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Bard Bungles B2B - Bing Better
Bard Bungles B2B - Bing Better

Bard Bungles B2B – Bing Better

By John Woods  |  June 8, 2023
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Last month I looked at how Microsoft’s chatGPT-powered search engine performed for B2B research. I was pleasantly surprised at how useful it was. Read the full blog article here.

This month I’ve applied the same structured research and evaluation process to Google’s equivalent, Bard. 

I can’t sugar coat this. Bard is currently pretty terrible at B2B research – at least, for the types of question I tested.  

Google is up front that Bard is still a prototype, and we can expect it to change and evolve at a rapid pace. But as it stands today, I don’t see much use for Bard in B2B research. Bing Chat is far superior. 

Here are a few examples to show what I mean.  

Google Bard chat - How should I split my budget between Google Search and LinkedIn Ads?
Google Bard response - What's the best coworking space in Oxford?

Top of funnel queries – general information seeking 

Bard did OK with the basics here. I noticed two big differences in comparison with Bing Chat: 

  • Bard doesn’t quote its sources unless you specifically ask for them, whereas Bing Chat often volunteered web links that were its reference material. I found this feature of Bing Chat very useful to build confidence in the answers. With Bard, I found myself having to ask follow-on questions like “what are your sources for that answer?” in order to sense check the results. 
  • Bard doesn’t suggest follow-on questions. You can type in your own, but there’s no guidance. I missed the suggested follow-on questions that Bing Chat provides. 

Bard also had a habit of offering information that didn’t directly answer my question. For example when I asked “How can PV generation be integrated with industrial unit roofing?” Bard gave a good basic answer, but then rambled off to talk about the benefits of solar power. To me, it’s implicit in my question that I already know quite a bit about solar power, and that I’m going to be looking for something specific. So this extra off-topic content doesn’t add value. Bing Chat was typically much more focussed. Here are the Bard and Bing results side by side for comparison: 

How can PV generation be integrated with industrial unit roofing? - Google Bard response continued
How can PV generation be integrated with industrial unit roofing? - Google Bard

Middle of funnel queries – shortlisting suppliers 

Again Bard’s answers weren’t very focussed and didn’t respect the specific context implicit in my question. For example when I asked Bard “What’s the most comprehensive source of construction industry leads in the UK?” it gave me a slightly useful answer, but then suggested I might want to try going to conferences or networking to get leads!  

Comprehensive construction leads sources - Google Bard chat

The Bing response is more concise and actually more valuable: 

What's some other sources of construction industry leads? Google Bard response

Things got a bit weird in places here. When I prompted Bard for more details it gave me a list of suppliers, but the links in the list went to the wrong places. For example a link for the service “Construction Lead Finder” pointed to an article about rogue builders on the Guardian newspaper! This just looked like a bug – fair enough for an experimental service, but it undermined my confidence in Bard as a tool. 

Google Bard chat around construction leads

Bottom of funnel queries – evaluating specific suppliers 

Bard really lost the plot here on several queries. For example when I asked “Is the Curious Lounge a high quality coworking space?” it hallucinated several plausible-looking but completely imaginary reviews. 

Google Bard chat around The Curious Lounge
Bing Chat around the Curious Lounge coworking space quality

Latest score: Bing Chat 1 – Bard 0 

It’s an uneven contest at present. 

Bard rambles, forgets or ignores important context, and – worst of all – Just Makes Sh*t Up when it doesn’t know the answer. Bing Chat, in comparison, stayed focussed and was honest about its limitations. 

I really can’t recommend Bard in its current form as a B2B research tool, and I don’t think we’ll see any great takeup of it in the B2B world unless or until Google improves it. For now: stick with Bing Chat for your B2B research. 

But there is so much at stake here for the search engine giants that I’m sure we WILL see great improvements in Bard and other tools. We’ll keep testing and reporting on progress! 

Given the significance of this technology change you can be sure we’re going to keep a close eye on developments with generative AI-powered search in the future. So sign up for our email newsletter and keep an eye on our blog to stay in the loop!
If you have questions about how Google’s new AI Chatbot might affect your business, or simply want to continue the conversation, please get in touch! 
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What do B2B marketers need to know about New Bing?
What do B2B marketers need to know about New Bing?

