5 Ways to Develop Authoritative Content

Google rewards relevant, reliable information that is thorough and easy for searchers to find and use. In other words, information that conveys authority and expertise. At MediaOne we have developed 5 effective ways to create Authoritative Content for businesses. The following 5 tactics are also a great addition to Our 10-step Content Development Strategy that was recently posted.

1. Go Deep not Wide

Overview Page: Don’t try to accomplish too much on one page. Present a high-level overview of what is being offered and provide a link to a second level page that gives more details for each offer. For example, briefly describe all the relevant aspects of a destination such as the lodging, attractions, amenities, restaurants etc. with links to a details page for deeper level information.

Details Page: Here’s where you dig deeper into the specific features and benefits of the products or services that were highlighted on the Overview Page such as the attractions or lodging available in the destination area.

Background Support: Make sure to include reviews, blogs, how-to’s and answers to FAQ’s that will build user confidence in your content.

2. Establish topical authority

If you want to own the search results for Beach Vacations for example, use search data to identify comparisons to similar destinations, identify content gaps and fill in the holes to become the Beach Vacation Authority. Update this information constantly with current search data and make sure to identify the information as updated

3. Have a purpose

Every page or website should have an easy-to-understand purpose that is user-centric. It can be a singular or multifaceted purpose as long as it is beneficial or helpful to the user.

Things to consider:

What is the overall purpose of the page?
Who is the target demographic?
What is the searcher looking for when they get to the page?
Does the content formatting make it easy to get the information?

4. Make content more useful with appropriate formatting

Make sure the content is formatted in a way that emphasizes the most important information and gives the user a clear path to dig in deeper if they want

Use text, images, info-graphics and videos to achieve the page goals and help the user understand its purpose.

5. Establish your E-A-T

(Google’s new algorithm acronym) – Expertise Authoritativeness Trustworthiness

Expertise

Use research data and graphs to convey that the content author is an expert or enthusiast about the subject matter. Start author content pages with a paragraph highlighting their background and what makes them qualified on the subject. You can also include social media links like LinkedIn, an email address and feed to their articles.

Authoritativeness

Provide an introduction paragraph describing how you developed the information and the amount of time spent discovering the features and benefits. Highlight the criteria that was used for evaluating those features and always include a call to action to purchase or receive more information.

Trustworthiness

There are two things that are important to establish here:

Accuracy: Use an updated box to show that the information is current and accurate.
Transparency: Explain why you should be trusted and the steps you take to ensure that your content is the best it can be.

MediaOne has a team of Authoritative Content experts that can help guide you through the process and give your DMO the SEO advantage.

Source: https://searchengineland.com/develop-authoritative-content-google-searchers-smx-advanced-keynote-385793