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3 must have website analytics tools
One of the most outstanding differences between Internet marketing and traditional marketing is the amount of ROI tracking you can do. Not only can you track if your efforts are working but you can get feedback that allows you to make changes which will improve your results.
Sadly, when we first start working with new clients, we see that many of them don’t even have proper tracking set up. They might have analytics installed but nobody took the time to implement Google Analytics goal tracking. This means that you are flying blind in terms of making meaningful improvements to your website marketing.
Another problem is that many people aren’t even aware of the amazing new analytics software that can help you improve your marketing or are not willing to spend the money on new technology.
This first post in a series will give you an overview of some of the most essential web analytics tools to use to track and improve your campaigns. Subsequent posts will illustrate in greater detail how to use each of these web analytics tools.
Back in the day, website analytics tools were expensive. When Google Analytics first came out and was free, we almost couldn’t believe it. Now, pretty much everyone has it and at the very least can see what marketing tactics are driving traffic.
To get the most out of it, setting up goals in Google analytics is absolutely essential. Goals can be things like how many people downloaded an e-book, filled out a contact form, bought things in a shopping cart, or even watched a video.
A few amazing things you can do with Google Analytics for free
- Create custom Google analytics dashboards to see important data first
- See what marketing tactics are driving traffic
- Discover how long people stay on your website and how many pages they visit
- Determine where users are located
- Use in-page analytics to see what things get clicked on the most
- Learn what people are searching for on your website
- Understand what pages get visited the most and why
- Identify your worst pages that have extremely high bounce rates
- Learn why people abandon your shopping cart
- See how many visitors are coming from mobile and if they are satisfied
When I was doing keyword research for this post, I was amazed to see that 1 million people search for the key phrase “Google Analytics” every month! There is no question that Google Analytics is a great first step for tracking your return on investment and how you are building your authority.
There are some things you just can’t get with Google Analytics and so I recommend installing other tools like ClickTale or Crazy Egg.
What is ClickTale? Here are just a few of the features and benefits to help illustrate what it can do for you:
ClickTale provides customer experience analytics such as the following:
- Video playback of actual website user sessions
- Heat maps of where customers are focused on your website
- Scroll maps that let you see how far down users are scrolling
- Form analytics that help you diagnose and fix problems with your forms
- Increase conversions by discovering where visitors are bailing out
ClickTale pricing: starting from $99 a month.
Looking for a ClickTale alternative? Crazy Egg is somewhat similar and starts at $108 a year.
If you don’t know what you’re customers are doing then you can’t fix site problems. If you want to build your authority using content marketing, then you absolutely need to know how people are interacting with your thought leadership.
Customer experience analytics tools like ClickTale look deeply at actual user sessions and provide something very different from other website analytic tools.
HubSpot is different than Google Analytics in the sense that it is an all-in-one Internet marketing tool. It also tracks more in terms of actual people than just data points. For example, when a user fills out a form on your website, or downloads an e-book, their contact information is sent into the database. Every time that person comes back to your website, you will then be notified by HubSpot, not only that they have returned but what pages they have visited and what actions they have taken.
When you are looking at the pages that the person visited, you are often also looking at a picture of them that has been imported into the database. This gives it a much different feeling than looking at IP addresses.
Being able to see what actual users are doing on your website allows you to improve your sales process and deepen your understanding of website visits.
HubSpot attribution tracking allows you to see over a long time span what marketing tactics are paying off. Google Analytics only looks at the last few months of data in regard to tracking conversions. HubSpot, on the other hand, can tell you if somebody initially had a first touch with your website because of Facebook, came back fourteen months later from an organic search but then bought today because they clicked a Google PPC ad. That kind of data is critical in determining where to put your marketing budget.
One of the other outstanding features of HubSpot is that it allows you to do marketing automation. If somebody downloads an e-book, an automated workflow system will allow you to send follow up emails, such as every few days, to nurture them down the marketing funnel.
If you are serious about Internet marketing, then you should be getting a lot of leads. If you are getting a lot of leads, you need to follow up with them regularly and that can be impossible to do without automation and a sales database/process.
Some of the key features of HubSpot are:
- Keyword research tools
- Blogging tools
- Social media management
- Search engine optimization
- Content management
- Landing pages
- Email marketing automation
- Attribution tracking
HubSpot is a leader in what is called Inbound Marketing, where the focus is on providing helpful information in order to gain trust as opposed to merely advertising or trying to constantly sell something.
HubSpot Pricing is dependent on how many contacts you have in your database but starting prices – billed annually – are as follows:
- Basic: $200 /month
- Professional $800 /month
- Enterprise: $ 2,400 /month
HubSpot alternatives are tools like Infusionsoft and SharpSpring.
