The three pillars of EES: authority, relevance and experience

What do you need to compete in SEO?

Some say more inbound links, others better content, while some may highlight a technically strong site.

Experienced SEOs know that the most successful sites when it comes to organic search have the right mix of high-level fundamentals.

In recent years, there has been a lot of attention around E-A-T (Experience, Authority, and Reliability) as mentioned in the Google Search Rater Quality Guidelines.

Some have started thinking of these as the most fundamental aspects of SEO.

However, as important as E-A-T is perhaps for some sites, it addresses only one aspect: content.

A holistic SEO program needs to include more.

Over the years, I’ve come to think that SEO can be reduced to its most fundamental level to build three things into a site and its pages:

Sites that pay attention to these three are more likely to be evaluated by both search engines and users, and attract more organic traffic over time.

Note that one of my categories, the Authority, coincides with an E-A-T category.

This is because I believe in the highest level of SEO, expertise and reliability are really parts of what makes a site or page authoritative.

Let’s go through each of these A-R-E categories to see how they should be incorporated into a holistic SEO program.

Authority: Do You Matter?

In SEO, authority refers to the importance or weight given to a page relative to a particular search query.

Modern search engines like Google use many factors (or signals) when evaluating the authority of a web page.

Why does Google care about a page’s authority rating?

For most queries, there are thousands or even millions of pages available that can be ranked.

Google wants to bring to the forefront the ones that are most likely to satisfy the user with accurate and reliable information that fully answers the intent of the question.

Google takes care of serving users the most authoritative pages for their questions because users who are satisfied with the pages they click on from Google are more likely to use Google again, thus gaining more exposure for ads. of Google, its primary source of revenue.

Authority Came First

The assessment of the authority of web pages was the first fundamental problem that search engines had to solve.

Some of the earliest search engines relied on human evaluators, but as the world wide web exploded, it quickly became impossible to grow.

Google surpassed all its rivals because its creators, Larry Page and Sergey Brin, developed the idea of ​​PageRank, using links from other web pages as weighted citations to assess a page’s authority.

Page and Brin realized that links were an already evolving, constantly evolving voting system where other authoritative sites “voted” for pages they saw as reliable and relevant to their users.

Search engines use links like we can deal with academic citations. The more academic papers relevant to a source document they cite, the better.

The relative authority and reliability of each of the citing sources also come into play.

So, of our three fundamental categories, authority came first because it was the easiest of the three to break because of the omnipresence of hyperlinks on the web.

The other two, relevance and user experience, will be addressed later, as machine learning / AI-driven learning algorithms have developed.

Links Still Primary For Authority

The great innovation that made Google the dominant search engine in the short term was that it used web link analysis as a ranking factor.

It started with a paper written by Larry Page and Sergey Brin entitled The Anatomy of a Large-Scale Hypertextual Web Search Engine.

The essential knowledge behind this document was that the web is built on the concept of interconnected documents through links.

Since placing a link on your site to a third party site could lead to a user leaving your site, there was little incentive for a publisher to link to another site, unless it was really good and useful. great value for users of your site.

In other words, linking to a third party site acts a bit like a “vote” for it, and each vote can be considered an endorsement, endorsing the page that the link indicates as one of the best resources on the site. web for particular. subject.

Then, in principle, the more votes you get, the better and more authoritative a search engine will consider you, so you should rank higher.

Passing PageRank

A significant part of Google’s initial algorithm was based on the concept of PageRank, a system for evaluating which pages are the most important based on the score of the links they receive.

Therefore, a page that has large amounts of valuable links pointing to it will have a higher PageRank, and in principle is more likely to rank higher in search results than other pages without such a high PageRank score.

When a page links to another page, it passes a portion of its PageRank to the page that links to it.

Therefore, the pages accumulate more PageRank based on the number and quality of links they receive.

Not All Links Are Created Equal

So the more votes the better, right?

Well, that’s true in theory, but it’s much more complicated than that.

PageRank scores range from a base value of one to values ​​likely to exceed trillions.

