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How to Win in
Google’s E-A-T
19th August 2021
2 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
About Presenters
Ajay Rama
SVP, Products, iQuanti
Notable Work: Built ALPS – Patented, Award winning
enterprise SEO platform that makes SEO predictable
Experience: 20+ years of experience in Marketing
Analytics, Data Science and Data warehousing.
Companies: Currently with iQuanti, earlier had
developed products for iFlex, Oracle, and AOL
Kartik Shrivastava,
Senior Manager, Products, iQuanti
Notable Work: Handled content marketing for Global IT
Services organizations and helped multiple fortune 500
organizations with their digital marketing goals.
Experience: 9+ years of experience in Digital Marketing,
SEO, and Content Marketing.
Companies: Currently with iQuanti. Worked with
Wipro, Oracle, and Pidilite previously.
3 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
What is this webinar about?
• Significance of E-A-T for Google Ranking
• Contributing Factors to E-A-T Score
• Defining Content Structure to Build High E-A-T
• Using Internal Links to Strengthen the Structure
• Building External Links to Improve Authority
• Case Study Results
• Key Takeaways
4 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Significance of E-A-T for Google Ranking
5 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
What is E-A-T?
E A T
- - Expertise - Authority - Trust
Factors Google uses to determine a Page’s quality to present to its users
E-A-T – What can be Measured?
It is a function of three measurable parameters:
• Depth: How deeply each of the topics is covered?
• Diversity: How many different sub-topics you have covered?
• Authority: How authoritative you are on the chosen topic?
Webinar Recording Link
Webinar:
How to Measure Google’s
E-A-T Criteria and
Improve Your Organic
Results
Refresher Content
6 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
What is E-A-T?
E A T
- - Expertise - Authority - Trust
Factors Google uses to determine a Page’s quality to present to its users
How Significant is E-A-T?
Non-EAT Signals EAT Signals
URL Rating Domain Rating Page EAT Domain EAT
Median
Google Rank
Correlation
18% 14% 46% 64%
7 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Contributing Factors to E-A-T Score
8 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Key Contributing Factors for E-A-T Scores
Content
Backlinks
Interlinks
Interlinks between content
pieces to enable users and
search engines easily find
related information.
Interlinks
Backlinks from reputed
websites, blogs, authoritative
personalities to establish
authority.
Backlinks
Depth and Diversity of Content
to answer all possible user
queries on the chosen topic.
Content
Depth and Diversity
9 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Topical Graph : Structure with High E-A-T Score
Backlinks
Interlinks
Own Website
Supporting
Content
Supporting
Content
Debt
Avalanche
Method
Supporting
Content
How Being Debt-Free
Is Different from
Financial Freedom
Boost Your Debt Payoff
Strategy - Snowflake It!
Where Do 0% Interest Loans
Go in the Debt Snowball?
Does Gen Z Handle Debt
Better Than Millennials?
Debt
Snowball
SV: 9900
SV: Search Volume
How Should You Approach
Your Debt During COVID-19?
Debt Snowball
Method
Start Debt
Snowball
Snowball Effect
Debt
Snowball Debt
Plan
Debt Snowball
Effect
SV :1900
SV :3600
SV :1900
SV :1300
SV :1300
SV : 720
Referring Website
Referring Website
Referring Website
Referring Website
Referring Website
10 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Defining Content Structure to Build High E-A-T
11 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Keyword research is not enough for E-A-T.
To win in E-A-T you need comprehensive research that includes:
Comprehensive Topic Research
Depth Diversity URL Ratings Readability Visual Elements
Semantically Relevant Subtopics User’s Questions Around the Topic Important Phrases Related to the Topic
Competitor Analysis
12 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Content Structure
Pillar
Content
Supporting Content
Supporting Content
Supporting Content
….
Content Cluster on Your Website
Interlinks
Guest Posts
Content Offshoots
On Other Websites
Backlinks
Content Syndicates
Content Offshoots
Forums and Social Media
Content Offshoots
13 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Pillar Page : What to Plan For?
