{"id":144583,"date":"2023-10-17T15:00:56","date_gmt":"2023-10-17T15:00:56","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=144583"},"modified":"2023-10-23T13:03:19","modified_gmt":"2023-10-23T13:03:19","slug":"establishing-niche-authority-leveraging-strategic-content-as-a-key-differentiator","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2023\/10\/17\/establishing-niche-authority-leveraging-strategic-content-as-a-key-differentiator\/","title":{"rendered":"Establishing niche authority: leveraging strategic content as a key differentiator"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Whether you are new to SEO or an experienced SEO junkie, one cannot deny the importance of content to rank well on search engines such as Google and Bing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google has often referred to the notion that \u2018content is king\u2019 and have made the use of content very key to their algorithms over the years. Such as E-E-A-T update (expertise, experience, authority, and trustworthiness) and last month\u2019s Google Helpful Content Update which either rewarded or downgraded websites based on the quality and helpfulness of their content.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With this in mind, we speak to some industry experts and growing businesses to understand how they use content to build authority in their industry.<\/span><\/p>\n<h2><b>Create guides with statistics<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">\u201cFor a new or existing brand, it is always helpful to add blog posts and guides to their website,\u201d explains Richard Allan, co-founder of energy startup, <a href=\"https:\/\/www.warmable.co.uk\/\" target=\"_blank\" rel=\"noopener\">Warmable<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cHaving lots of content shows that you have substance and a website with 50 pages and posts is likely to outrank a site with just 5 or 10.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, making this content statistic driven and honing in on real things that people are looking for is a very good way to gain <a href=\"https:\/\/searchenginewatch.com\/2023\/05\/19\/optimize-googles-new-interaction-to-next-paint-metric\/\" target=\"_blank\" rel=\"noopener\">authority<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cSo rather than adding the top 10 tips for this or how to save money on that, consider phrases such as these below and be sure to add key statistics high up the page and in the meta-data to make it stand out in the SERPs.\u201d<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What percentage of people use \u2026.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What is the number of people that \u2026<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How many people do \/ do not \u2026.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How much money can be saved by \u2026<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How many people in the US\/UK are \u2026<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How much is this (name) industry worth?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">How many people in the US use \u2026<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u201cA lot of users and indeed journalists are looking for that killer statistic, so you need to be able to show it very early and clearly and have it backed up by a strong source.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cYou will also find that this helps with natural link building because if you rank top for a good phrase or statistical-based question, a journalist will naturally link to you and very often they just take one of the first sources that they see on Google as fact. You would be surprised how many simple and quality links you could generate.\u201d<\/span><\/p>\n<h2><b>The layout of the content is key<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">\u201cHow you present your content is very important,\u201d explains Justine Gray of content platform, <a href=\"https:\/\/trendingimpact.com\/\" target=\"_blank\" rel=\"noopener\">Trending Impact<\/a>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To be truly educational, authoritative and informative, you have to make the content very palatable and easy to digest. This can be as simple as adding key bullet points in the beginning of the piece of content to give an overview, using short paragraphs to make clear points and using graphs or images with data to make it stand out. Importantly, you need to get into the information early on and avoid waffling for the sake of increasing the word count.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cA nice feature to organise your text includes using accordion tabs for FAQs, dropdown menus and clickable tabs at the top of the page that take you straight to the desired section,\u201d says Gray.<\/span><\/p>\n<h2><b>Use people and use authority figures<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Google has added more weighting to the use of authors, guest writers and real expertise behind any guides or blog posts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With reference to the recent Google Helpful Content Update, webmasters will gain greater authority from having a real face or team member clearly stated as the author on a piece of content, including landing pages and blog posts.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Saying things such as \u2018reviewed by\u2019 and \u2018edited by\u2019 will add a lot of credibility, especially if it has a bio which includes relevant qualifications or suggests years of experience &#8211; and this is perfect for medical and financial industries.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Additionally, authors can add their Linkedin and Twitter profile to their bio for added effect.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWe have found that using guest writers who are experts in their fields adds great value,\u201d explains Dr Max Linden, founder of <a href=\"https:\/\/thehawkeronline.com\/\" target=\"_blank\" rel=\"noopener\">The Hawker Online<\/a>. \u201cFinding people who run companies, have followers or like putting themselves out there is a good place to start.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cNot only is guest and expertly contributed content more insightful and personable, but you can share it on your social network and theirs too to maximize reach.\u201d<\/span><\/p>\n<h2><b>Don\u2019t just use text, use video<\/b><\/h2>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">\u201cAs we all know today, content is not just textual but highly visual,\u201d informs Dean Benzaken, co-founder of <a href=\"https:\/\/techvolutionary.com\/\" target=\"_blank\" rel=\"noopener\">Techvolutionary<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWith the help of AI, there are a lot of ways to take your existing content and quickly turn it into voice notes that people can click and hear on the page.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In addition, videos add great value to any piece of content, and you have some superb tools to help you facilitate this today. So, if you have a long video, you can use Opus to break it down into 10 smaller videos with captions included, or you can use Synthesia to create an AI avatar to auto-generate the text. The opportunities are vast to make your content standout and to create authority in your space.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As Google continues to update its algorithms, the use of content has never been more crucial, and this article explains how you can use it to build authority<\/p>\n","protected":false},"author":1092,"featured_media":143781,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[27893],"tags":[],"content_type":[],"class_list":["post-144583","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"acf":{"tad_independentcommercial":"Commercial","tad_content_format":"Native Article"},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2022\/03\/How-to-create-B2B-content-that-ranks-and-drives-sales.png","category":"Digital Marketing","timeago":"2y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/144583","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=144583"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/144583\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/143781"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=144583"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=144583"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=144583"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=144583"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}