Thursday, December 8, 2022

How brand marketing helps improve E-A-T signals: An introduction - Search Engine Land

Last updated Tuesday, November 8, 2022 09:05 ET , Source: NewsService

If you came to SEO from a non-marketing or technical background, it can be beneficial to have a broader understanding of brand marketing. This helps you better ally with your marketing communications colleagues to contribute to improving your website E-A-T.

In this article, I will share some of the core principles of brand marketing and how they may be reflected in criteria that can positively demonstrate expertise, authoritativeness and trustworthiness.

Note: This is a deep dive into the first part of my SMX Next presentation, which takes place next week on Nov. 16. Register here for free.

Why SEOs should care about brand marketing

In a previous article, I shared the extensive E-A-T auditing process my agency uses. The process is varied and detailed, covering the evaluation of work that may not be under your control.

For example, one of the checkpoints is to look at the business’s key people to see:

  • How they are referenced and promoted on the site.
  • How much of their research, work, patents and other evidence of expertise is displayed, marked up, and validated through linked references.

Representing and marketing key people, particularly media-trained spokespeople, is usually the remit of the PR team or agency.

If you work for a small or micro organization or you are an owner-operator, then perhaps all aspects of marketing communications fall to you.

In either case, it is really important to understand some of the basics of brand marketing and how mid to large-sized...

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