ingeniareai.com

Author: dhirendradas007@gmail.com

  • What are the Reasons Behind Decreasing Domain Authority? 5 Easy Solutions

    Decreasing domain authority means that either your website is loosing backlinks or you are lagging on the SEO maintenance of your website.

    In this article we will see what are the factors behind a decreasing domain authority and how you can recover your website from it.

    What are Backlinks?
    What are Backlinks?

    Typically websites remove backlinks because either the information on your website is outdated or someone is providing better information for the same topic.

    Another reason why you might be losing backlinks is that your website might be losing its position in Google search. This is typically the case we have seen for websites that provide news or information through data, charts, tables, etc.

    Backlinks constitute a major portion of your domain authority score. They act as a vote of confidence to your website and are one of the four major factors (EEAT) on how Google judges your website.

    The greater the number of high quality backlinks your site gets, the higher will be its domain authority. However, adding random backlinks won’t increase your domain authority.

    The most common solution to compensate for lost backlinks is to acquire new ones from high quality sources.

    You can acquire new backlinks from the following sources.

    1. Press Release

    Press Releases are by far the most effective backlinking tool that I have encountered in my entire SEO career. They are easy to get, are permanent and have the highest quality of links. Further, links from Press Releases also get you a considerable amount of traffic, as the websites where PR is posted are typically high traffic news websites.

    2. Guest Posting

    1. Belong to the same industry or niche. For example, advertisement websites backlinking to digital marketing websites.
    2. Have a domain authority greater than your website.
    3. Mention your website either by its name, or by a keyword. This keyword has to be a part of your page/post title of the URL which is receiving this backlink.
    4. Do not have a high spam score. We prefer less than 25%.
    5. Are not from websites which have high amount of external links.

    3. Podcasts

    You can host podcasts and ask your host or guest to share it on their social media. If they have a good following, chances are that your podcast-related article or post will be picked up by some content writer and you will gain some backlinks.

    4. Medium

    Though many consider Medium to be a social media website and therefore of less link value, but Medium backlinks from high traffic pages give relatively high amount of backlinks to your website.

    They also transfer a considerable amount of traffic to you.

    5. Wikipedia

    Wikipedia is the hardest website to backlink. Though some websites and SEO claim that their links is of no value, yet even no-follow backlinks from Wikipedia have more link value than even the best news agency websites.

    Wikipedia has one of the Highest Domain Authority
    Wikipedia has one of the Highest Domain Authority

    Other Common Reasons for Decreasing Domain Authority

    1. Common SEO Optimizations

    • If you forget to update your article from time to time, they lose freshness and Google de-indexes them or decrease their rankings.
    • Headline and Meta Description optimizations with the keyword of the article.
    • Lack of proper schema.

    Spam backlinks are those which are from websites with a high spam score. To check the spam score of any website, you can use this tool, Website SEO Checker. Any spam above 25% should be avoided.

    Spam backlinks can be removed using a simple trick. You can make a list of URLs that you think have a high spam score. Then you can use the Google Disavow tool to submit the list of these URLs.

    Be careful, Google disavow tool is difficult to use and can cause serious damage to your website if wrongly used.

    At Ingeniare AI, we can help you disavow spam backlinks for a minimal $10 cost.

    3. Lack of Redirection when URL Changes

    When you change the URL of an existing page, chances are that you might not have created a proper redirection. Lack of proper redirection leads to lost backlinks which were present in the previous version of the URL.

    You should also redirect URLs to new pages when deleting a web-page or merging articles or pages.

    4. Buying Old Domains

    Old Domains have a lot of backlinks with them. Whenever you buy an old domain, make sure you use the internet wayback machine to check for old URLs and make a list of them. Then you should redirect all the URLs to the root domain.

  • How Can I Build Backlinks To My Local Business Website? Best Tips

    Backlinks play a major role in local SEO. Since there is not much competition, sometimes even generic backlinks from social media or blogging platforms works fine. But, for high competition localities like metro cities and big towns, you need to create a good content strategy and then backlink from high authority websites.

    Our agency did a lot of projects for local SEO and everytime we noticed that generic backlinks worked fine. These backlinks are from social media websites, business listing websites, blogging platforms and similar other websites.

