When I say we’re entering a revolutionary era in SEO, most people will assume I’m talking about SGE (Search Generated Experience). Generative AIThis is exactly what appears in the search results: SEO IndustryBut that's not where I focus with clients.
3 Reasons to Extend SEO Beyond Google
- Users crave the authenticity and first-party perspective they get on platforms like Quora, TikTok, and Reddit.
- User-generated content stands in contrast to AI-generated content on Google.
- Google prioritizes first-party perspectives from other platforms in its rankings, so diversifying can pay off.
Recently, much of my SEO work has been done on Reddit, Quora, Tick tockThese platforms are uniquely designed to address recent trends in user behavior and align well with Google's recent focus areas (outside of SGE).
In this article, we will look at recent changes in user behavior and new levers (User Generated Contentforums, communities, and other ways to find and engage with users today, and that Google has clearly told us will be important for SEO in 2024 and beyond (hint: it's spelled EEAT).
What Today's Users Want
Today's users value community, authenticity and personalized content.
Brands can no longer get away with making empty statements to celebrate occasions like Pride Month or Earth Day and doing business that goes against their interests. Users will not tolerate unsegmented, irrelevant, or stale practices. Email Campaigns Or content that doesn’t show empathy for your customers’ specific needs and challenges.
But it's not just mistakes to avoid. Brands, Their Leader And their supporters can and should actively engage through platforms and media that radiate authenticity and use first-person perspectives to build community.
How to reach today's users
Brands and their thought leaders have a variety of options to connect with users through less polished, more personal content. This is true on platforms like Quora and Redditplaces where individuals can share their unfiltered opinions, platforms like TikTok that provide a powerful showcase for UGC (user-generated content), or smaller discussion boards focused on brands or industries.
For example, we have worked with several clients to establish a presence on Reddit and Quora that has helped them achieve numerous KPIs: On Reddit, brand spokespeople can dig into relevant subreddits, find topics they can speak about authoritatively and without an obvious sales intent, host Ask Me Anything (AMA), and create valuable, insightful, first-person content that is more likely to show up in the SERPs for relevant keywords.
These platforms have a lot to offer brands that play by the rules and respect their users' expectations – that means following community guidelines, providing insights, and avoiding spam and blatant sales pitches that could anger users.
Depending on your brand’s industry, you may have an opportunity to build a community of users who can contribute to a topic, whether or not they use your product or service. One example is Running Warehouse’s Talk Running The forum, which discusses all things running, is open to all users and ranks in the top 10 of Google's SERPs.
Another trend that has emerged over the last few years is UGC, which is less produced and less filtered, and thus contrasts with polished corporate branded content. While UGC and the rise of TikTok are somewhat intertwined, brands can leverage UGC in a variety of ways, from TikTok and Instagram ads to organic social content, customer reviews, stories, photos, and even ads. video You can use it across any property you own. UGC is, by its very nature, more relatable and trustworthy than content created by the brand or its employees, making it a powerful way for brands to embrace authenticity.
Why is Google's EEAT important?
About three years ago, Google introduced E-A-T (Expertise, Authoritativeness, and Trustworthiness), which isn't technically a ranking factor, but is what search evaluators use to evaluate their ranking system. At the end of 2022, Google added another E (Experience) to this acronym.
Even though it’s not an official ranking factor, the EEAT does reveal some characteristics of the content that Google is clearly prioritizing now: The fact that off-platform content (e.g. Reddit, Quora, TikTok) is starting to dominate search results, such as the recently released Hidden Gems, Discussions, Forums, and Perspectives, shows that Google is serious about serving up more authentic, first-party content to its users.
Brands can do a variety of things with their website to build an EEAT that will appeal to Google. A detailed author page or blog showcasing user stories is a smart strategy, as is an “About Us” page that provides lots of details about the brand’s founding story and mission.
Awards, Certifications and User testimonials These are essential elements for any brand website at this point, and even if they won't help your brand rank higher in the SERPs, they will reassure users visiting your site that they have someone they can trust.
However, don’t abandon social media – make sure you optimize and maintain your social media profiles so that they act as a reference point for your users.
After all, the customer journey doesn't start and end with Google, and neither should your brand's approach to engaging users be limited to Google. Determining the best means and methods to reach your desired audience may require some research, and if you're used to relying on bland brand speech, a strategic adjustment is definitely needed.
In the age of AI and SGE, your best bet to stand out is to make your brand as unique and human as possible.