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The Secret Formula to Make Google Love Your Content
1st June 2023 • The Google Ads Podcast • Solutions 8
00:00:00 00:09:20

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Kasim reveals the SECRET FORMULA so Google LOVES your content! This guide can help you build yourself as a thought leader in any industry in addition to helping you rank above the SERPs.

The secret is EEAT, and it's a part of Google's Search Quality Guidelines. Evaluators use it to assess the quality and credibility of content. While it's meant to be a litmus test for webpage quality, we think it's an amazing rules engine for anyone trying to establish themselves as a thought leader.


Listen to this episode to know what EEAT stands for. And as a bonus, Kasim also adds his rule!


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Need help with Google Ads? Get your FREE action plan here: https://sol8.com/ap/


0:00 Intro

0:30 The Secret Formula to Make Google Love Your Content

1:15 Experience

2:41 Expertise

5:15 Authoritativeness

7:19 Trustworthiness

10:00 Consistency



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Transcripts

Kasim:

We all want Google to love our content.

Kasim:

Here's what's interesting is they don't make it a secret as to what it is that

Kasim:

they're looking for and they never have.

Kasim:

Google's always trying to rank the content that users are going to engage

Kasim:

with the most, and they've developed their own predictive indications of

Kasim:

what that's going to be, and they've got this really interesting acronym.

Kasim:

It's E E E A T experience, expertise, authoritativeness and trustworthiness.

Kasim:

Now, these are Google's search quality guidelines for organic content.

Kasim:

But what occurred to me as I was looking into them and really just learning

Kasim:

more about them is I think this is a phenomenal template period for

Kasim:

anybody creating content, especially people trying to establish themselves

Kasim:

as thought leaders in any space.

Kasim:

And so going through each one one at a time.

Kasim:

Experience might be the most important in my opinion.

Kasim:

You have to have done the thing.

Kasim:

This is what's pissing me off about all the AI thought

Kasim:

leaders and experts out there.

Kasim:

They haven't actually used AI for anything other than like, oh,

Kasim:

look at this cool prompt example.

Kasim:

You know what I mean?

Kasim:

And generally speaking, it's like a regurgitated example that

Kasim:

somebody else posted and maybe they're just doing so differently.

Kasim:

I wanna see how you used it to insert desired end result here.

Kasim:

So how I used it to grow a list, how I used it to increase conversions,

Kasim:

how I used it to make money.

Kasim:

What's the business model?

Kasim:

The person who's best at this in the world, I think is Perry Belcher.

Kasim:

Perry's my business partner and a mastermind and I've never seen

Kasim:

anybody so adept at finding.

Kasim:

The leverage point for new technology.

Kasim:

So Perry's got a bunch of AI events out there, but he's actually showing people,

Kasim:

Hey, here's how we used AI to make money.

Kasim:

And he's been doing it for years.

Kasim:

And so drawing on his experience allows him to issue forward quality content.

Kasim:

it can't be matched when compared to somebody who doesn't have the experience.

Kasim:

It doesn't matter how, how much you've studied, how many videos

Kasim:

you've watched, if you don't have the experience, You're faking it.

Kasim:

You know what I mean?

Kasim:

Like you actually haven't done the damn thing.

Kasim:

So experience, I think, is in the hierarchical structure of this little.

Kasim:

Eat pyramid experience to me is the foundation.

Kasim:

This is the bottom.

Kasim:

This is what we're building on top of.

Kasim:

Now, experience leads to expertise.

Kasim:

That's the other thing.

Kasim:

You don't wanna go out there and be like, man, I've tried to make

Kasim:

a light bulb 10,000 times and I just cannot crack this code.

Kasim:

Let me tell you more.

Kasim:

wants to know that, right?

Kasim:

Like, so the experience is generally speaking, riddled with failure.

Kasim:

But as you iterate and as you improve, You contribute to your status as an expert,

Kasim:

and that's where you establish expertise.

Kasim:

And the expertise I think is experience plus proficiency.

Kasim:

So experience plus proficiency equals expertise.

