Replacing something that’s genuine, aged and valuable with something similar but ultimately a poor copy of what is already available is not without its perils.
SEO (search engine optimisation) was, and still can be, a bit like this and if you try to force Google’s hand where it is ranking sites organically, based on ‘merit’, Google DOES have a big surprise in store for you.
In short, there are low-risk longer-term benefits to be had with some strategies in 2018, and high-risk shorter-term benefits to be had with others.
If you run a reputable business and RELY on your website to run that business, you had probably better avoid relying on low-quality techniques to promote it to the top of Google.
There Are Rules When It Comes To Ranking in Search Engines
Google says:
QUOTE: “Creating compelling and useful content will likely influence your website more than any of the other factors.” Google, 2017
The terms and conditions Google lay down in their webmaster guidelines documents clearly indicate that if you try to manipulate your rankings in ways Google disapproves of they will penalise your site or worse, remove it entirely from its ‘index of the web’ (and sometimes for a long time).
Google disapproves of a LOT of, if not MOST old SEO tactics in 2018 and comes down hard when it detects ‘deceptive’ practices.
QUOTE: “We strongly encourage you to pay very close attention to the Quality Guidelines below, which outline some of the illicit practices that may lead to a site being removed entirely from the Google index or otherwise affected by an algorithmic or manual spam action. If a site has been affected by a spam action, it may no longer show up in results on Google.com or on any of Google’s partner sites.”GOOGLE 2017
Their terms and conditions cover a lot of different areas (which I cover in my seo audit service) and this is on top of a requirement for technical excellence in many areas.
What Is E-A-T?
Google aims to rank pages where the author has some demonstrable expertise on experience in the subject-matter they are writing about. These ‘quality ratings’ (performed by human evaluators) are based on (E.A.T. or EAT or E-A-T) which is simply ‘Expertise, Authoritativeness, Trustworthiness‘ of the ‘Main Content of a page’
What Are The High-Quality Characteristics of a Web Page?
The following are examples of what Google calls ‘high-quality characteristics’ of a page and should be remembered:
- “A satisfying or comprehensive amount of very high-quality” main content (MC)
- Copyright notifications up to date
- Functional page design
- Page author has Topical Authority
- High-Quality Main Content
- Positive Reputation or expertise of website or author (Google yourself)
- Very helpful SUPPLEMENTARY content “which improves the user experience.“
- Trustworthy
- Google wants to reward ‘expertise’ and ‘everyday expertise’ or experience so make this clear (Author Box?)
- Accurate information
- Ads can be at the top of your page as long as it does not distract from the main content on the page
- Highly satisfying website contact information
- Customised and very helpful 404 error pages
- Awards
- Evidence of expertise
- Attention to detail
If Google can detect investment in time and labour on your site – there are indications that they will reward you for this (or at least – you won’t be affected when others are, meaning you rise in Google SERPs when others fall).
What Characteristics Do The Highest Quality Pages Exhibit?
You obviously want the highest quality ‘score’ but looking at the guide that is a lot of work to achieve.
Google wants to rate you on the effort you put into your website, and how satisfying a visit is to your pages.
- QUOTE: “Very high or highest quality MC, with demonstrated expertise, talent, and/or skill.“
- QUOTE: “Very high level of expertise, authoritativeness, and trustworthiness (page and website) on the topic of the page.”
- QUOTE: “Very good reputation (website or author) on the topic of the page.”
At least for competitive niches were Google intend to police this quality recommendation, Google wants to reward high-quality pages and “the Highest rating may be justified for pages with a satisfying or comprehensive amount of very high-quality” main content.
If your main content is very poor, with “grammar, spelling, capitalization, and punctuation errors“, or not helpful or trustworthy – ANYTHING that can be interpreted as a bad user experience – you can expect to get a low rating.
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ReplyDeleteGreat Helpful Post...Thanks for sharing
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