Focus on thought leadership initiatives

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 05, 2021, 2:38 PM UTC

Consistently publishing high-quality thought leadership content can help improve brand reputation and establish credibility.

Google uses certain factors like E-A-T, YMYL and beneficial purpose to determine search rankings. Understanding these factors and publishing content accordingly can help companies improve search rankings. For showcasing E-A-T (Expertise, Authoritativeness, Trustworthiness), businesses should create honest and accurate content that portrays expertise and establishes thought leadership.

Consistently publishing customer-centric content can help brands improve their chances to rank higher on SERPs. Businesses should make sure their content has a purpose that benefits the user and demonstrate subject-matter expertise.

Businesses should make sure their content is accurate and verifiable while creating content around YMYL - News and current events, finance, health and safety. Creating user-centric content that focuses on common beneficial purposes like sharing a piece of information or expressing an opinion can further boost search rankings.

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