The world of digital marketing may be changing, but it’s more an evolution rather than a revolution. While new strategies are emerging, the tried-and-true classics haven’t been discarded. Take a business’s blog, for example, which remains a highly effective method for boosting SERP performance.
With that said, simply having a blog on your website is not enough to earn brownie points from Google. For that, the blog must demonstrate E-E-A-T, which stands for:
- Experience
- Expertise
- Authoritativeness
- Trustworthiness
Essentially, you’ll need your blogs to tick all of those criteria. That can sound a little tricky, but there are some easy ways that businesses can give their blog’s E-E-A-T rating a big nudge in the right direction. Below, we’ve put together a few tips and tricks that should turbocharge your blog’s performance and give you that much-coveted higher Google ranking.
Include an Author Bio
Looking for one of the easiest ways to boost your blog’s credibility?
Add an author bio. All too often, blogs are posted without any identifying information — not even the author’s name — which automatically raises suspicions with Google, which likes accountability and transparency. Including some quick and easy information, such as the name of the author, their experience, and a link to their LinkedIn profile, all signals that it’s a piece worth reading.
Use Up-To-Date Data
Google loves when blogs include valuable data — but only if that data is accurate. You’ll often find blogs referencing another blog’s interpretation of data, when it would have been much better if they’d accessed the raw data themselves and performed original analysis.
Of course, for that, you’ll need to have access to data in the first place. This is often the main challenge when writing a business blog, but there are plenty of resources for finding meaningful data. Accessing a searchable open data catalog is perhaps the best way to get reliable data, allowing you to cite the kind of information that Google loves to see in business blogs. These data sets can also be a good way to come up with new blog ideas, too — in many cases, you’ll be able to create an entire blog based on the data that you find.
Demonstrate Experience
Google likes to see ‘experience’ in a blog because readers do. It’s easy to identify when a blog has been written by someone who has no real understanding of the subject. Adding in as much experience as possible signals to Google — and readers — that you know what you’re talking about. You can do this either by citing your own figures or pain points, or simply by bringing such quality information to the blog that it’s clear that you have experience with the subject.
The Power of External Validation
Getting your blog linked to by others is perhaps the most effective way to establish your trustworthiness. After all, it means that other people and organizations are trusting it — and that’s a big deal in Google’s eyes. Marketing your blog can increase the chances that it’s seen and referenced by others, while guest posting for other sites — and including a link to your blog — can also be effective.
