Monthly Archives

February 2020

E-A-T: The SEO Trend You Need to Know

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Google E-A-T: no, it’s not what’s for dinner!
With all the acronyms today, it can be a little hard keeping them straight! But when it comes to the future of SEO (Search Engine Optimization), E-A-T is one you’ll want to know.

What is E-A-T?

E-A-T is an acronym used by Google in it’s Quality Rater Guidelines (QRG) that is a way to “grade” your site and web presence. Considered a high priority, as it is mentioned 135 times in the 167 pages of the current draft of Google’s QRG, this is a way to test the quality of your content. By using E-A-T, the team of reviewers is ranking your site based off of the overall Expertise, Authority, and Trustworthiness you exhibit through your content.

Expertise

To display your expertise, you will want the author of the content (or owner of the page, if you are not creating the content yourself) to have the appropriate education, qualifications, and/or life experience to support your claim to be an expert on your subject/industry.

Authority

To establish your authority, you and/or the author will need to be recognized as an expert in your field not only by your audience but also by your professional peers. Reviews, testimonials, and quality backlinking can prove vital to establishing your authority.

Trustworthiness

To show your trustworthiness, you need to build credibility with your audience by the accuracy of your content, your transparency, and your reputation. Listing awards your business has won, recognizable brands that you have worked with, and staff introductions including headshots and qualifications all help to boost the trust of your audience.

The Future of SEO

While the Google algorithm itself may not be able to judge the quality of your content using E-A-T, there is a clear indication that E-A-T is the direction that we are looking at in the future. By knowing this, you can get ahead of the game and start optimizing the quality of your content now, so that when Google does figure out how to include it in the algorithm, you will maintain your rankings. As an added benefit, your client base will not only be grateful for your attention to detail, it could also grow!

Why is Rebranding Important?

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Branding is crucial because it is what represents your company. Just by the look of your brand, people will instantly know who you are and what you do. Nike, for example, is known by a swoosh on the side of all of their merchandise. If as a company they chose to just put an advertisement up of that brand and logo, then everyone would know who they are and what their products are.
But there is more to a brand than just initial appearance: you need to update your brand to keep up with society’s standards.

Rebranding

You might’ve had the same brand for 20 years and it has probably become a tradition, but rebranding can become a new tradition! Giving your company a new image can make it more attractive and successful in the end. Rebranding allows you to keep up with competing markets and it allows you to have the best and most modern design out there. Rebranding allows you to be in touch with the current trends in color schemes, fonts, etc. Current popular color schemes include vibrant and bright colors that catch people’s attention without being annoyingly bright and obnoxious. The fonts that are trending right now are BOLD and stick out. The simpler the better when it comes to your brand. People don’t like to look at something that is in your face, they want something that looks satisfying to the eye.

Rebranding Do’s and Don’ts

Rebranding is a tricky thing and if it is not done correctly then it will not be successful. If you rebrand your logo in a dramatic way it can cause people to be confused and not be able to recognize who you are. If they are too artistic then people who do not have an eye for art get confused about what the logo is trying to represent.
A great example of a rebranding error is Uber. When this company first came out, they had a square logo and no one knew what company they were because nowhere did it say Uber. Now the company has rebranded to using “Uber” in bold font as their new logo so people can easily see who they are. This is an example of successful rebranding. Now this company is easily identified by its consumers and well known across the board for having a simple black and white design. But if this company were to make the mistake of others and rebranded to another deceiving logo then it would have cost them not only the loss of customers but a big sum of money as well.
Here is a list of rebranding do’s:

  • Simple design
  • Easy to identify
  • Bright color tones or black and white
  • Bold fonts

The Don’ts:

  • Too many words
  • Overly artistic designs
  • Soft color tones like pastels or greys
  • Obnoxious patterns

For more information on how to rebrand your company’s logo contact a professional today.

Designing A Website: Why DIY Isn’t The Best Option

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If you’re wondering if your business needs a website, the answer is a resounding YES. It’s a digital world, and we’re all just living in it!
With all the online web builders available today, you’re probably thinking that you could take on this project on your own–and maybe you could!– but self-design isn’t the best option for everyone. Here are a few perks you may not have considered that come when you choose to work with a professional on your website development.

The Value of Your Time

Making a great website takes a bit of a time commitment. There is a lot of work that goes into building and maintaining a website. By choosing a web design professional, you are free to turn that attention onto other projects; whether it’s focusing on other areas of launching your business, or just using that time for yourself and your family, not spending that time glued to a computer screen can significantly benefit your day to day life.
Not only do you save yourself the barebones amount of time that it takes to construct your site; you also save yourself the added headaches that come from heavy research and trying to figure out why things aren’t working the way you want them to. The worst feeling in the world comes when you think you have something perfect, only to discover that some feature of your site isn’t functional!