    Some of local SEO backlinking ideas are:

    1. Medium
    2. Pinterest
    3. Low DA Websites
    4. Wikipedia
    5. Facebook
    6. Quora

    Just remember to keep a non-consistent approach, i.e, create backlinks with different variations of the same anchor text. For example, if your website is related to “mattresses“, keep anchor texts as:

    • Soft mattress
    • Cotton mattress
    • Good mattress
    • Mattress

    Further, wherever possible use a mixture of do-follow and no-follow backlinks.

    Note: If your backlink profile looks suspicious, i.e., all the links are created in a short period of time, or all links have the same anchor texts, your chances of getting punished by Google increases by several folds.

    Our Successful Case Study

    In January 2023, we helped a website for “chhenapoda” within Mumbai. All it required to rank on #2 was:

    1. Some PBN backlinks from our own websites
    2. Pinterest backlinks
    3. H2 modifications in the product page
    4. Image with Alt Texts
    5. Wikipedia backlinks

    Full Article: Ranking on Google Page 1: Case Study of Sparkling Canvas

    Backlinks for High Competition localities like metropolitan cities and large industrial towns need to follow the same steps as in typical SEO.

    Here, backlinks are created once a well designed content strategy is executed. The backlinks have a focus where they are attached to articles that revolve around the topic for which you wish to rank.

    For example, let us say that you wish to rank for “management books” in local SEO.

    1. At first you need a page which contains all the details about management books and also has a store attached to that page.
    2. Then for each book, there has to be a separate page created.
    3. All these pages will contain internal links to the main page “management books”.
    4. There has also to be a list of supportive pages which will exchange links with the main page as well as all the books page.
    5. Then backlinks can be attached to all pages. Doing this all the link juice will end up in the priority page i.e., “management books” and soon you will find you are ranking for the term.

    However, before doing anything make sure what your competition does. The more rarely they invest in SEO, the easier it would be for you to rank.

    Frequently Asked Questions

    Can local businesses benefit from backlinks? How?

    Backlinks are very essential to rank on Google. They act as a system of trust transfer. More the number of backlinks from high quality sources, the more would Google prefer your website to rank. Backlinks are a part of Google’s EEAT necessities.

    How to get do-follow backlinks?

    You can only ask the person who is responsible for posting on the website. Whether they give do follow or no follow backlink, depends on their choice.

    What is the best way to build backlinks?

    The best way to build backlinks is to do nothing. Just create content so good that people automatically link to it. This method is slower but also the most effective.

    How can I rank my blog without a backlink?

    The most straightforward way is to create content (that satisfies Google) and hope someone notices and links to it.

    However, that seldomly works.

    At Ingeniare AI, we use an advanced method to rank articles through PR which attracts quality backlinks as well as traffic.

    Is Quora good to build backlinks?

    Yes, Quora is a good place to build backlinks but those backlinks would only matter if the question has a decent traffic. This is unique to Quora.

  • Why is Advertising on Search Engines so Effective?

    Advertising on search engines is so effective because those are people who either want to buy or are interested in a certain product or service. Such users are just looking for a either a little bit more information or just a good deal to buy.

    Typically there are four parts of a sales funnel:

    1. Awareness, where a person is made aware of the product or service.
    2. Interest, where the person feels interested but has not yet decided to buy.
    3. Decision, where the person feels that their needs or wants can be satisfied with the product or service.
    4. Action, where finally they decide to buy.
    Sales Funnel by Salesforce
    Sales Funnel by Mention.com

    Why Does a Search Engine User Easily Converts

    A user searching for information already knows about the product and is interested. Such a user is lot more easier to convert than someone who does not even know about what you are selling.

    In my experience, a successful sales is what when a user believes in you, your company and your product. Considering this, a search engine user already knows about the product and the company, which gets 67% of the job already done.

    Next, you just need more information and a good deal.

    This is where SEO comes in.

    SEO helps in creating pages and articles that provide comprehensive information on a topic.

    The final part of the sales funnel, i.e., buying, happens through discounts, good after sales service, personalized recommendations, peer reviews, etc.

    Also Read: Why is SEO Important for Business? 10 Reasons

  • Google November 2023 Reviews Update

    Google has released its third reviews update in 2023 on November 08, 2023. As per Google, this will be the last published reviews update since Google will be making regular and ongoing changes to the reviews system.

