International Digital Strategies with E-E-A-T Approach
A significant factor in Google’s search quality rater guidelines is E-E-A-T, or Experience, Expertise, Authoritativeness, and Trustworthiness. This provides a combination of signals that help Google decide if the content is informative and helpful enough to users for it to place emphasis on it in their search results. This information is based on research provided by Digital Sunbird.
The Importance of E-E-A-T in Your Money or Your Life (YMYL) Topics
E-E-A-T has especially weighty significance when applied to topics categorised as ‘Your Money or Your Life’ (YMYL). These subjects can have a substantial impact on an individual’s or society’s health, finances, safety, security, knowledge, or well-being. But in terms of international strategies, what are the digital actions that can aid or hinder our global performance?
Think about foreign websites you may visit for making any purchase. Would you purchase from a site that does not support familiar payment methods, where the content is poorly translated or not translated to your language at all, or from a site that lacks reviews or any notable mentions? Probably not, and most of the internet consumers think the same way.
The Scope of International E-commerce
The international e-commerce scene is a vast market with opportunities not just for big brands and companies, but also medium and small sized businesses. Digital Sunbird notes of a successful example of an online store selling unique traditional Catalan Christmas items globally, despite being a local small-scale Catalan business.
Leveraging E-E-A-T to Bolster International Presence
The online store managed to attract users from around the world by leveraging E-E-A-T to amplify its international expansion. Let’s examine some practical actions that can be implemented to achieve these global results, focusing on the aspects of demonstrating expertise and authority on an international stage.
Establishing Your Expertise
Google defines expertise as the extent to which the content creator possesses the necessary knowledge or skill for the topic. Varying topics call for different levels and types of expertise to be seen as trustworthy. Demonstrating that expertise is key, especially if the author has first-hand experience in the related topic. This can be achieved by creating a comprehensive “About the Author” page that emphasises the author’s expertise in the topic.
Of equal importance is the implementation of schema markups to help Google better understand and represent the content’s author. However, showcasing your expertise requires more than just that.
Creating Topic Clusters
Topic clusters are critical in demonstrating expertise. They are groups of pages that show expertise and authority in a specific topic. Conducting keyword research that extends beyond just what users are searching for in relation to your product or service can be extremely beneficial. This involves analysing everything related to your topic, including considering how users unfamiliar with your brand could discover you and how you can peak their interest and foster brand awareness.
In the context of an international audience, the keyword research for each potential language or country can change significantly. Thus, crafting your content to cater to users’ needs according to the region can show you as the most relevant website for the entire topic related to your products or services.
Understanding User Intent
Understanding the users’ intentions is critical to offer them the most relevant content. The types of searches on a global scale can vary significantly depending on the region. By using keyword research tools and analysing the search engine results pages (SERPs) in each country, you can determine the best content to provide. This insight guides in developing and producing content that is optimal for the particular needs and contexts of each region.
Building an Audience on Various Platforms
Building an audience on different channels and platforms is an effective way to exhibit your expertise to potential consumers. With a sound understanding of the unique cultural and seasonal aspects of each region, and how they connect with product searches, you can display your extensive knowledge of the subject while developing content and strategies for an international audience.
Establishing Your Brand Authority
Google defines authoritativeness as the extent to which the content creator or the website is recognised as the go-to source for the topic. Establishing your brand as a leading company in your respective markets will assist in increasing brand authority. This can be achieved through building your reputation through mentions from industry magazines, websites, blogs and social media or industry experts who see you as their trusted source of information.
Becoming such a leading source through digital strategies, including conducting studies on industry trends, creating resourceful content, optimising navigational search intent studies, and analysing competitors, can enhance outcomes in terms of experience and trust. Ultimately, establishing your brand authority and expertise in relation to your product or service is key to increasing product visibility and success on an international scale.
Unlock global success with Digital Sunbird‘s strategic guide: Crafting International Digital Strategies with E-E-A-T Excellence. Explore how to navigate international markets while prioritizing expertise, authority, and trustworthiness (E-A-T) in your digital strategies. Our comprehensive analysis provides actionable insights to ensure your brand resonates with diverse audiences worldwide. Ready to expand your digital footprint globally? Contact us today and let’s craft strategies that prioritize E-E-A-T excellence. Explore more on Digital Sunbird’s website now.
