In this Masterclass inaugural episode, Lane Houk, Lyn Askin and special guest, Andrew Sterling Ansley, discuss the new Google Helpful Content Update, its implications, and new strategies on how to create killer, people-first content that both your target audience will love along with content that Googlebot and the search algorithm will E-A-T up... that is content that demonstrates expertise, authority and trustworthiness. Lane Houk and the panel discuss the different EAT signals that the algorithm and Gbot are crawling for as the bot reads the content - which needs to be people-first. That is, content that gives real humans a rewarding, 5-star experience. For marketers and agency owners, we know that content needs to check certain boxes and this episode goes pretty deep into that arena as well. We also spend a bonus 30 minutes in a live demonstration of a new SEO research and writing tool called https://on-page.ai which helps a marketer or writer develop killer content using incredible insights, data and content that OnPageAi provides you. To learn more about The Marketing Center of Excellence: https://themarketingcoe.com

1. Monthly
Masterclass
WELCOME TO OUR MONTHLY
VIRTUAL MASTERCLASS!
THE LIVE SESSION WILL BEGIN SOON!
By Lane Houk and Lyn Askin

2. Content, Content, Content!
Quick Agenda:
● Recap of the Helpful Content Update
● E-A-T - Expertise, Authority, Trust
● Implementing Authorship in your strategy
● Live Demo - Developing Killer Content
using On-Page.ai
NOVEMBER’S TOPIC

3. ● Termed the “Helpful Content Update” -
August/September 2022 roll out
● The update will use a new “helpfulness” metric to rank
content.
● The update will be rolled out gradually, with Google saying
it could take “several months” for the full effects to be felt.
● The update is the latest in a series of algorithm changes
designed to improve the quality of search results.
● Google has said that the new update is not about
punishing low-quality content, but rather about promoting
helpful content.
● Helpful Content is “people-first content” that demonstrates
E-A-T
ALGORITHM UPDATE

4. ● Write your content for 3 audiences:
○ The target audience
○ A manual quality rater
○ The bot
● We all know great content when we read/see it
● How do you demonstrate EAT?
○ Expertise
○ Authority
○ Trust
● “For example, one of several factors we use to help
determine this is understanding if other prominent websites
link or refer to the content. This has often proven to be a
good sign that the information is well trusted.”
GOOGLE E-A-T

5. ● Demonstrating “expertise” will vary depending on the site’s
main category; YMYL entities will be scrutinized!
● Multiple ranking systems are measuring E-A-T signals in
content/pages (link is to the new Google Guide)
● E-A-T helps determine credibility (hit that link to see a G patent) and
you build web credibility in several distinct ways
● 14 ways Google may evaluate E-A-T (great article!)-
https://searchengineland.com/google-eat-possible-evaluation-signals-382799
GOOGLE E-A-T

6. GOOGLE E-A-T

7. ● You cannot fire authorship schema signals without a
people type (ie. authorship = person, not a company)
○ https://en.gravatar.com/lanehouk
○ https://quantumagency.io/author/lanehouk/
○ https://about.me/lanehouk
○ https://linktr.ee/lanehouk
○ https://www.amazon.com/s/author=Lane+Houk
● Platforms
○ LinkedIn (#1 for a reason)
○ Amazon - https://www.amazon.com/dp/B0BNKCTSBS
○ Facebook
○ Twitter
○ Reddit
○ Instagram
○ Tumblr
○ Quora
○ Medium.com
○ Substack.com
○ Blogger
USING AUTHORSHIP

8. Setting Up Authorship and Boosting Authority
1. Create an account on Wordpress.com then Gravatar.com
2. Complete the Profile (MAKE SURE IT’S A UNIQUE BRAND/AUTHOR NAME)
3. Use same email address as Author (or Administrator) user account on WP
site
4. Complete the profile
5. Link together in a nice loop using a service like about.me or link.tree (or
both see above)
6. Make sure your content on the website is then assigned to the user profile
that is setup with an authorship profile.
7. Setup publishing profile on as many platforms as you can.
8. Release an eBook using a tool like Designrr.io, publish to major platforms
9. Get and ISBN assigned to your eBook for even more authority
10. Launch a Press Release for every piece of content you publish to amplify
11. Try to get some articles/PRs published on Forbes, Yahoo, Entrepreneur, etc
USING AUTHORSHIP

9. Dynamics to consider for agencies AND your clients
when setting up authorship:
1. Who wants to own/control these profiles?
2. Who exactly will these “people” be? Staff, Owners,
Aliases
3. What happens if a staff/employee leaves or is
fired?
4. Do we make this an SOP for all SEO campaigns or
do we add this to certain levels? Only when it’s
hard to get rankings?
USING AUTHORSHIP

10. ● Research for the content brief
● Connect the article to an author
● Demonstrate expertise
● Command authoritativeness
● Build trustworthiness
● Implement structure into your content
● Syndicate, Distribute and Share
CONTENT STRATEGY
Source: TechSoup

11. Tools and Resources
● Research
○ Online communities (target personas research)
○ https://on-page.ai
○ https://semrush.com
○ https://toppub.xyz/
○ Chrome extensions
■ SEO Minion
■ Pleper
■ Keywords Everywhere
● Writing
○ Google Docs!
○ https://on-page.ai
○ https://www.scalenut.com/
○ https://seocontenthero.com
○ eBook creation: https://designrr.io
○ eBook creation tutorial: https://youtu.be/lhCJG6lQ-oI
○ A great human content writer :)
CONTENT STRATEGY
● Publishing & Distribution
○ Signal Genesys - https://go.signalgenesys.com
○ Blog RSS Feed with IFTTT to Web 2.0 blogs
○ Traditional PR - Forbes, Entrepreneur, etc
○ Email - don’t underestimate this
○ Social and Blog sharing - all channels
○ Slideshare
○ E-book publication, ISBN
■ Amazon -
https://www.amazon.com/dp/B0BNKCTSBS
■ IngramSpark
○ Guest posting
○ Guest speaking
○ Paid advertising
● FREE Distribution Checklist:
https://link.businesscenter.app/distribution-checklist

12. BUILD AUTHORITY
https://www.amazon.com/d
p/B0BNKCTSBS

13. Connect with Lane:
● LinkedIn: https://www.linkedin.com/in/lanehouk/
● Facebook: https://www.facebook.com/lane.a.houk
● Email: lane@lanehouk.com
● Gravatar: https://en.gravatar.com/lanehouk
● Author: https://quantumagency.io/author/lanehouk/
● AboutMe: https://about.me/lanehouk
● LinkTree: https://linktr.ee/lanehouk
● Amazon: https://www.amazon.com/Lane+Houk
Amazon: https://www.amazon.com/dp/B0BNKCTSBS
E-Book: https://link.businesscenter.app/creating-killer-content-ebook
Flipbook: https://link.businesscenter.app/creating-killer-content-flipbook
ABOUT LANE HOUK

14. Connect with Lyn:
LinkedIn: https://www.linkedin.com/in/lynaskin/
Facebook: https://www.facebook.com/lynaskin
Email: lyn@raxxar.com
ABOUT LYN ASKIN

15. Connect with Andrew:
● LinkedIn: https://www.linkedin.com/in/andrew-ansley-marketing/
● Facebook: https://www.facebook.com/andrew.s.ansley
ABOUT ANDREW ANSLEY