• Target the core topics with high
search demand
• Answer all the broad queries that
do not need in-depth explanation
• Include brief answers to queries
that need details & pass a link to
the supporting page
• Complete overview of the topic
• Include widgets that can help
user plan and execute
• Author details to signal who has
created the content
• Include visual elements
• References to other websites
• Interlinks to supporting pages
• List similar or related articles,
based on logical next step for the
user
Topics to be Covered User Experience and Trust Interlinking
14 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Case Study: Pillar Page on ‘Debt Snowball’ from Credello.com
URL: https://www.credello.com/debt/debt-snowball/
Relevant Widget to
Help User Make
Decision
Answering all
related queries
to the topic
Answering all the
relevant queries
briefly and leaving a
link to the
supporting page
15 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Supporting Pages : Key Considerations
Which Topics Deserve a Dedicated Page?
• Create a dedicated digital asset for every user query
that needs detailed explanation
User Experience
• Add videos, gifs, images and widgets that help
answer the query and improve user experience
• Include plenty of examples close to real life
scenarios that users can relate to
Most Important
Information
Who? What? When? Where?
Why? How?
Supporting Data and
Details
General Background
Information
Inverted Pyramid
Information Architecture
16 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Case Study: Supporting Pages to Answer User Queries in Detail
There are 130+ pages on the website that are closely related or somewhat related to debt snowball. All possible user queries related to
debt snowball were answered on the website.
Content Was Created to Answer Related User Queries
17 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Content Offshoots : Key Considerations for Different Content Types
• Preferably take a topic that is
trending.
• Present a detailed analysis, fresh
perspective or your point of view in a
high-quality article/press release.
• Smartly incorporate backlink
reference to your site.
• Identify topics that users are searching
for and align well with the targeted
website’s core theme.
• Create a detailed article with references
to your site.
• Pick an appropriate discussion topic
within your area of expertise to make a
meaningful entry into discussion.
• In case you are answering a query,
quote facts and figures, make sure its
detailed, and answers all user queries.
• Initiate new useful discussions and
share intelligent solutions.
Content for Syndication Content for Guest Post Content for Forums
18 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Content Offshoots : Debt Snowball
How Should You Approach Your Debt During COVID-19?
Trending
Does Gen Z Handle Debt Better Than Millennials?
Conflicting
Should you consider credit card debt consolidation?
Advice
Which Debt Payoff Method is Better: Debt Snowball or Avalanche
Choice
19 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Case Study : Content Structure
Debt Management
Debt Snowball
What Is the Debt Snowball Method?
How Do I Start My Debt Snowball?
What Should I Include in My Debt Snowball?
When Am I Ready to Start the Debt Snowball?
How Does Debt Snowball Work?
How Should I Use Debt Snowball to Pay Off My
Debts?
Pillar Content
Area
High Volume
Strategic
Answers All
User Queries
Semantically
Relevant
Right
Phrases
Competition
Aware
Content
Details
Detailed
Explanation
UX – Widgets
Examples
Interlinks Backlinks
Related
Topics
Aligned
Trending
Sub-Topics Content Offshoots
Your Website Other Websites
20 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Using Internal Links to Strengthen the Structure
21 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Tight Interlinking for Discoverability of Related Content
Robust Information Architecture on Website
• Tight interlinking structure between articles –
pillar as well as Supporting content pieces
• Use the keywords that you want to rank
for as anchor text wherever naturally
possible
• Internal links should not be forced and
genuinely help users navigate between
articles to bet answers to their queries.
Pillar
Content
Supporting
Page
Supporting
Page
Supporting
Page
Supporting
Page
Supporting
Page
22 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Case Study : Complete Content Cluster is Tightly Interlinked
Tight Interlinking between the pages
23 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Building External Links to Improve Authority
24 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Effective Link Building Program : Earning Outside Validation
Good in-depth content is the starting point. Marketing the content is essential
Guest Posts
• Identify high domain authority and relevant blogs that allow guest posts
• Write useful content pieces and insert backlinks in the body
• Use anchor text for which you would like your page to rank
Posting on Social and Forums
• Identify forums crawled more frequently by search engines
• Chosen forums should be of good repute and relevance to your topic
• Ensure an appropriate entry in the discussion or initiate relevant discussion
Content Syndication
• Can earn larger audience and more backlinks
• After it gets indexed distribute it for re-publishing
• Use rel-canonical tags, no-follow tags
Link Building
Strategies
Partnerships
• Partner with very reputed brands and websites.
• Natural backlinks from a relevant page.
