Performance marketing is gaining popularity during present times. Surveys on consumers are indicating their preference in established brands; as well as their interest in the message being conveyed currently by these brands.
Consumers have expressed interest in hearing brand messages such as commitment to product availability, commitment to the employees working for the brand, commitment to product safety, and commitment to regulating the price/cost of the products. Also, brand trust is a significant factor in influencing consumers’ buying decisions.
Performance Marketing and its Present Impact
Most of the consumers are planning on spending money in certain areas when the lockdown ends, including eating out at any restaurant, traveling, retail shopping, recreation/personal care services (like hair care, yoga, gyms, etc.) along with sporting events. There is a consistent shift in consumer behavior and brand visibility is now more important than ever. Several brands are now creating informative and inspirational content and extending their free offerings for helping the consumers.
Advertisements that are optimistic and sensitive help in grabbing consumer’s attention during the current period of uncertainty. Generally, performance marketing campaigns enable marketers to measure the brand reach as well as the conversion rate. However, at present, brand reach is exactly what marketers are focusing on.
It is very crucial that SEO (search engine optimization) marketers know about Google’s Search Quality Raters Guidelines and how it affects search. Also, they need to understand the concept of E-A-T (expertise, authoritativeness, trustworthiness); so that they can optimize better. Google gives a document titled Search Quality Raters Guidelines to the people who it employs for the purpose of rating websites.
Instructions for Checking Search Quality on Google
Raters assess websites based on two main parameters: needs met (intent) and page quality. While checking for intent, a rater may visit and evaluate a single page (or) visit a search results page for rating every result. In either scenario, the rating sends a signal to Google regarding the site structure, device, demographic, and location results variations. The user intent is satisfied only when the searcher trusts the result. While checking for page quality, the raters focus on various factors such as YMYL (your money or your life (including news and current events; civics, law, and government; shopping; finance; health and safety), content sections (including main content (MC); supplemental content (SC); and advertisements/monetization (ads)).
Raters make use of E-A-T (expertise, authoritativeness, trustworthiness) while they are rating websites. Expertise relates to the expertise of the content creator. It does not refer to the site as a whole, rather only the page being assessed. Authority is assessed based on the authority of the content as well as that of the domain. It concentrates on key metrics such as relatedness, notability, contribution, and prizes; related to the entity in the domain. Trust is assessed based on the trust of the content as well as that of the domain. Trust concentrates on particular signals and sites.