EDITOR’S NOTE: Social media and search engine algorithms are constantly changing, but what remains the same is their goal. As search engines start to understand human behavior better, they make shifts in the algorithm in order to make sure that users can find what they’re looking for as quickly as possible. But if you think like Google and learn how to utilize a people-first philosophy, you’ll be (nearly) algorithm proof. Whenever Google rolls out a new feature or algorithm change, try to think about why. Google focuses on 3 main factors they call E-A-T (expertise, authoritativeness, and trustworthiness) in order to determine ranking order. Keep reading to learn how to utilize E-A-T to not only please the Google algorithm, but you readers as well. If you have any questions about your SEO strategy or want us to handle it for you, reach out to us at Prebuilt Sites or The BBS Agency. We’d love to help you out!
When it comes to SEO, it often feels like the only constant is change. But if you dig deeper into Google’s goals, it’s possible to build a people-first SEO strategy that can make your site resilient to algorithm changes and help you create better content for your audience.
Think Like Google
Imagine Google as an Android trying to learn about human behavior. Like Star Trek’s character Data, search engines are constantly evolving to better understand what people want. In the early days, search engines required exact terms, or “Boolean” searches. But over time, they learned that people prefer to use natural language.
Google’s updates, like Hummingbird, are designed to understand how humans communicate naturally. Now, if you’ve been searching for Mac computers, and then type “Apple,” Google knows you mean the company, not the fruit. Search engines are getting better at understanding context and culture, which gives you an edge.
Applying This Insight to SEO
So how does this help your SEO strategy? Many SEO professionals focus on Google’s constant algorithm updates, but trying to keep up with every change can be overwhelming. Google pushes site owners to adopt new practices, only to sometimes retire them later (like authorship markup). Instead of chasing every update, focus on creating value for your audience.
Google’s Secret Sauce: E-A-T
Google looks for three main qualities in a website: Expertise, Authoritativeness, and Trustworthiness (E-A-T). When they release a new update, it’s usually to promote sites that excel in these areas. Here’s how to build each:
- Expertise: If an update favors expert sites, consider how you can establish yourself as a leader. Conduct original research and create valuable content that answers common questions in your industry.
- Authoritativeness: If authority is the focus, build your brand’s reputation. You can use tools like HARO to get your team members quoted on reputable sites, which helps establish your site’s authority.
- Trustworthiness: If trust is key, think about how you can boost credibility on your site. This might mean adding clear contact information, reviews, or even specific technical elements that make the site easier to navigate and more secure.
Technical SEO Still Matters
While people-first SEO is essential, technical SEO is still crucial. A well-built site ensures Google can crawl and index your pages effectively. But make sure any big changes are beneficial for users too. Here are some questions to ask before making updates:
- Will this change make it easier for people to find what they’re looking for?
- If Google rolls back this feature, would the change still benefit our users?
Creating a Resilient SEO Strategy
For a people-first approach, try to see Google’s updates as clues about what users need. Think about how you can meet those needs, not just for the algorithms, but to serve your audience better. By focusing on providing valuable, relevant content, you’ll stay one step ahead of the competition and create a site that stands the test of time.