    What are Reviews Updates?

    Review updates control how Google wants user reviews to be.

    As per Google, reviews need to be good in four parameters which are:

    • It shows the experience of the reviewer.
    • The author should have expertise over the subject.
    • The website should have an authority over the topic.
    • People should show trust on the webpage.

    All of these are together termed as Google’s EEAT guidelines.

  • Google November 2023 Core Update

    Google announced its fourth core update on November 2, 2023 on Twitter. This update will be implemented over the next few weeks.

    Core updates are the patches that Google uses to strengthen its search engine from being misused or to rectify any inaccuracy.

    Do you need to adjust your website?

    Google said that website owners who were creating content that is people first, helpful, and reliable, did not need to make any changes in response to these updates.

  • Top 5 Reasons Why Keywords Are Critical in Your SEO Plan

    Keywords are those terms or set of words which are used to search for something on Google. In SEO, keywords are selected in a way that helps search engines know about the contents of a website and present it to relevant searchers.

    In this article we will take a look at keywords from a strict SEO perspective and understand how to execute them better for a greater SEO score.

    If you wish to rank your website on Google or any other search engine for a specific search term, you need to execute 3 main functions:

    1. Find a Keyword
    2. Design Content
    3. Execute Backlinks

    5 Reasons For Using The Right Keywords

    1. Faster Ranking, Less Competition

    Right keywords help you rank faster by identifying those which are easier to rank. These keywords usually have a low SEO difficulty.

    The SEO difficulty is the effort needed to beat existing competitors which are already ranking on Google. It is generally depicted as the number from 0-100. The higher the difficulty for a certain keyword, more difficult will be to rank your website for the same. It also takes a really long time to rank such keywords.

    Keywords for the search term "SEO"
    Keywords for the search term “SEO”

    In the above example where the search term is “SEO”, the keywords with low KD(keyword difficulty) are easier to rank for. This is generally true for website with low DA.

    However, if you have a website with higher DA, you would find it very little difficult to rank for those terms.

    #Note: Google scans for those website with higher DA yet low quality content and punishes them by de-indexing or removing them from Google search.

    As your website grows and gains a higher domain authority, SEO difficulty reduces for your website. You can rank for more difficult keywords relatively easier as your domain authority grows.

    There are certain type of search trends prevalent at certain times. For example, during Christmas, the most searched terms usually are christmas wishes, christmas decorations, etc. These search terms lose steam after a certain period as the event passes.

    You can search for the latest trends through Google Trends. Below are the top 5 search trends in the US for 10 Nov 2023. If your website caters to that content, you might notice a surge in website visitors.

    However, you cannot capture all trends. Just have a lookout for the ones relevant for your website.

    Keywords Help Capture Trends
    Keywords Help Capture Trends

    3. More Traffic

    Different keywords have different search volumes associated with them. I have seen businesses fall prey to the myth that all keywords have unlimited traffic. For keywords with low traffic, even if you rank on #1, your website visitors will be low, even if you have spent a fortune to rank for it.

    Therefore, it is utmost important to lookout for keywords that have:

    • high traffic
    • low keyword difficulty (SEO difficulty)
    • are relative to your niche

    Here is a list of keywords with different search volumes. You can see that ranking for the term “seo“(119k search volume) is much more profitable than ranking for the term “seo meaning“(23k search volume).

    Even though ranking for the term “seo meaning” looks easier and therefore attractive, it will yield a less amount of traffic than the term “seo“. Further, if you rank for a more difficult term “seo“, you can easily rank for any term with less difficulty and reap double benefits.

    Keywords for the search term "SEO"
    Keywords for the search term “SEO”

    #Note: The final point “are relative to your niche” will be discussed later (#8) in the article.

    4. Complements Your Search Ads

    I have seen several business owners who think SEO and advertisement in exclusive terms. However, both of the perform the best when compliment each other. A SEO strategy when combined with a well designed advertisement strategy yields phenomenal results.

    A keyword is the central pillar of both strategies.

