This SEO Refresher Can Make Your Content More Attractive to Google with SOCS

SOCS study shows it gets 10 times fewer clicks than the first organic result in SEO.

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But then, you likely already know that. While no magic bullet exists to rise to the top of rankings, you can always work harder to improve your position. Here’s a refresher so you can move forward today.

EAT

With limited space on page one, Google can’t show every well-written blog post when a user searches for a term, phrase, or question. It selects what it thinks are the best results to satisfy the searcher’s intent.

How? It follows the EAT methodology – expertise, authoritative, and trustworthy. (The latter could go further than the content to include the overall page quality. Let’s dig into each one.

Expertise

Grayapple describes an expert as someone with “special skill or knowledge representing mastery of a particular subject.

Google defines expertise as content that demonstrates excellent knowledge of satisfying your audience’s search intent. You achieve this by:

  • Doing keyword research to know what interests your audience
  • Understanding the stage of your audience in their buyer’s journey when they do a search
  • Writing compelling content based on those interests and stages

Authoritativeness

Everyone can quickly become an expert. Google isn’t interested in only expertise. Google wants to deliver content that’s authoritative too.

Dictionary.com defines that as “substantiated or supported by documentary evidence and accepted by most authorities in a field.”

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Google defines authoritative as based on the number and quality of backlinks to your website and social media shares.

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Google also uses branded search to gauge the authority of your website.

You achieve authoritativeness by:

  • Developing a comprehensive guest blog strategy
  • Creating a backlink program where your site agrees to include relevant links in your content and other sites agree to include your relevant links in their content.
  • Promoting your site’s content on your social media channels and asking your followers to share

Do keyword research

While Google Trends indicates a general interest, you want to go further in your research. Validate (or invalidate) your idea by conducting keyword research. You can better understand how frequently audiences are searching for your target or related phrases.

Let’s say your evergreen topic is how to make money online. Your keyword research reveals it has a high search volume, indicating it could be a good topic to write about. Neil Patel shows how the results appear for “making money online” in Ubersuggest:

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