Ofer Eitan Announces: SEO in a Nutshell: Understanding, Credibility & Deliverabil... - Jonathan Cartu - Advertisement & Marketing Agency.
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Ofer Eitan Announces: SEO in a Nutshell: Understanding, Credibility & Deliverabil…

SEO in a Nutshell: Understanding, Credibility & Deliverabil...

Ofer Eitan Announces: SEO in a Nutshell: Understanding, Credibility & Deliverabil…

Google has three “needs” that we can feed into to win the “modern Google game.”

  • Understanding.
  • Credibility.
  • Deliverability.

That’s it.

Simple.

Everything you do in SEO feeds one or more of these pillars.

If you are doing anything that doesn’t help Google in one of these aspects, it is almost certainly not worth doing.

In this article, you’ll learn a simple, manageable, and delightful approach to our work as digital marketers when it comes to making the most of the opportunities Google offers.

Google’s 3 Needs: Understanding, Credibility & Deliverability

Ever since the beginning, Google’s users have expressed a problem (including asking a question) and Google has sought to provide them with the best solution to their problem (or answer to their question) as efficiently as possible.

Up until Hummingbird, the process was hit-and-miss due to the simplistic manner in which Google ranked the results:

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  • Counting strings of characters,
  • Evaluating links.
  • Ranking the results using a human written algorithm.

In hindsight, it’s easy to belittle how Google used to function but it proved to be better than the competition (so much so, it managed to kill off the competition almost entirely).

Manipulating the algorithm was relatively simple.

We all did it to one extent or another.

But in the Hummingbird world, Google got smarter and its algorithm got more complex.

And as the blue link algorithm increasingly took a back seat and an ever-increasing array of rich elements (SERP features) took over, the “SERP game” became increasingly difficult to play.

How do we approach both the algorithms and the SERPs without losing our minds?

My first suggestion is “empathy for the beast” – if we can understand what Google’s problems are, we can better help it to help us.

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Understanding

If it is to recommend your content as the solution to its users’ problem (or the answer to their question) Google needs to understand:

  • Who you are.
  • What you offer.
  • What audience you can serve.

Some examples where you can help Google (and Microsoft Bing) understand who you are, what you do, and where you can provide a relevant solution to their user:

  • Writing clear, content using semantic triples.
  • Creating well-focussed context clouds.
  • Adding Schema.org markup to your webpages.
  • Including relevant images and videos.
  • Structuring your site with well-defined, logical categories.
  • … anything that serves to better communicate with a machine.

Googlers and Bingers alike have expressed over and over how fundamentally important relevancy is to them, and how much they focus on getting that right.

So understanding is the foundation.

Without this, the algorithms cannot evaluate relevancy and your content is stuck at the starting gate.

Credibility

Once it has understood that your content offers a relevant solution for its user, then you are in the race.

But it is just that – a race.

Your competitors offer a similar solution, they’ve done everything to help it understand, so you are neck and neck.

Remember that Google wants to provide the best solution to its user when it recommends content.

In a situation where it has clearly understood exactly what your content offers but has also understood your competitors’, it has several options that will solve the user’s problem in a similar manner.

So Google needs to evaluate which one will bring the most satisfaction to the user since its aim is to deliver the best answer to the user as quickly and efficiently as possible (i.e., right at the top of the results).

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That is where your credibility and the credibility of your content comes into play.

In Short, Think E-A-T

Some examples where you can convince Google (and Microsoft Bing) that you are the best in the market:

  • Clear and convincing pages about your company, your leading employees, authors, partners, clients.
  • Accurate and up-to-date content.
  • Wide peer-group approval.
  • Reviews.
  • Positive user comments on your content.
  • Anything else that serves to reassure Google that your brand and those associated with your brand are expert, authoritative, and trustworthy within your industry.
  • Anything else that supports the credibility of your content (inbound links, social activity, user-generated content on the page, etc.)

Always bear in mind that the credibility (E-A-T in Google-speak) of a given solution (the piece of content) is evaluated at content, brand, and author level.

You need to improve at all three levels.

Deliverability

This seems to me to be the game-changer for anyone still thinking in terms of “traditional” blue link ranking.

In steps 1 and 2, Google has evaluated (and ranked) which of the available options are viable and which are most credible.

But that isn’t enough.

It wants to provide a rich, engaging, and satisfying result for its user.

If we are evaluating 10 blue links, deliverability is purely and simply page speed and mobile-friendliness.

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Google is sending the user to your site for the solution to their problem or answer to their question.

But today, with featured snippets, videos, images, local results, and all the other rich elements, deliverability becomes more complex and more important.

This is the game-changer.

As digital marketers, we now have no choice but to look at SEO as part of a wider digital marketing strategy.

You need to create content that is directly valuable for your audience and publish that content on a platform they engage with.

The traditional SEO approach relies heavily on blue links – for Google that is what I would call secondary deliverability (i.e., an evaluation as to whether your site can “deliver” the content as “promised”).

The richer results Google provides today now brings an additional evaluation of deliverability: Google has the choice – does this content provide great deliverability to the user on the site, or on the SERP?

To gain maximum visibility on Google, you need to provide content that can be delivered…

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