25 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Case Study: Link Building Program
Sponsored Guest Posts: 24
started on Nov. 9th, 2020
Content Syndication: 6
started on Apr. 9th, 2021
26 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Link Vetting and Anchor Text Monitoring
Disavow spammy links
• Monitor backlinks generated by various initiatives
• Disavow any spammy or low-quality links.
Distribution of Do-follow and No-follow links
• Even if all the links are no follow, we have seen
significant impact on ranks
• Not all the links should be do follow as that makes the
distribution look manipulated
Distribution of anchor text
• Not all the backlinks to your website should have the same anchor text as the targeted keyword.
• Ensure a rich distribution of relevant anchor texts.
• Introduce new anchor texts in up-coming link building initiatives in case the distribution is heavy towards a specific keyword
• Introduce some anchor texts with the brand name along with the core keywords/topics
27 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Case Study Results : Debt Snowball
28 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Rank Improvement in the Targeted Keywords
Keyword Search Volume Nov'20 Aug’21
debt snowball 9900 Not Ranking 8
debt snowball effect 1300 Not Ranking 9
the debt snowball 590 Not Ranking 9
debt snowball method 3600 Not Ranking 10
snowball effect debt 1300 Not Ranking 12
snowball debt plan 720 Not Ranking 12
what is debt snowball 1000 Not Ranking 13
snowball method 1900 Not Ranking 15
what is a debt snowball 1000 Not Ranking 17
what is the debt snowball 1000 Not Ranking 17
29 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Key Takeaways
30 This document and the information in it are provided in confidence, and may not be disclosed to any third party.
Key Takeaways
• An exhaustive topic research is the backbone of coordinated content and link strategy for winning in Google’s E-A-T.
• Depth and Diversity should be carefully considered during content creation.
• Comparable or higher depth and diversity with respect to competitors helps improve rank.
• Continuous monitoring for new subtopics, spammy links, and ranks is required to maintain competitive advantage.
• In-Depth and exhaustive topic research
• Scores to measure and benchmark the Topical Authority
• Monitoring of content, links, and ranks
• Automated and Comprehensive Content Brief to create right content *
Platform Features to Help you Win in Google’s E-A-T
* In Beta Stage
This document and the information in it are provided in confidence, and may not be disclosed to any third party.
31
Thank You!

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How to-win-in-google-e-a-t

  • 1. How to Win in Google’s E-A-T 19th August 2021
  • 2. 2 This document and the information in it are provided in confidence, and may not be disclosed to any third party. About Presenters Ajay Rama SVP, Products, iQuanti Notable Work: Built ALPS – Patented, Award winning enterprise SEO platform that makes SEO predictable Experience: 20+ years of experience in Marketing Analytics, Data Science and Data warehousing. Companies: Currently with iQuanti, earlier had developed products for iFlex, Oracle, and AOL Kartik Shrivastava, Senior Manager, Products, iQuanti Notable Work: Handled content marketing for Global IT Services organizations and helped multiple fortune 500 organizations with their digital marketing goals. Experience: 9+ years of experience in Digital Marketing, SEO, and Content Marketing. Companies: Currently with iQuanti. Worked with Wipro, Oracle, and Pidilite previously.
