How EAT Can Help Your Website’s Off-Page SEO

Successful search engine optimization (SEO) requires you to use both off-page and on-page SEO efforts. Combining the two techniques produces long-term sustainable results in search engines. This post explores the interrelationship between E-A-T and off-page SEO factors.

What is Off-Page SEO?

It refers to all the activities you do off of your website to increase its search engine rankings. These include encouraging branded searches, building backlinks, as well as increasing shares and engagement on social media.

Google still uses PageRank in its ranking, which means that backlinks still form the foundation of its algorithm. However, links are only one part of off-page SEO ranking factors that Google uses to size up websites. For instance, Google’s Quality Rate Guidelines mainly rely on a website’s off-site reputation to find out whether or not it is trustworthy. The Reputation Research includes looking at:

  • Recommendations from experts
  • Online reviews
  • Mentions on authority news websites

What is EAT?

E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. It helps search engines to know if:

  • You are a trustworthy blog or website
  • Your industry and peers consider you an authority in your subject topic, matter, or area
  • You  provide high-quality content that users like and trust

E-A-T is now a critical off-page SEO ranking factor across all sectors but especially in the health niche. It refers to more than adding author bios to your website. Google and other search engines use signals that happen off of your site to measure E-A-T. The two primary focus areas are links and mentions in authoritative publications and websites.

Search engines take into account all on-site and off-site SEO factors to return the nest results for search phrases. Off-page SEO factors are essential because they show how the world perceives your blog or website.

How E-A-T Helps Website’s Off-Page SEO

There are several off-page SEO factors in existence, which vary yearly and by industry. As search engines change and improve their algorithms, so does what matters to SEO. Therefore, to stay up-to-date with what matters on off-page SEO, you must remain focused on traditional PR and marketing that provide a means to share what you have and know with your audience and community. These include:

  • Guest blogging
  • Brand citations and mentions on other articles, websites, and publications
  • Social media profiles and activity
  • Video websites
  • User reviews
  • Podcast interviews and appearances
  • Forum posts and answer sites such as Reddit or Quora
  • Local directories and listings
  • Referring domains and backlinks
  • Video websites

The above factors help search engines connect the online dots to discover how you interact with the community. The more the interaction you have, the more relevance and authority you get.

Search engines’ quality raters also emphasize online reviews. It makes sense because if people hate your business or website, why would search engines want to show it to more users? Reviews are huge for local SEO, but they also affect your website’s E-A-T significantly.

If you do not run a website or business that people review, such as a media site or blog, search engines rely on any awards you have won and how other experts in your industry or field feel about your website.

To build your off-page SEO, you need to stand out from the crowd and distinguish yourself from the millions of registered URLs competing for the same users’ attention daily. If you can share your knowledge and add value to your community consistently, you will develop and improve your E-A-T with search engines without even asking for mentions or backlinks.

Wrapping Up

It is easy to get caught up with on-page SEO techniques and overlook off-page SEO or vice versa. You need both to rank high in search. The former helps establish your blog or website’s SEO foundation while the latter validates your reputation and builds your E-A-T with search engines.

The trick is to find a balance that allows you to prove you have quality and valuable content that the world cares about significantly. Whenever you think about your off-page SEO strategy, focus on your purpose, passion, and community. Also, give back as often as you can.

Want Help?

Are you ready to move forward in building your business but your Things to Do is already full?

Book an initial consultation call with UmeWorks to discuss your needs and we’ll let you know what we can do to help you succeed.

When Building a Website is Like Building a House

Not wanting to be guilty of speaking “techie jargon” that the client doesn’t understand, I often use analogies to explain website options and services. While none of my analogies are perfect, I hope they make clearer some of the matters related to websites for most people.

Tract Home or Custom Home?

When selecting a platform for your website, what is more critical for you? Cost vs. Flexibility

If you were having a new home built, there are many approaches you can choose.

A tract home is typically faster to build and less expensive than designing and building a custom-built home. But you will also have less options and flexibility. For example, you can select from perhaps several available floor plans, and choose your paint color and carpeting from the options offered.

