I searched Google for the causes and treatment of rash.
And the site that topped my search results was none other than WebMD.
We all know that WebMD is an authentic medical domain educating on various health conditions.
But why Google trust it? Why it places WebMD on the top of SERPs related to health and medical advice?
As a webmaster, I can give you several reasons why Google shows WebMD on top.
But one driving factor behind all those reasons is its E.A.T.
E.A.T stands for Expertise, Authority, and Trust.
It means that WebMD has got the expertise, authority, and trust. The content is created and verified by medical experts, making it authentic for users.
The users come here, trust it, and share it, making it reliable for Google.
This is just a rough overview of E.A.T to show its role in the search engine results.
LET’S UNDERSTAND E.A.T IN DETAILS
What is E.A.T?
E.A.T stands for Expertise, Authority, and Trust. Launched in 2014, E.A.T has become a key metric of ranking.
It is a framework mentioned in Google’s Search Quality Guidelines that helps people determine how helpful or useful a page is to solve their queries. Google wants to provide users the quality results for any queries, and websites with sound E.A.T are likely to get higher rankings.
Here is a brief explanation of each E.A.T component.
Expertise:
A content creator should be an expert in his field. Although it might not be that critical for gossip or entertainment sites, it really matters for financial, legal, and medical websites. For example, providing an author bio in any piece of writing can help people know about the content’s expertise.
Authoritativeness:
Authoritativeness is referred to as the quality of being accurate and reliable. Google measures that by backlinks, reviews, and mentions associated with your website.
Trust:
Trustworthiness comes into play when a website asks users to provide sensitive information such as credit card information. Therefore, a user should feel safe while exploring your site. The primary way to build trust is by implementing an SSL on your website.
“Proven trustworthiness is really important. While expertise and authority are factors that boost your rankings, trustworthiness, or rather a lack thereof is what can easily tank your rankings on Google.”
Keep in mind that these three components work together to help your website be in Google’s good books.
It might not work if you are an expert and produce low quality or irrelevant content. If you have expertise and authority in your content, then the last thing to worry about is your website’s security.
Therefore, you have to be eligible for all components of E.A.T.
However, EAT is not a ranking factor as confirmed by Google’s Danny Sullivan—
“Is E-A-T a ranking factor? Not if you mean there’s some technical thing like with speed that we can measure directly. We do use a variety of signals as a proxy to tell if the content seems to match E-A-T as humans would assess it. In that regard, yeah, it’s a ranking factor.”
But it can’t be denied that it plays a vital role in getting your website recognized by Google.
WHAT IS GOOGLE’S QUALITY RATERS GUIDELINESOR QRG?
E.A.T is essential for the success of your website in search results. It helps build your website’s credibility among the users.
Well, Google QRG is a 166-page long document that contains essential guidelines to rate a website.
This document has been provided to 16,000 human raters employed by Google just to check every website manually. After all, humans can assess the value of the content better than any machine.
But these raters don’t have the power to rank the website based on their ratings.
Instead, they report to Google’s engineers, who then assess their algorithms based on the information provided.
Simply put, the raters’ feedback is used by Google to adjust its algorithm.
“ Quality Raters are spread out all over the world and are highly trained using our extensive guidelines. Their feedback helps us understand which changes make Search more useful.
Raters also help us categorize information to improve our systems. For example, we might ask what language a page is written in or what’s important on a page.
We use responses from Raters to evaluate changes, but they don’t directly impact how our search results are ranked.”
You can download the complete Google Quality Raters Guidelines from HERE.
Broadly speaking, Google Quality Raters’ Guidelines works on four things to rate the website:
A.T
Needs Met (does your page satisfy the users?”
Your Money or Your Life (Important content related to life, money, and health. It calls for utmost expertise.)
Page Quality (Misleading titles, ad-blocked content, and obtrusive ads might harm your ranking.)
“They don’t tell you how the algorithm is ranking, but they fundamentally show what the algorithm should do.”
