Being able to create quality content is crucial for any company that wants to seduce and attract its target audience. Having engaging content that meets the needs of customers is everything for a brand today. The most important thing in content creation is to have a true balance between entertainment and information.
Within any content strategy is what is known as EAT content which has to do with the SEO ranking of any content on the web. This term became fashionable in 2018 when, through a Google update, it began to be implemented.
You have to remember that creating quality content has to do with ranking in the most used search engines such as Google, Yahoo or Bing. In other words, it is what will give visibility to the business. There are many actions that can be performed to contribute to better rankings, but they are not permanent, as Google frequently updates its algorithms.
Learn more about Google EAT: create quality content
Thanks to Google’s updates three aspects have begun to be used in an important way on SEO. It all comes down to the arrival of EAT, which in its acronym in English is determined as: Expertise, Authoritativeness, Trustworthiness. It is essential to know each of these terms:
A.- Competence
Google highly values content that is written or signed by experts in any topic that is touched upon. Conversely, it rejects content produced by people who are not experts in the field or lack relevance.
The online reputation of the person who signs these documents will be crucial in positioning himself or herself as an expert in the subject matter in question. Hence the importance of creating quality content for a blog, website, or social network.
B.- Authoritativeness
Google also takes into account the authority a web page may have to rank in different search engines. Links, years on the web, reputation, websites of official organizations. The more authority a website can possess, the better its content will be.
C.- Reliability
The trust that the Web in which different content is stored can generate is crucial when creating quality content. To position yourself as a trustworthy site, you must have a totally secure site with high-quality, truthful, legal and up-to-date content.
Pages that generate little trust are not well accepted by users and are at the bottom of the various search engines, especially Google.
The added value of Google EAT for creating quality content
Creating quality content for a website is important, which is why having EAT content is critical for a digital space to rank well. Keep in mind that the importance of Google EAT is greatest in certain content. An example are those businesses where the experienced person is the one giving the information and this has an impact on the behavior of searchers.
This happens very frequently when searching for medical topics where the information one finds must be of quality and totally true. Google in this case will first trust people who are experts in the field to show this information over those who are not.
Pages that are YMYL or (Your Money Your life) are the ones that are most affected by this EAT content. Creating quality content is critical to beating the competition and even more so on this type of page.
YMYL pages are those that can directly affect the well-being, health, financial stability, and security of users. These sites, in order to create quality content, must take special care to adhere to EAT best practices. The main goal is to achieve relevant results and give people quality content.
Most frequent YMYL sites to find to create quality content
There are a very significant number of Web sites that need to be guided by Google EAT best practices to stand out and create quality content. These include the following:
Medical information pages.
Legal information Web sites.
Financial information.
Digital security sites or spaces.
E-commerce or online stores.
Being able to create quality content on these sites is essential if you want to rank well in Google. If creating quality content is the ultimate goal of any brand, it can better attract potential customers if applied properly.
Best practices for quality content creation: EAT strategy
The EAT method is based on creating a set of actions to deliver a quality customer experience. This is why it is so important to create quality content so that Google takes this into account and can offer only the best to its millions of customers.
Some of the suggestions that can be considered to improve the EAT strategy include the following:
1.- Publish error-free and well-structured content
It is essential to create quality content to do so without any kind of errors such as spelling, in terms of structure, grammatical errors, etc. The final content must be well structured and reasoned so that it is easily understood by people.
There are many tools such as WordPress that encourage and have options that guide the user through every step of what it is to create quality content such as good introduction of text, headings, subheadings, number of paragraphs, number of words per document, etc.
2.- Update content constantly
Posting and updating information from different content that is uploaded to the web is important to stay at the top of searches. This enriches the brand and renews information at all times. It should be kept in mind that the links used must continue to work despite updating an entire website.
3.- Introduce the author of the content
Keeping track of who the person was who made an article or content in any digital space is important. Adding the person’s name will create a history of everything that was posted by the person and it will be possible to determine whether or not they are someone with expert knowledge. This legitimizes the authoritativeness of the same.
4.- Promote creative teams
Creating quality content is not easy, but a good way to give confidence, strength, and support to all contributors is to dedicate a presentation page. This restores trust and humanizes the brand. It also serves to give visibility to the people behind the creation of content for a website, social network or blog.
5.- Show successes
If an award has been obtained, it is good for people to be aware of it. Especially if it is a major brand, an award of any kind will give credibility, notoriety to the company and position it in the minds of potential buyers or customers. Google positively rewards these kinds of aspects.
6.- Personality to the brand
When creating quality content, keep in mind that all information produced must have a specific purpose and must contribute to the brand’s personality. For this reason, it is important to determine what the brand is like if it is serious, fun, traditional, inspiring to know where to focus resources in creating content conducive to an EAT strategy.
