SEO in the Sustainability Sector:
How to Build Relevance and Expertise for Your Green Company
by R.E.S. Martina
When it comes to understanding Search Engine Optimization, and more specifically, Google’s latest priorities in its most recent search engine result ranking algorithm update, most experts refer to what they call the Three Pillars of SEO. Depending on who you ask, you will most likely hear one of two acronyms, either E.A.T. or A.R.T. E.A.T. stands for Expertise, Authority and Trustworthiness, while A.R.T. stands for Authority, Relevance and Trust. As you can see, Authority and Trustworthiness are included in both, while the way experts perceive the last pillar differs. In this blog post, we’ll dive a little deeper into this last pillar: Relevance and Expertise.
In my last blog post, Understanding and Achieving Authority, I discuss what authority is in greater detail. To sum it up, a high level of Authority is achieved by being an authoritative source of information in your field. To Google, Authority is measured and understood as the amount of different websites that cite your information as a source on their website. This is done in the form of a backlink – a link from another website to your website. The perceived authority of the website that the backlink originates from also factors into the authority your website receives from that backlink.
The example I use in the previous blog post to convey this concept is:
A link from tesla.com to your website will be perceived by Google to have a significantly higher level of authority than a link from a small personal blog.
Matey E, elative.io’s Founder & CEO of Marketing Strategy, recently posted a new YouTube series called SEO for Beginners. In his first video, SEO for Beginners in 2021 | A Simple Explanation of How Search Engine Optimization Actually Works, he gives viewers the basic understanding of A.R.T. In his explanation of Trustworthiness, he discusses the following:
Search engines need a way to establish trust, especially in online marketing, and to assign a value to that trust. From the search engine’s point of view, trust is built up of domain age, the periodical updates a site does, and the traffic it has or its popularity.
As you can probably imagine, Trustworthiness takes time to build in the eyes of Google. Domain age is out of your control and a significant amount of consistent online traffic can take years (or a giant budget) to gather. But periodic updates are within your control, and as the leader of some aspect of your company’s online visibility, it is fully within your domain. If you need any ideas on how to make this process easier, I would recommend looking into how to create a Content Calendar.
Relevance & Expertise
When it comes to Relevance, I explain in my second blog post in the SEO in the Sustainability Sector series, Understanding Google’s E.A.T.-Based Algorithm:
‘Is the content on the page relevant to the search phrase?’ The primary goal of a search engine is to display information that properly satisfies the search query and that is why Google has invested so much time and money in continually upgrading the sophistication of their search engine to continuously provide more and more relevant results to the things people are searching.
So when you create content, from an SEO perspective, you have to ask yourself, what search query does this content satisfy (and yes, it can satisfy multiple)? And is it the most relevant page out of all of the results?
But the truth is, even if your page is the most relevant piece of content for a specific search query, it still might not get that top spot in the search results rankings. And that’s simply because the other factors of Authority and Trustworthiness also come into play.
When looking at this third pillar of SEO through the Expertise lens, the question to sum it up would look something like this:
‘Will the content on this page provide an answer to the search query that provides the reader with expert-level information?’
From this perspective, the relevance of the content is already assumed and instead, the focus is being placed on the quality of the content. Not only is it required to be relevant, but the goal of this pillar in the E.A.T. acronym is to provide the best content available.
Next we’ll address the obvious question: as the leader of a green company’s digital marketing, advertising, customer engagement, branding, outreach or social media, how do you build Relevance and Expertise for your company and its website?
The short answer is: by producing relevant content that is of expert-level quality and insight. The SEO answer is also short: Search Engine Optimized Blog Posts.
What is a Search Engine Optimized Blog Post and how is it different from a regular blog post?
The difference between the two comes down to the process. For a typical blog post, you may choose a subject depending on a recent experience or interaction, current events, or even a topic that you think will most likely be relevant to the reader. These are all great topics to cover for a blog post, and if your company already has a substantial amount of traffic or a large social media following, those are exactly the type of blog posts I would recommend your department writes. But if your goal is to use blog posts to gain organic search traffic through search engine results, the process is much different, and that’s where the SEO blog post comes into play.
The Search Engine Optimized Blog Post begins with keyword research. A team of SEO experts, like the one at elative.io, use a variety of tools, techniques and programs to analyze data about search volume and competition for specific keywords or search phrases. Then the experts will create a keyword strategy and run an analysis of the competing pages that currently rank highest for the search phrases that the blog posts will be designed to rank for. The experts then use software to create detailed reports for the writers to utilize to meticulously create blog posts designed specifically to rank for a target keyword.
As I discuss in my post, Understanding and Achieving Authority, an SEO Press Release can be a great way to build up Authority in the form of backlinks, so coupling the SEO Press Releases and Blog Posts together can satisfy two of the Three Pillars of SEO.
If you’re interested in learning more about Search Engine Optimized Blog Posts for your website, please feel free to schedule a free consultation with one of elative.io’s sustainable marketing experts.
In my next post, we’ll be going back to the basics of SEO and I’ll give you the highlights of Matey E’s SEO for Beginners YouTube series.