{"id":28210,"date":"2020-11-18T08:00:00","date_gmt":"2020-11-18T13:00:00","guid":{"rendered":"https:\/\/honeybook.site.strattic.io\/?p=28210"},"modified":"2022-07-14T15:28:25","modified_gmt":"2022-07-14T22:28:25","slug":"win-seo-game","status":"publish","type":"post","link":"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/win-seo-game","title":{"rendered":"How to Win the SEO Game: Authority, Relevance &#038; Trust"},"content":{"rendered":"\r\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" class=\"wp-image-28174\" src=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/10\/Screen-Shot-2020-10-22-at-3.56.57-PM.png\" alt=\"\" \/>\r\n<figcaption>Photo by: Christiann Koepke for Unsplash<\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<p>Expect to bump into \u201cSEO is dead\u201d hoopla within a minute of your news-search on SEO. These naysayers are either clickbaits, or pessimists. But if you&#8217;re ready to win the SEO game, we&#8217;re have good news for you.<\/p>\r\n<p>SEO is alive, breathing, and having a jolly good time.<\/p>\r\n<p>Professional SEO services know this. And you\u2019d do too, by the time you\u2019re done reading.<\/p>\r\n<h2><strong>Numbers Don\u2019t Lie<\/strong><\/h2>\r\n<p>Let\u2019s start with some numbers as a fact-check:<\/p>\r\n<ul>\r\n<li>In May 2019, BrightEdge Research collected data from thousands of domains and innumerable sources to reflect that across industries, traffic from organic search <a href=\"https:\/\/videos.brightedge.com\/research-report\/BrightEdge_ChannelReport2019_FINAL.pdf\">increased to 53.3%<\/a>.<\/li>\r\n<li>The same report mentions that revenue from organic search for B2B companies is twice that of any other channel.<\/li>\r\n<\/ul>\r\n<p>SEO is all about increasing organic search, as we all know. So, why the doom\u2019s day predictions about SEO, then?<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" class=\"wp-image-28217\" src=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/10\/Visualizing_Search.png\" alt=\"\" \/>\r\n<figcaption><a href=\"https:\/\/videos.brightedge.com\/research-report\/BrightEdge_ChannelReport2019_FINAL.pdf\">Source<\/a><\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<h2><strong>The Way Google Works &#8211; It\u2019s Changing, And That\u2019s A Good Thing <\/strong><\/h2>\r\n<p>Sounding the death knell for SEO is the result of a misunderstanding. SEO is alive and kicking, as clear from the numbers above. There is, however, a need to adapt SEO strategizing to a decided shift in Google\u2019s functioning style.<\/p>\r\n<p>In July 2020, Google\u2019s market share of search engines globally was <a href=\"https:\/\/www.statista.com\/statistics\/216573\/worldwide-market-share-of-search-engines\/\">86.86%<\/a>. So, if Google changes the way its search engine functions, SEO strategizing has to adapt itself. Experts offering professional SEO services don\u2019t need any reminder for this.<\/p>\r\n<p>Google has moved focus from keywords to user experience (UX). Through algorithms like <a href=\"https:\/\/searchengineland.com\/faq-all-about-the-new-google-rankbrain-algorithm-234440\">RankBrain<\/a> and <a href=\"https:\/\/blog.google\/products\/search\/search-language-understanding-bert\/\">BERT<\/a> (Bidirectional Encoder Representations from Transformers), Google is determinedly pushing toward improving UX in its search engine functions.<\/p>\r\n<p>This push has made the <em>ART<\/em> of SEO more important than ever before. Authority, Relevance, and Trust (ART) have emerged to be three of the strongest factors for SEO. The ART of SEO is geared, like Google, to improve UX, and is the step to win the SEO game.<\/p>\r\n<h2><strong>Understanding The ART of SEO<\/strong><\/h2>\r\n<p>The ART of SEO entices more than search engines to win the SEO game. These three pillars determine what visitors think about your website and how they engage with it.<\/p>\r\n<p>Authority, relevance, and trust are all about UX enhancement. Together they generate an SEO strategy with the ability to attract search engines and users alike.