What do B2B marketers need to know about New Bing?

By John Woods  |  May 3, 2023
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Generative AI and the future of search marketing 

We’ve been hearing a lot recently about whether the new wave of AI – especially “generative AI” techniques like ChatGPT – will change the world. 

I think there’s little doubt that these will be world-changing technologies. But that’s not a particularly helpful observation! If someone had said “electricity will change the world!” back in 1883, for sure they would have been right, but they weren’t being especially useful. It’s much more valuable to look at the emerging applications of a new wave of technology. Electric lights – just around the corner in 1883. Electric cars – took nearly 150 years to become mainstream.  

So to try to offer B2B marketers something useful in the generative AI debate I’ve narrowed my focus and have been evaluating one particular application. I’m looking at “New Bing”, Microsoft’s ChatGPT-powered search engine, from the perspective of B2B search marketing. 

New Bing – is it relevant to B2B? 

Like most internet technologies, New Bing has been developed primarily with mass market B2C applications in mind. That makes sense – those mass B2C audiences are the easiest places to make money. 

So we shouldn’t assume New Bing has automatic relevance for B2B marketers. Is New Bing going to turn the world of B2B search marketing on its head, so that we B2B marketers have to throw away everything we’ve learned about SEO and PPC and start again? 

That’s a complex question, but to my mind there’s a key starting point: is anyone actually going to use New Bing for B2B research? In other words, will users change their behaviour and switch to New Bing instead of conventional search engines for their B2B buying journeys?  

Changing user behaviour is hard. We’ve all built up habits and expertise about how to use conventional search engines as “magic question-answering machines” and we’re committed to those habits because we know the search engines meet our question-answering needs. User experience experts will tell you that people won’t change their behaviour away from existing successful habits unless there’s a substantial reason to do so. So a switch in user behaviour is only going to happen if New Bing offers a significantly better user experience. 

So this is the question I’ve set myself to answer: does New Bing offer a sufficiently compelling user experience for B2B research that we might expect people to switch away from conventional search engines? 

How I evaluated New Bing 

I wanted to make sure my evaluation was grounded in the reality of B2B research. So before I started, I wrote down a list of real-world B2B research questions. I tried out New Bing with each question and evaluated the results on three criteria: 

  • Ease of use – how easy, or difficult, was it to get a meaningful output from New Bing – if it’s too difficult to use, it doesn’t matter how great the results are, no one is going to switch. 
  • Value of the results – did New Bing answer my question, and was it better or worse than a conventional search engine for the same question? Again, no one is going to switch away from established search habits unless there’s something of at least equal value to be had.
  • The “delight factor” – did New Bing give me something surprising or remarkable – not necessarily directly related to my question – that might bring me back for more? (Even if the ease of use or value don’t quite measure up.) 

One detail here – when looking at the relative value of the result, I compared New Bing with results from “old Bing”. I stuck to Bing because I didn’t want my evaluation to be distracted by differences between Bing and Google. And I used an equivalent query in the conventional search engine – in fact, I used the query that New Bing generated itself:

Here are the questions I used (exactly as I worded them for New Bing) and the equivalent search wording for a conventional search engine: 

New Bing prompt 

How can PV generation be integrated with industrial unit roofing? 

How has COVID affected how people use office space? 

What are the pros and cons of Edge Data Centres? 

How should I split my budget between Google Search and LinkedIn Ads? 

What’s the best coworking space in Oxford? 

How do I choose a data centre supplier? 

What’s the most comprehensive source of construction industry leads in the UK?

What are the leading industrial laundries in the south of England?

Is Sharp Ahead a good b2b marketing agency?

What are the best alternatives to WP Engine? 

Is YPO a good value supplier of school equipment? 

Is the Curious Lounge a high quality coworking space? 

Equivalent web search (from New Bing) 

PV generation industrial unit roofing integration 

COVID office space usage 

What are the pros and cons of Edge Data Centres? 