Kasim:

the sad, ironic truth, very often the most experienced people are the worst.

Kasim:

At demonstrating their expertise.

Kasim:

I'll give you an example.

Kasim:

You're looking at him.

Kasim:

I have a hundred employees that work for me.

Kasim:

You know, and solutions eight has, I don't know how many, 40 Google ad specialists.

Kasim:

Here's what's really interesting.

Kasim:

They're all better at running Google ad campaigns than I am without,

Kasim:

and I'm not, being hyperbolic, like I'm not self-flagellating.

Kasim:

To make a point, I haven't run a Google ad campaign since

Kasim:

we became a Google ad agency.

Kasim:

I'm the CEO of the company.

Kasim:

I don't have time to do that.

Kasim:

Right?

Kasim:

But.

Kasim:

What I'm really good at is showcasing my expertise, and it's not to

Kasim:

say that I don't issue value.

Kasim:

I think I do, but the smartest person in the room is also usually the quietest,

Kasim:

and so it's, The loud person who's B minus smart is gonna get all the attention.

Kasim:

Where the quiet person who's a plus smart is, gonna, kind

Kasim:

of fade away into obscurity.

Kasim:

And so it's incumbent upon you, and I'm talking to my introverts specifically.

Kasim:

If you're an introverted person, that's okay.

Kasim:

As a matter of fact, I think the people that do the best as thought

Kasim:

leaders are naturally introverted.

Kasim:

And I think that's true because they tend to be.

Kasim:

Very selective with what they say, how they say it, when they

Kasim:

say it, for obvious reasons, they actually don't want the attention.

Kasim:

So if I'm gonna come out and I'm gonna suffer through getting your

Kasim:

attention as an introvert, then I, better make sure this is worth it.

Kasim:

And I'm saying something relevant.

Kasim:

Extroverts like me, I'll say anything.

Kasim:

I'm just like, I wonder what's gonna make them click today.

Kasim:

So use your introvertedness as a.

Kasim:

It's one of the most powerful things you can have if it's something that

Kasim:

you're willing to battle against and get over and then showcase your expertise.

Kasim:

Tell people why you're awesome, which incidentally leads to authoritativeness.

Kasim:

And interesting about this is one leads to the next.

Kasim:

Your experience leads to expertise.

Kasim:

Your expertise leads to your authority and your authority,

Kasim:

the way that I define it anyways.

Kasim:

what are people saying about you?

Kasim:

So, there's what you say about yourself and you can showcase all these things

Kasim:

and you can have all these, case studies, testimonials, whatever.

Kasim:

Well, I guess testimonials are what I'm talking about.

Kasim:

But as other people begin to co-sign on your reputation, it puts you

Kasim:

in a position of not having to constantly credentialize yourself.

Kasim:

you've been credentialed by others and that reputation.

Kasim:

It speeds up the time to life for every content piece that you ever produce.

Kasim:

and if you don't have this out the gate, the best way to do

Kasim:

it, I think is certifications.

Kasim:

you know, I can go get Google certified, not that that means

Kasim:

anything, but not everybody knows that.

Kasim:

And then on top of Google certified, you can get digital marketers certified

Kasim:

and smart marketers certified and you create a certified and you kind of

Kasim:

start to build some authority now.

Kasim:

That authority is diluted in direct proportion to how many other people are

Kasim:

certified with those same badges, which is a lot, but it's a good place to start.

Kasim:

And what's really interesting is authority breeds authority.

Kasim:

So, Rachel Peterson is the World Authority in Social Media Marketing.

Kasim:

They call her the social media queen, brilliant marketer.

Kasim:

When she published her book, I gave her a quote for her request.

Kasim:

She's my friend, she started using my name in her marketing as one of

Kasim:

the people that endorsed her book.

Kasim:

And what I thought was really interesting about that is, She's

Kasim:

using my authority on her behalf, but she also boosted my authority

Kasim:

in so doing because now everybody's like, wow, he's actually important

Kasim:

enough for her to cite on her book.

Kasim:

That was one of the top five names she cited at least in the post I saw.