In both cases, you can bring whatever furniture (i.e., your website content) you want into each room, but perhaps that gorgeous hardwood table you inherited from your grandparents won’t fit into the tract home’s dining area. In a custom home, you can have the architect design a formal dining room around the dimensions of the table AND that antique rosewood buffet you found that complemented it so nicely. You can even install an elevator to accommodate your aging parent in your custom-designed home.

It is likely you will need to pay substantially more for a custom home, but you can specify pretty much anything you want, as long as it is possible and you have the budget for it.

Of course, just as there are many different tract home developments, there are different website platforms to select from. Each have their own pros and cons, features and functionalities, limitations, and pricing structure.

After learning about your business and website needs, UmeWorks can discuss with you the options that make sense for your specific website and budget, and the options pros and cons for each.

Teeth Cleaning vs. Root Canals

Why It is Important to Maintain Your Website’s Software

Most people don’t enjoy paying for and going for teeth cleanings and oral check-ups. However, keeping your teeth and gums clean and healthy can prevent, or at least reduce the risk of, needing often painful and expensive major dental work such as root canals or gum surgery.

For those who have a WordPress-based website, or any other site that has software version updates, I strongly recommend you invest in regular software maintenance service.

Why? Because just like regular dental check-ups and teeth cleaning, most software updates are preventive health measures for your website.  Most updates are for security protection, bug fixes, and compatibility resolution. Yes, some also include new functionality as well.

Having these updates done regularly prevents potential display and functionality issues, and expensive and lengthy clean up to track down and apply a backlog of software updates from WordPress core files, patches, plugins and theme files.

UmeWorks can provide monthly software maintenance of your WordPress site and Machform script.

Are you a Wallflower at Cocktail Parties?

The Importance of Social Media Engagement

So, you’ve been proudly posting regularly to your Facebook, Instagram and Pinterest accounts. But no one is commenting or Liking your posts.

Why that may be can be a plethora of reasons (too many to cover here), but one of the reasons can be is because you are a wallflower at the cocktail party. Or worst you’re acting like BMOC*-in-your-own-mind and talking about yourself and how great you and your company are every chance you have.

Think of the other party goers’ reaction. Instead, if you introduce them to others you know and talk them up, perhaps they’ll do the same for you. Some of their friends may even come over and ask you to tell them about you.

*Big Man On Campus

I Want Red Marbles

Why You Should Choose Keyword Phrases Per Web Page

If you want some red marbles, which glass would you choose to get them?  The one on the right that contain the most red marbles, of course.

which glass would you choose to get red marbles?

Imagine that a web page is a glass full of marbles. The marbles are the words (and metadata) on that page.

If you are a local auto repair shop in Torrance and you have expertise in hybrid auto repair. You want hybrid car owners in Torrance to find you. Be sure you have a web page (glass) dedicated to hybrid auto repair so those hybrid car owners in Torrance can find you. Be sure to fill the page with the keywords hybrid auto service Torrance (red marbles).

UmeWorks can help you integrate red marbles into each page of your website.

Learn more about on-page SEO, keyword phrases and red marbles.

Six eTools To Increase Your Businesses Visibility

New business owners often come to me for a new website.

Now, don’t get me wrong, of course I’m happy to oblige, but I also want them to know that having a great website by itself is not enough. With over a billion websites in existence*, a business owner cannot just sit back and hope someone finds them.

The good news: there are both offline and online tools you can use to increase your company’s visibility. There are several “eTools”, i.e., online, I recommend.

Sometimes business owners think it is a choice between one or the other. For example, one South Bay real estate broker asked me, “Why do they need a website if I have a Facebook Page?”

We recommend using these six tools together to get the most of the Internet’s reach. Each serve a particular purpose, so its not a matter of which one, but how to use them together effectively. To do that, the first thing is you need to be sure understand who you are targeting and what your messages are.