  • 3. 3 This document and the information in it are provided in confidence, and may not be disclosed to any third party. What is this webinar about? • Significance of E-A-T for Google Ranking • Contributing Factors to E-A-T Score • Defining Content Structure to Build High E-A-T • Using Internal Links to Strengthen the Structure • Building External Links to Improve Authority • Case Study Results • Key Takeaways
  • 4. 4 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Significance of E-A-T for Google Ranking
  • 5. 5 This document and the information in it are provided in confidence, and may not be disclosed to any third party. What is E-A-T? E A T - - Expertise - Authority - Trust Factors Google uses to determine a Page’s quality to present to its users E-A-T – What can be Measured? It is a function of three measurable parameters: • Depth: How deeply each of the topics is covered? • Diversity: How many different sub-topics you have covered? • Authority: How authoritative you are on the chosen topic? Webinar Recording Link Webinar: How to Measure Google’s E-A-T Criteria and Improve Your Organic Results Refresher Content
  • 6. 6 This document and the information in it are provided in confidence, and may not be disclosed to any third party. What is E-A-T? E A T - - Expertise - Authority - Trust Factors Google uses to determine a Page’s quality to present to its users How Significant is E-A-T? Non-EAT Signals EAT Signals URL Rating Domain Rating Page EAT Domain EAT Median Google Rank Correlation 18% 14% 46% 64%
  • 7. 7 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Contributing Factors to E-A-T Score
  • 8. 8 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Key Contributing Factors for E-A-T Scores Content Backlinks Interlinks Interlinks between content pieces to enable users and search engines easily find related information. Interlinks Backlinks from reputed websites, blogs, authoritative personalities to establish authority. Backlinks Depth and Diversity of Content to answer all possible user queries on the chosen topic. Content Depth and Diversity
  • 9. 9 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Topical Graph : Structure with High E-A-T Score Backlinks Interlinks Own Website Supporting Content Supporting Content Debt Avalanche Method Supporting Content How Being Debt-Free Is Different from Financial Freedom Boost Your Debt Payoff Strategy - Snowflake It! Where Do 0% Interest Loans Go in the Debt Snowball? Does Gen Z Handle Debt Better Than Millennials? Debt Snowball SV: 9900 SV: Search Volume How Should You Approach Your Debt During COVID-19? Debt Snowball Method Start Debt Snowball Snowball Effect Debt Snowball Debt Plan Debt Snowball Effect SV :1900 SV :3600 SV :1900 SV :1300 SV :1300 SV : 720 Referring Website Referring Website Referring Website Referring Website Referring Website
  • 10. 10 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Defining Content Structure to Build High E-A-T
  • 11. 11 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Keyword research is not enough for E-A-T. To win in E-A-T you need comprehensive research that includes: Comprehensive Topic Research Depth Diversity URL Ratings Readability Visual Elements Semantically Relevant Subtopics User’s Questions Around the Topic Important Phrases Related to the Topic Competitor Analysis
  • 12. 12 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Content Structure Pillar Content Supporting Content Supporting Content Supporting Content …. Content Cluster on Your Website Interlinks Guest Posts Content Offshoots On Other Websites Backlinks Content Syndicates Content Offshoots Forums and Social Media Content Offshoots
  • 13. 13 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Pillar Page : What to Plan For? • Target the core topics with high search demand • Answer all the broad queries that do not need in-depth explanation • Include brief answers to queries that need details & pass a link to the supporting page • Complete overview of the topic • Include widgets that can help user plan and execute • Author details to signal who has created the content • Include visual elements • References to other websites • Interlinks to supporting pages • List similar or related articles, based on logical next step for the user Topics to be Covered User Experience and Trust Interlinking
  • 14. 14 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Case Study: Pillar Page on ‘Debt Snowball’ from Credello.com URL: https://www.credello.com/debt/debt-snowball/ Relevant Widget to Help User Make Decision Answering all related queries to the topic Answering all the relevant queries briefly and leaving a link to the supporting page
  • 15. 15 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Supporting Pages : Key Considerations Which Topics Deserve a Dedicated Page? • Create a dedicated digital asset for every user query that needs detailed explanation User Experience • Add videos, gifs, images and widgets that help answer the query and improve user experience • Include plenty of examples close to real life scenarios that users can relate to Most Important Information Who? What? When? Where? Why? How? Supporting Data and Details General Background Information Inverted Pyramid Information Architecture
  • 16. 16 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Case Study: Supporting Pages to Answer User Queries in Detail There are 130+ pages on the website that are closely related or somewhat related to debt snowball. All possible user queries related to debt snowball were answered on the website. Content Was Created to Answer Related User Queries