    To design the perfect mixture of SEO and advertisement for such results, you need to find a keyword which satisfies the following:

    • low SEO difficulty
    • low cost per click
    • high volume
    • contains low amounts of search ads in the first page
    • is aligned with your business/niche

    Here is a business which does both of them and reaps very high benefits. When you search for the term “rudraksha mala“, you will find the website himalayarudraksh.online ranks both organically as well as for paid results.

    Himalayan Rudraksha, a .online website
    Himalayan Rudraksha, a .online website

    5. Type of Traffic: Informational, Commercial, Navigational or Transactional

    In SEO, there are four types of searches:

    • Informational, to search for any information
    • Commercial, to search about something related to brands, products, etc.
    • Navigational, to reach some website
    • Transactional, to buy or sell anything

    The choice of keywords depends upon your need. If your need is to create a website which will just need visitors for example a blog on gardening, you should use informational keywords like:

    1. Gardening tips
    2. Top 10 garden tools
    3. How to make a garden in a small space

    Similarly for commercial websites which are selling something, you could use commercial keywords like:

    1. Finance Books From Wiley
    2. Honda Cars
    3. Best Motorcycle by Harley Davidson

    Navigational keywords are those which take users to a certain website that they already have in mind. For example:

    1. SBI login
    2. Twitter privacy page
    3. Reset password on Amazon

    Finally transactional keywords are those which customers search on Google to buy a product. They do not have a brand in mind like commercial, but they have an intent to buy.

    1. Thermal management products
    2. Cheap sport shoes
    3. Waterproof smartphone cover

    5 Best Free Keyword Tools

    Keywords form the central pillar of any website. You can search keywords with multiple free SEO tools available on the internet. some of which are

    1. Ahref Keywords Generator
    2. Ubersuggest Free Keyword Took
    3. Google Keyword Planner
    4. Moz
    5. Also Asked

    In my experience as an SEO, for users looking for a free tool, the best you can get is Ahrefs Keywords Generator, its free to use and is very user friendly. Further, it can be used to search for keywords for Google, Bing, YouTube and Amazon.

    5 Best Premium Keyword Tools

    Since I have been using all of these tools for over 5 years, I would narrow down your search for premium tools to these five. They are ranked as per their effectiveness.

    1. Ahrefs, the best tool for any beginner, simple to use, easy to manage.
    2. SEMrush, the most powerful tool but often gets tricky due to its complexity.
    3. Ubersuggest, the cheapest one but as powerful as others. You need to buy credits to search for fresh data. 200 Credits per month are free ($12 plan).
    4. Moz, a very powerful tool if you want a comprehensive package.
    5. WordStream

    FAQ

    How can we rank keywords in SEO more quickly?

    You can rank keywords faster by creating a lot of articles which help you establish your authority over that topic. Then you need to backlink those articles.

    How do I get best keywords for SEO?

    First, you need to study your niche and find out what kind of content is trending. Then you can search for those topics and find keywords which have low competition. Publish and create backlink to articles written on those topics, you will rank for those keywords.

    How do I target a particular keyword in SEO?

    If you want to target a particular keyword, you need content strategy. After you have chosen the topic, see how many articles are published by other websites which are ranking for the term. Now you just need to outrank them on no of artciles and backlinks.

    How many keywords should I add in SEO on a page?

    The number of keywords does not matter. Typically it should be around 2-3% along with all its variants. For example the terms “keyword for SEO” and “SEO keyword” will be counted as variants of one another.

    What are negative keywords?

    Negative keywords are those for which you do not wish to rank onGoogle. For example, “Seo”, a singer, often comes as a suggestion when you search for “Seo” on Google.

    What is the importance of keyword volume in SEO?

    Earlier websites which contained more keywords used to rank better. Websites used to stuff keywords in white letter on a white background to rank higher. Google then began to punish websites which stuffed keywords. Thereafter, keyword volume became a ranking factor. Typically, it should be around 2-3%.

    What is the main purpose of using a keyword in SEO?

    The main purpose is to let search engines know that you are writing content on that topic.

    What are LSI keywords?

    LSI stands for latent semantic indexing, is the list of related keywords to your targeted keywords. They are related on the basis of similarity to your keyword. LSI keywords are used to account for all the variations and combinations of keywords so that you are not punished for keyword stuffing.

