Download as PDF, PPTX
![#localu | @lilyraynyc
“Look for articles, reviews, forum posts, discussions,
etc. written by people about the website. For
businesses… here are some examples: Yelp, Better
Business Bureau, Amazon, and Google Shopping.
You can try searching on specific sites to find reviews.
For example, you can try [ibm site:bbb.org] or
[“ibm.com” site:bbb.org].
…Please consider very low ratings on the BBB site to
be evidence for a negative reputation.”
– Google Search Quality Guidelines](https://image.slidesharecdn.com/howtofactore-a-tintoyourlocalseostrategy-localufinal-230306145414-f8e1cad7/85/Local-U-2021-How-to-Factor-E-A-T-into-Your-Local-SEO-Strategy-18-320.jpg)
![#localu | @lilyraynyc
“Look for articles, reviews, forum posts, discussions,
etc. written by people about the website. For
businesses… here are some examples: Yelp, Better
Business Bureau, Amazon, and Google Shopping.
You can try searching on specific sites to find reviews.
For example, you can try [ibm site:bbb.org] or
[“ibm.com” site:bbb.org].
…Please consider very low ratings on the BBB site to
be evidence for a negative reputation.”
– Google Search Quality Guidelines](https://image.slidesharecdn.com/howtofactore-a-tintoyourlocalseostrategy-localufinal-230306145414-f8e1cad7/75/Local-U-2021-How-to-Factor-E-A-T-into-Your-Local-SEO-Strategy-18-2048.jpg)
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Local U 2021 - How to Factor E-A-T into Your Local SEO Strategy
This document discusses the importance of E-A-T (Expertise, Authoritativeness, Trustworthiness) in local SEO strategies, emphasizing how Google evaluates and ranks businesses based on various signals. It highlights the critical role of online reputation, customer reviews, and structured data in enhancing a business's visibility and perceived quality. Additionally, it stresses the need for businesses to manage their online presence proactively to build trust and attract local customers.
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Local U 2021 - How to Factor E-A-T into Your Local SEO Strategy
- 1. #localu | @lilyraynyc Howto Factor into Your Local SEO Strategy
- 2. #localu | @lilyraynyc LilyRay Sr. Director, SEO + Head of Organic Research
- 3. #localu | @lilyraynyc isthe criteria Google’s Quality Raters use to evaluate content, authors, & websites.
- 4. #localu | @lilyraynyc #localu| @lilyraynyc is NOT a direct ranking factor a new concept in SEO a specific algorithm update a metric with a “score”
- 5. #localu | @lilyraynyc Searchquality evaluators measure & assess website quality & E-A-T in live user tests Feedback is benchmarked and used to inform future algorithm updates Algorithms identify signals that correlate with E-A-T (i.e. PageRank & links)
- 6. #localu | @lilyraynyc Signalsthat align with
- 7. #localu | @lilyraynyc GooglePatent: Website Representation Vectors (2018) “By using a composite-representation based upon existing website classifications, the characteristics used by the classification are not limited by human discernible characteristics and can be any characteristic that can be learned by analysis of the website.”
- 8. #localu | @lilyraynyc Anythingthat can contribute to a good or bad experience - both on your website, or at your business - can be a potential E-A-T signal.
- 9. #localu | @lilyraynyc Wheredoes exist on Google?
- 10. #localu | @lilyraynyc Ecosystem GoogleMaps Organic Search + The Knowledge Graph Google Play Store Images YouTube Google News Google Discover Featured Snippets Interesting Finds
- 11. #localu | @lilyraynyc “Google'sKnowledge Graph is now comprised of over 500 billion facts about 5 billion entities.” - Danny Sullivan GMB KG KG GMB
- 12. #localu | @lilyraynyc “Googlegives you a few opportunities to communicate with them directly about your brand, or people in your company, or any entities that might exist. If you are a business, being in Google My Business and having the right keywords and info there directly influences how Google understands your brand and your company. If you have books, listing them in Google Play Books. If you have apps, having them in the Google Play Store. If you have products, list them in Google Merchant Center. All of this is feeding Google Knowledge’s Graph." - Cindy Krum, Mobile Moxie
- 13. #localu | @lilyraynyc Usestructured data to inform E-A-T • address • affiliation • alumniOf • award • honorificPrefix • honorificSuffix • jobTitle • knowsLanguage • owns • Parent • worksFor • sameAs • address • award • brand • duns • founder • foundingDate • foundingLocation • knowsAbout • knowsLanguage • logo • memberOf • parentOrganization • address • openingHours • specialAnnouncement • telephone Person Organization LocalBusiness + more specific types
- 14. #localu | @lilyraynyc Whathas Google said about for local businesses?
- 15. #localu | @lilyraynyc Examplesin Google’s Search Quality Guidelines
- 16. #localu | @lilyraynyc RestaurantWebsite “This is an “about us” page on a restaurant website. This page provides information on when the restaurant opened and what visitors can expect. Other pages on the website provide information about the restaurant including the address, menu, other contact information, etc. This website is highly authoritative because it is about itself.”