Kasim:

So your authority will breed authority as you invest in it,

Kasim:

then you have to protect it.

Kasim:

next one, trustworthiness.

Kasim:

As you build a reputation, you have to protect it.

Kasim:

I have one bad review online right now.

Kasim:

if you Google Solutions eight, and it's this.

Kasim:

Person who for some reason they never worked with us, they've

Kasim:

never been a client, they've never even attempted to be a client.

Kasim:

They just saw our pricing page and they're like, oh, that's expensive.

Kasim:

And I'm mad.

Kasim:

it's so frustrating, know, as I've been in business for 17 years and I've had

Kasim:

pissed off clients before, obviously, and you know, we've done things wrong before,

Kasim:

obviously, but I've just worked so hard to make sure that we walk through every.

Kasim:

Necessary step to make things right and put our best foot forward

Kasim:

and you know, address any issues.

Kasim:

And then you go and you get a bad review from some iole

Kasim:

that is just having a bad day.

Kasim:

But it's okay cause I've got hundred other reviews that are good.

Kasim:

So protect your brand, protect your reputation, and make sure

Kasim:

that you show up the right way.

Kasim:

That's the other part of trustworthiness.

Kasim:

your website looks like it was built in 2002, If you're little things like

Kasim:

your profile picture not being updated, I used to be real clean cut, believe

Kasim:

it or not, before my medlife crisis.

Kasim:

And I've got pictures of me in a suit and, my clean, slick back hair.

Kasim:

And, when you see me now you're like, who's the homeless guy that

Kasim:

kidnapped costume and took his job?

Kasim:

So there's something about that lack of continuity that

Kasim:

actually breaks people's trust.

Kasim:

It seems like a nuance.

Kasim:

it's not a small thing.

Kasim:

It's not a small thing to show up and see somebody different than you saw

Kasim:

on the headshot or the business card.

Kasim:

And then I'm gonna add my own, Google's got E E A T, I'm adding

Kasim:

C, full consistency because you can have as much experience as you want.

Kasim:

You have more experience than anybody else in the field.

Kasim:

You can be the best expert with the most authority and the most trust.

Kasim:

If you don't publish, you go away.

Kasim:

You gotta ship, you have to.

Kasim:

Create on a regular basis.

Kasim:

Doesn't have to be every day.

Kasim:

It's preferable the algorithms like that.

Kasim:

But you know, I don't think Jocko posts more than once a week, or at least

Kasim:

that's what I think it was Christine Marie's keynote at Trafficking Conversion

Kasim:

is he posts once a week, but he's consistent and people can rely on that.

Kasim:

So be consistent with the content that you're producing and if you can,

Kasim:

Start to build on your successes.

Kasim:

You kind of start to crack the code a little bit.

Kasim:

I'm getting, deeper and deeper into Twitter.

Kasim:

You can follow me at Casa Muslim, by the way.

Kasim:

And in the very beginning I sucked and I couldn't figure out how to make

Kasim:

people like what it was I was posting.

Kasim:

And nobody was engaging at all.

Kasim:

And when they were engaging, they were kind of confused.

Kasim:

And I just kept writing.

Kasim:

I've written one thread every day for, it's gotta, I think it's been

Kasim:

90 days or at least getting close to that, and all of a sudden, I'm kind

Kasim:

of cracking the code a little bit and I'm figuring things out and, you know,

Kasim:

the consistency's helped, but it's helped from an algorithmic perspective.

Kasim:

Of course, it's also helped me, it helped me figure out like,

Kasim:

oh, that's what you want to hear.

Kasim:

That makes sense.

Kasim:

So whatever that's worth.

Kasim:

I hope this is helpful.

Kasim:

Google's they're not shy about offering advice.

Kasim:

It's not always good advice, but I like this.

Kasim:

W a T and I'll add my C.

Kasim:

I hope this is helpful to you if you're a content creator.

Kasim:

If you're not, you probably should be.

Kasim:

It's probably time to start.

Kasim:

Maybe that's a little nudge that you need.

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