If Camp MozCon has to come to an end, we wanted to send it off with a bang. After all, we have to get through the next 364 days before we get to do this again!
So, in true MozCon style, we brought in the good coffee, handed out more Roger figurines, and cheered on our best pals as they took the stage.
Now, we aren’t going to say we saved the best for last, but we have to admit that our camp counselors for day three were absolute powerhouses.
Why Real Expertise is the Most Important Ranctor Factor of Them All — Lily Ray
When it comes to E-A-T, there is no better person to look to than Lily. She kicked off the morning by reminding us that showing expertise to Google is paramount. But just because the word “expert” is in there, that doesn’t mean the tactics are overly complicated.
Lily shared multiple examples of businesses that are ranking for very competitive/authoritative keywords, and her analysis of how these sites rose to the top. Throughout this analysis, she reminded us that adding “E-A-T features” isn’t enough, and that our content actually has to be quality as well.
Some of the top websites noted in this session sported features like:
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Step-by-step guides
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Interactive content such as videos, quizzes, etc.
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First-hand experience
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Author bios
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Expert sources
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Qualified reviews
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Cost clarity
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Link to and accolades
As she often does, Lily mentioned (and showed examples) how E-A-T may work across the Google universe such as YouTube, Google Maps, Google News, and so on. With this in mind, it’s imperative that we continue to build our authority on and off of our sites.
You Need Audience Personas, Not Buyer Personas — Amanda Natividad
Buyer personas can be helpful, but only some