When it comes to local SEO, why leave things to chance? Google has generously handed us a roadmap through its Quality Raters’ Guidelines (QRG), which outline the principles that inform search engine rankings. Today, let’s unpack some critical takeaways from these guidelines that can transform your clients' online presence.
1. E-A-T is Not Just a Buzzword
Expertise, Authoritativeness, and Trustworthiness (E-A-T) are the holy grail of SEO. According to the QRG, E-A-T is mentioned 186 times, emphasizing its monumental importance. As Google’s VP of Search, Ben Gomes, stated, “You can view the rater guidelines as where we want the search algorithm to go.” It’s crucial to recognize that it’s not enough for a business to claim expertise. They need to showcase it—ideally through links and mentions from reputable sources.
In short, authority is built on quality backlinks. Gary Illyes from Google has confirmed that Google discerns genuine authority from paid links. “True E-A-T would be very hard to fake,” he noted. So, if you want to rise through the ranks, focus on nurturing genuine connections that enhance your authority online.
2. Reputation is Everything
Your client’s online reputation plays a significant role in their ranking. The QRG stresses that quality raters should research a business’s reputation. If a business is new, it might struggle to rank for competitive keywords until it establishes a reputation. While Google doesn’t directly utilize review websites in its algorithm, it’s worth noting that negative reviews could signal potential issues.
A proactive approach is essential here. Monitor reviews, respond thoughtfully, and encourage satisfied customers to share their positive experiences. Remember, it’s not about dodging bad reviews; it’s about how you handle them that matters.
3. Wikipedia as a Trust Signal
Wait, didn’t we say that no single source drives Google’s ranking decisions? Well, Wikipedia is an exception worth noting. With 56 mentions in the QRG, it’s clear that this platform is a trusted source. While you might not be able to create a Wikipedia page easily, being referenced there can bolster your business’s credibility.
Look at your competitors—if they have a Wikipedia page, it’s likely that Google sees them as more authoritative. Consider ways to get your business mentioned in reputable contexts or articles.
4. Transparency is Key
Who’s behind your content? The QRG emphasizes that unless there’s a compelling reason for anonymity, it should be clear who is responsible for a website's content. Users appreciate transparency and knowing how to contact the business behind the site. This is particularly crucial for ‘Your Money or Your Life’ (YMYL) topics—think finance, health, and legal advice—where expertise is critical.
Make sure your site includes information about content authors, and if applicable, clearly state your refund and return policies. Transparency builds trust and can enhance your E-A-T.
5. Author E-A-T Matters
Just as your business needs credibility, so do your content creators. The QRG provides numerous examples of low-quality pages due to a lack of author E-A-T. For YMYL sites, having recognized experts write or review your content is non-negotiable. Google has increasingly focused on author credibility, particularly following algorithm updates that prioritized E-A-T.
In short, your writers should possess recognized authority in their fields. If you’re outsourcing content, ensure that your authors have the credentials to back up their claims.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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