How should I split my budget between Google Search and LinkedIn Ads? 

Best coworking space Oxford 

How to choose data center supplier 

Construction industry leads UK

Industrial laundries south England

Is Sharp Ahead a good b2b marketing agency?

Best alternatives to WP Engine 

YPO school equipment value supplier

Curious Lounge coworking space quality

The results 

First of all here’s how New Bing scored on my ease-of-use criterion across the 12 questions: 

Ease of use: % of questions

  • Poor – couldn’t obtain anything useful: 8%
  • OK – got a useful result without too much effort: 42%
  • Good – easy to get a useful result: 50%

Pretty good all told, especially considering this was my first serious attempt to use New Bing. New Bing mostly showed a good understanding of my queries and generated relevant output. Now my value criterion:

Value of results: % of questions

  • No value or badly misleading: 0%
  • Somewhat valuable but less so than conventional web search: 58%
  • Equivalent value to conventional web search: 25%
  • More valuable than conventional web search: 17%
  • Much more valuable than conventional web search: 0%

I have to admit this was a pleasant surprise. There were no cases across my 12 questions where New Bing completely missed the mark or came up with badly misleading answers. And there were a lot of cases where the New Bing results were of similar value, or greater value, than conventional search. 

Finally the delight factor. Fully 75% of my queries included something that “delighted” me at least a little! A really pleasant surprise,  and probably the thing that is most likely to bring me back to New Bing again. 

In this example, New Bing found – and accurately explained – the highly specific industry jargon term “BIPV” which wasn’t present in my original query.

Bing Chat Response - How can PV generation be integrated with industrial unit roofing?

Here the follow-up questions that New Bing suggests are extremely relevant, pulling out price and opening hours which are very likely to be important factors in a decision-making process about a coworking space. This would save a lot of time in a real B2B research task.

Bing Chat Response - What's the best coworking space in Oxford?

Some details 

A few detailed observations, in no particular order: 

New Bing is opinionated, but can admit its limitations: New Bing doesn’t shy away from holding an opinion. So for example when I asked it “Is X a good value supplier?” it said yes. But it often caveats its opinions, or admits when it doesn’t know. 

Bing - coworking space Oxford prices response
Bing Chat response - Curious Lounge coworking space quality

I liked that humility and found it made me more trusting of the remaining results.  

New Bing’s shortlists are, erm, short: when I ask New Bing for a list, it comes up with a few alternatives – perhaps two, or three, or a handful. This is potentially a good thing – who really wants to wade through a list of 50 possible suppliers? – but is going to be a massive challenge for marketers if this becomes a standard feature of future search engines. In a conventional search engine, being position 5 or 10 or even 20 for a given search will still lead to some degree of success. With New Bing, if you’re not in the top few, you are literally nowhere. 

Conversational approach adds value (sometimes): New Bing’s “chat”-style interface sometimes adds some value by suggesting follow-up questions that are more pertinent than the “people who asked that also asked this…” functionality of conventional search. For example in response to a question about coworking spaces in Oxford, New Bing offered to list comparative prices – really useful and highly relevant to a B2B researcher. (Admittedly with some other questions the chat options were less relevant, or irrelevant.) 

Conversational memory is sometimes limited: sometimes New Bing seems a bit forgetful. For example, I asked New Bing to list coworking spaces in Oxford. It gave me a plausible shortlist and offered to list some more. I carried on the conversation and asked for the longer list, which turned out to include some repeats of the earlier shortlist. This didn’t undermine the value of the results, but it was a bit disappointing.  

New Bing’s results reflect old Bing rankings: New Bing makes a lot of changes to the Bing search results (content, ranking and presentation) but it does clearly rely on them for its raw material. So if you’ve made a huge effort on SEO for Google but ignored Bing, you might find your content doesn’t feature on New Bing. If New Bing gains a lot of market share then we’re going to need to broaden our SEO focus. 

Geographic nuances are lacking: New Bing doesn’t have as much understanding of geographic cues as I’d hoped for. For example, I asked for “alternatives to X” where X is a UK-based supplier of a geographically-based market. New Bing listed US-based alternatives. 

