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The answer is not always clear: Should you create great content and put it on someone else’s site, or keep the best content on your website? In this article, I\u2019ll explain the factors that you need to consider if you want to produce the best results from the time and effort you put into your content.<\/p>\n
Before we dive into whether to publish on your site or another site for the best results, let\u2019s talk a little bit about the concept of E-A-T (expertise, authoritativeness, and trustworthiness). This will help set the stage for our conversation.<\/p>\n
E-E-A-T is a concept forged by Google that shows up in its Search Quality Evaluator Guidelines (SQEG)<\/a>. Google uses E-A-T within the SQEG as a guideline to evaluate website quality.<\/p>\n The SQEG allows Google to better understand if the changes it\u2019s making to its search algorithms are producing quality results. This can act as a feedback loop for Google engineers to make further tweaks to the algorithm.<\/p>\n If a brand wants to be relevant in the search results and drive traffic, E-E-A-T is something every website should strive for.<\/p>\n For more on E-E-A-T, read our <\/em>Complete Guide to the Fundamentals of E-E-A-T<\/em><\/a>.<\/em><\/p>\n To briefly summarize, let\u2019s look at two key elements of E-E-A-T important to our discussion here today: expertise and authoritativeness.<\/p>\n Why E-E-A-T matters when considering where to publish:<\/strong> You cannot build your website\u2019s expertise and authority without great content and great links. If you do not have expert and authoritative content, your site has less of a chance of ranking in the search results.<\/p>\n We also know that links serve a role in building your authority. Let\u2019s briefly talk about links next.<\/p>\n Many website publishers mistakenly think that the more links you have, the better positioned you will be. That is not true. It\u2019s about the quality of your link profile as a whole. We have seen sites with fewer than 100 quality links beat sites with 10,000 mediocre links.<\/p>\n Still, many brands believe that building links by publishing content on other sites will help them build their authority.<\/p>\n \u201cLink building\u201d is not the way to be thinking about acquiring links. In fact, when someone asked Google\u2019s John Mueller if link building in any way was good, he said<\/a>:<\/p>\n In general, I\u2019d try to avoid that \u2026 We do use links as part of our algorithm but we use lots and lots of other factors as well. So only focusing on links is probably going to cause more problems for your web site than it actually helps.<\/em><\/p><\/blockquote>\n Instead, Google wants you to build high-quality content that people want to link to and share. That way, you earn backlinks naturally. Of course, SEO is an excellent strategy to drive traffic to your website so that people discover your content.<\/p>\n About links from guest posts: <\/strong>When it comes to guest posting for links, back in 2013, Google\u2019s John Mueller advised to <nofollow> <\/a>links from guest posts.<\/p>\n I think one thing you could probably do is to think about whether or not this is a link that … would be on that side if it weren’t for your actions there. And especially when it comes to guest blogging that’s something where you’re essentially placing links on other people’s sites together with this content, so that’s something I kind of shy away from purely from a link building point of view. I think sometimes it can make sense to kind of guest blog on other people’s sites and drive some traffic to your website — if the people really like what you’re writing and kind of interested in the topic and they click through that link to come to your website but those are probably the cases where you’d want to use something like a rel nofollow on those links \u2026<\/em><\/p><\/blockquote>\n Then in 2014, former Googler Matt Cutts said to stop it with the spammy guest posting strategies<\/a>.<\/p>\n In other words, if you want to contribute content as a way to add value to a community, fine. But don\u2019t expect it to build quality links or boost your website\u2019s authority.<\/p>\n And remember that Google is smart. It can detect if your guest posting strategy is a way to manipulate links, which would leave you open to a manual penalty<\/a>.<\/p>\n How links factor into where to publish:<\/strong> You want to build authority, and you need links. But there are good links, bad links, and downright ugly links. The good links you earn naturally by creating great content on your<\/em> site that people want to link to. The bad or ugly links are usually those that come out of a \u201clink-building\u201d program.<\/p>\n At this point, it should be clear that in order to build the expertise and authority of your<\/em> website, you need expert content that people want to link to.<\/p>\n Now let me explicitly answer the question of publishing on your website versus others. Lots of brands believe they need to get their content out there on other networks so that they can build a name, and get links and clients.<\/p>\n I believe that giving away all your best content to other sites is a mistake, and here\u2019s why.