<\/p>\r\n<p>Authority is the ability to communicate expert information in a manner that is comprehensible to the target audience. Mere expertise isn\u2019t enough to gain an authoritative voice.<\/p>\r\n<p>You may be an expert in marketing strategies, for example. However, that expertise will translate to action <em>only<\/em> when you can communicate those strategies to your audience in a language and style that they understand. That is the secret of a real voice of authority.<\/p>\r\n<p>The voice of authority becomes engaging when the information communicated is relevant. Someone searching for adventure sports is unlikely to stop at a website talking about party games, for example, no matter how much authority that page exudes about party games.<\/p>\r\n<p>Communicating relevant information with authority results in trust. Trust, in turn, leads to continued engagement.<\/p>\r\n<p>When someone searching for adventure sports finds the right words on a SERP (search engine results page), the searcher will click on it. If the information is relevant, and it flows in an easy-to-understand manner, the visitor will begin trusting that site.<\/p>\r\n<p>The user may return straight to this website with a query about a specific adventure sport later. That\u2019s one aspect of trust, but there\u2019s more to it.<\/p>\r\n<p>This is all about attracting and engaging the user. Are you wondering how this can work for SEO? Read on to know how that happens.<\/p>\r\n<h2><strong>How Authority Strengthens SEO<\/strong><\/h2>\r\n<p>The digital marketing industry has known for some time that backlinks help SEO. That has not changed. Backlinks are an indication that other websites find the information available in yours good enough to refer to. That\u2019s why they indicate a degree of authority.<\/p>\r\n<p>However, it is crucial to remember that mere numbers are not sufficient. Google\u2019s algorithms can detect the comparative weight of the pages that backlink to you. Several backlinks to your site in guest posts you write on other sites may not be enough.<\/p>\r\n<p>If you are a digital marketing company, and a post on Hubspot or Backlinko links back to you, the worth of that is significantly higher than that of smaller websites.<\/p>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" class=\"wp-image-28218\" src=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/10\/One_link_can_be_worth.png\" alt=\"\" \/>\r\n<figcaption><a href=\"https:\/\/www.searchenginejournal.com\/seo-guide\/search-authority\/#close\">Source<\/a><\/figcaption>\r\n<\/figure>\r\n\r\n\r\n\r\n<p>Google, incidentally, has made its search engine more sensitive to the nuances of human language usage. With BERT, the focus is on understanding user intent. That is where the shift has happened.<\/p>\r\n<p>We all know that \u201ca pot of tea\u201d and a \u201cteapot\u201d are not the same. Now, through BERT&#8230; Google knows that, too, even if it didn\u2019t before. Mere keyword stuffing simply doesn\u2019t work to win the SEO game.<\/p>\r\n<p>Content has become more important than ever before. What you write, and how you write it, determines your SERP ranking. Both search engines and users look for authority voices&#8230; and content is your key to generating that.<\/p>\r\n<p>Content that conveys authority attracts more clicks and longer engagement. These, too, feature in Google\u2019s ranking parameters.<\/p>\r\n<h2><strong>Authority Minus Relevance Is Useless<\/strong><\/h2>\r\n<p>As we\u2019ve already explained, merely generating authoritative content is not enough. Users will click only on what they think is relevant. BERT picks that up, and adapts to match that intention in future searches.<\/p>\r\n<p>The focus, again, is on content. Make sure that the information you provide is not only authentic but also specific. Specificity is particularly critical in choosing the right keywords. They now need to be relevant in a nuanced manner.<\/p>\r\n<p>Offering a \u201cpot of tea\u201d will not interest a user looking for a \u201cteapot.\u201d \u201cReal estate Manhattan\u201d may no longer be enough simply because you ignore that preposition \u201cin,\u201d which the users type in their search queries.