There are ads (at the moment): Good news perhaps for PPC – the New Bing results do include some search ads. I can’t be sure but these seem to be normal Microsoft Ads listings triggered against keywords. It’s not surprising that Microsoft is exploring ways to monetize New Bing. 

Reflections – is New Bing relevant for B2B search? 

I came to this evaluation with an open mind, and if I’m honest with a degree of scepticism about the relevance of New Bing and ChatGPT for something as nuanced as B2B research. 

Based on my evaluation, I’d definitely use New Bing as it stands today as an adjunct to a conventional search engine. I’d expect it to be particularly useful for certain types of question and not useful for others. So I’m not about to make New Bing my ONLY B2B search engine, but I’ll certainly use it for some types of research. 

And it’s clear that New Bing (and its competitors like Google Bard) are only going to get better at these B2B research use cases. There are already some hints of really valuable user experiences where New Bing did “delight” me and exceed my expectations. They are incomplete and unreliable, but I’m certain they will improve rapidly as the technology matures. Here are a couple of examples of the sort of thing I mean: 

Co-working space Oxford prices New Bing Results

New Bing has assembled a useful summary of pricing there. It’s incomplete, and not as directly comparable as I’d like, but it’s already a time-saver versus a conventional search engine. 

Pros and Cons of Pantheon New Bing Results

In that search, New Bing has found a really plausible list of alternative suppliers and has made an attempt to build out a table of pros and cons of each. Unfortunately a lot of the table has no information in it! But I could imagine a future iteration of the technology could fill that out. 

So I don’t think that New Bing as it stands today is going to replace conventional search engines, but I think it’s already good enough to deserve a place in the toolkit that we use for B2B research. And I’m certain that in the future, the evolution of New Bing and other generative-AI-enabled search engines WILL replace conventional search. That could happen in a lot of different ways – we have an arms race between Microsoft and Google, and potentially other players. We might see a new player emerge. Or we might see an incremental evolution of conventional search engines so that generative AI gradually becomes more prominent in search – that sort of thing has happened before with other evolutions of search engines. But one way or another, there’s going to be a big change in B2B search engines and B2B search marketers are going to have to take note. 

What should B2B search marketers do today about New Bing? 

There are two simple things that all B2B marketing teams can do right away to gain some experience with New Bing and to prepare to manage the impact of this wave of change.

First, get some experience with New Bing yourself. It’s now open to all (having previously been accessed only via a waitlist). Just go to https://www.bing.com/new to sign up. Once you have access, try some questions that are relevant for buyer research in your industry, such as:

  • Top of funnel research like “what are the best solutions for [some problem that your product addresses]?”
  • Opinions about your brand such as “who are the competitors for [your company]?” and “is [your product] good value for money?”

Secondly, make sure you have Bing Webmaster Tools set up. This is the Microsoft equivalent to Google Search Console and it’s the method that Microsoft will use to give you feedback on how your content appears in Bing search. If New Bing causes Bing to gain market share over Google, Bing Webmaster Tools will become more important. So get it in place now so that you can refer back to the data in future. Visit https://www.bing.com/webmasters/ about for details.

What’s next?

This wave of AI technology is certainly going to change the world of B2B search marketing, and that will have important implications for B2B search marketers. But exactly what will happen when is highly uncertain. Right now, most people are still using conventional search engines for their B2B research. So there’s no urgent need to change. We are all going to need to watch, wait and be prepared to adjust our strategies and tactics when the timing is right.

Given the significance of this technology change you can be sure we’re going to keep a close eye on developments with generative AI-powered search in the future. So sign up for our email newsletter and keep an eye on our blog to stay in the loop!
If you have questions about how New Bing might affect your business, or simply want to continue the conversation, please get in touch! 
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A change to insights on Google Business Profiles

By Rachael Clark  |  February 27, 2023
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If your company uses a Google Business Profile, you will have experienced many changes to this platform over the last couple of years. And this month Google retires the distinction between branded, direct and discovery searches. Read on to find out why this is important and what you need to do next. 

