🔍 Credibility: the foundation of search marketing

And, from data to actions: A guide to getting things done! [View in browser]( | [Share]() [Search Engine Land]() Mar 01, 2022 Mar 01, 2022 Good morning, Search Marketer, is your website credible? So much of what we do in search marketing revolves around getting clicks – by writing that perfect title tag or irresistible ad CTA. But what happens next is often even more important to the success of your search marketing. After they click, visitors must decide whether they trust you. A website that lacks credibility also tends to lack conversions. If this sounds like Google’s concept of E-A-T (Expertise, Authoritativeness, Trustworthiness), you’re not entirely wrong. But did you know there’s a set of 10 guidelines that actually predates E-A-T? It’s [Stanford’s Guidelines for Web Credibility](). Yes, the same university that produced Google founders Larry Page and Sergey Brin. Sadly, I was exactly today years old when I learned of these guidelines on social media from [Bill Slawski](), director of SEO research at Go Fish Digital. Here they are: - Make it easy to verify the accuracy of the information on your site. - Show that there’s a real organization behind your site. - Highlight the expertise in your organization and in the content and services you provide. - Show that honest and trustworthy people stand behind your site. - Make it easy to contact you. - Design your site so it looks professional (or is appropriate for your purpose). - Make your site easy to use – and useful. - Update your site’s content often (at least show it’s been reviewed recently). - Use restraint with any promotional content (e.g., ads, offers). - Avoid errors of all types, no matter how small they seem. Is any of this rocket science? No. Is it easy to do? Also, no. But that’s why we have jobs. So, go. Do your job! Danny Goodwin,Senior Editor [How to turn data into insights and impactful SEO strategies]() Are you extracting all the value from your data? Learn how you can transform data into insights to guide your SEO strategy. [Read More]() [Google Search local pack’s map is now interactive]() The new map lets you zoom, pan, hover and click to see more details on the map. [Read More]() [PPC campaign launch checklist]() Launching and managing a successful campaign takes time and planning. This primer from MoreVisibility will help orient you along the way. It covers audience and goals, channel selection and budget distribution, and campaign assets. [Get your copy now!]() [3 ways to optimize internal linking]() Poor internal link structure can end up harming your site's rankings. At SMX Next, Jonathan Epstein showed how marketers can prevent PageRank loss with better internal linking. [Read More]() [New business openings nearly match pre-pandemic levels, Yelp says]() However, most major cities actually experienced a decrease in openings. [Read More]() [Etsy sellers to pay 30% higher transaction fees beginning in April]() A “considerable portion” of the revenue from the fee increase will be reinvested into the marketplace, Etsy says. [Read More]() [Online next week: Live, actionable, expert-led search marketing training]() Book your $249 SMX Master Class now and join us LIVE online, this coming Tuesday and Wednesday (March 8-9), for a two-day deep dive featuring actionable tactics and ample Q&A with your expert instructor. [Choose your Master Class]() From MarTech - [NBCUniversal partners with Anzu.io to provide in-game ads for marketers]() - [Bounteous teams up with Acquia to launch CDP training services]() - [13 questions to ask digital experience platform vendors during the demo]() - [4 qualities of an intent-driven marketing automation email program]() - [Good morning: Find the right tone for these troubled times]() Know someone who would like this newsletter as much as you? Copy this link to share the Search Engine Land newsletter via email, social, or text: [() [Search Engine Land]() Reach the Search Engine Land community. Learn about advertising/sponsorship [here](). This email was sent to {EMAIL}. [Unsubscribe.]() [We respect your privacy.]() This email was sent by: Search Engine Land - a Third Door Media, Inc. publication with headquarters at 88 Schoolhouse Road, PO Box 3103, Edgartown, MA 02539 [Manage my subscriptions.]() © 2006-2022 Third Door Media. All Rights Reserved. Safelist us. [To ensure delivery to your inbox, add us to your address book.]()