Writing Authoritative Content for Search Engine Optimization

Connectica • October 5, 2018 • SEO

Authoritative Content

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What Is Authoritative Content?
How Do You Make Authoritative Content?

Read Time: 3 minutes

Google’s algorithms are constantly changing and it’s difficult to keep up with them. But one thing that remains consistent is its preferences for authoritative content. Google’s recent broad core algorithm change in August, known as the ‘Medic’ update, regarding authoritative content has been particularly telling about this preference. But it is not just Google that wants to see the reliable quality writing. People want to read content that is genuine and trustworthy. So how can you write successful quality authoritative content?

What Is Authoritative Content?

Content is key to creating a thriving presence both online and offline. It can come in the form of blogs, videos, images, articles and, of course, social media. Users are inundated with content online. They want to read quality pieces made by people who know what they are talking about, and Google tries to make sure that this type of content ranks high on search results. This is where authoritative content and its importance comes in.

Now more than ever, Google values the important quality characteristic known as E-A-T which stands for Expertise, Authoritativeness, and Trustworthiness. In an era of fake news and clickbait, these qualities are more important than ever.

How Do You Make Authoritative Content?

Authoritative content is multi-faceted with various boxes to tick so that your content ranks. These are a few key components for which you should aim:

- Bring Something New To The Table
  
  Your content needs to offer something new, interesting and insightful. It can’t be like every other article out there. If you’re writing about a common topic, tackle it from a new and interesting angle or perspective. A level of uniqueness will also get people to share and bookmark the page. Don’t forget the importance of keywords and catchy, interesting headlines. Shares build credibility. But providing new content is just the beginning.

- Build a reputation
  
  Consistency is key when it comes to authoritative content. Everything you publish must be trustworthy and reliable. Google looks at the website’s reputation and/or the reputation of the main content’s creator. This is especially true for ‘Your Money or Your Life’ (YMYL) pages which include content that could negatively affect someone’s life if the page had incorrect or poor content. Google doesn’t want to promote pages that could, for example, provide inaccurate medical advice.
  
  The E-A-T algorithm functions as a way of providing accurate, reliable, quality content for users. Prove your authority and expertise by providing factual, reliable and useful information. Your authority and reputation will also be increased if external sites link out to yours, so make sure you are an informative and trustworthy source. Similarly, referencing other credible sources with authority in your field will add credibility to your own page. Citing trusted sources shows that you have done your research and it supports the accuracy of the content.

- Write like a pro
  
  Do your research so that your readers (and Google) know that you know what you’re talking about. Additionally, ensure that this content serves a purpose and helps the people whom you want to read your piece. Your Page Quality (PQ) rating is affected by how beneficial and useful your content is for users. Google wants users to have easy access to pages made by trusted experts, so make sure your content reflects these standards. High E-A-T pages are founded on expertise, accreditation, and reliable sources. Linking out to authoritative sites builds your own authority and credibility. Google and its users should know that you have authority and expertise in your field or topic. Show them this by producing factual, well-researched and grammatically correct quality content.

Encourage user interaction

Creating an authoritative page which ranks high is not just about your actual content. It is important to allow users to leave comments or feedback and get in touch with you. They should be encouraged to write reviews about you, be that on your own site and on other places online. We suggest platforms such as Facebook which are essential for reviews and feedback. Include social media icons on your pages so that your content can be shared easily.

If you’re good at what you do, and your pages reflect this, you’ll get positive feedback that will send more users onto your page and build your brand both online and offline. Getting your name out there from trusted, satisfied users is key to being acknowledged for your authoritative content. Have ‘About’ and ‘Customer Service Information’ pages to explain your credentials, improve your E-A-T, and let the user (and Google) know more about your site.

Recently, Google favors local business over large corporations with multiple locations. An informative, user-friendly contact page supports high ranks on local searches.

The Google Medic algorithm update caused big changes in search rankings, favoring sites with high authority and credibility. Stay focused on creating quality authoritative content that shows users (and Google) that you know what you’re talking about.

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