Changes to GBP

What’s a Google Business Profile?

Google Business Profiles (formerly Google My Business listings) are a key tool for organisations. They appear on the right-hand side of the Search Engine Results Page (SERP), and on Google Maps with key business information and CTAs.

This rich set of information makes them an important piece of digital real estate, with the local map often appearing before any other organic listings. 

Listings can be created manually or you may find Google has started one for you; they can be populated with user generated content and are often carefully curated by your digital marketing team or agency. 

What’s changing?

Over the years GBP profiles have become increasingly more engaging with visual features such as photos, videos and product imagery within the listing. Most recently Google has changed how you access and edit key parts of your profile, moving key parts of this functionality within the SERP rather than through the back-end platform. 

In addition to this, Google has changed how it categorises the reporting available from your profiles, most notably how it handles user searches. 

What were the types of searches?

Up until now Google classified the way users found your business profile into three categories: branded searches, direct searches and discovery searches.  

  • Direct Searches: These were people who found your business profile searching for your business name or address, e.g. “Sharp Ahead Reading.”  
  • Discovery Searches: These were people who find your business profile searching for a category, product, or service that your business offers, e.g. “B2B digital marketing agency.” 
  • Branded Searches: These were people who found your listing searching for a brand related to your business e.g. “Sharp Ahead.” 

These numbers were a way to gauge not only when your profile was being served, but also the level of brand awareness amongst searchers – which was particularly useful when marketing a physical location such as a coffee shop or coworking space – with the all-important discovery searches indicating how many users found your listing who may not have been aware of your brand.  

What will this effect?

If you’ve automated any reporting on these metrics through Google’s API (such as Google’s Looker Studio) you’ll need to get these updated and replaced with new metrics. 

What should I analyse now?

The performance metrics on Google Business Profiles now fall into two categories – how people found your listing and what action they take from it:

  • Views: These are how many people saw your business profile, broken down by the platform and device that they’re on.  
  • Searches: These show the search terms that people used that returned your business profile in the results. This is a useful addition to the platform and can be used as a replacement for the categorised search metrics, allowing you to analyse whether your listing is found through branded or generic searches. 
  • Plus all the interaction metrics you’d expect – calls, messages, direction requests and website clicks.  

What do we think?

The categorised search types were a great way of analysing the performance of your business profile at a glance. However, the loss of these metrics is balanced by the addition of the search breakdown within GBP – giving digital marketers clarity on what exactly is triggering your GBP profile, which can inform your SEO strategy. Top tip: If you find you’re not ranking for generic search terms consider your description, categories, products and services and…  

If you need support with your Google Business Profile or B2B digital marketing strategy, get in touch with us today for a free 30 minute consultation.  
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Sharp Aheads B2B Marketing Training
Sharp Aheads B2B Marketing Training

Sharp Ahead’s B2B Marketing Training

By John Woods  |  February 17, 2023
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B2B digital marketing is complex. It’s hard to learn – and stay current with –  the full range of skills that’s needed to be an effective B2B digital marketer. And a lot of the resources that are widely available approach digital channels from a B2C perspective, which is often not the best starting point for B2B best practices.

Sharp Ahead wants to help our clients and others to improve their B2B digital skills. So we’re developing a range of short-form training sessions and workshops around key B2B digital marketing skills. Some examples of recent workshops:

  • SEO Fundamentals for B2B Marketers

A 2 hour workshop to give B2B marketing generalists a grounding in the key aspects of SEO. We cover the fundamentals of SEO content strategy and copywriting, and an overview of technical SEO.

This 2 hour workshop is for both marketing and sales teams. We cover how the different individuals within a B2B commercial  team can best use LinkedIn for sales outreach and to enhance their company’s branding. 

Canva is a great design tool for generalist B2B marketers who need to create tactical marketing materials day to day. Our workshop shows how to work with templates in Canva to create high quality marketing material without the need for an expert designer.