– Ben Gomes, Google’s VP of Search, in an interview with CNBC over Google’s QRG
The Relationship Between E.A.T AND GOOGLE’S QRG
Again, quality raters cannot influence the rankings of your website.
But Google surely leverages their reported information to show the high-quality website first in the search results.
“These ratings do not directly impact ranking, but they do help us benchmark the quality of our results and make sure these meet a high bar all around the world.”
Many of these websites lack E.A.T; traffic went below when the core update is released, and Google’s ability to detect E.A.T enhanced.
How to Create E.A.T Friendly Content
So far, you must have read that GOOGLE’S QUALITY RATERS GUIDELINES is more or less based on E.A.T principles.
Google is likely to tweak its algorithm based on the report of these guidelines.
Therefore, the message is clear—only an E.A.T friendly website has good chances to rank, no matter what algorithm comes.
There is no right time to update your website according to the E.A.T norms. Do it now.
Here’s how…
Create Quality Content That Stands for Expertise:
Whether you write medical content or run a recipe blog, make sure it has the reflection of your expertise. Otherwise, it is better to get it done by an expert of that field, especially if it is related to medical, finance and health, or any other area of Your Money, Your Life (YMYL)
However, formal expertise is not required in the content related to life experience or everyday expertise. For example, someone mentioning his experience with depression in any form won’t be penalized. Because Google thinks that the person is sharing his knowledge, not expertise.
Here’s what Google guideline says about it.
“Consider this example. Here, forum participants are telling how long their loved ones lived with liver cancer. This is an example of sharing personal experiences (in which they are experts), not medical advice. Specific medical information and advice (rather than descriptions of life experiences) should come from doctors or other health professionals.”
Use Authentic Sources:
Make sure to link your facts and statistics to a credible and accurate source. This makes your content looks authentic.
Google pinpoints this thing in its guideline—
“High E-A-T news articles should be produced with journalistic professionalism—they should contain factually accurate content presented in a way that helps users achieve a better understanding of events.”
Look for Positive Reviews:
One of the E.A.T rules is to gain positive reviews on your content. It will improve your page quality as well as build a reputation. Positive reviews are triggered by high-quality content that helps your audience.
Besides, you should take care of negative reviews by trying to know their problems and providing solutions accordingly.
Make a Wikipedia Page:
For Google, Wikipedia is a reliable source.
Joshua Hardwick, the head of content at AHREFS and the founder at the SEO Project, opines—
“News articles and Wikipedia articles can help you learn about a company and may include information specific to reputation, such as awards and other forms of recognition, or controversies and issues.”
In fact, having a Wikipedia page for your business can help you gain authority and trust to some extent. It is also worth mentioning that Google extracts information from Wikipedia for Google Knowledge Graphs, which is a critical point in improving your online reputation as well.
OVER TO YOU:
Google Search Quality Raters’ Guidelines impact algorithms. And E.A.T is going to be a crucial factor in that. Therefore, optimize your content according to E.A.T so that your website can easily pass an algorithm test on any given day.
What do you think? Let us know by commenting below!
There may be a name in notoriety too. Still, today more and more consumers are making brands and companies accountable for their marketing tactics and policies, especially in the digital marketing world. The exposure of the marketing choice on digital media is many folds more than in offline marketing. This makes controversial tactics exposed and means that sooner rather than later, they will be called out for it.
Let us look at five of the most prominent recent examples of controversial marketing tactics in the digital marketing world.
BIC pens Digital Marketing Controversy
One of the biggest names when it comes to pens and stationery products that are reliable and sturdy. This has been true for decades. With everyone moving to digital marketing, Bic has been behind in this in any aspect. Their brand name has only benefited from these for sure, like most brands worldwide across industries.
However, a recent campaign, which was likely made with great intention, backfired royally. The digital marketing campaign led to a lot of controversies as soon as it hit the social media channels.
