Get practical advice from SEO experts Alice Morgan and Tamara Warren from Alta Digital on the importance of Google's E.A.T (Expertise, Authority, Trust) framework used in it's Google Quality Raters' Guidelines to your blog strategy. In this short ~20 minute talk they present bite-sized actionable search engine optimization advice and blog/content strategy tips for the SEO community working from home during the coronavirus pandemic. Watch a recording of the stream to go with these slides here: https://www.youtube.com/watch?v=iSApYipQCJk

2. The importance of E-A-T and your blog
strategy
● Tamara Warren
● Alice Morgan
Authoritas
● SEO Jo - Growth Marketer
● Carrie Shepherd - Marketing Executive

3. We are ALTA Digital
Tamara WarrenAlice Morgan
• Started working together at Chevrolet Europe in 2004 where
we built up the Digital Centre of Excellence for 38 countries.
• Established website platform based on solid UX, great
content & effective SEO
• Formed ALTA Digital 4 years ago to provide SEO,
content/strategy and UX consultancy
• Alice started out in advertising & loves words
• Tamara started in marketing & PR & loves learning new
things
Clients include:
PSA (B2C sites and e-commerce), QuickBooks UK, Mayfield
Property, Global Watches, AGT Europe (Dodge Ram)
www.linkedin.com/in/tamarawarren/
www.linkedin.com/in/alicemorgan/

4. The importance of E-A-T & your blog strategy
It’s not about the algorithm, it’s not about Google. It’s about
presenting content that adds value. E-A-T is just a
framework for doing this.
The importance of E-A-T permeates everywhere. It’s what
will make your blog resonate and succeed.

5. Three top tips
Get off on the right foot Get the right authors Get your **** together
- If you’re going to have a blog,
believe in it and give it
adequate resource
- Educate senior management
and get their buy-in/backing
- Treat it as an additional
service to your customers
- Quality over quantity
- Trust and empathy with the
audience 🡪 watering hole
- Set editorial principles
- Build intent into strategy
- Agree KPIs to measure
success
- Research and appoint expert,
authoritative writers
- Use contributors to mix it up
- Use ghost writers for senior
management
- Train writers
- Build a standard framework 🡪
self-serve
- Build & link to author bios
- Use author schema mark-up
Genuine insights, experience and
benefits all build trust with your
audience and with Google
- Research and plan topics
- Plan around volume opportunity
- Unearth topics your audience
cares about
- Create & actively run an editorial
calendar
- Define workflows
- Align with other channels to
promote the content
- Check links and temporal
references
- Update, re-date, refresh
- Maintain citations

6. Thank you - over to Q and A
● All great tips from 2 experts
Alice Morgan Tamara Warren

7. Page Level Optimisation - What Do You Need to Do to
Beat the Competitors?
● Azeem Ahmad, Found of Azeem Digital
● Kerstin Reichert, SEO Manager at Tide
● Justyna Pruszyń, SEO and Content Specialist Blue Rank
Wednesday 15th April 2020 @ 4 p.m. SEO Advice, tea and cake with...