by Google to assess and measure the overall user experience of a webpage— can evolve over time.
Let’s E-A-T
This brings us back to the March 2024 Update! It’s important to discuss how we can not just survive but thrive with the news of this impending update. Having this knowledge early on gives us a chance to refine our SEO “recipes” and serve up something that will truly rise to the top. As we know, content is king in this hyperspace kitchen, so let’s embrace the update and dive into what we need to do right now to ensure our SEO game is as satisfying as a perfectly cooked meal.
Let’s break down Google’s latest E-A-T update with a dash of restaurant flair:
Imagine Google as a food critic evaluating a restaurant. E-A-T stands for Expertise, Authoritativeness, and Trustworthiness – the key ingredients for a high-quality review.
Expertise is like having a skilled chef who knows the recipe inside out. Google wants content creators to be knowledgeable about their subject, just like a chef should be an expert in their cuisine. Here are some tangible ways that Google might measure or evaluate expertise:
- Google could evaluate the author’s expertise through their profile, credentials, and previous contributions to the topic.
- Structured Data and Schema Markup: Websites can use schema markup to highlight the author’s credentials, awards, and professional background directly within the HTML code, making it easier for search engines to identify and evaluate the author’s expertise.
- Content Quality and Depth: Google’s algorithms can analyze the depth of content, looking for comprehensive coverage of a topic. High-quality content that provides in-depth analysis, cites sources, and covers various aspects of a subject could signal the author’s expertise.
- New conclusions or insights into the particular topic. Does your content offer anything new, insightful, or valuable or is it just a summary of information researched and found in multiple other areas? (Does your Cheeseburger stand out or is it just another cheeseburger)
Authoritativeness is akin to a restaurant having a renowned chef or a Michelin star. Google values content from credible sources – it’s like trusting a restaurant with a solid reputation and glowing (authentic!) reviews over an unknown spot.
- Backlinks: The quality and quantity of backlinks to the content can serve as a proxy for its authoritativeness. Content that is extensively linked to from other reputable sites in the same field might indicate that the author is considered a credible source.
- Peer Reviews and Citations: For academic content, Google Scholar and other databases provide insights into how often an author’s work is cited in peer-reviewed publications, offering a tangible measure of their authority in academic fields.
- Author Reputation: Google might use online mentions, citations, and the author’s presence in reputable publications as indicators of their expertise and reputation in a field. An author frequently cited by other authoritative figures or publications likely demonstrates higher expertise.
Trustworthiness is like the reliability of a restaurant’s hygiene standards. Google wants content to be accurate and dependable, just like customers trust a restaurant to serve safe and clean food.
- Quality and Accuracy of Information: Trustworthy sites typically feature content that is accurate, well-researched, and referenced. Including accurate information and citing trustworthy external references can help a site be rated highly for trustworthiness. Google’s Quality Raters, guided by the Search Quality Rater Guidelines, assess the accuracy and reliability of content and its sources.
- Author Credentials and Transparency: Google values transparency about who is responsible for website content. Having detailed author bios that showcase the credentials and experience of content creators can bolster a site’s perceived trustworthiness.
- Positive Online Reviews and Reputation: Online reviews and the overall reputation of a business or author can inform Google about a website’s trustworthiness. High-quality, positive reviews across various platforms and mentions on authoritative sites can signal trustworthiness to Google. It’s important to manage online reputation proactively and respond to both positive and negative reviews in a professional manner.
So, for a tasty website that Google can’t resist, sprinkle in E-A-T – it’s the secret sauce to climb the search rankings!
As we continue to navigate the ever-changing digital kitchen, staying informed is Marigold ONE11’s secret ingredient! Just as a chef experiments with new techniques and ingredients, we must continuously engage with the latest SEO trends and best practices, and we encourage other businesses and clients to follow suit. Read SEO publications and blogs, listen to SEO-focused podcasts, and check out webinars or YouTube sessions for further in-depth learning. You can follow thought leaders on social media, participate in online communities and forums, and consider attending SEO conferences, either in person or virtually. We can do it alongside you, or you can rely on us to do the “taste testing” for you! We provide a positive and user-friendly experience while aligning with Google recommended best practices, because at the end of the day, compliance contributes to better SEO!
So stay informed, adapt your content to the evolving tastes of the digital world, and you’ll find yourself not just surviving but thriving in the SEO kitchen. Bon appétit, SEO chefs! May your rankings be as high as your culinary aspirations.