  • 17. 17 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Content Offshoots : Key Considerations for Different Content Types • Preferably take a topic that is trending. • Present a detailed analysis, fresh perspective or your point of view in a high-quality article/press release. • Smartly incorporate backlink reference to your site. • Identify topics that users are searching for and align well with the targeted website’s core theme. • Create a detailed article with references to your site. • Pick an appropriate discussion topic within your area of expertise to make a meaningful entry into discussion. • In case you are answering a query, quote facts and figures, make sure its detailed, and answers all user queries. • Initiate new useful discussions and share intelligent solutions. Content for Syndication Content for Guest Post Content for Forums
  • 18. 18 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Content Offshoots : Debt Snowball How Should You Approach Your Debt During COVID-19? Trending Does Gen Z Handle Debt Better Than Millennials? Conflicting Should you consider credit card debt consolidation? Advice Which Debt Payoff Method is Better: Debt Snowball or Avalanche Choice
  • 19. 19 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Case Study : Content Structure Debt Management Debt Snowball What Is the Debt Snowball Method? How Do I Start My Debt Snowball? What Should I Include in My Debt Snowball? When Am I Ready to Start the Debt Snowball? How Does Debt Snowball Work? How Should I Use Debt Snowball to Pay Off My Debts? Pillar Content Area High Volume Strategic Answers All User Queries Semantically Relevant Right Phrases Competition Aware Content Details Detailed Explanation UX – Widgets Examples Interlinks Backlinks Related Topics Aligned Trending Sub-Topics Content Offshoots Your Website Other Websites
  • 20. 20 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Using Internal Links to Strengthen the Structure
  • 21. 21 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Tight Interlinking for Discoverability of Related Content Robust Information Architecture on Website • Tight interlinking structure between articles – pillar as well as Supporting content pieces • Use the keywords that you want to rank for as anchor text wherever naturally possible • Internal links should not be forced and genuinely help users navigate between articles to bet answers to their queries. Pillar Content Supporting Page Supporting Page Supporting Page Supporting Page Supporting Page
  • 22. 22 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Case Study : Complete Content Cluster is Tightly Interlinked Tight Interlinking between the pages
  • 23. 23 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Building External Links to Improve Authority
  • 24. 24 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Effective Link Building Program : Earning Outside Validation Good in-depth content is the starting point. Marketing the content is essential Guest Posts • Identify high domain authority and relevant blogs that allow guest posts • Write useful content pieces and insert backlinks in the body • Use anchor text for which you would like your page to rank Posting on Social and Forums • Identify forums crawled more frequently by search engines • Chosen forums should be of good repute and relevance to your topic • Ensure an appropriate entry in the discussion or initiate relevant discussion Content Syndication • Can earn larger audience and more backlinks • After it gets indexed distribute it for re-publishing • Use rel-canonical tags, no-follow tags Link Building Strategies Partnerships • Partner with very reputed brands and websites. • Natural backlinks from a relevant page.
  • 25. 25 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Case Study: Link Building Program Sponsored Guest Posts: 24 started on Nov. 9th, 2020 Content Syndication: 6 started on Apr. 9th, 2021
  • 26. 26 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Link Vetting and Anchor Text Monitoring Disavow spammy links • Monitor backlinks generated by various initiatives • Disavow any spammy or low-quality links. Distribution of Do-follow and No-follow links • Even if all the links are no follow, we have seen significant impact on ranks • Not all the links should be do follow as that makes the distribution look manipulated Distribution of anchor text • Not all the backlinks to your website should have the same anchor text as the targeted keyword. • Ensure a rich distribution of relevant anchor texts. • Introduce new anchor texts in up-coming link building initiatives in case the distribution is heavy towards a specific keyword • Introduce some anchor texts with the brand name along with the core keywords/topics
  • 27. 27 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Case Study Results : Debt Snowball
  • 28. 28 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Rank Improvement in the Targeted Keywords Keyword Search Volume Nov'20 Aug’21 debt snowball 9900 Not Ranking 8 debt snowball effect 1300 Not Ranking 9 the debt snowball 590 Not Ranking 9 debt snowball method 3600 Not Ranking 10 snowball effect debt 1300 Not Ranking 12 snowball debt plan 720 Not Ranking 12 what is debt snowball 1000 Not Ranking 13 snowball method 1900 Not Ranking 15 what is a debt snowball 1000 Not Ranking 17 what is the debt snowball 1000 Not Ranking 17
  • 29. 29 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Key Takeaways
  • 30. 30 This document and the information in it are provided in confidence, and may not be disclosed to any third party. Key Takeaways • An exhaustive topic research is the backbone of coordinated content and link strategy for winning in Google’s E-A-T. • Depth and Diversity should be carefully considered during content creation. • Comparable or higher depth and diversity with respect to competitors helps improve rank. • Continuous monitoring for new subtopics, spammy links, and ranks is required to maintain competitive advantage. • In-Depth and exhaustive topic research • Scores to measure and benchmark the Topical Authority • Monitoring of content, links, and ranks • Automated and Comprehensive Content Brief to create right content * Platform Features to Help you Win in Google’s E-A-T * In Beta Stage
  • 31. This document and the information in it are provided in confidence, and may not be disclosed to any third party. 31 Thank You!