Credit: https://www.theguardian.com/
The campaign read:
“Look like a girl
Act like a lady
Think like a man
Work like a boss.”
This was launched on Women’s Day to honor working women. The internet was full of memes and commentaries on this. This led to the company withdrawing the campaign hours into releasing it.
McDonald’s Digital Marketing Controversy
Credit: Cnet.con
The controversy isn’t always caused in a negative sense as hard as it may be to be believed. If precedence is to be seen through, a controversy even if it begins well for the company doesn’t necessarily end well. Positive publicity can lead to disappointment and broken promises for the company later.
A recent example of this is McDonald’s when they wanted to publicize their one day return of their 1990s fame Szechuan Sauce in limited outlets. To publicize this, they worked with the peak popular Rick and Morty show to advertise this online.
It became clear soon that the company underestimated the response they would get to this ad and the sauce return. It isn’t that their ad was not clear enough on the details of the return of the sauce or its availability. What just happened is that they did not see the return being this successful.
What followed the ad was unending lines on all McDonald outlets for the sauce. This threw the outlets that did not have it completely off. Even the ones where it did make a return ran out of it within the first hour or so of the day opening. This meant that almost all customers who visited the outlet left disappointed.
This backfired as many were very upset with the company for such a short return or limited outlet return compared to the scale and popularity of the ad partners.
Star Sports Digital Marketing Controversy
Controversy, at times, strikes even when you may not be at fault. An ad for the Cricket World Cup 2019 by ICC stirred up a lot of controversy in the Indian subcontinent for Star Sports.
This controversy is a reminder to brands that not all trending topics are up for grabs when it comes to the sentiments of people.
To be fair, the company did not directly cause the controversy, but seeing the timing and what had recently happened, this could have been avoided.
They came out with an ad for CWC2019, including Father’s Day, in the narrative for a jibe at the neighboring country for India with respect to cricket. A company there hit back with an ad on the issue with an ad-based around Wing Commander Abhinandan. This was not well, obviously. While most of the hate targeted the Pakistani channel, Star Sports was also dragged into the same due to their connection.
Bud light Digital Marketing Controversy
Credit: entrepreneur.com
Often controversy is not what a company or brand sets out for, but their obvious oversight on one aspect or another leads to disastrous results.
The beer in question recently came out with a series of ads in the digital and traditional marketing formats that completely missed the point and were swamped with negative responses.
The ad portrayed the idea of “up for whatever” in terms of willingness and spirit by ads showcasing a man taking on daring tasks. Their tagline of “the perfect beer for removing no from your vocabulary for the night,” however, sent the worst possible message across.
People saw this as a link to how often alcohol is used or abused for rape, and the campaign faced the social media heat at a peak. The company apologized and pulled their campaign based on the reaction.
Dove Digital Marketing Controversy
Many a time the controversy of an ad isn’t misperception or a second meaning seem into the ad. While there is no denying that such things should be overlooked or avoided by the brands, there is a much bigger category they need to care for.
The last example, for now, is one where the brand marketing team put across a blatantly disturbing thought process, and this was approved or overlooked by the giant that is the company until it blew up.
The case in point being discussed is a digital platform released ad by Dove (a brand by Unilever) in which the advertisement shows a black woman remove her dark top and turn into a white woman by using Dove. This was a clearly racist ad but was somehow approved and launched.
The backlash was immediate and unrelenting until the company apologized and pulled the campaign, but not before they had received a lot of hate over this.
Bottom Line:
From the above examples, you can see that in these times of the great digital footprint everything leaves and where it is impossible in one way to take away once something is put out there, while also being unable to know the extent to which it would become viral; it is crucial for brands to be more than careful of their campaigns. What a brand puts out there on the digital forums goes beyond geographical boundaries and can have a previously unseen level of response to it.