#1. Have a Great Website – Your website serves as your “home base” where you can let your prospective clients know you can help them solve their problems, and call them to take the next step in engaging with your company. It needs to reflect who you are and represent your business well.

#2. SEO –  Organically Optimize your Website
Drive more traffic to your website with organic SEO, i.e., optimize your web pages with keywords that people would search for to find companies like yours, in your geography if you deal with local business. Links from other quality websites to yours are also important in search engine algorithms. Blogging is a great way to keep your SEO juice flowing with keyword reach, unique, useful and engaging posts on a regular basis.

#3 Paid Advertising – Kick it up a notch with online paid advertisements such as Google AdWords and Facebook Ads. Drive more traffic directly to your website. This will enable prospects to self-select themselves. You can determine the demographics and geo targeting of who you want your ad to be seen by.

#4 Strong Landing Pages are important follow-through for your Paid Ads. Be sure the web page your ad is linked to provides the information visitors are expecting after clicking on your ad – do not direct them to a generic page or home page where they don’t find the specific information you highlighted in the ad. There should also be a CTA (call-to-action) on the landing page, inviting the visitor to take the next step to solve their problem.

#5. Email Marketing is a great way to stay connected and drive visitors back to your website. Include an opt-in form on your website and invite visitors to add themselves to your email list. Be sure to provide a way for the user to unsubscribe whenever they wish, and let them know they can do that upfront so they won’t fear being locked in. Sent out information related to the content on the web pages and blog posts they visited.

#6. Social Media – Let’s “face” it… most of the world’s population is using at least one social media platform. Know which one your prospects live in so know which you should spend energy and resources are. But a Facebook page does not replace a website. The timeline content is transitory. Can you imagine posting information on your services to only have it disappear in a week?

Post engaging content and build your community. Answer questions. Help out. Include links back to your website to drive back to your site, e.g., blog post pages, but don’t oversell. You will lose followers if you are constantly asking them to buy something

Use these etools together to get your message out about your business and reap the benefits. Best wishes!

Want help implementing? Contact UmeWorks at 323 638-9328.

*Per Quora

How Do I Get My Website on the First Page of Google?

“How do I SEO my website?” is a question I hear a lot.

First, what is SEO? Search engine optimization is defined by Google as, “the process of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine.”

Further, Google states, “the key to getting more traffic lies in integrating content with search engine optimization and social media marketing.”

While Google Search Engine does not share its algorithm, but there are many things you or your webmaster can do to help your website’s Search Engine Ranking Position (SERP). Google is basically try to serve up websites that are relevant and useful in response to the user’s search query.  So the methods we recommend you do are in response to Google’s objective so you can swoop in and save the day for your website’s SERP.

the 3 SEO super powers

Meet the  Super Hero of On-Page Organic SEO

Do you wonder what you can do to help your website get found on the Internet without paying thousands of dollars for paid ad campaigns? Super Hero Organic SEO is here to save the day. She has magic powers to share to help your website achieve higher rankings.

SEO Super Power 1: Unique, Compelling Content

Write unique compelling content about your products or services and what makes your business special. Or actually better put is, describe the problem your potential client has, and how your offering can help them solve it.  Do NOT copy someone else’s words – Google will see that this is lifted and not value this page. Your site’s SERP may be penalized with too many pages detected with unoriginal content. To get the most from this Super Power:

Keep It Fresh: Add new content consistently; fresh content is better ranked than old, stale content

For example, if you have two websites that are identical or similar, continually add some more content on their site on a consistent regular basis that is custom, unique content, not copied from someone else. Don’t leave it the way it was published from day one; the updated site will continue to rise in at search engine ranking, while the stagnant site’s SERP will decrease.

This is why many website include blogs which makes it easy to continually add new content that is keyword rich. You may consider enhancing your blogs with images videos or audios. This increases the likelihood that humans will read it too.

» Learn more about using your website content for Inbound Marketing to attract new clients.

