Implementing helpful content: The importance of EEAT and diversification

A practical approach to helpful content

With Google's growing emphasis on helpful content, it becomes essential for businesses to understand how to implement this into their daily marketing practices. Creating content that meets Google's high standards requires more than just good writing skills. It requires a strategic approach where expertise and added value are key. In this article, we take a closer look at the importance of EEAT (Experience, Expertise, Authoritativeness and Trustworthiness) and the ways companies can diversify their content to better meet the changing demands of search engines.

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Integrating EEAT into the content strategy

The acronym EEAT represents the main criteria Google looks at when judging the quality of content. This means that content should not only inform, but also be delivered by someone with proven experience and expertise in the field. Companies can achieve this by investing in content written or verified by real experts. For example, a product review written by a professional or an interview with a recognized expert can contribute significantly to content credibility. Google looks beyond just the content itself; it also evaluates the reputation of the author and the source of the content. This means that building a strong online reputation is crucial. For businesses, it is essential to hire experts who not only have the right knowledge, but also have a positive reputation within their field. This can be reinforced by regularly contributing to discussions in the field, writing guest blogs or having a presence in relevant forums.

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Diversification of content forms: More than just text

In addition to the quality of the content itself, the form in which the content is presented also plays an important role. Google values content that goes beyond text. Videos, infographics, podcasts and even interactive tools can significantly improve the user experience. This diversification in content forms shows that effort has been made to convey content in an engaging way, which is an important signal for Google. YouTube videos, for example, are not only a great way to deliver visual content, but they also appear prominently in Google's search results. This means that businesses that create videos have an extra opportunity to be visible to their target audience. Short videos, such as YouTube Shorts, TikTok clips and Instagram Reels, are also increasingly being included in Google's search results, providing another opportunity for businesses to increase their reach.

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Business strategies for successful implementation

For companies that want to take advantage of this new reality, it is important to invest in a diversified content strategy. This means not only producing high-quality textual content, but also exploring other formats such as videos, infographics and podcasts. In addition, the focus should be on building a strong reputation for both the organization and individual authors so that Google recognizes them as reliable sources of information. For example, companies can consider creating video content in collaboration with well-known experts in their industry, which not only helps build EEAT, but also creates more engagement with the audience. TMC Media is ready to support companies in developing these advanced content strategies and help them stay visible in search engines in a sustainable way.

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Looking ahead to the next part

In the next article, we discuss the economics of this transformation: how can companies measure and justify the ROI of their helpful content efforts? We will delve into the ways companies can analyze and optimize the effectiveness of their content.