Authorities don’t skimp
There are many other website analytics tools out there but these are three of the best. If you are serious about being a thought leader and tracking the return on your marketing investments, then it’s time to dish out some cash for the tools that are now required.
While you can certainly get by with just Google Analytics, authorities aren’t in the business of just getting by.
What are some other website analytics tools that you find essential?
How to write your first book quickly
Writing your first book doesn’t have to be unbearably hard. I have worked with numerous clients that say they are working on a book, and years later they are still talking about it. It took me well over three years to write my first book because I tried to do too much as a new writer. Having a book published is a powerful marketing tool and feels too good to be put on the back burner. If you follow these steps below, you can have a book in six months or less.
- Narrow down your topic so you don’t overwhelm yourself, or your readers.
- Write to a very specific audience / persona, such as small business owner Bob or financial marketing Mary.
- Write a very detailed table of contents, all the way down to the titles of each page. This will keep you focused. You can always change later, but it’s a great way to start.
- Write each of the pages around keywords that people search for in Google. This will require extra time, but you can outsource this to an SEO company.
- Decide whether you will write it all as prose or using podcasting.
- Commit to the process, even if it is just one hour a month of podcasting and then hiring an editor to clean it up.
- If you are going to write it yourself, then experiment with writing at least 500 words every single day for 31 days (I take Sundays off) to see if you are cut out for it. If you can’t do that even for a short time, then I suggest moving on to podcasting.
- Publish e-books first, which will then make up the chapters in your book.
- Don’t skimp on editing and proofreading, but don’t be overly obsessive either.
- Get feedback as you go, before publishing. This is much easier if you blog your content first.
If you are an experienced writer and can guarantee you will stay committed and get it done by writing prose, then go for it, but for nonfiction – first time business authors – consider one of the following methods.
- Podcasting to generate your content
- Writing blog posts to generate your content
- Podcasting to generate blog posts that generate content for your book
What is podcasting?
Podcasting is just having a conversation that is recorded using a simple audio device. The digital files are then uploaded to the Internet to places like iTunes and/or your blog, where users can subscribe. Doing a series regularly is preferable.
It’s all in your head
As an expert, you likely have been explaining your product or service along with negotiating deals that requires in-depth conversations with customers. Podcasting using the common topics that you discuss in sales calls, and that you have discussed for many years, will allow you to simply speak your mind into your book. The great news is that each 15-minute, 3-question podcast interview produces around 1,500 words of content.
I call this “talk marketing,” and will be producing an e-book on it shortly, using podcasting as the source of content.
Hiring a content marketing agency versus doing it yourself
There are plenty of content marketing agencies, like McDougall Interactive, that can handle the podcasting, editing the audio, and proofreading / posting the content to your blog and book. If you are not going to commit to writing at least 100 blog posts or pages of your book within six months (which is 16 ½ pages a month or at least one every other day), then podcasting on your own, or with an agency, might be ideal for you.
What’s easier for you, writing 4 blog posts a month or doing 1 hour of podcasting by talking about what you do every day? I would love to hear your opinions in the comments below.
Public relations tips and tricks using prleads.com
Good publicity can make your dreams come true, and that is just one of the reasons public relations agencies get 5-10k, or more, per month.
It’s not easy convincing TV stations, newspapers and magazines to quote you, much less feature you. Doing high quality press releases can still be very effective, and can occasionally lead to having a journalist write a story about you. But, in order to receive regular coverage, you have to reach out to journalists.
Back in the old days, good PR experts had a physical Rolodex worth its weight in gold. They built relationships with the media over time, and were able to call on them with story ideas. If you don’t have that kind of a list, you’re going to have to start building it on your own.
Buying lists of journalists’ names can be part of a full-scale PR strategy that can be highly effective, but if you want the low hanging fruit, I recommend using a service like PRleads.com or helpareporter.com. These websites can get you leads directly from journalists with deadlines to meet that are actively looking for experts to quote.
Why PR leads.com and ProfNet
The leads from PRleads.com come from ProfNet. ProfNet is part of the industry giant, PR Newswire, and gathers leads every day from reporters at the New York Times, Entrepreneur Magazine, Woman’s Day, CBS news and more. The leads share the stories that the journalists are writing, and what type of experts they would like to interview. The topics range from health, finance, women’s and legal issues, to technology, sales and more.
Are you worthy?
One of the key things to remember is that journalists actually want to talk to you, especially when they’re on a deadline. They can’t just quote themselves, and good stories require quotes from people like you. Think you’re not good enough? Think again. One of the most under looked parts of public relations is that sometimes you just have to be the expert that is available, not the expert that is the most knowledgeable.
If a journalist has a tight deadline, and the super high-level expert that they were going to interview bails out on them, then they are going to have to scramble to find someone else. If you contacted them politely and offered ideas of reasonable value, you will likely get the next call.