  • Most Important Factor for SEO in a Website with 5 Tips

    The most important thing for SEO in a website is its content. Content lends credibility, builds trust and inspires others to backlink to you website. The greatest content in the internet are the most backlinked and the most visited ones.

    Even Google’s content policy such as the Helpful Content Update and the Google Spam Update focus on improving the content in a Website.

    Impact of Quality Content on SEO

    The internet is built on sharing information through articles, news, attractive images, infographics, and videos. The better the quality of content, the wider will be its appeal and greater its following.

    The strongest point of a website from an SEO perspective that I have seen in my career is the quality of content. Even websites which have poor UI, like the one below, has more than 29,000 backlinks, a DA (Ahrefs) of 42 and a monthly viewer count of 3 Million.

    Impact of High Quality Content on SEO
    IDRW.ORG, Poor UI yet High Traffic. Impact of High Quality Content
    Backlinks and DA Profile of IDRW.ORG
    Backlinks and DA Profile of IDRW.ORG

    Factors Contributing to Quality Content

    There are several factors that contribute to high quality of content. Some of them are:

    1. Uniqueness
    2. Originality
    3. Freshness
    4. Comprehensiveness
    5. User Engagement

    1. Uniqueness

    The internet has more than a billion websites. Even the smallest niches has hundreds of players. In such an environment, there is a need to create a website that stands out.

    The benefit of creating a unique website (whether unique in content, graphics or interactive-ness) makes the website and its information stand out.

    A new approach which I have seen trending in creating unique websites is the approach of “gamification”. It is a method which uses gaming components such as progress bar, time needed to complete reading and other techniques to let users estimate the effort needed to read the article.

    2. Originality

    Google is a search engine which basically runs by giving information to others and running ads on those pages. Therefore, it is 100% obvious that it needs high quality content that satisfies user needs.

    One such factor of high quality content is the originality. If a website is already ranking on Google (whichever page), there is no need to rank a website which posts the same information. This is also a reason why unedited AI content is often punished. It adds nothing new to the internet.

    Another way how originality impacts the quality of content is through Google’s EEAT Rules.

    • Experience is proven when you add some real life experience to your website.
    • Expertise is only proven through new insights and new information.

    All these new information contributes to the originality of your website and therefore impacts its Google rankings.

    3. Freshness

    Fresh content is always preferred in search topics which are time sensitive. For example, SEO factors that did better in 2010 (keyword stuffing, bulk backlinks) are obsolete and these days Google punishes those websites that use them.

    Freshness is also a great weapon in the hands of well experienced SEOs. Let me share you an anecdote.

    In 2022, when I worked as an SEO for a crypto news website, I saw an article on “Future Trading Bots” with dropping traffic. Upon updating the article with latest information such as new bot pricing, new benefits with new bots and deleting some information on defunct bots, we saw a lot of instant progress.

    Within 3 days, the website was ranking on Rank 1 of Google. Below is a screenshot of the same.

    Impact of Freshness of Content on SEO
    Renewed Content Helps #1 Google Ranking

    4. Comprehensiveness

    1. After reading your content, will someone leave feeling they’ve learned enough about a topic to help achieve their goal?
    2. Will someone reading your content leave feeling like they’ve had a satisfying experience?
    Google Helpful Content Guidelines

    When you want to rank for a comprehensive topic, for example, “The Best Web Developer in India“, you need to make sure that your article is comprehensive. It means that it covers all the topics that can come to someone’s mind when reading the article.

    Suggestion: If some related topics cannot be accommodated in the same article, create a link to a page or post that explains the article. For example, this page contains the following link to an article on EEAT Rules, which are most essential in Google rankings.

    5. User Engagement

    Engaging the user is perhaps the most difficult part of producing quality content. Most users have a attention span of less than 5 seconds.

    With my marketing experience and the knowledge I gained through my MBA, I know it for sure that users do not want to read an article unless it startles them somehow. This might be an unknown fact, a summary article, list of top 5, 10 or 15 things or any other such information.

    In our practice, we follow the 3-30-3 Rule.

    • You need to catch someone’s attention for 3 seconds.
    • Once they devote 3 seconds, you have their attention for another 30 seconds.
    • Once you capture attention for 30 seconds, you have their attention for the next 3 minutes at least.

