I’m sure you’ve noticed how Google has been providing helpful summaries or highlights – like in the below example – so you don’t have to scroll through search results pages to find the answer to your question, thanks to Google’s generative AI search tool.
How does this impact content creation?
Fewer clicks: People looking for simple answers will get what they need from the summary or highlight Google provides on the first result page and won’t bother to click on a blog/article to read any further. This means less traffic to your website.
More focus on longer, in-depth content: To stand out, you need to offer unique insights, analysis, and perspectives, as well as actionable advice that AI cannot easily replicate. This way, you can attract audiences seeking in-depth and personalized information.
Emphasize long-tail keywords: Using specific phrases or questions as long-tail keywords can help you attract niche audiences and improve your search engine rankings. By focusing on detailed subtopics related to your main content, you can optimize your posts for these keywords and boost visibility.
Write with E-E-A-T: This stands for Expertise, Experience, Authoritativeness, and Trustworthiness, the framework that Google’s human reviewers use to assess content quality.
Let’s break down how to incorporate E-E-A-T into your blog posts to boost your chances of ranking.
Experience
Everyone loves a good story. Real-life stories and anecdotes can illustrate points more vividly than facts and figures alone. For example, if you’re discussing strategies to launch an awareness campaign, share a successful campaign you worked on.
A personal touch helps establish credibility because it shows you’re not just knowledgeable about the topic; you’ve lived it.
Expertise
Expertise is the backbone of great content. It’s not just about knowing your stuff; it’s about showing that you genuinely get it. Are you a qualified professional in the field? Highlight your credentials and experience. If you’ve done thorough research, let your audience know. Cite reputable sources, include data, and reference recent studies. This shows off your knowledge and proves that you’re committed to providing accurate and reliable information.
Authoritativeness
Authoritativeness is about recognition and having a reputation as a reliable source. Are other reputable sites in your industry referencing your content? Do they see you as a thought leader? It’s one thing to claim expertise, but being recognized by peers amplifies your credibility.
To achieve this, back up your claims with solid evidence. Use statistics, cite expert opinions, and reference credible studies. For instance, if you’re discussing the impact of social media marketing, don’t just claim it works—prove it. Share stats on how social media campaigns have boosted engagement and cite studies from reputable research firms. This approach shows that your advice is based on verified information, not just opinions.
Trustworthiness
Google wants to ensure that sites with high rankings are reliable and safe for users. This means providing accurate and up-to-date information and offering a secure browsing experience.
Transparency is also key. If you have a vested interest in a product or service you’re recommending, be honest about it. For instance, if you’re promoting a marketing tool, share why you recommend it and disclose any benefits you receive. This openness builds trust with your audience by showing that your recommendations are genuine and not influenced by hidden agendas.
And, of course, we are here if you need help figuring this out and implementing it into your content plan. Contact us to find out how The Ideas Collective team can help your brand create compelling and insightful content that resonates with your stakeholders.