Higher PageRank pages can have a lot more PageRank to go through than lower PageRank pages. In fact, a link from one page can easily cost more than a million times a link from another page.

Let’s use our intuition for a moment.

Imagine you have a page that is selling a book, and you get two links. One is from Joe’s Book Store, the other is from Amazon.

It’s pretty obvious which one you value most as a user, right? As users, we recognize that Amazon has more authority on this subject.

As it turns out, the web has recognized this as well, and Amazon has a much stronger link profile (and higher PageRank) than any other site involved in book sales.

As a result, it has a much higher PageRank, and can pass more PageRank to the pages it links to.

It is important to note that Google’s algorithms have evolved away from the original PageRank thesis.

The way links are evaluated has changed significantly – some of which we know, and some we don’t.

What About Trust?

You may have heard many people talk about the role of trust in search rankings and link quality evaluation.

For the record, Google says they don’t have a concept of trust to apply to links (or rankings), so you should take those discussions with a grain of salt.

These discussions started because of Yahoo’s patent on the TrustRank concept.

The idea was that if you started with a seed set of hand-picked, highly trusted sites, and then counted the number of clicks you took to go from those sites to yours, fewer clicks more has trusted your site.

Google has long said that they do not use this type of metric.

However, in April 2018, Google was granted a patent related to assessing the reliability of links. However, the existence of a patent does not mean that it is used in practice.

For your own purposes, however, if you want to assess the reliability of a site as a link source, using the concept of trusted links is not a bad idea.

If they do any of the following, then it’s probably not a good source for a link:

Google may not be calculating the trust in the way it does in your analysis, but chances are good that some other aspect of their system will reduce that link anyway.

Fundamentals Of Earning & Attracting Links

Now that you know that getting links to your site is critical to SEO success, it’s time to start putting together a plan to get some.

The key to success is to understand that Google wants this whole process to be holistic.

Google actively discourages, and in some cases punishes, artificial linking schemes. This means that certain practices are considered bad, such as:

What Google really wants is for you to make a fantastic website, and promote it effectively, with the result that you earn or attract links.

Who Links?

The first key knowledge is to understand who can link to the content you create.

Here is a table outlining the main groups of people in any given market space:

Who do you think are the people who can implement links?

Certainly not the laggards, nor the early or late majority.

They are the innovators and the early adopters. These are people who write on media sites, or have blogs, and who can add links to your site.

There are also other sources of links, such as locally targeted sites, such as the local chamber of commerce or local newspapers.

You may also find some opportunities with colleges and universities if they have pages that relate to some of the things you are doing in your marketing space.

Relevance: Will Users Swipe Right On Your Page?

Must be relevant to a particular topic.

Think of every visit on a page as a meeting on a dating app. Will users “swipe right” (think, “this looks like a good match!)?

If you have a Tupperware page, it doesn’t matter how many links you have – it will never rank for used car related questions.

This defines a limitation on the strength of links as a ranking factor, and shows how relevance also affects the value of a link.

Consider a page on a site that is selling a used Ford Mustang. Imagine getting a link from Car and Driver magazine. That link is very relevant.

Well, think of it intuitively. Is it likely that Car and Driver magazine has some Ford Mustangs-related expertise? Of course, they do.

In contrast, imagine a link to that Ford Mustang from a site that usually writes about sports. Is the link still useful?

Probably, but not so useful, as there is less evidence for Google that the sports site has a lot of knowledge about used Ford Mustangs.

In short, the relevance of the linking page, and the linking site, affects how well a valuable link can be considered.

What are some ways Google evaluates relevance?

The Role Of Anchor Text

Anchor text is another aspect of links that is important to Google.

Anchor text helps Google confirm the content on the link receiving page.

For example, if the anchor text is the phrase “iron bath” and the page has content on that topic, the anchor text, along with the link, acts as further confirmation that the page is about that topic.

Therefore, the links act to assess both the relevance and authority of the page.

Be careful, however, as you don’t want to go aggressively getting links to your page that all use your key phrase as the anchor text.

Google also looks for signs that it is manually manipulating links for SEO purposes.

