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Jason Barnard — Structuring, Visualizing and Evaluating Your E-A-T

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Jason Barnard — Structuring, Visualizing and Evaluating Your E-A-T

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These slides were presented at the SEMrush webinar "4 Hours of E-A-T | Structuring, Visualizing and Evaluating Your E-A-T". Video replay and transcript are available at https://www.semrush.com/webinars/4-hours-of-e-a-t-or-structuring-visualizing-and-evaluating-your-e-a-t/

These slides were presented at the SEMrush webinar "4 Hours of E-A-T | Structuring, Visualizing and Evaluating Your E-A-T". Video replay and transcript are available at https://www.semrush.com/webinars/4-hours-of-e-a-t-or-structuring-visualizing-and-evaluating-your-e-a-t/

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Jason Barnard — Structuring, Visualizing and Evaluating Your E-A-T

  1. 1. #4thHourOfEat Structuring, Visualizing and Evaluating Jason Barnard @jasonmbarnard Dave Davies @beanstalkim Andrea Volpini @cyberandy
  2. 2. What’s The Difference Between E, A & T?
  3. 3. It Can Be Blurred But ... Expertise ● Based on the creator of the Main Content. ● Ask, “What type of expertise is required to achieve the content’s purpose?” Authority ● Based on the creator, the content itself, and the site. ● Ask, “Does the creator/content have external signals suggesting they are authoritative?”* Trust ● Based on the creator, the content itself, and the site. ● Ask, “Are there internal (content pages, privacy policies, etc.) and external signals (good or bad BBB listing, etc.) that indicates trust?”
  4. 4. * What Are External Authority Signals? It’s Just My Opinion But … Authority Signals Are Outlined In The Google Patent Granted In 2017 “Ranking Search Results Based On Entity Metrics” - US20150331866A1 They are: ● Relatedness - How related are two entities? Ex - Empire State Building and Skyscrapers ● Notability - How notable is an entity in its domain? Ex - SEMrush is more notable in the SEO tools than the software domain ● Contribution - How is an entity viewed by the world? Ex - Does it have critical reviews, fame rankings, etc. ● Prizes - Has the entity received prizes. Ex - The types of awards and prizes and entity has received. Measures the value of the contribution(s)
  5. 5. Using Brand SERPs to Help Organise Your Work on Expertise Authority and Trust
  6. 6. E-A-T = A Constantly Moving Target Looking for Stability And need to look beyond Page 1
  7. 7. Track your Brand SERP https://kalicube.pro/track
  8. 8. How can we become Authoritative for a given Entity?
  9. 9. Entities have Facets
  10. 10. The more facets we cover the more we become Authoritative for that Entity
  11. 11. A knowledge graph as a visualisation of E-A-T
  12. 12. Is there a way to “read and visualize” the semantic data layer that Google uses to rank results?
  13. 13. Visualizing E-A-T for Jason & Andrea
  14. 14. Test to Manipulate What I appear to be
  15. 15. 18th April 21st April
  16. 16. 18th April 21st April
  17. 17. To What Extent Might Featured Snippets Be an Indicator of a Healthy E-A-T Profile
  18. 18. SERPs with FS where you both 1. answer correctly 2. rank page 1 You vs Competition % of featured snippets
  19. 19. How a question-answering featured snippet would or could work? Can We Reverse-Engineer Google’s Answer box?
  20. 20. After training a q-a model on Jason’s top ranking Results w/ BERT
  21. 21. How Do You “Measure” Expertise?
  22. 22. There Are No Universal Truths BUT ... THIS Sure Looks Like Expertise You Could Look At The Votes pnuts Knows Their Stuff And Shares Regularly Or You Could Look For Specific Authoritative References (Seems Tolkien Does Too)
  23. 23. There Are No Universal Truths There’s A Great Principle Shared By Marketing Genius Terry O’Reilly: “Prestige Can Only Be Transferred By Association. One Elements Must Lend Its Prestige To Another.” The Same Is True Of The Principles Of E-A-T. Remember This As You Think Of The Signals That Relate To The Creators In Your Industry.
  24. 24. How Do You “Measure” Authority & Trust?
  25. 25. “Measuring” Authority Domain Receives Authority And The Page Look For Links, Brand Mentions, Social Shares, Author References, etc. Even Those That Aren’t Direct Signals, Signal The Fulfillment Of E-A-T Principles
  26. 26. “Measuring” Trust How Does Google Direct Raters To Find Reputation Info? Using ibm.com as an example, try one or more of the following searches on Google: ● [ibm -site:ibm.com]: A search for IBM which excludes pages on ibm.com. ● [“ibm.com” -site:ibm.com]: A search for “ibm.com” which excludes pages on ibm.com. ● [ibm reviews -site:ibm.com] A search for reviews of IBM which excludes pages on ibm.com. ● [“ibm.com” reviews -site:ibm.com]: A search for reviews of “ibm.com” which excludes pages on ibm.com. Also, Keep Your Eye On Key Global And Niche Trusted Review And Reference Points. BBB Is Specifically Listed And An Indicator For Negative But Rarely Positive.
  27. 27. “Measuring” E-A-T And ALWAYS: Review Your Analytics. Consider If Your Users Are Doing What Is Expected When They Enter At A Page (bounce rate, engagement metrics, time on page/site, etc.) If Not … Then You’re Not Satisfying The User And If You’ve Satisfied E-A-T Principles … You Would Have.
  28. 28. #4thHourOfEat Structuring, Visualizing and Evaluating Thank you! Questions? Jason Barnard @jasonmbarnard Dave Davies @beanstalkim Andrea Volpini @cyberandy

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