We can deliver both private in-house training sessions for teams and public workshops for a more general audience. All of our courses are bespoke so timing and subject matter can be adjusted for your specific needs.
Interested in any of the above or keen to talk through other B2B digital training requirements? Reach out to us to start a conversation and see how we could work together – we’d love to hear from you! 
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Practical Tips For B2B SEO Using Google's EEAT Guidelines
Practical Tips For B2B SEO Using Google's EEAT Guidelines

Practical Tips For B2B SEO Using Google’s E‑E‑A‑T Guidelines

By Rachael Clark  |  February 2, 2023
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E-E-A-T for B2B SEO

First things first, what is the original E-A-T?

E-A-T is the summation of Google’s Search Quality Rater Guidelines which provides an eye-watering 168 page document to help “webmasters understand what Google looks for in a page.”

Whilst Google state that E-A-T is not a direct ranking factor (i.e. a factor that helps determine how well your content ranks for different keywords/phrases in the search results), there are practical applications of these guidelines that are direct ranking factors. 

Confused yet?

Let’s take a step back and look at what E-A-T stands for.

  • Expertise : Having a high level of knowledge or skill in a particular field or topic. This could be in the form of a qualification or education. E.g. a certified WordPress web developer is more qualified to discuss setting up a new WordPress website than someone who has read a few blogs on the topic! There is also space for ‘everyday expertise’ such as a blogger who reviews restaurants, without necessarily having expert credentials
  • Authority: This centres around your reputation in a given field. Are you a go-to source on a particular subject matter? Do you have strong reviews (third party as well as customer quotes)? Are you recommended by other experts in the fields? Do you have lots of content related to that topic?
  • Trustworthiness: This focuses on legitimacy, transparency and accuracy and is particularly key for YMYL content where the wrong information could be very damaging if inaccurate. However, this is still highly relevant for all webmasters. For example: adding in authors for articles and blog content or citing and linking to external sources when referencing quotes, stats etc.

This ultimately boils down to Google’s ambition to further elevate the quality of the SERPs, with high quality, original content written with credibility.

This seems pretty all-encompassing, so why the extra E?

E = Experience

This extra E stands for Experience which, granted, seems very similar to Expertise but there is quite a distinct difference.

  • E for Experience. Google defines this as content that can demonstrate “that it was produced with some degree of experience, such as with actual use of a product, having actually visited a place or communicating what a person experienced”

In short – Google wants to see that the content is written by individuals who have ‘first-hand experience’ of the topic.

Why Optimise for E-E-A-T?

If E-E-A-T isn’t a direct ranking factor, then why optimise content to meet these guidelines?

The key is how you translate the guidelines into things Google can measure. Google’s Danny Sullivan helps explain:

How can B2B marketers create great E-E-A-T content?

Quite often the guidelines from Google are very B2C focused so we’ve compiled some tips to help B2B marketers elevate content to E-E-A-T standards:

Experience:
  • Mention your years of experience: E.g. Helping leading companies transform their XXX for the past 20 years
  • Link to Case Studies: Cite and link to examples of work with customers that highlights your breadth of experience on that subject matter. Where possible, add links to case studies using anchor text that is relevant to the page you’re linking to as this will provide other SEO benefits for your site
  • Embed ‘How to’ or ‘Explanatory’ videos: Adding a video into your content that provides more information about the topic (or solution/service) can not only show your experience but also help keep visitors engaged with your content.
    • Top Tip: To also help your page SEO, make sure to add the keyword/phrase you want that page to rank for into the Title and Description of your video. Plus, if you use YouTube embed, this helps your overall video view count and therefore your VSEO – a win win!

