Create content around YMYL factors to boost search ranking

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 14, 2021, 3:05 AM UTC

Integrate credible sources, awards, bios, reviews, and links into the content mix to optimise for expertise, authoritativeness and trustworthiness (EAT) on Google.

With Google encouraging marketers to optimise content for humans, content stuffed with keywords is often devoid of quality and fails to optimise SEO. Brands looking to develop high ranking content that drives traffic and engages users should organise it in a way that visitors can easily access information.

Use the inverted pyramid of journalism, which places the relevant information at the top, followed by vital details and background info to create quality content. The five Ws, namely, who, what, when, where, and why, should be addressed in the important information.

Use tools like Ahrefs to discover and answer the questions users are searching for. Moreover, with Google prioritising “Your Money or Your Life” (YMYL) for EAT, crafting content around shopping, news, current events, finance, and more is recommended. Ensure the content is linkable and incorporate data visuals and infographics into the content. Alli Berry, SEO director at The Motley Fool, advises marketers to use appropriate punctuations within the alt text and captions “to greatly improve the user experience.”

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings.

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