5 steps to regular success with prleads.com
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Open an account
The first step is to open an account. Here are the options:
- Monthly Service Just $99/month
- Pre-Pay for 6 Months – Save $99
- Pre-Pay One Full Year – Save $238
One of the biggest differences between prleads.com and a service like HARO is the cost. I think there are over 250,000 people using the free version of HARO. Using a paid service like PRleads.com is going to make your life much easier, very quickly.
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Select categories
Next you need to select the categories that make the most sense for your business. Keep in mind that sometimes you can spin it so that you fit into more categories than you would think.
PR lead Categories
- Arts / Entertainment / Media
- Banking / Personal Finance
- Computers / Telecom
- Corporate Social Responsibility
- Education
- General Industry
- Government / Public Issues
- Health / Medicine
- Law / Crime / Justice
- Living
- Management / Workplace
- ProfNet en Español
- EScience
- World Regions
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Respond to leads, briefly and promptly
When leads come in they look like this:
The good news is that it shouldn’t take more than 15 to 30 minutes to follow up to an inquiry.
Example email
Here is an example of a response to a journalist’s specific questions that landed me in Econtent magazine about e-books.
“Hi Erik, I am John McDougall, author of the award-winning Web Marketing On All Cylinders. My company McDougall interactive, an elite Google partner, has been helping companies like Arrow Electronics, MIT, Phillips Medical and hundreds of others improve their SEO/website marketing since 1995. I have been featured in the New York Times, the Boston Globe/Herald and in numerous media and would love to help support you in any way I can.
1) For professionals who aren’t writers, how can creating a nonfiction e-book help boost their bottom line and profile?
Creating an e-book allows you to have an irresistible offer or what we call a top of the funnel call to action, so that people who are not ready to fill out your contact form, call you, or buy something from you yet, will be able to connect with you in a more comfortable way initially. The great news is that you can do audio interviews to generate the content easily.
2) Why is publishing a nonfiction e-book recommended for certain pros in the e-content/digital publishing industry?
An e-book can position you as a thought leader and shows that you care enough to help potential customers understand your industry.
3) What are the benefits/advantages? Why is it worthwhile, even if you’re not a skilled writer by trade?
Once you have the name and email address and ideally phone number of someone that downloaded your e-book, you can then market to them on a regular basis. If you can speak well about your business, then you can generate plenty of content through audio interviews. If you don’t want the e-book to be in an interview format, you can have a writer clean it up, so that it does not look like an interview. That is much easier than writing it yourself.”
I actually answered numerous other questions, which sometimes can be a mistake because you want to just pick the things you can respond best to. In this case it worked out well, and I think you get the idea from my first few responses.
I learned directly from Dan Janal, the founder of PRleads, to keep my responses short and do them more frequently. It is the journalist’s job to write the story, not yours, unless you are pitching specifically to write an article yourself. That is a different and more complicated PR tactic than just getting featured through quick quotes.
Another tip is to use a subject line that looks like this:
ProfNet: How Companies Are Using E-Books in Their Content Strategy
It should contain the word ProfNet at the beginning, so they know where it is coming from. Then it should have the title of the topic they have chosen. By using their language, they know to respond, as opposed to you pitching them on something random.
And don’t forget to start with a tiny bio that shows how you are an expert.
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Spin it to get in it
You can also use what Dan Janal calls the magic hammer PR technique:
No matter what the question is, the answer is my topic.”
This only works if you do it in a way that makes sense, so don’t be thinking you can just cram yourself into any situation. However, a bigger mistake is not offering your interesting take on things that might be a little bit outside of your normal comfort zone.
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Wear it on your sleeve
If you really want to be successful with public relations you have to extend it by making people aware of your media coverage. Nobody is going to ask you how often you have been featured in the media, so put it on your homepage, throughout your website, social profiles, as well as framed on the walls of your office.
How much success to expect
The typical conversion rate on a website is 1% to 2%. Out of every 100 people, you only get one or two people taking an action, unless you engage in conversion optimization. With PR leads.com, the good news is that it’s not uncommon at all to get 5% or 10% conversion rates. Often, for every 10 people you reach out to, you can get one interested in interviewing you if you use the PR strategies above. Some top PR experts get well above a 50% success rate.
Just remember to stand out from the crowd, because even with a paid service there are a lot of people pitching to be quoted in the same story.
The benefits of regular publicity can’t be underestimated. As Steve Harrison, a leading PR expert says, “Position yourself to be famous and you can have anything you want!”
What PR strategies or public relations tips and tricks have worked for you?
Check out these related PR podcasts:
5 Annoyingly Successful Thought Leadership Examples
Most people dream of having a better life. In their minds they may picture certain people and say, “I want to be as rich as Donald Trump” or “as famous as Oprah.” Curious how they got there? Was it by being an author or getting on TV and regularly being featured in the media? Let’s look at a few traits of people that stand out from the crowd in their industry and are almost annoyingly successful.