One of the simplest indicators is whether your anchor text appears to be manually manipulated.

Internal Linking

There is growing evidence that Google uses internal linking to assess how relevant a site is to a topic.

Well-structured internal links that link to related content are a way to show Google that you have a well-covered topic, with pages on many different aspects.

By the way, the anchor text is as important when creating external links as it is important for inbound, inbound links.

Related to the internal link is the overall structure of your site.

Think strategically about where your pages fall in the hierarchy of your site. If it makes sense to users it will probably be useful to search engines.

The Content Itself

Of course, the most important indicator of a page’s relevance should be the content on that page.

Most SEOs are aware that assessing the relevance of content to a query has become much more sophisticated than just having the keywords a user is looking for.

Due to advances in natural language processing and machine learning, search engines such as Google have greatly increased their expertise in being able to evaluate content on a page.

What are some things that Google is likely to look for to determine which query page should be relevant?

What About E-A-T?

Of course, Google encourages all site owners to create content that makes the visitor feel that this is authoritative and reliable content written by someone with expertise appropriate to the topic.

But how well they do or are able to assess those categories is still a matter of debate.

The main thing to keep in mind is that the more YMYL (Your Money or Your Life) your site is the more you should pay attention to E-A-T.

YMYL sites are those whose main content addresses issues that may have an effect on people’s well-being or finances.

If your site is YMYL, you should do the extra filling to ensure the accuracy of your content, and show that you have qualified experts to write it.

Building A Content Marketing Plan

Last but not least, create a real plan for marketing your content.

Don’t suddenly start doing a lot of things at random.

Take the time to study what your competitors are doing so that you can invest your content marketing efforts in a way that is likely to provide a solid ROI.

One approach to doing this is to capture their backlink profiles using tools that can do just that.

With this information, you can see what kind of links you are getting and then based on that figure out what links you need to get to overcome them.

Take the time to do this exercise and also to plan which links will go to which pages on the competitors’ sites, as well as what each of those pages will rank for.

Building this kind of detailed look helps you discover your plan of attack and gives you an understanding of what keywords you might be able to rank for.

In addition, study the competitor’s content plans.

Learn what they are doing and consider carefully what you can do that is different.

Focus on developing a very clear differentiation in your content for topics that are in high demand with your potential customers.

This is another time-consuming investment.

Experience

As we tracked above, Google started by focusing on ranking pages by authority, then found ways to assess relevance.

The third evolution of the search was the evaluation of the user experience.

In fact, many SEOs (and me among them) prefer to talk about SEO not as Search Engine Optimization, but as Search Experience Optimization.

Google realized that authority and relevance, as important as they were, were not the only things users were looking for when searching.

Users also want a good experience on the pages and sites that Google sends them.

What is a “good user experience”? Includes at least the following:

In addition, many of the suggestions made above for better content creation also apply to the user experience.

In short, Google wants to rank pages that meet the query and make it as easy as possible for searchers to identify and understand what they were looking for.

Putting It All Together

Search engines want happy users to come back to them again when they have a question or need.

The way to create and sustain that happiness is by providing the best possible results that meet that question or need.

To keep their users happy, search engines need to be able to understand and measure the relative authority of web pages for the topics they cover.

When you create content that is very useful (either engaging or entertaining) for visitors – and when those visitors find your content reliable enough to voluntarily return to your site, or even look for you on others – you have gained authority. .

Search engines work hard to continually improve their ability to match that human search for reliable authority.

As we explained above, that same type of quality content is essential to earn types of links that ensure search engines that you rank highly for relevant searches.

This can be either content on your site that others want to link to or content that other relevant quality sites want to publish, with appropriate back links to your site.

Focusing on these three pillars of SEO – authority, relevance and experience – will increase the opportunities for your content and make linking easier.

Now you have everything you need to know for SEO success, so get started!

Featured Image: Paulo Bobita / Search Engine Journal

What is SEO relevance?

Relevance in SEO can refer to the intent of the searcher, brand, breadth of appeal, and keywords. Properly crafted, relevancy can be beneficial to the SEO of your site in general.