\u00a0It could be \u201creal estate agents, Manhattan\u201d, \u201creal estate cost, Manhattan\u201d and so on. Specificity to the minutest detail has become all-important for SEO.<\/p>\r\n<p>BERT is teaching Google grammar, you could say. The grammar of not just language, but of relevance for user intent.<\/p>\r\n<h2><strong>Authority + Relevance \u2260 Trust, There\u2019s More<\/strong><\/h2>\r\n<p>Relevant information communicated with authority builds trust, for sure. However, when it comes to SEO, there\u2019s more to trust.<\/p>\r\n<p>We need to share a little bit of a backstage story here. There\u2019s a <a href=\"https:\/\/www.cs.toronto.edu\/vldb04\/protected\/eProceedings\/contents\/pdf\/RS15P3.PDF\">joint paper<\/a> by Yahoo and engineers from Stanford University on using TrustRank to detect web-based spam. Yahoo patented TrustRank as <a href=\"https:\/\/appft1.uspto.gov\/netacgi\/nph-Parser?Sect1=PTO1&amp;Sect2=HITOFF&amp;d=PG01&amp;p=1&amp;u=%2Fnetahtml%2FPTO%2Fsrchnum.html&amp;r=1&amp;f=G&amp;l=50&amp;s1=%2220060095416%22.PGNR.&amp;OS=DN\/20060095416&amp;RS=DN\/20060095416\">Link Based Spam Detection<\/a>.<\/p>\r\n<p>Industry insiders say even Google uses this for spam detection. However, Google has its own TrustRank as well, patented as <a href=\"https:\/\/patft.uspto.gov\/netacgi\/nph-Parser?Sect1=PTO2&amp;Sect2=HITOFF&amp;u=%2Fnetahtml%2FPTO%2Fsearch-adv.htm&amp;r=1&amp;p=1&amp;f=G&amp;l=50&amp;d=PTXT&amp;S1=7,603,350.PN.&amp;OS=pn\/7,603,350&amp;RS=PN\/7,603,350\">Search result ranking based on trust<\/a>. Invented by Ramanathan Guha, Google got the patent for this system on October 13, 2009.<\/p>\r\n<p>There\u2019s quite a bit of difference between Yahoo\u2019s TrustRank and Google\u2019s TrustRank, therefore. One helps detect web-based spam and the other determines SERP ranking.<\/p>\r\n<p>Authority and relevance generate user trust. So do labels and annotations by experts. Google\u2019s patent application for the TrustRank patent says so in its description that trustworthiness gets measured to rank pages.<\/p>\r\n<p>So, link to authentic sites in your content. Linking to .gov, .net and .org sites are of value to you in building your page\u2019s trustworthiness. For Google, and users.<\/p>\r\n<h2><b>Partner With A Specialist Agency<\/b><\/h2>\r\n<p><span style=\"font-weight: 400;\">To master the ART of SEO and get your page to rank high on Google and other search engines, you might require <\/span><span style=\"font-weight: 400;\">professional SEO services from leading agencies like <\/span><a href=\"https:\/\/www.uplers.com\/\"><b>Uplers<\/b><\/a><span style=\"font-weight: 400;\">. Their experience and expertise to provide operational support with the dedicated<\/span><span style=\"font-weight: 400;\"> team model is phenomenal.\u00a0<\/span><\/p>\r\n<p>In the meantime, you&#8217;ll want to consider HoneyBook&#8217;s <a href=\"https:\/\/hbbadmin.reliablepenguin.com\/\">client management software for small businesses<\/a> to grow your business.\u00a0<\/p>\r\n\r\n\r\n\r\n<div id=\"\" class=\"wp-block-ugb-divider ugb-divider ugb-54c3661 ugb-divider--v2 ugb-divider--design-basic ugb-main-block\"><style>.ugb-54c3661 hr.ugb-divider__hr{margin-left:auto !important;margin-right:auto !important}<\/style>\r\n<div class=\"ugb-inner-block\">\r\n<div class=\"ugb-block-content\"><hr class=\"ugb-divider__hr\" \/><\/div>\r\n<\/div>\r\n<\/div>\r\n\r\n\r\n","protected":false},"excerpt":{"rendered":"<p>Expect to bump into \u201cSEO is dead\u201d hoopla within a minute of your news-search on SEO. These naysayers are either clickbaits, or pessimists. But if you&#8217;re ready to win the SEO game, we&#8217;re have good news for you. SEO is alive, breathing, and having a jolly good time. Professional SEO services know this. And you\u2019d [&hellip;]<\/p>\n","protected":false},"author":663,"featured_media":75022,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[27],"tags":[],"class_list":["post-28210","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-branding"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-10-22-at-3.56.57-PM.png",695,570,false],"thumbnail":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-10-22-at-3.56.57-PM-150x150.png",150,150,true],"medium":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-10-22-at-3.56.57-PM-300x246.png",300,246,true],"medium_large":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-10-22-at-3.56.57-PM.png",695,570,false],"large":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-10-22-at-3.56.57-PM.png",695,570,false],"1536x1536":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-10-22-at-3.56.57-PM.png",695,570,false],"2048x2048":["https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-10-22-at-3.56.57-PM.png",695,570,false]},"post_excerpt_stackable_v2":"<p>Photo by: Christiann Koepke for Unsplash Expect to bump into \u201cSEO is dead\u201d hoopla within a minute of your news-search on SEO. These naysayers are either clickbaits, or pessimists. But if you&#8217;re ready to win the SEO game, we&#8217;re have good news for you. SEO is alive, breathing, and having a jolly good time. Professional SEO services know this. And you\u2019d do too, by the time you\u2019re done reading. Numbers Don\u2019t Lie Let\u2019s start with some numbers as a fact-check: In May 2019, BrightEdge Research collected data from thousands of domains and innumerable sources to reflect that across industries, traffic&hellip;<\/p>\n","category_list_v2":"<a href=\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/category\/marketing-branding\" rel=\"category tag\">Marketing &amp; branding<\/a>","author_info_v2":{"name":"Sheryl Jones","url":"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/author\/sheryl-jones"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Win the SEO Game: Authority, Relevance and Trust | HoneyBook<\/title>\n<meta name=\"description\" content=\"Get your page to rank high on Google. Learn how to win the SEO game and master the art of SEO when you build authority, relevance and trust.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/win-seo-game\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Win the SEO Game: Authority, Relevance and Trust | HoneyBook\" \/>\n<meta property=\"og:description\" content=\"Get your page to rank high on Google. Learn how to win the SEO game and master the art of SEO when you build authority, relevance and trust.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/win-seo-game\" \/>\n<meta property=\"og:site_name\" content=\"HoneyBook\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/honeybook.co\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/weareuplers\" \/>\n<meta property=\"article:published_time\" content=\"2020-11-18T13:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-07-14T22:28:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-10-22-at-3.56.57-PM.png\" \/>\n\t<meta property=\"og:image:width\" content=\"695\" \/>\n\t<meta property=\"og:image:height\" content=\"570\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Sheryl Jones\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@honeybook\" \/>\n<meta name=\"twitter:site\" content=\"@honeybook\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sheryl Jones\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/win-seo-game\",\"url\":\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/win-seo-game\",\"name\":\"How to Win the SEO Game: Authority, Relevance and Trust | HoneyBook\",\"isPartOf\":{\"@id\":\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/win-seo-game#primaryimage\"},\"image\":{\"@id\":\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/win-seo-game#primaryimage\"},\"thumbnailUrl\":\"https:\/\/hbbadmin.dev.reliablepenguin.com\/blog\/wp-content\/uploads\/2020\/11\/Screen-Shot-2020-10-22-at-3.56.57-PM.png\",\"datePublished\":\"2020-11-18T13:00:00+00:00\",\"dateModified\":\"2022-07-14T22:28:25+00:00\",\"author\":{\"@id\":\"https:\/\/hbbadmin.reliablepenguin.com\/blog\/#\/schema\/person\/03aa81d9dc305a5c5a3f7beb846cc3e8\"},\"description\":\"Get your page to rank high on Google. 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