{"id":13379,"date":"2022-02-15T08:58:00","date_gmt":"2022-02-15T08:58:00","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/15\/qa-with-an-seo-platform-ceo\/"},"modified":"2022-02-15T08:58:00","modified_gmt":"2022-02-15T08:58:00","slug":"qa-with-an-seo-platform-ceo","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/15\/qa-with-an-seo-platform-ceo\/","title":{"rendered":"Q&A With An SEO Platform CEO"},"content":{"rendered":"

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In this series, we\u2019re talking with SEO decision-makers about the industry trends, lesser-known opportunities, and emerging technologies you should have on your radar.<\/p>\n

We\u2019ve heard from an enterprise crawler CEO recently on the greatest analytics challenges<\/a> facing SEO pros right now.<\/p>\n

This CMO<\/a> in the conversation intelligence space gave us the run-down on how AI is changing the game in call tracking and what this could mean for marketing strategies this year.<\/p>\n

And this local SEO agency owner<\/a> shared some excellent SEO career-building advice, as well as the local trends we need to watch for through 2022.<\/p>\n

Today, we\u2019re talking with Mitul Gandhi<\/a>, the CEO and Chief Architect at enterprise SEO platform seoClarity<\/a>. You can learn more about its features and capabilities in this chapter<\/a> of our Enterprise SEO Guide.<\/p>\n

In this Q&A, Gandhi shares tips and advice for SEO decision-makers on the most underutilized SERP features you could be targeting, how to break free of \u201ccontent chaos,\u201d incorporating the concepts of E-A-T in content, and what he\u2019s learned in building an SEO tool brand.\n<\/p>\n

3 Top SERP Features For Increasing Visibility<\/h2>\n

Miranda Miller:<\/strong> \u201cTalk to us about SERP features. What are some of the lesser-utilized opportunities you think enterprise organizations should be making better use of\/optimizing for?\u201d<\/p>\n

Mitul Gandhi: <\/strong>\u201cMost of us think about SERP features as a dozen or so features we come across day to day \u2013 news, images, local listings, etc.<\/p>\n

In reality, when we look across our data set of 330+ million keywords globally, our team has identified over 1,200 different<\/strong> SERP features and styles!<\/p>\n

There is a reason Google has so aggressively pursued a richer SERP \u2013 it is what the end users want and respond to based on their search intent.<\/p>\n

In our data, we identified the following as the top three SERP features and low-hanging opportunities:<\/p>\n

Typically, being included in the top three listings that have any of the above SERP features can lead to inclusion in the SERP feature embedded in Google results, providing 20x greater impressions.<\/p>\n

There is a tremendous amount of visibility located in the above three features alone to make them worthwhile to focus on.\u201d<\/p>\n

Breaking Free Of \u201cContent Chaos\u201d<\/h2>\n

Miranda Miller:<\/strong> \u201cI\u2019ve seen seoClarity talk about \u2018content chaos\u2019 in the past. What does that look like and how can marketing organizations break free of it?\u201d<\/p>\n

Mitul Gandhi: <\/strong>\u201cThere is a lot written and talked about when it comes to content marketing. Everyone talks about generating \u2018quality\u2019 content but no one really defines what that is.<\/p>\n

This has lead to something we call \u2018content chaos.\u2019<\/p>\n

It\u2019s a situation where companies are jumping in to do content marketing but equating that to simply writing lots and lots of content, and seeing what sticks.<\/p>\n

What\u2019s wrong with this approach, you ask?<\/p>\n

It\u2019s simply an incredible waste of valuable time, talent, and money to produce content no one wants to read.<\/p>\n

At a large scale, pretty much anything may \u2018seem\u2019 to work, but it is rarely sustainable.<\/p>\n

We see intelligent content marketing as based on a deeper understanding of searcher intent<\/a> and focused on solving the underlying need.<\/p>\n

This takes time, research, and deep understanding of marketplaces \u2013 areas that most businesses struggle to invest in.<\/p>\n

Advancements in AI and NLP have allowed us\u00a0to help peel back the layers of what \u2018quality\u2019 content means and guide writers to write their best by distilling everything<\/strong> that is known about a topic and surfacing key facts, entities, and reference points.\u201d<\/p>\n

Can Brands Mimic E-A-T Qualities In Content?<\/h2>\n

Miranda Miller:<\/strong> \u201cWhat tips do you have for marketing and SEO leadership looking to incorporate the principles of E-A-T in content creation at scale?\u201d<\/p>\n

Mitul Gandhi: <\/strong>\u201cWe need to keep in mind what E-A-T really is.<\/p>\n

Google spokespeople have been quite clear that it is not a ranking factor<\/a>.<\/p>\n

At times they\u2019ve been quite specific, saying, for example, that just adding an expert author byline to your content will not affect your ranking.<\/p>\n

E-A-T (Expertise, Authority, and Trustworthiness) are actually concepts taught to Google\u2019s Search Quality Raters<\/a> who evaluate sample search results to evaluate how well Google\u2019s algorithms are achieving Google\u2019s goals for its users.<\/p>\n

So, the reality is that while Google doesn\u2019t (and probably can\u2019t) rate pages on how much E-A-T they have, pages that exemplify those ideals are what they hope the actual factors in their algorithms end up ranking.<\/p>\n

How are we to apply that?<\/p>\n

We built our platform around the three basic areas that we know do<\/em> impact SEO performance: Usability, Relevance, and Authority.<\/p>\n

You might say that U-R-A is our E-A-T. The difference is that we can quantify the aspects of U-R-A in ways that are actually meaningful and actionable for SEO.<\/p>\n

Here\u2019s what we display in our platform and teach our clients to prioritize:<\/p>\n