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The Influencer Pitch – How to Build E-A-T for your Content Website


Estimated reading time: 8 minutes

E-A-T stands for Expertise, Authoritativeness, and Trustworthiness, and it’s a key factor that search engines like Google use to evaluate the quality of your website’s content. It’s crucial for establishing your website as a reliable source of information for your audience. Drawing from my own experience in the field, I’ll show you how to enhance E-A-T by leveraging real influencers who possess expertise, authoritativeness, and trustworthiness to vouch for your content. This approach will help you build immense trust while creating online platforms that are primed for E-A-T implementation. Let’s start by exploring the E-A-T standards we’re aiming to meet, their relationship with search engine algorithms, and why you should care about them—even if they’re still evolving. Video Version For those who like video content, here’s a TLDR version of the article:  What is E-A-T? E-A-T stands for expertise authoritativeness and trustworthiness and it is extremely important in the SEO industry. It comes from this larger set of guidelines that Google publishes for its search quality rater guidelines. Google refers you to the best way to build your website’s E-A-T. They’re a legion of Google e a t contractors from all around the world who perform manual (human) reviews of Google results. While they’re using Google’s algorithm to dig through results, they use search quality rater guidelines like those you see in the image above to make judgments about the pages they review. These busy clickers then create reports that Google E-A-T uses (along with other methods) to evaluate what a live user sees and experiences when browsing for organic results. Manual review plays an important role in the rollout of each new search algorithm changes. After the update lands, Google E-A-T guidelines deploy them to scour the results for unintended changes, such as bizarre returns for common searches or unintended hits to websites. It may seem like I’m saying that sticking to rating guidelines translates directly to an improved ranking factor. Sorry, but that isn’t the case. Let’s look at the relationship between rater guidelines and the algorithm. What relationship do rater guidelines have with the algorithm? They’re related, but you probably shouldn’t assume you can judge Google’s intent for the algorithm just by looking at what they’re telling their human search raters. The rater guidelines exist to help humans judge algorithm results. As an example, the Google search results algorithm is a long way from being sophisticated enough to do most background research. If someone provides comprehensive—but entirely fraudulent—authorship information—the algorithm can’t independently verify: •   The authenticity of an identity •   Affiliations with organizations and institutions like universities •   Credentials and certifications A lot of raters reporting the same issue may eventually result in tweaks to the algorithm. But you still won’t find authoritative websites on the first page for every search. Making sure your content obeys E-A-T standards isn’t likely to result in immediate, measurable improvements. So, why should you care about the SEO strategy process coming right up? Why do I care? I’ll tell you why we cared, at least: because we’re preparing for the next few years ahead. Just because Google seo strategy hasn’t figured out how to automate these verifications doesn’t mean they aren’t giving E-A-T guidelines the best try. They’ve already begun to strike in a related area. Websites that make it difficult to find any ownership or authorship information are taking hits. Sure, E-A-T strategies can change over time, but they aren’t likely to slow down or back down on this one. It’s just a good ymyl websites idea. Google has every motivation to keep information that might provide bad medical/financial stability away from the top of the page. With Google E-A-T, users can quickly and easily find the answers they need, whether it’s a definition of a word, a medical fact, an image, or even a Wikipedia page. And why fight it? Your high-quality content isn’t going to suffer from having more subject matter experts involved. At the same time, as much as we love trying new things, it’s hard to justify a budget for the best E-A-T practice that doesn’t even work yet. We wanted to get ready, but we wanted the process to be: Cheap Easy to implement A no-brainer win-win If there was no way to meet those E-A-T qualifications, this experiment was getting placed on the back burner until it was more relevant. You’re reading this now, so you know we succeeded. We’ve developed a process that isn’t just future-proof—It’s already paying off. Introducing: the Influencer Pitch Alright, so far, you understand that authors who demonstrate E-A-T may matter a lot in the future. Do you know any in your niche? Have you built long-term relationships with people who have degrees, certifications, or influential positions in notable organizations? Don’t worry if you haven’t because that what the process coming right up is going to help you do. You can start with just one professional who demonstrates E-A-T, and work your way up. In the following sections, you’re going to learn how to find influencers, how to pitch them (with an example email), and how to make the relationship profitable for both of you. Finding influencers Nearly every niche has influencers, and by their nature, they are not very hard to find. Search results of niche-related keywords should bring up people talking about your niche, reviewing products in it, or fighting to be the first to drop news about it. YouTube and Instagram are the best hunting ground for my niches, but certain audiences tend to gravitate to certain platforms. Use your E-A-T judgment and your background in your niche to determine the best platform. No matter which one you choose, you want to focus on what you could call “budding” influencers. These are the troopers in the trenches who are starting to develop an audience but are still working their way off the ground. I’m talking about people who post regularly, seem to put their hearts into it and care about improving, but just haven’t managed to break a couple of thousand followers, yet. Let me show you. First, I would search for phrases specific to my niche and expect results that match and answer my question. For examples sake, let’s call that “protein powder reviews”. I’m going to plug that in and browse the results until I find someone who matches my criteria. With that search, I didn’t get far down the page until I found a video I liked. I clicked the account under the video and was taken to the profile page of this guy: He has just over 1.6k subscribers, and many of his videos focus on our example phrase. That’s only the first E-A-T criteria, though. You’ll want to make a few more search quality guidelines research based on what you see around the profile page. Are videos updated frequently? (In this example, yes) Do the last 10-20 videos tend to stick to the brand/niche? (again, yes) Does this author bring any of their own credibility problems to a relationship? (not at first glance, but naturally I’d do more homework outside this example) Overall, this influencer looks like a good place to start. After you find a good candidate, find out how to contact them. In most cases, you can just use the platform’s standard messaging service or hunt around the profile page for E-A-T information. In this case, you can see I easily just clicked over to the about tab and found a button for “business inquiries”. When you do finally reach out, you’re going to want to make them an E-A-T offer they cannot refuse. Here are some ideas and an example pitch. Pitching influencers The name of our game here is win-win. We’re controlling our costs by being able to offer E-A-T influencers enough that they get value out of a mutual relationship. The best way to explain how we do that is by showing you how we present the first offer when we email them. Here’s a pitch email I’ve written for a fictitious name and website. If I were in this niche, this is how I’d approach my first contact. Disclaimer: Subject Line: Looking for Partnership Got the gist? Alright, let me just add a few notes. For one, I think it’s really important that you identify your E-A-T value in the first couple of lines, as I did. Notice I covered each ranking factor in the first few lines of the email. Second, note that we’re not asking him to make a big E-A-T investment. We only asked this guy to create videos because that’s already his thing. If he were to leverage user generated content, we’d want more of that. Finally, don’t underestimate the value of your online stores or blogs being published on a major ymyl website by a fresh influencer. Authorship opportunities are just as important to ambitious influencers. I know for sure that they’re enthusiastic, now. After all… Leveraging authored content OK, you’ve made some connections now, but you need to Read More Read More

The post The Influencer Pitch – How to Build E-A-T for your Content Website first appeared on Diggity Marketing.


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