If you work in customer health, health or finance, you work in what SEO geeks call the Your Money Or Your Life business. An industry where you have to tweak all the right parameters just to get on page 3 of Google's search results.
... and unfortunately, 75% of Googlers never click through from page 1 (Source: Imforza).
So it's safe to say that you need to put a lot of effort into making sure your website looks credible in Google's eyes.
The consequence of not doing so, you ask?
... Oh, well just that you won't get customers through the world's largest search engine.
The search engine people turn to every day for answers to their questions - and help with their problems.
And the search engine - which has over 40,000 searches per second every single day
Let me dive into it and get more specific.
Your Money Or Your Life pages are websites whose service or product could potentially affect a reader's health, safety, financial situation or overall quality of life.
According to Google, it may be:
A particularly important criterion for a YMYL site to be visible on the web - is to meet Google's famous "E-A-T model".
E-A-T is on Google's top 3 most important parameters for ranking high in search results. It stands for "Expertise, Authority and Trust".
Can you show that you:
... Then you have good "E-A-T" on your website.
Let me get to the heart of the matter - and share my experiences.
First of all - you'll never go wrong swearing by Google's Quality Guidelines as if they were your bible. Their Quality Guidelines are all about improving the user experience for their customers, so a thorough understanding of them can always help.
But besides my initial mainstream advice - I have 12 more concrete tips up my sleeve ↓
GET ALSO: A free SEO analysis of your website.
You need to show that you have the E, A and T of E-A-T down with a killer om-os page. In short: spray experience and credibility beyond that!
First of all, show who is behind the company.
Talk about your years of experience in your field, link to the awards you have won and the publications or articles you have written about your field.
Show that you are a member of associations, membership organizations and what-have-you that express that you are an integral part of your profession.
Tell us about the praising news articles that have been written about your company.
You'll also learn about the history of the business - and how it started way back in 1975, when Grethe, the great-grandmother, founded the physiotherapy clinic with sweat and tears.
A website should have both primary and supplementary content.
This means that your website should not only have pages about your company's services.
You also need pages that improve the user experience, "just to improve the user experience " - and provide valuable advice "just to provide valuable advice".
If you own a dental clinic, for example, you need information not only on how to book a dental cleaning - but also on what the worried cola drinker can do to prevent yellow teeth.
With trade-relevant publications in reputable journals and other types of online magazines, you can really show that you're an expert in your field.
If you have publications from your university days lying around, you can also use them to shed light on your expertise.
Other options are to hire other industry professionals with a good reputation to co-author an article - or to experiment with guest blogging on other quality sites to spread your and your company's name.
ALSO READ: 15 concrete tips for writing a good landing page.
What's more untrustworthy than a sender you can't get in touch with?
There are also other ways to tell Google that your dental clinic has expertise, authority and is trustworthy. You can use "structured data" in the form of Schema.org. It may sound a bit long-winded, but it's not.
Schema.org can be seen as a "vocabulary" in code, and is a way to define and present content on your page - to help Google understand what your content actually means.
With structured data, you can tell Google very quickly how long your business has been around, that it's a dental clinic and who owns it.
You can even unravel - that your dental clinic assistant Kaj Andersen, who stands on your "about-us-page", works at your clinic on Strandvej 63, is educated at the Faculty of Health Sciences at Panum and is the same Kaj Andersen, who has a writer profile on tandlægebladet.dk.
How, you ask?
By filling in some pre-defined "markups" with your information and pasting into the code of your website.
You can use Schema in three different "forms": microdata, RDFa or JSON-LD. Google has recommended JSON-LD, and that's why we usually stick to it!
Your audiences will naturally Google different things depending on where they are in the customer journey. It's not the same thing they google when they're just starting to feel their pain point and don't know the solution yet, as when they know what they want to buy, where and why.
Part of your SEO strategy should be to identify which stages of the buying process make sense for you to be visible in.
It's a good idea to be visible and helpful at all stages - from start to finish. But if resources aren't available, prioritise. Read more about how to do a keyword analysis based on the customer journey here.
Boost your company's reputation and create good publicity!
One way to do this is by hitting the press.
But remember! ... There's a difference between paid press coverage and a journalist writing an article because you've actually given him something to write about.
In most cases, Google knows the difference - and does not weigh both equally on the value scale.
Also put effort into getting positive reviews on Google, Facebook and Trustpilot - and writing customer cases on your website.
Good publicity from sources other than the company itself shows signs of authority. If other people trust the company, Google is more likely to trust it too.
ALSO READ: How do you handle negative reviews online?
Think about it. Are there features that might seem scammy or spammy on your site? Such as pop-ups you can't click away, or comment boxes filled with spam comments?
Get rid of them all - and the goat is shaved.
The purpose of the website must be clearly stated. No hidden agendas.
When Google's quality reviewers visit your website, they judge what the purpose of your pages is - whether it's clear - and whether each page is fit for purpose.
Remember to regularly publish valuable content on your website.
By pushing out lots of relevant and useful new content in the form of blog posts, videos, landing pages and infographics, you show that you're current and trying to create value for your readers.
If it makes sense for your business, you can help your users with a thorough FAQ. This is particularly the T in E-A-T that you are pulling on here by helping the user to find the answers to their questions.
If you have a webshop, it is essential to be transparent with information about terms of trade, shipping costs, refund policy, delivery information and so on.
When payment cards are involved, transparency and security must be top-notch.
THEREFORE (and for many other reasons) it is also important that your site is SSL certified, of course.
In general, you should constantly ask yourself why people should trust your company when they encounter your website. Are there enough trust marks?
If you find it difficult to judge, you can do a free survey via surveymonkey.com, asking people who have not visited your website before - what their first impressions of the site are.
They, not you, know best.
Get sparring from our SEO team
If you're looking for an agency that can give you a status on your company's E-A-T - me and my team can give you a few free recommendations.
There are many other ways to improve the credibility of your site - and we're always happy to share our experiences!
Thank you so much for reading!
ALSO READ: Choose keyword analysis over gut feeling
Whether you're a generalist or a marketing specialist, our SEO specialists have put together some great advice for you on our blog.
Learn more about SEO in Webamp Academy.