His story is a paradigm of entrepreneurial visionary creation: Steve Jobs co-founded the company- Apple in his parents’ garage in the year 1976, was sacked in 1985, resurrected to save it from severe bankruptcy in 1997, and until the day he died, in October 2011, he had established it into becoming the world’s most profitable business. He managed to help transform several sectors along the way: animated movies, music, personal computing, retail stores, digital publishing, tablet computing, and phones.
With a successful venture into Pixar’s computer animation, Toy Story was produced as such a high-quality film that industry powerhouse Disney decided to pick the company. Steve Jobs’ last invention was the iPad, a portable device to replace the Desktop. Jobs needed a device to increase cognitive computing capacity for all the information in the world accessible on a smaller screen.
Steve Jobs, John Alan Lasseter & Pixar
When Steve Jobs decided to purchase Pixar in 1986, a talented animator named John Lasseter had to rope in Jobs for an animated short film. This was Lasseter’s first formal encounter with his new boss. Jobs only had a suggestion—”make it great. “The short film, Tin Toy, ended up winning the very first Academy Award ever granted to computer animation and laid the standard as to what eventually became Toy Story. Lasseter, who has become the chief creative director at Walt Disney Animation Studios (and Frozen’s exec producer), claimed it was the most in-depth guidance he’s ever got.
The company’s biggest achievement began in 1991 after Disney announced an investment in producing and releasing Pixar’s first motion picture. Initially more interested in NeXT’s prospects, Jobs immediately entered into negotiations and helped work out a three-movie contract for 12.5 percent of box office revenue. While Lasseter and the design team progressed on what would become Toy Story, Jobs recruited CFO Lawrence Levy to hammer through the mechanics of preparing the firm for a public offering.
In an interview with Steve Jobs in 1996, Lasseter said- “What Pixar does it so extraordinary that we have taken a look at this new technology- computer animation and we don’t look at it as a way to replace any of the creativity or any of the art of filmmaking we still we look at it as these are just not great new expensive pencils you know that’s what it says is this artist using these computers as a young artist at Disney use a piece of paper and a pencil and because the focus of what we do is still where it’s most important and that’s with the story and the characters I think toy story is a success not because it’s computer-generated, it is a success because it has characters of Buzz Light year and Woody and in the storyline that really has captivated audience.”
Jobs scheduled an IPO date following the release of Toy Story during Thanksgiving in 1995, linking the company’s future to the global box office performance of its first sizable endeavor. It turned to be a profitable game, as the convergence of Pixar ‘s technological wonders, a heart-warming movie, and Tom Hanks and Tim Allen’s voices steered Toy Story to an incredible $30 million opening weekend (on the way to a $365 million international revenue). Days later, following its first trade day, Pixar closed at $39 a share, the once-struggling business soon priced at $1.5 billion.
Tell a compelling story, unpredictable components that keep the audience on the edge of their seat.
Populate the story with really appealing and memorable characters and put that story in those characters in a believable world, believable for the story.
Do not go realistic; one should not be interested in reproducing reality.
Jobs acknowledged creativity, originality, and inventiveness was the result of unexpected gatherings. He believed, “You run into someone and ask what they’re doing. Then you realize the connections, and soon you’re cooking up all sorts of ideas.” The atrium of the Pixar building laid the groundwork for unplanned encounters. Official structures need to establish connections with sparks to fly and facilitate wondrous spontaneity.
The success of Apple Design
“What I love about the creative process, and this may sound naive, but it is this idea that one day there is no idea, and no solution, but the next day there is an idea. I find that incredibly exciting and conceptually actually remarkable.” – Jony Ive
Jobs had only just decided to return to Apple in 1997 and intended to reignite the company’s groundbreaking and inventive soul. He needed the design to be at the center of this regeneration. Because Apple was a tech corporation at that point, anyone might have anticipated Jobs to have been searching for an experienced machine designer — someone among the industry’s most regarded.
