Google‘s algorithm is continually being re-evaluated to ensure that the best websites are displayed to users. In recent years, a website’s expertise, authority, and trust have grown increasingly important, and content is a terrific method to demonstrate these concepts. Charlotte discusses how to develop SEO-friendly content for your website.
There are no gimmicks in SEO. With all of the crawlers, algorithms, and canonicals, the notion may appear to be a maze of problems. But, in reality, keeping your website‘s content properly is simple basic sense.
In order to rank web pages based on their relevancy to a certain set of keywords, Google algorithms employ a complicated measuring method. SEOs have traditionally used a tactical approach to battle the system, analyzing the competition and comparing keyword density, crawlability, and content structure for hidden hints to its effectiveness. And, while these are all valid techniques, mine has always been a little more laid-back.
I prefer to regard Google like a kid who is just learning to ask the question “why?”
What is this content so important?
Why should users be concerned?
Why should they come to you if they don’t know what they’re looking for?
Why, why, why, why, why, why, why, why, why, why
Google is not difficult to use. Google simply wants to know what qualifies you as an expert in your chosen field. It simply wants to join the dots. But it won’t be able to do so without your help, just as a tiny child won’t be able to comprehend the complexity of the world without explanation.
So, please explain.
Demonstrate your knowledge.
You are the foremost authority in your profession. You are aware of this. Google, on the other hand, does not – at least not yet. As a result, you must drop the breadcrumbs in a form that Google can comprehend and crawl. Our solicitors at Patient Claim Line are the best in the business. We designed Expert Profiles to assist Google understand the qualifications and difficult back stories of our team members, who toiled through law degrees and years of on-the-job experience to become the medical specialists that they are.
The importance of formatting cannot be overstated. Google can crawl the text, which is divided by H tags and other identifiers, to determine our people’s relevance. Our solicitors have a degree, possess APIL certifications, specialize in a specific area, have produced multiple articles on a complex subject matter, and are cited by a number of famous regulatory bodies within our sector, according to a short crawl of an expert profile.
Looking for a medical negligence lawyer who specializes in vaginal mesh and has an APIL certification? You’ll very certainly land up on Christian Beadell’s page, our Head of Medical Negligence.
Place the breadcrumbs on the table. Make crawling a breeze.
Show off your accomplishments.
When you deliver exceptional service to your consumers, brag about it. This is effective because it is exactly what your customers want. They want reviews, comfort, and complete transparency about a service they’re thinking about using. What’s more, Google is aware of this.
Customer testimonials, Trust Pilot reviews, and case studies are all part of the E-A-T (Education, Authority, and Trust) criteria. Google will serve up content that satisfies the needs of its users. So, if you’re creating content that showcases your accomplishments using real people and genuine results, it’s a significant tick on the E-A-T scale.
Have you had some great comments from a customer? Make a quote from them for your main service page. Have you made a positive difference in someone’s life? That appears to be a fantastic video opportunity. Customers should be interviewed, their experiences should be understood, and stories should be written for your news sections. Do whatever you can to tap into your consumer base and bring their stories to life.
But, certainly, you must first obtain their consent. That’s all there is to GDPR compliance.
Create an information hub.
You need to do a lot more than just scatter a few keywords on your primary service pages to show Google that you’re an authority in your business.
Sorry. Those days, however, are gone (thank God).
Consider the concept of Mastermind. If you’re an expert on a subject, you’re aware of every subtlety, intricacy, and viewpoint. That is precisely how you should approach your site content.
Creating an information center is a genuine strategy that benefits both Google and your clients. It will take some time. It requires time and effort. But it’s well worth the wait.
You’d think that as a medical negligence law practice, our “specialist subject” would be medical negligence. Yes, it is. But it’s only been about a year since we’ve actually told Google this. We simply assumed it was aware – a simple (but important) oversight.
As a result, we set out to create the Medical Negligence Hub.
We looked into every aspect of medical malpractice throughout the process. What do our customers really want to know? What are the major stumbling blocks? Where do they require assistance? A broader range of reading? Do you have some extra time to think?
We gathered our team and thrashed out the answers to these questions. We came up with a slew of content ideas and reliable sites to refer our consumers to.
What’s the end result? In a matter of weeks, we went from a poor page two rating to a high page one ranking, which we have comfortably maintained.
Yep. We know what we’re doing — we’re OK.
Get in touch with other specialists.
To old school SEOs, this may seem like a crazy idea (surely, connecting out will merely bleed authority??). Structured external links, on the other hand, can serve as the foundation for good consumer content. When used as part of a content hub, this is especially beneficial. Building a hub of relevant material on a given issue shows Google that you’re attempting to enlighten and educate your clients (another E-A-T tick) on a topic they’re unfamiliar with, and linking out to other experts is an important part of that.
Linking to reliable third-party websites (such as.org domains, the NHS, or the BBC) shows Google that you’re not simply interested in maximizing your equity – you want to help your customers understand their options and make an informed decision that benefits them.
ding ding ding ding ding ding ding ding ding d
If you do this, you will have won SEO.
To summarize, don’t overcomplicate Google content. Determine and respond to the “whys” of your offerings. Investigate the intricacies. Make it simple for crawlers to access your content. Make the most of your customer stories by ensuring that every available Trust indicator is pointing in your direction.
Then just unwind. And then reap the rewards.