Google’s Expertise, Authoritativeness and Trustworthiness (E-A-T) has become a well-known concept in the SEO (search engine optimization) community. E-A-T is a framework that includes all the signals used by Google for assessing and ranking excellent content. Google’s algorithm identifies these signals and rates the search quality.
Businesses need to optimize their content to improve their E-A-T and their overall organic performance by leveraging structured data in its entire scope. Structured data assists in building and strengthening the relationship between various entities, especially among several places in which they are mentioned online. This markup enables Google to understand the content of the page and to collect information about the web. Google’s ability to evaluate the E-A-T of a page, an entity or a website can be systematized with the help of structured data.
Using Structured Data for Expertise, Authoritativeness, and Trustworthiness (E-A-T)
Structured data helps in:
- Reducing the uncertainty among entities
- Creating new connections in Google’s Knowledge Graph
- Proving Google with additional information about an entity
It is highly essential to structure the schema properly; since it enables search engines to understand the various features of a given entity and its relationship with other entities. There are five types of schema which the structured data can make use of:
- Person schema
- Organization schema
- Author (schema property)
- reviewed by (schema property)
- Citations (schema property)
In the midst of the ongoing COVID-19 crisis, YouTube has witnessed a surge in viewership. However, the YouTube video creators are earning way less than they are supposed to. This is because the advertising rates have dropped considerably since the onset of this pandemic. The advertisers are paying the YouTubers less due to lack of competition in advertising.
Currently Running Trends in YouTube
There are a few benefits for YouTubers in continuing to invest their time and resources to create content; such as these listed below:
- Developing a larger following
- Maintaining authenticity
- People still need to be entertained
Developing a larger following:
More views do not guarantee more revenue, but they do ensure more number of subscribers. Creators can make use of this lull in time to engage new followers and reap the benefits later when advertising rates will again shift in a positive direction.
Creating content at a time when it is not exactly viable helps in maintaining authenticity and strengthening your character in the minds of the viewers. The current worldwide crisis may be temporary, but the people’s actions during this time will be remembered for a long time after this crisis has passed.
People still need to be entertained:
With mandatory self-isolation, social distancing and stay-at-home orders, people are stuck indoors. Now is the period of the great need for new content. YouTubers need to continue creating informative, inspirational and entertaining content; which will create an everlasting impression in the minds of their viewers.
In the present times, marketers depending on eCommerce for revenue need to work more, with limited budgets. Enhancing the customer experience through Shopping Ads is the best way for boosting efficiency. Research has proved that eCommerce companies can slash their ad budgets by about 48% and still generate the same revenue.
Managing Ecommerce Shopping Ads with Less Budget
Most of the paid search caters to Shopping Ads in online retail. A cost-effective method to use the ad spend is to list multiple products which match the shopper’s search, on the landing page. When presented with multiple options, customers are far more likely to turn into conversions. Multi-product landing pages instil a sense of personalization in the visitors and help convert them into loyal repeat customers. Ecommerce vendors need to make use of retargeting, list-building, upselling and cross-selling in order to maintain a consistent return on investment (ROI).
Ecommerce companies can also make use of Longtail UX, a search experience automation tool used for generating multi-product landing pages. Longtail UX combines multiple products per unique search query onto one landing page, creates a multi-product template which is designed to the eCommerce website’s specifications, hosts these pages on an ultrafast content delivery network (CDN), and swiftly delivers the pages through the reverse proxy process.