Well, he did not. Ive had been an independent design consultant in London before he joined Apple. His business, Tangerine, became engaged in the planning and designing of household products (for instance, Tangerine had been an advisor for Ideal Standard, then a dominant figure in the plumbing and bathroom industry). The young designer relocated to Apple in the year 1992, but his projects prior to 1997 just weren’t particularly successful. Hence, choosing him as senior vice president of industrial design at that point seemed like an arbitrary decision. Steve believed in looking into the future and not the past while collaborating with innovators. In hindsight, this turned out to be a brilliant decision. Jobs did not hire someone to create and design another beige box.
The very first product designed under Ive’s supervision was the iMac G3, which was launched in 1998. It was hailed as among the most innovative desktop computers ever launched, with a design layout that was completely unique to the sector: a pleasant shell in translucent reflective plastic and an ovoid design that defied the prevailing model of unpopular beige frames.
The gadgets designed by Apple under the guidance of Ive, with all their simplicity and elegance, have reiterated that design is all about fantastic people creating incredible stuff. By launching these smartphones or tablets and computers on a scale of splendor, they are enshrining the elitism of intricate design.
Steve Jobs excelled in the production of compact systems that smashed computing performance hurdles. Jobs’ interest was extended to both big and minor problems. Several other CEOs are fantastic creative geniuses, while some believe that God is in the detail. Jobs contribute to the legion of the true pioneers, inventors, and visionaries of America (and the world), alongside Nikola Tesla, Walt Disney, and Thomas Edison. Neither of these people was a paragon of virtue, but even after their identities are lost, history will recall how they implemented their ingenuity to technology, business, and engineering.
“Louis Vuitton is known for two things – quality craftsmanship and a symbol of luxury that never goes out of style.” The Market Herald
(Flashback)
It was somewhere in 2007, when I wrote about the Louis Vuitton Tribute Patchwork bag. I tried hard to trace the link of that blog post but I think I lost it. Anyways, that time I remember every blogger was writing hate-stories about it. It was a limited-edition, where only 24 pieces were crafted. Marc Jacobs (designer) was ridiculed for designing such bag, “He makes ‘editorial’ bags that the magazines will talk about and then he can sell the regular bags based on the hype.” Kelly Cook of Bagsnob.com (now SnobEssentials.com)
In that blog post of mine I tried very hard to show some love to LV but I could not and wrote an article titled The astoundingly priced ugly LV Tribute Patchwork Bag…
Fiber-optic wonder – the Louis Vuitton Keepall Light Up
(Today May, 2020) I was on a regular shopping mode where my eyes wide opened to see the show stopper of LV Men’s Fashion Week 2019 Fall Winter in Paris – Louis Vuitton Keepall Light Up designed by Virgil Abhol. Yes, it might be stale news for some, but I saw it and I am going to write about it. My blog my rules 😉 LOL!
Atmosphere during the Louis Vuitton Menswear Fall/Winter 2019-2020 show as part of Paris Fashion Week on January 17, 2019 in Paris, France.
Anyways, those who admire LV as a brand has seen its evolution and experimentations that have been equally appreciated and discouraged by the people and critics. In recent years, the monogram has undergone several manifestations as artistic directors have bid to put their own stamp on the house. First came Marc Jacobs, who enlisted the help of Stephen Sprouse and applied roses to the beloved Keepall bag in 2001. Jacobs followed that up with a Takashi Murakami collaboration, yielding the Multicolore handbag that soon became an “it” item among the Hollywood elite. It might have been nearly two decades ago, but Jacobs laid a street foundation that would change the course of the house’s modern history.
The House of Louis Vuitton has been driven by its desire to explore new horizons and give new definitions to the luxury. Luxury that is everlasting.
Last year, at Louis Vuitton’s Paris Fashion Week menswear show 2019, Virgil Abloh put his own unmissable light on the monogram and introduced us to their fiber-optic wonder – the Louis Vuitton Keepall Light Up.
SPECIFICATIONS
It is a cabin size masterful reimagining of LV’s original soft travel that light up to display a luminescent version of the iconic Monogram motif. Activated and controlled by a smartphone app, the colors can be adapted to one’s look. The innovative jacquard weave of optic and synthetic fibers makes this bag as beautiful with the lights off as on.
