Master Class #42: Embrace the E-E-A-T Principle
A conversation about Search Engine Optimization seems like something from 2018. But it is more important than ever.
SEO has survived all the latest changes and updates in the world of digital marketing. Google continues to revamp, update and remaster its super-secret algorithms, fighting off all the online disruptors, and is still the reigning King of SEO.
You can't beat Google. So, let's embrace it.
That said, make sure your web content still incorporates all those carefully selected keywords that are most relevant to your services.
Google has its infamous E-E-A-T principle. And what the heck is that?
Google strongly suggests your press releases and any other online outreach infuses firsthand experience and genuine expertise in your content to build authority and trust with both Google and your readers.
It is a balancing act for your PR writers. When posting about your business, or organization or whatever, they need to somehow bridge the gap between what search engines want, what your audience needs and what your CEO envisions.
Your message needs to get through - following Google's vision of how it should be presented.
Yeah, this is far easier said than done. And that is why your PR campaign for 2024 needs to master the challenge of ranking highly on search engines while fighting everyone else who is doing the same darn thing.
So, make sure to prioritize your content and get rid of the fluff. You are not Hemingway, this is not 1952 and this is not The Old Man and the Sea.
In an age of information overload where users are more impatient than ever, keep your web content short, simple and straight to the point.
Like this.
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