    To execute this technique, we first use a hook line in the title. For example this article has the title, “The Most Important Factor for SEO in a Website”, which is kind of a summary article.

    Once they are hooked, we use the the intro paragraph to answer the question in a straightforward manner. It hooks them for another 30 odd seconds.

    Finally, we try to keep the article below 3 minutes to read, but that depends on topic to topic.

    Conclusion

    Content produces the strongest impact in SEO of your website. Rest all other SEO factors come second.

    Any content that is not helpful will not retain its ranking on Google or any search engine no matter the amount of backlinks. High quality content is created through a will to share something new and and arranging information in a way that helps the reader absorb the most information.

    This is how you can make sure to make the most impact in your website’s SEO.

  • Why is SEO Important for Business? 10 Reasons

    Imagine being able to sell $1 million through your website alone, everyday. SEO helps you to do that exactly by optimizing your website.

    Why Google SEO is the Only SEO You Need

    As of July 2023, Statista shows that Google occupies 83% of the market share among search engines. This means for every 100 users who are searching online, 83% are doing so on Google.

    Market Share of Search Engine July 2023
    Market Share of Search Engine July 2023, Statista

    Further, with the advent of Android phones, Google is pre-installed. Also the most popular browser is Google chrome which has Google as its default search engine, though you can change it later.

    Top 10 Factors Why Your Business Desperately Needs SEO

    1. Gives you Credibility and Trust

    Credibility and trust is gained online through repeated appearance when someone searches on Google. With SEO, your Google rankings improve and consequently, more people notice your business. This helps build good credibility and with repeated exposure, trust is also formed.

    However, there is an equal need of good quality content. Google is a search engine that gives information to its users. Therefore, it will only value your website when you have one of the highest quality of information.

    2. Very Low Cost Compared to Other Methods

    For getting 100 users for the term “best SEO in India”, I have observed that it costs approximately $1.5 per click or $150 per 100 users. However, with SEO, you can get the same results in less than $50, even if you are paying others to write content.

    3. SEO Boosts Your Search Ad Campaigns

    Search Ad campaigns on Google and other search engines revolve around keywords. If you have performed a SEO analysis of your business, and competitors (which is what we do at Ingeniare), you will come across keywords that have high volume but have a low cost per click. Choosing such keywords will reduce your budget by a significant amount.

    4. Helps You Reach Easily Convertible Customers

    Most searchers on Google who are searching for any product or service are already at a very low level in the sales funnel. These users are easy to convert. When such a user lands on your website, all you need to do is satisfy their price and value needs, and you will have a buyer.

    Google Searchers are at the Low End of Sales Funnel and Easy For Local SEO
    Sales Funnel

    Most of the searchers on Google are either at desire stage where they need a good deal to buy the item, or at the action stage where they have already made the decision to buy.

    We at Ingeniare AI have also observed that an overwhelming number of buyers (about 80%) covert when searching for local shopping. Here local SEO matters the most.

    One of our earlier projects, did such a local SEO ranking on Google within a week where we improved the Google ranking of the project to #2 on the first page from the fourth page.

    5. Boosts Your Local Search Presence

    Local searches are very lucrative traffic for businesses selling goods and services locally. Further, if you have a local store or shop. You can drive traffic as well as footfalls to your physical location.

    When anyone searches for a nearby shop with “near me” such as “marketing near me”, they can see a similar palette on Google.

    Search Results for Local SEO
    Search Results for Local SEO

    If you have a significant amount of customers who are local, doing local SEO is very essential for you.

    6. Improves User Experience and Website’s Performance

    There are three components of SEO:

    • On Page
    • Off Page
    • Technical

    On Page SEO deals with how your website appears to the user. The better the on-page SEO for a page will be, the greater will be its appeal to the user and hence greater will be its user experience.

    7. Improves User Engagement

    A well designed SEO page appears very interesting as it is filled with information, images, infographics and videos. Such rich forms of displaying information is more engaging for the user.

    8. Verifiable Results

    SEO gives you results that you can verify with your Search Console, SEO Tool or even with Google Analytics. This gives you analyze the effect of the money and effort spent on SEO.

    Frequently Asked Questions

    What is the most important thing in SEO?

    The most important thing in SEO is to create a website that is filled with authentic and helpful information. Rest all things comes second.

