EAT-ing Your SEO to Remain Competitive

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* If you haven’t read Part One of this series, EATing Your Way to an Improved Google SEO Ranking, start here and come back.

How Your Business Can be Competitive Online

SEO has become highly competitive, albeit more restricted, in the last five years. This means that focusing on an up-to-date and thorough strategy is essential to delivering the results you want. In our first article on the EAT strategy, we shared how you can improve your SEO by focusing on your website’s expertise, authoritativeness, and trustworthiness.

By using this Google-driven strategy, you can improve your ranking for topics important to your business.

There are three core ways to implement this strategy:

1. Publishing relevant, high-quality content.
2. Focusing on SEO basics.
3. Establishing your authority early in a user’s visit.

Remember, while this is important for YMYL websites (those dealing with money and health), all websites can benefit from this strategy. We’re going to cover how each of those three pieces can help your website, starting with content.


Publishing High-Quality Content

If the website’s design is the skeleton, then the content is the organs. You can’t keep your website going without the skeleton, but your content is the vital piece that will bring people back and entice them to buy.

High-quality content refers to how it’s produced as well as the topics themselves.

You want great writing, recording, illustrating, designing… whatever type of content you’re creating. A poorly written blog post will reflect poorly on your brand, and no one wants that. The topics themselves should be highly relevant, culturally appropriate, and timely.

It’s important to note that this isn’t any high-quality content. It’s high-quality content that’s relevant to your niche. Consider your customers’ top questions about your product, service, or industry. Use those questions as idea starters for blog content. Publish at least two blogs per month, ideally four.

When you publish high-quality content regularly to your website, you’ll support an improved Google ranking for your website. But that’s not the only way! Now let’s review the SEO basics.


Focusing on the SEO Basics

SEO can get technical. We know that. But it is possible to improve your SEO ranking with a few basic updates. These are:

• Focusing on building backlinks.
• Installing an SSL certificate, if you haven’t already.
• Building up internal links.

Backlinks are hyperlinks on external websites, and are built through testimonials, news pieces, and guest-blogging. There are backlinking services available, but we highly recommend vetting them thoroughly to ensure they’re using legitimate sources that won’t degrade your website’s quality.

An SSL certificate uses a cryptographic key bound to your company’s details that secures your website and signals to visitors that it’s safe to visit. These can be purchased and installed through website hosting services like GoDaddy or Cloudflare.

The third type of basic SEO every website needs is internal links, and there are two types.

One is linking between blog posts to help visitors find more information.

The second is linking between pages. This is typically done with buttons or hyperlinked text, and helps the visitor travel through your website.

The easiest way to manage your SEO improvements is to install the Yoast SEO plugin. The free version has everything you need to improve each page’s SEO, and offers a red, orange, and green icon depending on the page’s ranking. (Like a traffic light. Publish on green!) Yoast offers straightforward improvements to guide you through the process.

The last component of EAT-ing your SEO to remain competitive is establishing your company’s authority early in a website visitor’s journey.


Establishing Your Authority

Establishing your authority is more than a sales tactic. It improves your website quality. This process is typically done through website content like biographies, media placements, and other types of social proof.

This is why many websites, whether it’s a product, service, or an individual, highlights reviews and “as seen on” sections.

Consider this a way of answering, “Why should I listen to you?” You want to show (not tell) why you have the expertise that encourage people to purchase your product or service.

• Include reviews and “as seen on” sections to your home page. This helps establish authority early, so even those who don’t click around will see it.
• Create a page that aggregates all media appearances or mentions, with links or embedded videos, if possible. This also improves the technical side of your website’s authority, because you’re linking to other authoritative ones.
• Include relevant details on your company’s About page. This varies depending on your product, but this could include education, past job roles, and career highlights.

Don’t have much social proof yet?

Take the next few months to work on guest blogging opportunities and asking current customers for feedback. (For more than just the good review! Customer feedback is always valuable.) If you have a Yelp or Google My Business page, pull quotes from customer reviews to include on your website, and encourage customers to “visit you on Yelp”, since you can’t explicitly ask for a review.

Maintaining a great SEO ranking isn’t as complicated as some make it out to seem. By focusing on publishing relevant content, remembering the basics, and establishing your authority early in a user’s visit, you can EAT your way to an improved SEO ranking.

If you’re looking for an improved SEO experience on your website and want support throughout the process, give us a call at (415) 640-8009.


By Marc Apple

Marc Apple is recognized as a leader in the marketing industry and has 20+ years of experience helping businesses of all sizes improve their digital marketing. He specializes in website design, SEO, social media, and paid search programs. He is a frequent contributor to other marketing websites and speaks regularly about marketing to small business owners and startups. To learn about Marc and to contact him, visit his author bio page.


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