SEO Super Power 2: Keyword Phrases

Use keyword phrases relevant to the web page you are optimizing, remembering to select from your potential customer’s perspective and how they would search to find a business, product or service like yours, such as” website designers near me.” Remember that many searches are now done with voice versus typing. Place keyword phrases in the page where ever sensible, such as in the following:

  • Heading tags – these are section titles and considered more important than paragraph text, so including keywords are helpful here.
  • Front load – first sentence in first paragraph
  • Image filenames – instead of using image1.jpg, you can use a name that is relevant to image using keywords, whenever appropriate, e.g., dog-flea-spray.jpg;
  • Image Alt tags – use brief description of image, using keywords whenever appropriate
  • Meta title – which is 60 characters or less that describes what that page is about, again using keywords and Geo tags.
  • Meta Descriptionaccording to Google’s blog, there is no limit to the number of characters allowed. However, if pulled into the snippet that appears below the page title in search results (which may be different on mobile vs. desktop), it may be truncated to 155-160 characters.  It should be a short blurb containing keywords as possible, but be enticing so that a reader is encouraged to visit the web page.
    Google search results snippet
  • Meta title, title and description should be unique for each page. They should be specific to what the content is on that particular page. If you don’t update your own website, check with your webmaster to be sure this is being done.

Optimize each web page for its specific, pertinent keyword phrases. Don’t try to optimize the entire website on each page.

choose and optimize each web page with relevant keyword phrases for SEO

For example, you are selling marbles, it’s fine to have your home page optimized for keyword phrases about assorted marbles. But if someone is specifically looking for RED MARBLES, have a web page optimized for “red marbles” so this web page is served up by search engine results. The white marbles represent other words on the page that support the keyword phrases. Perhaps, how red marbles are used or are the favorite of top marble shooters.

A more realistic example could a pet store. The owner may choose to have a particular web page in their website optimized for “dog flea control products.”  The keyword phrase for this specific page should be about your “dog flea control products”, not about “pet store”.  This web page can help their pet store attract itchy dog owners in the summer months.

WARNING: Stay away from the Dark Side, i.e., the old world practice in a galaxy long, long ago of keyword stuffing; that is putting keywords in just to put them there, as bullets or try to hide with colors that match your page background. Search engines are onto this and your page ranking may actually be punished for this. Using our metaphor above, the right glass does not have ONLY red marbles in it, i.e., does not just repeat the keyword phrases over and over, “dog flea control products dog flea control products dog flea control products dog flea control products.”

SEO Super Power 3: Incoming Links

You can also improve your website’s SEO by taking action outside of your own website. Claim your listings and add website’s URL address on business citations or online business listings such as manta.com Merchant Circle, Yellow Pages.com etc. Learn more about incoming links in our articles: why you should care about backlinks and what to know about backlinks.

Another way to increase incoming links is to build relationships with influencers and/or bloggers in your industry and niche. If you have a relationship with reputable, high-authority site owners, perhaps they would do an article about you and your company’s products and link to your site and create an inline context link. You could offer a free sample for them to try and review.

Another Dark Side WARNING: Do not confuse this with paid farm links sites which can damage your  website’s reputation.

So use these three SEO Super Powers to land your website on Google’s first page!

Want help with your website and Internet presence?  Contact UmeWorks in Torrance at 323 638-9328 or info@umeworks.com to discuss your website needs.

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Avoid Security Warning in Chrome – Install an SSL

Did you know starting this month Google Chrome will start displaying prominent “Not Secure” notification on websites without an SSL (secure sockets layer)?  If you’re not sure, visit your website and check the address bar. If you have an SSL installed, you will see “https” vs. “http”.  If you don’t have one, users will be deterred from visiting your website.

Avoid having your website flagged by Chrome as not secure. Install an SSL certificate for your domain and subdomains and offer your website visitors confidence and protection when they go to your site.

BENEFITS OF INSTALLING AN SSL ON YOUR WEBSITE

  • Encrypted data, whether payment or contact information, on your website cannot be intercepted
  • Visitors have greater trust in your website
  • Google and other search engines rank websites with an activated SSL certificate higher than those without one

More about why it is important to install in SSL on your website.