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The Role of E-E-A-T in Ecommerce
- 1. The Role of in Ecommerce L I L Y R A Y M A R C H 2 0 2 3
- 2. Sr. Director of SEO & Head of Organic Research, Amsive Digital Lily Ray
- 3. is the criteria Google’s Quality Raters use to evaluate content, authors, & websites. Trust Experience Expertise Authoritativeness Trusthworthiness Trust
- 4. The new E: experience Google has framed as one of the most important factors for achieving optimal SEO performance. Google added the new “E,” – Experience – in December 2022.
- 5. matters most for YMYL (your money, your life) queries
- 6. YMYL in Ecommerce: NOT YMYL VERY YMYL MAYBE YMYL “buy pencils” “Toyota Rav4 reviews” “buy Zoloft”
- 7. Authoritativeness Experience Expertise Keyword: “cancer treatment” Trust
- 8. Authoritativeness Experience Expertise Keyword: “cancer survivor stories” Trust
- 9. Authoritativeness Experience Expertise Keyword: “buy an iPhone 14” Trust
- 10. Authoritativeness Experience Expertise Keyword: “iPhone 14 reviews” Trust
- 11. Important caveat: Quality raters are scoring content now with new guidelines
- 12. Remember: We haven’t seen the full manifestation of the new “Experience” signal in the algorithms yet
- 13. What the search quality guidelines say about for ecommerce.
- 14. Displaying policies on payments, exchanges & returns is a sign of Trust
- 15. Detailed customer service representation builds Trust
- 16. Being a well-known, reputable merchant builds Trust
- 17. Selling products unique to that site is a sign of Effort & Original Content
- 18. Focusing the site on one specific niche (e.g., fashionable baby furniture) builds Expertise
- 19. Having a positive reputation is a sign of Authority & Trust
- 20. Many user reviews are sign of Effort & Original Content
- 21. Producing your own products makes you an Expert on the product, making that product page Authoritative
- 22. Search intent for ecommerce sites
- 23. Just because you think a keyword is transactional, doesn’t mean it is.
- 25. Adding “best” or “reviews” to transactional keywords returns informational results.
- 26. But ecommerce sites are rarely winning informational rankings. The real winners:
- 27. Give Google the option to rank your ecommerce site when it wants informational content.
- 28. Build an internal “expert content” team
- 29. Drives upper-funnel traffic Earns links and social shares Builds E-E-A-T May rank in Google Discover Expert content:
- 31. Google outlined a new set of criteria for product review websites. 1) Express expert knowledge about products where appropriate? 2) Show what the product is like physically, or how it is used, with unique content beyond what’s provided by the manufacturer? 3) Provide quantitative measurements about how a product measures up in various categories of performance? 4) Explain what sets a product apart from its competitors? 5) Cover comparable products to consider, or explain which products might be best for certain uses or circumstances? 6) Discuss the benefits and drawbacks of a particular product, based on research into it? 7) Describe how a product has evolved from previous models or releases to provide improvements, address issues, or otherwise help users in making a purchase decision? 8) Identify key decision-making factors for the product’s category and how the product performs in those areas? For example, a car review might determine fuel economy, safety, and handling are key decision-making factors and rate performance in those areas. 9) Describe key choices in how a product has been designed and their effect on the users beyond what the manufacturer says? Product Review Requirements
- 32. Some tactics used by winning Product Review sites:
- 34. Why rank once when you can rank twice? (or 3x?)
- 35. Keyword: “Moving Boxes” Category page “Best boxes for moving” article
- 36. Position 2 in “Buying Guide” Position 1 in SERP Keyword: “Moving Boxes”
- 37. Expert Advice expert advice categories brands products Ranks for 480k+ keywords 1.8MM estimated monthly traffic 126 k backlinks
- 38. Types of Expert Content Instructional Checklists Product reviews How to & gear guides
- 40. Owning the SERP with Expert Content bike shoes #2 #2a inflatable paddle board #1 #5 hammock #1 #6 socks #10 #18
- 41. Skincare client: Expert informational content drives visibility expert advice ingredient dictionary company pages ecommerce products ecommerce categories
- 42. Expert Content Supports Product Page expert advice ingredient dictionary ecommerce products Salicylic Acid (Ingredient Definition Page) Which exfoliant should I use? Creating a skincare routine What is salicylic acid (benefits, how to use) Salicylic Acid (Product Page)
- 43. Anatomy of an “expert article” 1 2 3 Relevant, unique, engaging featured image Key takeaways / expert quote Editorial / fact check policy Engaging, optimized title Helpful subheadline Author name with link to bio Expert name with link to bio Table of contents with jumplinks Logical headlines Citations Internal links to relevant pages and products Unique images or videos First-hand experience and expert insights
- 44. “Contributions from multiple individuals on [forums] can add up to a significant amount of total human effort.” - Google QRG
- 45. Online Communities Demonstrate “Experience”
- 46. Ranks for 68k+ keywords 81k estimated monthly traffic 564k backlinks
- 47. Don’t Forget About Trust Signals
- 48. Severe reputation issues can cause performance declines
- 52. Generic Prompts for Your Niche
- 55. Summarizing Customer Pain Points
- 56. Key Takeaways Expert advice content can drive traffic, links, revenue and builds E- E-A-T Severe reputational issues eventually catch up to SEO performance Online communities & UGC demonstrate “effort” and “experience” ChatGPT can assist with refining your E-E- A-T strategy and evaluating your existing content and reviews