With a cowhide-leather trim, matte-black hardware, double zip closure with padlock, adjustable and removable leather strap, leather nametag, and leather handle fastener; it is a sheer luxury for oomph.
There is an inside central zipped pocket with inside side zipped pocket to protect battery as well.
And it weights around 2kg including battery when it’s empty. You can comfortably pack your stuff for a week’s travel.
PRICE
PRICE of Louis Vuitton Keepall Light Up is around 17.20 lacs INR or you can say approx. 1900 Euros.
WATCH FULL SHOW : Louis Vuitton Show Video, Paris. Men’s Fall – Winter 2019
“Hypnotized people are marching towards the central hall where they are being addressed by a televised Big Brother. A blond girl in athletic shorts and a white tank top enters with a hammer. She runs towards the screen and hurls the hammer towards it. There is a huge explosion as the hammer hits the screen. It is followed by scrolling black text—“On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like 1984.”
That’s how the script of 1984 ad for Apple Macintosh goes on the screen.
Aired in 1984 during Super Bowl American football tournament, the ad aimed to create buzz for Apple Macintosh to be launched shortly.
The TV commercial is also appeared to be a spoof on the monopoly of its arch-rival, IBM.
The 60-second ad was directed by Ridley Scott who has already shot into the fame for Blade Runner and later made Alien and Gladiator.
1984 was inspired from George Orwell’s 1949 novel of the same name which depicted a dystopian future “ruled by a televised Big Brother”. George Orwell in his novel opined how computers would control the world like Big Brother. But the ad showed the end of that “control”.
Interestingly, the ad wasn’t well-received by experts who declared it a great flop. Thanks to its futuristic approach and strange plot with keeping the product in suspense.
John Sculley, then CEO of Apple, recalled the moment after the ad was showed to the board—
“The others just looked at each other, dazed expressions on their faces … Most of them felt it was the worst commercial they had ever seen. Not a single outside board member liked it.”
Even the marketing firm that was testing the ad declared it the “least effective” ad they’ve ever worked on. The average score for a commercial was 29, but the 1984 ad managed to score only 5 in their testing.
And this was the same advertisement that stunned the entire nation when released.
The impact was so huge that people used to rush to electronic stores across the nation to buy Macintosh.
The next three months after the Super Bowl witnessed the sale of Macintoshes worth $155 million.
While the ad made Mac one of the best-selling computers of its time, it helped Apple turn into a computing giant.
It also made into the list of the greatest ads ever made. In fact, 1984 is credited to start the current era of Super Bowl ad, in which ads are as popular as the game itself.
Why Apple 1984 was a dream success? How it influenced people to buy Macintosh?
The success ingredients of the ad go beyond those cinematic experience and futuristic approach.
It hit the bull’s eye because of these factors…
Rebellious Nature of Apple:
IBM used to have a monopoly over the computer market in the 1980s.
This was also the time when many new computer companies came into existence.
In the wake of all this, Apple, which rose from an electronic and hobbyist background, was looking to capitalize on its first commercial success, Apple II.
It was challenging to do in the market being dominated by IBM. IBM was alleged to remove “obstacles” in its way of glory.
The triggers of this ad can be sensed in the speech of Steve Jobs at the 1983 Apple Keynote—
“Apple is perceived to be the only hope to give IBM a run for its money. Dealers, once welcoming IBM with open arms now fear an IBM dominated and controlled future! They are increasingly and desperately turning back to Apple as the only force that can assure their future freedom!
IBM wants it all and is aiming its guns on its last obstacle to industry control – Apple! Will ‘Big Blue’ dominate the entire computer industry?”
Instead of adopting a mild strategy, Apple decided to take on IBM with its 1984 TV commercial. In the advertisement, the Big Brother is supposed to be IBM while the followers are its users.