What does the relevance of the content mean? Content relevance is all about your audience’s perception of the relevance of your content to topics, issues, needs, or interests. Content usefulness refers to the ability of your content to help users make decisions or make progress toward goals.

What is SEO in simple words?

SEO stands for search engine optimization, which is a set of practices designed to improve the appearance and positioning of web pages in organic search results.

What is an example of SEO?

White hat SEO helps to improve the performance of a website while still following the rules and regulations of the search engine. For example, if a company uses Google, it will respect their terms and conditions when using their SEO services.

What is SEO and how does it work?

Also, SEO stands for ‘Search Engine Optimization’, which is the process of getting traffic from free, organic, editorial or natural search results in search engines. It aims to improve the position of your website in the search results pages. Remember, the more expensive the website, the more people view it.

What is SEO on a website?

SEO – Search engine optimization: the process of making your site better for search engines. Also the job title of a person doing this for a living: We just hired a new SEO to improve our web presence.

What is relevance in a website?

Relevance is the most specific answer to a question from a user who uses the content of the website. Search engines accurately determine whether the information on the pages matches key phrases.

How do you keep a website relevant?

4 Ideas To Keep Your Website Relevant

• Images that blend in with the graphics. You can never go wrong with high quality photos to attract visitors. …
• Feel minimalist. Although minimalism is nothing new, it maintains its appeal among brands that assume a sophisticated and luxurious aesthetic. …
• Pastel colors. …
• Localized content.

What is relevance in SEO?

What Does SEO Relevance Mean? Relevance in SEO is a reflection of how well the search engine results page (SERP) aligns with the intent of the search engine. For example, if you were to search for information about the U.S. taxation laws, â € œthe undisputed source and most relevant would be the IRS’s. government website.

What does relevance mean in search?

Search relevance is a measure of the accuracy of the relationship between the search query and the search results. Today’s online users have high expectations. Thanks to the high level set by sites like Google, Amazon, and Netflix, they expect accurate, relevant, and fast results.

What is a good Domain Authority?

Scores between 40 and 50 are considered average. A Domain Authority between 50 and 60 must be rated as good. Scores above 60 rank the Domain Authority as excellent.

Is 32 domain authority good? According to Moz, there is no exact number for a domain authority to be considered “good.” They recommend that as long as your DA is higher than your competition, you get a good score. In general, most experts agree that a domain authority between 40-60 is considered a good score.

Is a domain authority of 25 good?

Thus, a good DA score in that niche may be 25 while, in a huge niche such as weight loss, a good score may be closer to 70.

What is a healthy domain authority?

Its logarithmic scale means that it is much easier to improve your score if your domain authority is at 20 or 30 than if it were at 70 or 80. Domain authority between 40 and 50 is considered on average, between 50 and 60 is considered good and over 60 is considered excellent.

Is it better to have a higher or lower domain authority?

What is a Good Domain Authority Score? Domain authority scores range from one to 100. When you have a higher domain authority score, you are more likely to see increases in web traffic and SERP rankings. When you start a new website, its domain authority is one.

What is a good domain authority score?

To rank the domain authority of the website consider that: Scores between 40 and 50 are considered average. A Domain Authority between 50 and 60 must be rated as good. Scores above 60 rank the Domain Authority as excellent.

Is 55 a good domain authority?

If all your direct competitors have scores between 40 and 50, a good domain score for your business falls between 55 and 60. It is enough to help you stay above your competition and have a better chance of ranking higher in search results.

What’s average domain authority?

The average Domain Authority is between 40 and 50, while anything between 50 and 60 is considered pretty good. Over 60 is considered excellent and sites rarely get higher – unless it’s someone like Facebook who has a perfect 100, even with all the fake news stories …

Is it better to have a higher or lower domain authority?

What is a Good Domain Authority Score? Domain authority scores range from one to 100. When you have a higher domain authority score, you are more likely to see increases in web traffic and SERP rankings. When you start a new website, its domain authority is one.

What is a high domain authority?

The Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how likely a website is to rank in the search engine results pages (SERPs). Domain Authority scores range from one to 100, with higher scores corresponding to a higher probability of ranking.