    What are the 3 main areas of SEO?

    On Page, Off-Page and Technical SEO.

    Why is SEO (search engine optimization) necessary for a website?

    Basically, SEO optimizes a website so that Google considers it worth ranking on Google search.

  • EEAT Can Rank You #1 on Google and Boost Your Traffic for Free

    EEAT is the summary of all the rules, guidelines and best practices that are used to rank a website in search queries. They stand for Experience, Expertise, Authority and Trust.

    What is EEAT in SEO?

    Role of Long-tail Keywords in Google EEAT Rules
    Google EEAT Rules

    EEAT is the culmination of years of tracking website’s performance through several hundred factors. All of these factors can be summarized as EEAT which means Experience, Expertise, Authority and Trust. If a website owner or SEO takes adequate care of all four aspects, they can easily rank their website on Google search.

    Experience

    Experience means whether the writer of any article, blog, webpage, etc., has actually used or experienced the product or service on their own. Google wants only real users of the products write about them because it leads to the addition of new information which was might not be present in the internet.

    Expertise

    Expertise means whether the writer is expert enough to tell others about the product or service. This was done to improve the accuracy of the information that is being sent to the end user who is reading that specific article or blog post. For example, when you are searching about tax filing, a tax practitioner would be in better position to explain than an individual who files tax. Again someone who has filed tax would be more valuable than someone who just knows the rules and has never filed tax returns.

    Authority

    Authority is the measure of how much information does a website have on a given topic. It helps search engines know if you have all the information required to satisfy a user’s query and check whether the information is deep enough.

    Websites with higher authority usually tend to have higher number of in-depth articles around a given topic. But, it should not be misunderstood as the number of articles. Higher authority is

    Further, authority is built over time. Posting a huge number of articles in a very short period of time violates Google’s policy of generating content in bulk. Often these websites are punished and de-indexed from Google.

    Below is a screenshot of a website which lost traffic due to bad content. The website was created by Mark William Cook to test AI content strategies. Though it had 10,000 pages, all pages were filled with AI content. The website was later punished by Google.

    Website with AI Content by Mark William Cook
    Website with AI Content by Mark William Cook

    On the other hand, a website which has consistently posted articles over time, accumulates higher authority over the period and therefore maintains a consistent ranking over time.

    Below is an example of news website which ranks well on Google. It has 1886 articles that were posted since 2006.

    Trust

    Trust is the measure of how much other websites trust your website. This is usually seen as the number of high quality and industry related backlinks that your page has.

    High quality backlinks mean those which come from website that already have a very high EEAT score. Typically these websites are well recognized within their industry.

    For example, AHREFS, a well known SEO tool company can be considered a trustful website because it has a very high number of (4 million+) backlinks.

    This helps Google know that the website is highly trusted by a huge number of users/websites. So, when AHREFS posts something, it easily gets to the top page of Google. Though, the page is still examined for quality.

    For the search term, “top seo factors”, we can see that AHREFS easily ranks for the term on Page 1.

    Why is EEAT Critical for Better Google Rankings

    Google is a search engine, therefore it would always want that users who use it to search for information would always find relevant, updated and accurate information.

    To make sure that information is relevant, it uses experience as a metric.

    For accuracy of information, it should have been written by an expert who has some experience in the field.

    Again, a website would only be considered an authority over a certain topic if they have demonstrated a good understanding over that topic. Google only comes to know this when it finds interlinked articles in your website around any certain topic.

    Finally, trust is build when people show confidence on your shared information. This trust in the world of websites is generally shown in terms of backlinks, which are links from other websites that link to yours. Usually the more backlinks from high quality websites you get, the better is your trust score.

    A Secret Metric

    There is one more metric to compare websites which fulfill all the above criterion. This metric is the freshness of information. The fresher the information is, the better are its chances of ranking, provided that all other criteria are fulfilled.

    Fresh information would include recent developments in the product or service that is being discussed in the post or webpage.

    How to Best Optimize EEAT for Your Website?

    Below are a few suggestions to improve on all factors that constitute the EEAT score that I have learnt over the last few years working as SEO.

    Experience

    • Before writing about anything, make sure you have used that product/service or have gathered user reviews.
    • Write about your personal and other people’s experiences in the page/post.