Walter Isaacson, the author and journalist, said,”
“What the ad did was in Steve Jobs’ DNA into the soul of Apple. It became a company that was rebellious. That was for misfits and round pegs in square holes but people who wanted to control their own destiny.”
The theme of the ad was freedom vs. control and stagnation vs. innovation. And this message just clicked with the customers.
The Creative Vision of Steve Jobs:
Steve Jobs was a great visionary. He not only made his company grabbing market share from rivals but also revolutionized the way people work and communicate with Apple’s offerings.
No wonder that such “out of the box” ad was envisioned by Steve Jobs.
Talking about the work methodology of Steve Jobs, Brent Thomas, then art director of the Chiat/Day on the 1984 project, said—
“If the people that you had to first present to hated it, Jobs was going to like it. And conversely, if it went the other way, you knew Steve would kill it.”
Steve was a risk-taker and didn’t afraid of making a mistake.
Lee Clow, creative director of 1984, quoted Steve Jobs’ challenge,”
“I gotta introduce Macintosh. It’s gotta be dramatic; it gotta be famous, it gotta be different. I want something that nobody else would do.”
His creative risks can be seen in his approach to design, marketing and leadership. And 1984 ad was no exception.
The Promise of Innovative Technology:
The role of technology, according to Steve, is to empower people, not to control them.
His mission for Apple is better explained by Tim Cook as he says—
“His vision for Apple was a company that turned powerful technology into tools that were easy to use, tools that would help people realize their dreams and change the world for the better.,”
1984 ad seems to be the reflection of this vision.
The athletic girl throws a hammer at the screen—or in the face of Big Brother. It means that Apple Macintosh would break stagnant technology to provide innovative, fresh and useful devices to people. As stated in Steve Job’s speech, people were looking to overcome “dominated and controlled future” by a handful of computer companies.
The idea of Apple “to bring freedom, not control” worked. Apple really lived up to its promise as Macintosh turned out to be a game-changer of its time.
Bottom Line:
1984 was really an ahead of a time TV commercial. But that is not the only reason behind its success. The advertisement stands for the vision of Apple—to provide innovative and user-friendly technology. The theme of the ad was to break the shackles of monopoly and control to move towards freedom.
Apple has always stepped ahead of its competitors due to its belief in giving the world something innovative, something better, and something that can change their life.
The ad also teaches some valuable marketing lessons, from implying a fearless approach to aligning the product to the company’s vision.
What do you think? Let us know by commenting below!
How to optimize your content for improved traffic and visibility?
Generally, you insert keywords, create a meta-description, use heading tags and share it on other platforms.
Apart from ticking all these SEO boxes, you should do one more thing.
That’s optimizing the user reviews or feedback received on content.
User reviews speaks about the experience of visitors with your content. Some reviews can be good. Some can be negative. Whatever reviews you get, make sure to optimize them to improve your content.
For example, some readers ask you to update certain parts of your content. Or some are looking for video or some more tips. Once you make all these required changes suggested by your visitors, your content sounds better and efficient.
Here you will learn why and how to optimize user reviews to improve the performance of your content in SERPs. Let’s get started!
HOW OPTIMIZING CUSTOMER FEEDBACK CAN BENEFIT YOUR SEO?
The suggestions by your audience are useful in making your content relevant and potent. When your content sounds relevant and better, it can improve its ranking and visibility on the SERPs.
That’s not the only benefit associated with optimizing your customer reviews.
Have you ever thought that the reviews, whether they are good or bad, include certain keywords?
For example, a review that contains the phrase “the best SEO advice” can make your blog rank for the same keyword.
This also helps Google identify your blog or business, letting it to improve position in the SERPs.
As an added bonus, user reviews contain semantic keywords that are also useful.
Secondly, responding to the comments signifies to Google and users that your business cares for feedback and opinions.
You Don’t Have User Reviews? Here’s How You Can Generate Them
There is no shame in admitting that your blogs have little to no reviews on them. But it also prompts you to boost the engagement so that it attracts feedback from the readers.