Finished Site

Online website builders are great, but they do fall short in a few areas when it comes to your finished site. When you work with a web design professional, your site is essentially completely customizable: whatever you want, you get. With most website building applications, that is not the case; they tend to gravitate toward WYSIWYG: or, What You See Is What You Get. They have set templates, and not a whole lot of full body customization options.
Another perk of using a web development professional comes in the overall finish and functionality of your site. When working with a pro, you can trust that your site will not only look amazing but that it can also withstand whatever you may need of it: whether it be high volumes of traffic (something you love to see!) or a considerable amount of content, you don’t need to worry about running into limitations.

Face to Face Connection

When you choose a local company to build your website, you have the added benefit of face to face and hands-on partnership when developing your website. You can build that relationship of trust in person, getting to know your developer, while allowing your developer to really get to know your wants and needs for what you need your website to do for you. This supports full customization of your site and makes it easier to communicate should there be things you want to be adjusted; something that those web builders definitely don’t allow for!

Potential for Future Growth

When you choose a local company for your website design and development, there could be even more perks! If your chosen company is a marketing company, there also is the added benefit of having insight into SEO for your site to drive traffic, and even opens up the door for a future partnership for your advertising needs rather than just basic website construction. Things like ongoing blogs and continual site optimization can help to keep your company ahead of your competitors.

Those Times Things Go Wrong

It happens all the time: some technological glitch happens, a website goes down. What do you do? When you’ve used a website builder, you may be out of luck, but when you work with a professional website developer, you can contact your web team and they can work from the back end to figure out what went wrong, why, and help to ensure the same error doesn’t happen again. This takes the pressure off of you, and encourages your customer base to place their trust in you: no one likes when their chosen source is offline in this mobile world!

When examining the pros and cons, it’s pretty clear that having a professional website team behind you is the best choice when investing in a website. If you’re in the Boise area and looking for a team for your website or digital marketing needs, contact the team at Social Eyes Marketing today!

4 of the Most Important Recent Google Algorithm Updates

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As an SEO marketing company, we are under the control of the search engine god, Google. There have been many updates over the years. Some have affected SEO more than others and oh boy, have we noticed! Here, we will be analyzing some of the most recent Google updates and their impact on search results.

January 2020 – Featured Snippet Update

The featured snippet update by Google restricts URLs that are shown in the featured snippet from being shown again in the top 10 organic results. Hence, anything in position “0” will not show up again below that. Position 0 is placed above all other organic positions and is a very valuable place for your website to rank for.

January 2020 – Broad Core Update

It is only a few times a year that Google rolls out broad core algorithm updates. So the first one in 2020 is quite a significant update to keep an eye on. Broad core algorithm updates bring about larger fluctuations in SERPs as opposed to regular core updates. Google suggests that the best way to recover from a broad core algorithm update is to continue to create and build high-quality content. Broad core updates are always focused on providing greater search results for users. Sometimes this can significantly rock the boat for webmasters who aren’t up to date with all the latest web design trends and algorithm changes.

October 2019 – BERT Update

Perhaps one of the largest updates that spread like wildfire among the SEO community was BERT. BERT stands for Bidirectional Encoder Representations from Transformers. According to Google, the new BERT update will impact 10% of search results across all languages. This is quite a significant amount considering that Google processes 40,000 search queries every second. Because of its significance, it will be added to the notorious list of algorithm updates by Google like Panda, Penguin, Hummingbird, and RankBrain. As mentioned before, Google is constantly updating to provide better search results for users. BERT will be analyzing words in relation to one another in a sentence as opposed to one word at a time. Thus, Google is making strides to understand the context of a search. The update affects 1 out of 10 organic search results and brings greater significance to voice search.

June 2019 – Diversity Update

As you may have noticed, differing pages of the same website rank in the top 10 organic search results. Similar to the snippet update in January 2020, the June 2019 Diversity Update provides more diverse search results aimed to combat this. Thus, you usually won’t see more than 2 results of the same website in the top results unless it’s especially relevant for a particular search. Google stated that “Site diversity will generally treat sub-domains as part of a root domain. IE: listings from sub-domains and the root domain will all be considered from the same single site. However, sub-domains are treated as separate sites for diversity purposes when deemed relevant to do so.”

SEO Experts

All this talk about SEO and Google can become overwhelming. Luckily, there are marketing agencies that specialize in this exact area. Social Eyes Marketing is a local Boise marketing agency that offers SEO services. We also offer much more, but we won’t go into depth. If you find that your business is not ranking well on search results, give us a call or fill out one of our forms. It’s important for your business to be noticed; just think about how many times you use Google to find a product or service!