Optimize for Trust
Happy New Year! We Saturnalians hope you have a fantastic year and a bountiful decade.
For our first blog of the year, we thought we'd touch on the sticky issue of digital marketing and SEO. These are not subjects that sit easily with the concept of trust in marketing, but that's not to say all digital marketing is bad. It is just a tool that needs to be understood, seen for what it is and managed appropriately.
Here at the Saturn Project, we are happy to deploy digital marketing as a means of generating awareness and prompting customer response, but summed up in the mnemonic E-A-T: Expertise, Authoritativeness, and Trustworthiness. We thought this article by Lee Odden in the Top Rank blog was a welcome return to sensible digital practices we think is worth sharing.
Lee asks a pertinent question about Google Search: "What good is being found if the content doesn’t create immediate feelings of trust for the searcher?"
Google's algorithms attempt to present the searcher with the 'highest quality content' as defined in its search quality evaluator guidelines summed up in the mnemonic E-A-T: Expertise, Authoritativeness and Trustworthiness.
Lee points out that Google now also evaluates the 'quality' of content not just on the information being distributed, but also on the authoritativeness and trustworthiness of the source of that information. Lee calls these 'Influencers' which is not a word we like to use. Let's call them authors instead.
Here's a short video of Lee explaining this simple but helpful insight.