Here are 8 tips that can help you in getting reviews on your blog.
1. Using CTA at the End of the Content:
Asking for feedback can be as simple as asking them for their thoughts at the very end of the blog. For example,
“Looking for your valuable opinion on this piece of writing!
It will encourage the readers to drop their feedback on your content.
2. Via Email:
Using email to ask for reviews is an effective approach. This is because over 90% of users open their email daily. And 58% of them check their email before doing anything else. Some readers might have subscribed to your blogs. If not, then you can go out to your user list.
Send emails to all of them asking for their feedback on your blogs or other pieces of content.
The message can be crafted like this:
“Hello Sam (it’s better if you personalize the mail using their name)!
Positive feedback from amazing readers like you helps us improve our blogs. Could you take a couple of seconds to go to this LINK and share your experiences? We will be grateful!“
3. Social Media:
Sharing your content via social media not only prompts the users to drop reviews but also encourage them to leave the feedback on the post.
4. Writing on the Trendy Topics:
Over the years, Quora has become a goldmine for webmasters to search popular queries posted by users. You can use these queries to create content.
5. Reddit:
Reddit is a great source of interesting and popular topics to choose from.
6. Email or Online Thread:
Ask your subscribers about their concerns so that you can create a blog on that. Online community or thread can be created to keep track of the most talked about things among your audience.
7. Competitor Research:
Look at your successful competitor’s to find out what keywords are they targeting to create content. The comments on their blogs can also help you figure out the relevant topic.
8. Google Search Console:
Last but not least—check out article’s queries in your Google Search Console to see if people are looking for your topics.
How to Run User Reviews Optimization for Your Content
We hope that the above-mentioned methods will help you attract feedback from the customers. Once you get sufficient amount of reviews on your content, it is time to optimize them.
1. Go through All the Comments:
There are many steps of optimizing reviews on your content. The first one is to analyze them. You need to read them all to get some key findings.
Are users happy with your contents? What are the points they do not agree with? Do they make any suggestions?
2. Respond to The Comments:
Whether the feedback is negative or positive, make sure to reply to all the comments. If some users are not happy with the details, assure them that you will make the relevant changes. And it costs nothing to say thanks to the visitors who appreciate your content. This will, as we have said before, will show that you care of your audience.
3. Make the Suggested Update or Changes:
Based on the feedbacks, add the relevant content as required by your audience as well as remove those irrelevant parts.
To understand this point better, let’s go through this example.
Your blog is on useful tips to create SEO friendly URLs. But some part of it becomes dated over time. Some readers are making you aware of this concern. However, that doesn’t mean you jump on making changes suggested by them.
Find out if they are right. If you conclude that their suggestions are worthy of implication, inform them that you have made or will make the required changes.
Otherwise, you can clarify to them why those changes can’t be made. Do it politely so that your response doesn’t seem rude to them.
4. Run the Feedback Optimization every 3-6 Months:
You can perform feedback optimization every 3-5 months as you get sufficient amount of review during this timeframe. Periodically optimizing the reviews of your audience will keep you content relevant, updated and fresh.
Bottom Line:
User reviews are one of the crucial parts of SEO. However, feedback optimization is not known to all webmasters. Only reputable digital marketing experts are using this strategy in best possible way.
Responding to your user reviews to create content accordingly not only keeps your content relevant but also keeps you in the good books of Google based on user engagement.
After all, your content is meant for your audience. Targeting their queries will make your content naturally engaging for them. If your content has a lot of feedback and you haven’t optimized it yet, the time has come to run the feedback optimization process. If you don’t have sufficient reviews, encourage your audience for the same through emails, CTAs and social media. One more thing—always choose a trendy topic to create your content. It will increase the chances of engagement over your blogs. Sharing is also important for user engagement. Here is some additional tips you can go through that will help your content to stand out in 2020.
What do you think? Drop your valuable feedback to the comment section given below!