An example of integrating a company's years of experience as part of Google's E-E-A-T guidelines

Expertise:
  • Select authors carefully: Assign articles and blogs to individuals within your organisation with higher levels of expertise in that subject matter
  • Create author bios: Create individual author pages which all blogs/articles to an author page which details more about their background and expertise in that field. Consider adding links in the bio to other sources highlighting their expertise (e.g. if they’re a member of an independent body or even links to their LinkedIn profile)
  • Don’t regurgitate: Showcase your expertise by adding your own opinion on the topic at hand. Ideally this should be backed up with evidence such as research, polls and/or citing credible third party sources
  • Structure your content based on search intent: Think about the audience of your content and the intent behind a search that might bring them to your content. Where relevant, create digestible sections that directly respond to this intent. This structure will also form the basis of your H2s, H3s and ‘table of contents’ at the top of longer form content – all fantastic ways to boost your rankings
  • Link to related content on your site: Internal links let Google know that you have more to say on the topic, or related topic. This also provides an improved UX, making it easier for the visitor to flow between highly relevant content on your site
  • Link to external sites: This signals to Google that you have researched the subject matter and are supporting your content by linking to trustworthy resources
  • Collaborate: The content doesn’t always have to come from you! Consider bringing in other industry experts to work with you on a rounded piece of content

This article from the Innovation Centre Knowledge Gateway in Essex perfectly highlights how they’ve selected the right individual, the Innovation Director, to talk on the subject of Scale Ups.

Adding the author's name and job title to a blog will showcase the expertise of the organisation. This forms an important part of creating E-E-A-T content

Authority:
  • Build up related content: If you have 1 or 2 pages on a particular topic and your competitor has 20, then chances are, they’ll rank more highly than you if one of their pages is similar to one of yours. To gain authority, you need to build a bank of content related to your field of expertise that are also shaped around your target keywords and phrases
  • Integrate third-party verified reviews: Adding in third party trusted reviews from sources such as Trustpilot or Capterra, provides an immediate source of both authority and trustworthiness for visitors
  • Cite key partnerships: If your work with other trusted organisations, then integrate this within your content. Adding external links for these organisations will also provide an SEO boost – but don’t forget to ensure external links open in a new window!
  • Build backlinks for key content: Backlinks to a site are a key measure of your overall authority. Links that direct to pages deeper in your site (not just the homepage), give that content even higher authority. Look at the top 1-3 websites ranking top for the keyword/phrase you want to rank for and identify the types of sites they are receiving links from to help inform your own backlink strategy

Barbour ABI cites government and independent organisations which help builds both authority and trust with the visitor.

Citing third parties within your content helps showcase your authority and helps further support your SEO ranking by following Google's E-E-A-T guidelines

Trustworthiness:

Arguably the E-E-A portions work together to build trust amongst your visitors. However, we have pulled out a few additional tips to help bolster this:

  • Check references: If citing third-party statistics, make sure these are accurate
  • Highlight awards won: What better way to show that you’re a trusted organisation than highlighting that your products, solutions or services have received awards in your field?
  • Keep content up-to-date: If you have ‘evergreen’ content on your site, then make sure it’s updated to ensure accuracy
    • Top Tip: If updating a ‘trends’ blog for the subsequent year, make changes and then update the year on the blog and its related Title and Meta Description
  • Show your contact details: In B2B, a phone number and email address displayed prominently in the header and footer as well as the Contact Page shows that you’re a real company, with real people
  • Refresh your Google Business Profile: When users search for your brand, the content of your Google Business Profile may well be the first thing they see. Make sure this is up-to-date and making the most of the enhanced features it offers (e.g. products/services)

E-E-A-T helps beyond SEO!

We’ve talked here about E-E-A-T because of its relevance to B2B SEO. But Google isn’t your only stakeholder! It’s worth remembering that almost all of the E-E-A-T factors are also relevant for engaging and converting your website visitors. For example, third party reviews will help prospective customers decide whether your product or service meets their needs, and including contact details on your page will help them to get in touch when they are ready for a conversation with sales. So both of those things will increase conversions from your website visitors.

In general, following the E-E-A-T guidelines will make your content more persuasive and more engaging for your human readership, as well as more attractive to Google – with all of the marketing benefits that flow from that.

Want to have these helpful tips at your fingertips? We’ve curated the checklists above into a downloadable E-E-A-T checklist that you keep on file for whenever you’ve got new content to create. We hope you find it useful! 
If you’d like to continue the conversation or find out more about SEO and B2B copywriting services we offer at Sharp Ahead, please do get in touch – we’d love to hear from you!
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