Is a domain authority of 30 good?

You should also know that it is easier to improve the DA of your site if it is between 20 and 30 than between 70 and 80. And to categorize what a good domain authority is, consider the following ranges: Under 30 is poor. 30 to 40 is below average.

What is considered a good domain authority score?

To rank the domain authority of the website consider that: Scores between 40 and 50 are considered average. A Domain Authority between 50 and 60 must be rated as good. Scores above 60 rank the Domain Authority as excellent.

What is a high domain authority?

The Domain Authority (DA) is a search engine ranking score developed by Moz that predicts how likely a website is to rank in the search engine results pages (SERPs). Domain Authority scores range from one to 100, with higher scores corresponding to a higher probability of ranking.

Is it better to have a higher or lower domain authority?

What is a Good Domain Authority Score? Domain authority scores range from one to 100. When you have a higher domain authority score, you are more likely to see increases in web traffic and SERP rankings. When you start a new website, its domain authority is one.

How do you write relevance?

Write down the significance of the study by looking at the overall contribution of your research, such as its importance to society as a whole, and then proceed downward — to the individual level, and this may include yourself as researcher. Start broadly then gradually reduce to a specific group or person.

How do you write the relevance of an article? Prepare yourself with a good dose of inspiration and these 5 strategies to help you write a relevant article.

• Know the goals and person of the site. …
• Gather information and create a plan. …
• Write the content. …
• Review the text. …
• Optimize the article.

How do you write relevance in an essay?

You should consult the wording, and relate each part of your argument to the subject (s) in question. 5. Remember that each paragraph should contain only one idea or topic that was announced in its first sentence. This idea or topic should be directly related to the question or topic you have been asked to discuss.

How do you explain relevance in an essay?

1. Relevance is a very important factor of good essays and term papers. It is very important that all parts of an essay are directly related to the answer to the question. Any part that departs from the subject (s) concerned will weaken its effectiveness.

What does relevance mean in a outline?

Declaration of Relevance. A statement of relevance is a statement that lets the audience know why they should hear your topic. You need to relate your topic to your audience. Think about what the audience might have in common with your topic.

What is meant by relevance in writing?

When something is “relevant,” it’s important. Its relevance is clear. Relevance is simply the form of the noun of the adjective “relevant”, which means “important for the matter in question.” Artists and politicians are always worried about their relevance. If they are no longer relevant, they may not be able to keep up.

How do you write relevance in research example?

Write down the significance of the study by looking at the overall contribution of your research, such as its importance to society as a whole, then proceed downwards – to the individual level, and this may include yourself as researcher. Start broadly then gradually reduce to a specific group or person.

What is the relevance of a research study?

The significance of the study is a written statement explaining why your research was required. It is a justification of the importance of your work and the impact it has on your field of research, it is a contribution to new knowledge and how others will benefit from it.

How do you write a research context example?

Briefly describe the area you will be researching. Explain why this area is important. State what topics of current interest or “hot topics” are in this area. Describe the specific area in the field you are researching.

What is relevance in a paragraph?

Relevance is the concept of one subject being connected to another subject in a way that makes it useful to consider the second subject when considering the first.

What are the qualities of a good paragraph write at least three of them?

Effective paragraphs have four main characteristics: subject matter, unity, coherence and adequate development.

What is an essay What are the relevant points to be kept in mind while writing an essay?

An essay has three basic components – an introduction, a body, and a conclusion. The purpose of the introduction is to introduce your essay. Typically present information in the following order: A general statement on the topic that provides context for your argument.

What is paragraphing in academic writing?

Paragraphs don’t just make text easier to read by breaking it down on the page. They are a key tool in creating and signaling structure in academic writing, as they are the building blocks of an argument, separating each point and showing how they come together to form the structure.

How much does SEO cost per month?

