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Google Search Optimization has shifted away from just optimizing your website through blogs, on and off  page optimization towards optimizing your website such that it has superior domain authority, expertise and trustworthiness over other sites in the same space. This method of domain authority, expertise and trustworthiness is heavily emphasized by Neil Patel as the new way to optimize for google search.

 

In fact according to Neil Patel, EAT is about creating Expertise, Authority and Trustworthiness. 

 

To build Expertise you need to cite reputable sources not just stating that thought leaders in the space say this about the industry but bolstering it with data driven statistics and specific quotes from these thought leaders. Individual Authority of person running website can be built through an author’s box which speaks to the credibility and accomplishments of the author in the topic/industry they are framing a website about. Authors boxes in the website aspects planning should be framed after the content of the website. Guest Posting is also another way to build expertise and authority as by guest posting on others websites/blogs it will show audience that you have confidence in what content you are publishing, and your individual expertise and authority on the issue. Awards/certificates should be specific to industry/space your website is about it is more important to have certificates in digital and inbound marketing if you are making a website on marketing rather than certificates earned through running etc. Lastly to build trustworthiness an important aspect is speaking at conferences to build expertise and authority but more than that to build trustworthiness with audience.

 

Other than all this Google Search Optimization also includes SEO On and Off optimization which I will touch on in the next sections.

 

 

Resources:

1) https://neilpatel.com/blog/seo-strategies/

2) Hubspot Academy Content Marketing certification course has a good section on blogging amongst other topics- worth the watch. Speaks more to organic collaboration rather than paid influencer marketing, highlights that before a thought leader in the space most important is to build networks and relationships rather than send cold emails to collaborate. Will discuss more specifically about this Hubspot Academy course in section on Content Marketing. 

 

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