<\/strong><\/p>\n When you create expert content and put it on someone else\u2019s site, what you are doing is building that website\u2019s expertise, not yours. You drive traffic and potential revenue away from your site and onto someone else\u2019s.<\/p>\n I\u2019m not downplaying the value that sharing content in other communities can have. But it\u2019s not a solid SEO strategy<\/em> (and it might not even be a good business strategy).<\/p>\n Say you publish an article on someone else\u2019s website. You may get a link, but it may be a <nofollow>. Let\u2019s say the article on their site gets 1,000 views. Maybe<\/em> a few of those people actually go to your bio and click through to your site.<\/p>\n Meanwhile, their site gets the credit for expert content, ranking in the search results, engagement, and more … and you get a few visits.<\/p>\n On the other hand, if you create the content, optimize it, and publish it on your site, you build the expertise of your <\/em>website. And then you can earn natural, quality links because people want to share your content.<\/p>\n Bonus: You get to keep all the potential rankings, traffic, and revenue as a result. Those 1,000 visitors are all yours.<\/p>\n It\u2019s for all of these reasons that we believe strongly that your content should be on your own site.<\/p>\n Of course, this requires a content strategy and SEO<\/a>. That, in turn, requires keywords and a strong content architecture<\/a> with a siloing strategy. And that requires persona development, and the list goes on. Not to mention that high-authority links often come as a result of other brand-building activities \u2014 many of which originate offline.<\/p>\n You need to create quality, optimized content on your site. The byproducts include building expertise and driving traffic to your site. And having shareable content is how you attract links to build authority. All other efforts that take your time and focus away from this publishing strategy are largely a waste.<\/p>\n If you’d like help with your content<\/a> strategy, contact us for a free quote<\/a>.<\/em><\/strong><\/p>\n Achieving success online hinges on more than just attracting visitors to your website; it’s about becoming a trusted industry leader. To maximize your website’s expertise, authority, and trust (E-A-T) in the eyes of search engines like Google, a well-thought-out SEO content strategy is paramount.<\/p>\n Create top-quality, engaging content that has been thoroughly researched. This will bring more viewers in. Your articles should address the needs and questions of your target audience comprehensively. Regularly updated, authoritative content resonates well with both search engines and readers.<\/p>\n Conduct thorough keyword research to identify relevant keywords for your niche. Integrate these keywords strategically into your content, titles, headings, and meta descriptions. Ensure they flow naturally and don’t disrupt the readability of your content.<\/p>\n Maintain trust by sharing regular posts that keep your audience up-to-date. It also signals to search engines that your website is active and relevant.<\/p>\n A user-friendly website is crucial for SEO and user trust. Ensure your site is mobile-responsive, has fast loading times, and is easy to navigate. Incorporate clear calls to action and provide a seamless browsing experience.<\/p>\n Develop a strong backlink strategy by acquiring high-quality, relevant inbound links. Guest posting on reputable websites, earning mentions, and creating shareable content are excellent ways to boost your website’s authority.<\/p>\n Engage actively on social media platforms relevant to your niche. Sharing your content, interacting with your audience, and building a loyal following can indirectly impact your website’s E-E-A-T.<\/p>\n Highlight your team’s expertise by featuring author bios and credentials. Encourage industry experts to contribute guest posts to your site, further establishing your authority.<\/p>\n Use analytics tools to monitor the performance of your content strategy. Adjust your approach based on the data you collect to continuously improve your E-E-A-T.<\/p>\n Mastering the art of SEO content strategy is pivotal in maximizing your website’s expertise, authority, and trust. By focusing on content quality, keyword optimization, consistency, user experience, link building, social engagement, and showcasing expertise, you can elevate your digital presence and position your website as a trustworthy source in your industry.<\/p>\n Step-by-Step Procedure: Implementing an Effective SEO Content Strategy for E-E-A-T<\/strong><\/p>\n This article was updated on December 20, 2023. \u00a0 <\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":" The answer is not always clear: Should you create great content and put it on someone else’s site, or keep the best content on your website? In this article, I\u2019ll explain the factors that you need to consider if you want to produce the best results from the time and effort you put into your […]<\/p>\n","protected":false},"author":35,"featured_media":80467,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[1113],"tags":[407,1105],"acf":[],"yoast_head":"\n
Links: The Good, The Bad and The Ugly<\/h3>\n
<\/a>Your Website vs. Their Website<\/h2>\n
The Bottom Line<\/h2>\n
<\/a>FAQ: How can I effectively use an SEO content strategy to maximize my website’s expertise, authority, and trust?<\/h3>\n
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