Tip	Cost
Cheap SEO	$ 500 to $ 3,000 a month
Medium range SEO	$ 3,000 to $ 15,000 a month
High-end SEO	$ 15,000- $ 30,000 per month
SEO Enterprise	$ 30,000-1 Million + per month

How much should I spend on SEO per month? How Much Can You Expect to Spend on SEO? If you are hiring a top SEO company to run a local campaign, expect to pay $ 500.00 per month. A national or international campaign requires a minimum budget of $ 2,500 to $ 5,000 per month.

What does SEO cost in 2021?

In fact, small businesses spend anywhere from $ 100 to $ 5,000 a month on SEO services. But again, the average tends to be around $ 500 a month. As you might expect, agencies and freelancers that charge a higher monthly fee also tend to perform better.

How much is SEO 2021?

The average cost for project-based SEO services ranges from $ 1,000 to $ 1 million and up. Smaller companies that use local SEO can spend about $ 1,000 a month per project. Larger enterprise-level companies can expect to pay millions of dollars a month.

How much does SEO cost in 2022?

Most SEO projects in 2022 cost between $ 1500- $ 5,000 a month based on the scope of the project. One-time projects will range from $ 5,000- $ 30,000 and hourly rates for consultants fall between $ 100- $ 300 per hour.

What is the average cost for SEO services?

How Much Can You Expect to Spend on SEO? If you are hiring a top SEO company to run a local campaign, expect to pay $ 500.00 per month. A national or international campaign requires a minimum budget of $ 2,500 to $ 5,000 per month. Some firms offer a “trial package” at a lower price, without any contract.

How much does SEO work cost?

The average SEO costs are $ 100- $ 250 per hour for US SEO agencies. SEO costs often range from $ 2,500 – $ 10,000 a month for US agencies. The average SEO plan costs $ 2819 per month (per Ahrefs)

How much does average SEO cost?

The average cost of SEO for small businesses is $ 750 to $ 2000 per month or $ 5000 to $ 30,000 for one-time projects. Smaller companies that invest in SEO consulting services can expect to pay $ 80 to $ 200 per hour.

Is SEO worth the money?

SEO is helpful if you have the right strategy in place and work with a partner who knows how to get results. About 93% of online experiences start with a search engine, and the close rate of SEO leads is much higher than that of traditional marketing. So, SEO provides an impressive return on investment (ROI).

Why SEO is worth investing in?

SEO works. This is very important because traffic equals leads and leads turn into sales. By investing in SEO and raising your rankings in Google you will drive more traffic to your website which can generate more leads and sales for your business.

Is SEO even worth it?

The short answer is that SEO is very effective – not only in generating traffic but also in leads and sales. Don’t worry. The long answer includes research and data, not just blank statements. Most SEOs get caught up too much in search-specific metrics such as SERPs (search engine results page), rankings, and organic traffic.

Is SEO worth it in 2020?

While some traditional marketing methods may become obsolete, SEO is here to stay in 2020. Whether you’re investing in SEO early on or just starting out, it can still be a major driver of traffic and leads to your website.

What does it mean if a website has authority?

An authority website is a trusted site. It is trusted by its users, trusted by industry experts, trusted by other websites and trusted by search engines. And yes it is a rather nebulous term.

Why is authority important in a website? Your Domain Authority is important because it is representative of how you rank on the search engine. It helps you better understand the credibility of your site in the eyes of the search engines and you can see how it compares to your competition.

How do I find the authority of a website?

Where can you find Page Authority? Page Authority metrics are embedded in dozens of SEO and online marketing platforms across the web. In the Moz ecosystem, you can check the Domain Authority using Link Explorer, MozBar, Moz’s free SEO toolbar, or in the SERP Analysis section of Keyword Explorer.

How do you determine authority?

Authority is determined by search engines and is essentially how much weight they give to any given site. A website will only be able to reach users if it is authoritative enough to rank well, and the authority is to make it happen.

What is authority in a website?

An authority website is a trusted site. It is trusted by its users, trusted by industry experts, trusted by other websites and trusted by search engines.

Which tool is used to check the Domain Authority of a website?

1. MozBar. Since Moz is the company that created the Domain Authority, many people rely on MozBar to help them find their domain score. This tool highlights the Domain Authority of any site.

* This article was originally published here