Google’s March 2024 Update
Until recently, producing large volumes of low-quality, AI-generated content could be an effective way of boosting your search rankings. Google’s core update in March 2024 targeted this practice, with the search engine now better equipped to detect automated or unoriginal content and treat it as low-value. This type of content is viewed as unhelpful, unoriginal, and harmful to user experience, and Google’s goal is to reduce the amount of junk in search engine results pages (SERPs) by 40%.
When your scientific writer or marketing team are creating new content (or updating old pieces), we recommend following the E-E-A-T framework for producing helpful, reliable, ‘people-first’ content. It’s important to note that E-E-A-T is not a direct ranking factor—ranking factors are a combination of many different elements Google evaluates—but it is a guideline used by human quality raters to evaluate the overall quality of the content.
By following this framework to create valuable, audience-focused content, you will give your scientific website the best chance of performing well in Google search results.
What E-E-A-T Stands For
E – Expertise
Who is the driving force behind the content? When writing content, include a link to the author’s bio to showcase their expertise. Remember, Google functions as a knowledge graph, connecting related information. By adding a bio, you contribute to that web of connections. You can take it further by linking to the author’s social media profiles, scientific papers, blogs or whitepapers they have written. Listing their education, relevant certifications and any scientific published work helps to reinforce expertise.
E – Experience
Instead of saying “This is how to use our product”, provide real-world examples – “This is what we did, and this is what we learned”, providing relevant scientific papers, whitepapers, and case studies. If you asked ChatGPT how to use a product, it could provide you with a step-by-step guide. Enriching your writing with personal experiences, real-world data and images of the results shows what you have learned and achieved with the product or service, and demonstrates your experience.
A – Authoritativeness
Backlinks from other websites can be an important search engine optimisation (SEO) factor to indicate authority on a subject, something we have discussed in previous SEO-focused articles. Demonstrating authority in your scientific field also depends on the depth and quality of the content you produce. Creating detailed, original guides on complex scientific topics showcases your understanding and knowledge as an expert. Referencing scientific studies or papers from reputable journals supports your writing and adds credibility to the content. If possible, include links to these studies. If the author participates in industry conferences or is a keynote speaker, include this information on your website to enhance your authority.
T – Trustworthiness
Use your platform for topics on which you are an expert. Regularly update your content with the latest research and developments to ensure that your website maintains accuracy and relevance. It is also recommended to include contact details for those who may have questions or need further information to encourage dialogue and nurture a trustworthy brand identity.
Trustworthiness extends beyond a single piece of content. Ensure your website is well-structured, with accessible customer service information and a straightforward user experience.
Summary
In the rapidly evolving biotech industry, adhering to the E-E-A-T framework is more crucial than ever for creating content that stands out in Google’s search results. The March 2024 update emphasises the importance of high-quality, user-focused content, and punishes low-value, automated spam content.
Expertise is shown when you provide clear author bios and links to credible sources, reinforcing your status as an expert in your field. Experience is demonstrated by sharing real-world applications and insights from hands-on use of products or research, adding authenticity and depth to your content. Authoritativeness is achieved by creating comprehensive guides, citing reputable studies, and showcasing your industry contributions, which collectively build your reputation as a leading authority in your field. Finally, trustworthiness is maintained by regularly updating content, being transparent, and ensuring a user-friendly website experience.
By integrating the E-E-A-T framework into your content strategy, you ensure that your scientific communications not only meet Google’s quality standards but also resonate with your audience.
If you need help with your website, from SEO content writing to a full re-design and web build, Pivotal Scientific are here to help. Get in touch today to discuss your project with one of our experts.
