In this series, we’ll talk to SEO decision makers about industry trends, lesser-known opportunities, and emerging technologies you should keep your eye on.
we were recently Biggest Analytical Challenge Now for SEO professionals.
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and Owner of this local SEO agency Shared some great SEO career-building advice, as well as local trends we need to watch for in 2022.
Today we are with mithul gandhiCEO and Chief Architect of Enterprise SEO Platform seoClarity. You can learn more about its features and capabilities at this chapter Our guide to enterprise SEO.
In this Q&A, Gandhi shares tips and advice for SEO decision makers, including the most underutilized SERP features you could be targeting, how to get rid of “content clutter,” incorporating the concept of E-A-T into your content, and how he’s building A brand of SEO tools.
3 Top SERP Features for Increased Visibility
Miranda Miller: “Talk to us about SERP capabilities. Which underutilized opportunities do you think organizations should better utilize/optimize?”
Mitul Gandhi: “Most of us think of SERP features as the dozen or so we encounter every day — news, images, local listings, etc.
In fact, when we looked at our dataset of over 330+ keywords worldwide, our team had identified over 1,200 different SERP Features and Styles!
There’s a reason Google is so aggressively pursuing a richer SERP – it’s what end users want and respond to based on their search intent.
In our data, we identified the following three SERP features and low hanging opportunities:
In general, inclusion in the top three listings with any of the above SERP features may result in inclusion in the SERP features embedded in Google results, providing 20x more impressions.
There is a ton of visibility in the above three features alone, making them worth watching. “
Get rid of “content clutter”
Miranda Miller: “I’ve seen seoClarity talk about ‘content clutter’ in the past. What does this look like and how can marketing organizations get rid of it?”
Mitul Gandhi: “There is a lot of writing and discussion about content marketing. Everyone talks about generating ‘good’ content, but no one really defines what that is.
This leads to what we call “content confusion”.
In this case, the company starts with content marketing, but equates it to simply writing a lot of content and seeing what works.
What’s wrong with this approach, you ask?
Creating content that no one wants to read is an incredible waste of precious time, talent, and money.
On a large scale, almost anything may “seem” to work, but it is rarely sustainable.
We see smart content marketing as a Gain a deeper understanding of searcher intent And focus on addressing potential needs.
It takes time, research and a deep understanding of the market – an area that most businesses struggle to invest in.
Advances in AI and NLP allow us to help strip away the meaning of “quality” content and guide writers through distilling to write their best work everything Learn about a topic and display key facts, entities, and reference points. “
Can brands emulate EAT quality in their content?
Miranda Miller: “What advice do you have for marketing and SEO leaders looking to incorporate E-A-T principles into content creation at scale?”
Mitul Gandhi: “We need to keep in mind what EAT really means.
A Google spokesperson has been very clear It’s not a ranking factor.
Sometimes they’re very specific, for example, just adding an expert authorship to your content won’t affect your rankings.
EAT (Expertise, Authority and Trust) actually teaches Google’s Search Quality Raters Evaluate sample search results to evaluate how Google’s algorithms achieve Google’s goals for users.
So, the reality is that while Google doesn’t (and probably can’t) rate how much E-A-T a page has, the pages that embody these ideals are the ones they want the actual factors in their algorithm to eventually rank for.
How do we apply it?
We built our platform around three fundamental areas that we know Do Affects SEO performance: usability, relevance, and authority.
You might say URA is our EAT. The difference is that we can quantify every aspect of URA in a way that is truly meaningful and actionable for SEO.
Here’s what we showcase on the platform and teach our clients to prioritize:
- Availability: Provide the best user experience for humans and search engines by implementing best practices On-Page Technical SEO Health.
- Association: Create content with a high focus on what your visitors want to see in terms of usefulness, accuracy, and intent.
- authority: Attract links from sources trusted by Google and users Build relevant internal links within your website.
Our years of experience and testing with thousands of corporate sites have proven to us that focusing on these areas produces the kind of sites that Google is looking for when it values EAT. “
Mapping Your SEO Leadership Course
Miranda Miller: “If you could go back in time in time and share two or three pieces of advice to help early career Mitul avoid pitfalls and pave the way for SEO leadership, what would they be?”
Mitul Gandhi: “Our company’s success stems from our obsessive focus on helping our customers solve their challenges and investing in the best technology and customer success teams to help them do that.
Our journey as an enterprise platform has not been smooth sailing. Sometimes we wonder if our methodical and focused approach is right.
Sometimes we envy our competitors spending millions on big sales teams and big marketing while we focus on the next improvement in our product.
My advice to my early career is to stay the course and believe in an undue focus on clients and their challenges.
Over 90% of new clients approach us each year without us trying to sell them – a testament to this approach. “
More resources:
Featured Image: Courtesy of Mitul Gandhi/seoClarity