    Expertise

    • Gather knowledge and expertise via online courses, seminars, discussions, and other networking events.
    • If you have a degree such as an MBA, make sure to include it in the about the author section. There are several free courses where you can built your expertise.
    • Include a brief detail about the person writing the page/post.

    Authority

    • Before you hope to see some traffic on your website, make sure you have covered the topic in depth. In my experience, it takes 100+ articles on an average to build authority. This number varies in different search terms.
    • In YMYL niches, do not try to post AI content because it adds no new value to the information available online.

    Trust

    • Only acquire backlinks that have a low spam score. You can check spam score online with any free tool.
    • Do not engage in getting links from websites that link to a lot other websites.
    • Google keeps a tab on websites that sell links, make sure to avoid them.
    • Get involved in Press Releases which is emerging as a new trend for link building.
    • Disown low quality backlinks. You can do this through the Google disavow tool.

  • How Does Multimedia (Images, Videos) Impact SEO? 9 Tips to Perfect SEO

    Multimedia files such as images and videos are the heaviest files present on any website. To make sure that the website performs better in terms of technical SEO, these files have to be optimized. Further, the alt text associated with the files help in discovery of the pages that contain them.

    In this article, we will explore the impact of multimedia files on technical, on-page and off-page SEO. At the end of the article, we have provided a link to Google Image SEO best practices.

    Impact on Technical SEO

    Technical SEO basically deals with the speed, appearance, rendering and indexing of pages on a website. A website which has a lot of images and videos in raw format will be heavier and therefore will take time to load. In such case, Google or any other search engine will prefer to rank any other website which loads faster.

    This will happen even if the heavier website has the best content available on the internet.

    Optimizing Multimedia Files for Technical SEO

    You can do the following to make sure that images and videos present in your website are fully optimized for technical SEO.

    1. Make sure all the images and videos have alt texts. This is necessary for them to get discovered on image based search engines. Alt texts should contain the long-tail version of core keyword used in the post/page.
    2. It is recommended that images be kept as light as possible but without impacting their quality. If you are using WordPress, you can use the Performance Lab plugin which automatically converts images into WebP format for easier optimization.
    3. Videos are best optimized when they are uploaded on the YouTube and the links is embedded into the page or post where they are needed

    Impact on Off-Page SEO

    Off-page SEO deals with the activities that are done on social media or other websites to boost your visibility. These include link building, sharing infographics, publishing ads, etc.

    Attracts Traffic: Multimedia files that are used in a webpage as infographics are often shared through the social media platforms such as Facebook, Instagram, Twitter, Quora, Medium, etc. Well-designed images and videos help divert traffic to your website from these platforms.

    Gets Backlinks: Further, information rich files like infographics such as the one shown below, help get backlinks which are absolutely necessary for ranking on Google. All search engines including Google, view these backlinks as “votes of confidence”.

    Optimizing Multimedia Files for Off-Page SEO

    1. Make sure that the images and videos are information rich.
    2. These files should address the search query for which they wish to rank for.

    Impact on On-Page SEO

    In on-page SEO, multimedia files and their alt texts play another role. They display what the image contains when these images fail to load due to any reason. Further, these images and videos often act as summaries for the text present in the page/post.

    Optimizing Multimedia Files for On-Page SEO

    It is very easy to do the on-page optimization of multimedia files.

    1. Make sure that the alt text correctly resembles the image or video. They often also include a keyword in its long-tail format.
    2. Make sure the images are responsive and change size according to the device they are being viewed on. If you are using WordPress, you can preview them for mobile, tablet or desktop before publishing.
    3. Google Search supports images in the following formats: BMP, GIF, JPEG, PNG, WebP, and SVG. In my experience, WebP images are the lightest and do not compromise on quality.
    4. If you add structured data, Google can view your images in rich results which are prominently featured at the top of search results.
    Preview for Multiple Devices Before Publishing
    Preview for Multiple Devices Before Publishing

    Conclusion

    Multimedia files are the second most important part of a web page after “text”. Optimizing them increased the speed of your website which boosts your SEO score. Further, a well designed multimedia file captures the attention of the reader and helps in much greater user-retention.

    As promised, here is the Google Image SEO Guideline.