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5 Tips for Developing Trusted Content for Google and Researchers

5 Tips for Developing Trusted Content for Google and Researchers

The first day of SMX Advanced 2022 opened today with a keynote from Jamie Clark, Vice President of SEO at Center

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The first day of SMX Advanced 2022 opened today with a keynote from Jamie Clark, Vice President of SEO at Centerfield. It was filled with insights into creating trusted content that Google ranks and researchers need.

Wirecutter migration: SEO + content + rbrand

Before Clark joined Centerfield, she worked for the New York Times. In 2016, the New York Times bought The Wirecutter, a product recommendation site.

This led to thewirecutter.com migration to nytimes.com/wirecutter in 2020. This migration doubled Wirecutter search traffic within a year.

But two years of work in search engine optimization preceded the emigration. And it started with a new mission: helping people effortlessly choose and buy the things they need to live a better life.

How did they do this:

  • Comprehensive report arrived at the correct answer.
  • Heavy emphasis on solving reader problems (not heroism).
  • Make actionable recommendations and communicate like a human would.
  • Prioritize the trust of your long-term readers.

Here are five tips Clark shared during her SMX Advanced keynote on how to develop authoritative content for Google and researchers.

1. Focus on depth, not breadth

Clark said Wirecutter had a “wide, inch and depth approach” to product reviews.

But their content strategy shifted in 2018 to go even deeper. They began to create:

  • Top Level Pages: They served as a set of summaries of specific evidence and related use cases. These pages have been linked to our mid-level pages for more in-depth analysis.
  • Medium pages: This has delved into specific use cases or types of products.
  • Content support: These included posts on blogs, how-tos, and news. It is intended to add breadth and depth to topical coverage by answering frequently searched questions and linking to other pages when it makes sense.

Building a positional authority

One of Wirecutter’s goals was to have search results for the term “vacuums”. They had about five reviews on different types of vacuums (portable, cordless, robot, steam, stick).

Clark said they studied the search data to find additional use cases to identify and fill content gaps. They also conducted comparison research and back up the content people were looking for.

“We’ve always updated the Topics page – the Best Vacuum page, to link and address each of these use cases as anything under them has been updated,” Clark said.

has a purpose

There must be a clear user-centered reason for creating a page or website.

This purpose can be single or multifaceted.

Clark said that according to Google’s definition, each page should have a useful purpose that is useful or useful to users.

Questions to ask yourself:

  • What is the main purpose of any particular page on your site?
  • Who do you expect to be on the page?
  • What are they looking for when they get there?
  • How do they expect to see the content format?

“We don’t want to help one random person make one decision. Instead, we wanted people to really cut down their homes,” Clark said. “Helping them discover what they need day in and day out, a bigger, longer-term, and connected picture of the biggest events in their lives.”

Present content in the most useful way

You should make it clear what is most important with the way you present your content. You then have to guide people more deeply to dive into specific use cases as needed.

There are two main categories of content:

  • Main content: The page should directly help achieve its purpose. This can be text, images, tables, videos, or any other page features that help someone understand the purpose and actually achieve the goal.
  • Supplementary content. It should help users find and navigate the main content. Supplementary content should not distract the user from the main content.

Show your food

Here’s how Wirecutter handles EAT:

expertise

Structured data has been added to author pages to reinforce that Wirecutter’s content was written by experts or enthusiasts who have demonstrated expertise in a particular space.

Author pages began with a paragraph at the top, with details about the author:

  • How long have they been covering the topic?
  • their background.
  • Why are they qualified to talk about the topic.

The pages also included social media links (eg LinkedIn), an email contact and a summary of their most recent articles.

Authoritarianism

These are the “tried and true” on-page elements of how Wirecutter generally structure its pages:

  • an introduction: This provides an overview of the process and results in one paragraph. It’s meant to be an intense form of hours spent researching and testing. This paragraph has always included a link to the product purchase page to make it easier for people to make a decision.
  • How we chose: This details the criteria and features that were evaluated. These types of items are especially important in light of the Google Product Review updates.

Wirecutter also kept the original timestamps for the date of publication, using the chart. why?

They believed in this method to demonstrate longevity and ensure Google understood that even though a page moved to a new site, it was the same authoritative piece of content that the same person had written years earlier.

trustworthiness

This is a measure of two things:

  • Accuracy: You can use the refresh box to recall if something is out of stock or if some information has changed. This helps show that your page provides the most current information.
  • Transparency: How do you recommend the products? How do you test the products? You want people to trust you. So you have to explain why they should.

Register now for SMX Advanced

Missed Clark’s Keynote Live? do not worry! Simply register for free here to view Clark’s full on-demand keyword.

There is still plenty of time to try the rest of this year’s 100% free default version of SMX Advanced. See all the other great SEO and PPC sessions on the agenda today and tomorrow – and put your questions to the speakers in our live Q&A in overtime.


New in search engine land

About the author

Danny Goodwin is the Managing Editor of Search Engine Land & SMX. In addition to daily writing on SEO, PPC, and more about Search Engine Land, Goodwin also operates a roster of Search Engine Land experts in the field of search. It also helps with programming for our SMX Conference Series – Search Marketing Expo. Prior to joining Search Engine Land, Goodwin served as Executive Editor at Search Engine Journal, where he led editorial initiatives for the brand. He was also an editor at Search Engine Watch. He has spoken at many major research conferences and virtual events, and his expertise is drawn from a wide range of publications and podcasts.

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