Focusing on these pillars of SEO will enhance the opportunities for your content and attract more organic traffic over time.

What do you need to compete in SEO?

In recent years, there has been a lot of attention around E-A-T (Expertise, Authority, and Trustworthiness) as mentioned in Google’s Search Rater Quality Guidelines.

A true SEO program needs to include more.

Authority.
Relevance.
Experience (of the users and bots visiting the site).

The websites that focus on each of the three of these are bound to be esteemed by both web search tools and clients, and draw in more organic traffic over time.

Authority:

In SEO, authority refers to the importance or weight given to a page relative to a given search query.

Modern search engines such as Google use many factors (or signals) when evaluating the authority of a webpage.

Google wants to bring to the top the ones that are most likely to satisfy the user with accurate, reliable information that fully answers the intent of the query.

Trust

You may hear many people talk about the role of trust in search rankings and in evaluating link quality.

For the record, Google says they don’t have a concept of trust they apply to links (or ranking), so you should take those discussions with many grains of salt.

Relevance: Will Users Swipe Right On Your Page?

Relevance in SEO is a reflection of how well the search engine results page (SERP) aligns with the searcher’s intent. For example, if you were to search for information on “U.S. taxation laws,” the undisputed and most relevant source would be the IRS’s . gov website.

 

 

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