- 17. #localu | @lilyraynyc “Thisis the News and Updates section of a local preservation center selling poultry, vegetables, and more. Note: This example was added in 2014 so the “News and Updates” were timely.” Local Preservation Center
- 18. #localu | @lilyraynyc “Lookfor articles, reviews, forum posts, discussions, etc. written by people about the website. For businesses… here are some examples: Yelp, Better Business Bureau, Amazon, and Google Shopping. You can try searching on specific sites to find reviews. For example, you can try [ibm site:bbb.org] or [“ibm.com” site:bbb.org]. …Please consider very low ratings on the BBB site to be evidence for a negative reputation.” – Google Search Quality Guidelines
- 19. #localu | @lilyraynyc Whatfeatures does Google offer to improve a local business’ ?
- 20. #localu | @lilyraynyc “E-A-Tfor Local SEO is a collection of attributes a search engine might use to evaluate the prominence, proximity, and relevance of a local business entity in order to rank it for a specific search query.” - Andrew Shotland, Local SEO Guide
- 21. #localu | @lilyraynyc REVIEWS+ REVIEW CONTENT (GMB + CITATIONS) ON-PAGE SIGNALS + SCHEMA ON WEBSITE 3RD PARTY REVIEWS GMB POST CONTENT GMB IMAGES (ACTUAL PICTURES OF STORE & STAFF) BACKLINKS TO YOUR DOMAIN ABOUT US PAGE SHOWING EXPERTS ON STAFF OR MANAGEMENT TEAM Local Ranking Factors & Potential E-A-T Signals: GMB CATEGORIES, SUBCATEGORIES, SERVICES + PRODUCTS
- 22. #localu | @lilyraynyc “Reviewattributes are “semantic triples” that allow Google to query and reason about a business. You can see in this test how they can be used to quantify those queries. Each category of service business has a unique set of 3,4 or 5 pre determined attributes. If you know what yours are you could “grease the review solicitation skid” by mirroring one or two of the attributes in the ask.” h/t Tom Waddington GMB Review Attributes - Mike Blumenthal
- 23. #localu | @lilyraynyc Signalsthat Resonate with a Local Audience Store location pages can demonstrate via: • Store manager picture & contact information • Trending products • Localized FAQ (with FAQ Schema) • Neighborhood names and details • Relevant local information
- 24. #localu | @lilyraynyc Thinklike a quality rater. What affects your perception of a local business’ ?
- 25. #localu | @lilyraynyc Iconducted a survey to find out.
- 26. #localu | @lilyraynyc 96%of respondents read something online about a business that made them not want to visit that business.
- 27. #localu | @lilyraynyc Prioritizeyour handling of customer feedback and reviews accordingly
- 28. #localu | @lilyraynyc 49%of respondents who took issue with a business because of its online reputation did so for issues related to cleanliness and hygiene.
- 29. #localu | @lilyraynyc “Postingrestaurant hygiene scores prominently on Yelp leads to a 12% decrease in purchase intentions for restaurants with poor scores relative to those with higher scores.” Bringing Restaurant Hygiene Scores to Yelp Pages Everywhere knows this.
- 30. #localu | @lilyraynyc Mini-Analysisof “Gross” Businesses (Hotel & Hospitality) Analyzed 100 hotels on Tripadvisor with at least 1 review containing the words “gross,” “disgusting,” “nasty,” or “filthy” Average overall rating: 2.6
- 31. #localu | @lilyraynyc COVIDmade it even more important to demonstrate cleanliness & hygiene.
- 32. #localu | @lilyraynyc “Thelocal business website matters. Especially during Covid, if their website wasn't up-to-date with hours, hygiene processes, or delivery protocols (e.g. curbside pickup, contactless delivery, etc.), I was unlikely to engage with them.” – Survey respondent
- 33. #localu | @lilyraynyc #localu| @lilyraynyc
- 34. #localu | @lilyraynyc 40%of respondents indicated that GMB is their preferred review platform.
- 35.
- 36. #localu | @lilyraynyc Whattype of business did you not visit because of online reviews?
- 37. #localu | @lilyraynyc 54%of respondents decided not to patronize a local business because of a PR scandal or a publicly known issue with an owner or employee.
- 38. #localu | @lilyraynyc “Ifthe business replies to a negative comment that can change my mind, depending on the answer.” “I also read the business answers to get the other side. Then I make my judgement.” “I always look at how the business responds to complaints and issues. If they give a snarky reply I stay away.” “Seeing businesses respond online is always a positive thing. Shows that they know a conversation is taking place. So many times I see ignorance of business owners.” How You Respond to Reviews Matters
- 39. #localu | @lilyraynyc Don’tbe Jane Doe.
- 40. #localu | @lilyraynyc Tosummarize: • Any and all attributes that convey how users and customers perceive your business are part of your local E-A-T • Demonstrating cleanliness, safety protocols and your response to COVID improve trustworthiness • Your professional conduct is on display when you respond to customers publicly
- 41.