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Donald Trump – Real estate expert
Just about everybody loves money, and Donald Trump – love him or hate him – is one of the top names that comes to mind when you think of how to make more money. Think he’s all fluff? It’s pretty amazing that Jack Canfield who has sold more than a half a billion books gave him a testimonial for the front cover of this book. I haven’t read the book but I’m certainly tempted by this endorsement.
When Trump moved to New York he made it a point to meet and work with highly influential people, which helped his business grow. Having his own reality TV show also deepened his personal brand. Then, after almost going into bankruptcy, Donald Trump came back strong and didn’t let a bad spell slow him down.
Getting Roasted by President Obama
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Tony Robbins – Personal development expert
Depending on your age, you probably remember the semi-annoying infomercials years ago that helped make Anthony Robbins famous. He’s one guy that I had to see in person for myself to decide whether or not to commit to his books and training. I did the fire walk. I laughed, cried and jumped up and down for several days then immediately came home, published my first book and changed my life. Thanks for the inspiration Tony, and for a very small burn on my big toe.
Tony now gets a minimum of $1 million to be your personal coach. He has coached such people as: Bill Clinton, Princess Diana, Hugh Jackman, Mother Theresa, Serena Williams, Leonardo DiCaprio, Pamela Anderson, Nelson Mandela, Mikhail Gorbachev and Larry King.
Tony says he’s read 750 books and attended every personal growth seminar that he could afford, in order to get to where he is today. He’s definitely come a long way from being significantly overweight and living out of his car.
Tony getting roasted by Ben Stiller
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Oprah – TV personality
Some people say there is a war on women, and even more so on ethnic women, but clearly Oprah has shown what is possible in America despite some challenges.
What made Oprah famous?
In 1976, Oprah Winfrey moved to Baltimore, Maryland, where she hosted the TV chat show People Are Talking. The show became a hit and Winfrey stayed with it for eight years, after which she was recruited by a Chicago TV station to host her own morning show, A.M. Chicago. Her major competitor in the time slot was Phil Donahue. Within several months, Winfrey’s open, warm-hearted personal style had won her 100,000 more viewers than Donahue and had taken her show from last place to first in the ratings.” – Biography.com
Sticking with it for a long time (1986 to 2011) and having a warm-hearted personal style certainly helped. Oprah is also an actress, philanthropist, publisher and producer. She grew up poor and overcame being repeatedly sexually abused, to go on to become a billionaire.
What about lesser-known thought leadership marketing examples?
The following are a few examples of people that stand out in the marketing community and have a bit of a flare to them.
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Rand Fishkin – Inbound marketing and SEO expert
Better known as the founder of Moz.com – one of the world’s leading blogs on search engine marketing, Rand extended his text based content into a popular YouTube phenomenon known as whiteboard Fridays, as can be seen below.
After working with conversion-rate-experts.com, Rand increased his sales by over $1 million per year. After many years of search marketing consulting, he switched over to focus on software sales and growing his blog / community. His website has 229,000 pages indexed in Google and 2 million backlinks. He is a frequent speaker at the top Internet marketing conferences in the world and is the author of one of the most significant books on search engine optimization.
Rand frequently pushes the personal branding envelope by wearing yellow sneakers and experimenting with unusual mustache styles.
While I was writing this, one of my employees sent the following whiteboard Friday video to our entire team. Interesting coincidence.
YouTube thought leadership marketing example
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Tim Ash – Conversion rate expert
Tim Ash is the founder of the Conversion Conference, and one of the leading conversion rate optimization experts in the world.
Hinge marketing in the book Visible Experts says the following of Tim:
Tim’s wife met him when he was leaving one startup to found another. He had invested everything in his idea, and launching his firm required an 18-month period when he took no salary. “I wasn’t the best date, since I had to be picky about where I could afford to eat,” Tim jokes. He chalks up his success to a combination of stubbornness, industry expertise, a very supportive wife, and a high tolerance to risk. “My parents are immigrants from Russia. They left everything behind to bring my brother and me here when I was eight years old,” says Tim. “So the model of risking everything and working hard for success was natural to me.”
Tim also credits his success to specialization. His firm does conversion rate optimization and nothing else. I have been to Tim’s conferences and hired him for consulting on some of our more advanced conversion projects. The level of detail he puts into this one topic sets the bar really high for anyone trying to improve their website using just a web designer, developer or advertising agency.
There are so many great thought leader marketing examples, it’s hard to know where to begin. I am going to make this a regular series including regular podcasts and the growth trajectory of local and national thought leaders.
A common trait, beyond the typical tactics of having a book, a TV show, a blog and being popular on social media, is the more intangible personality factor. All of these people share one thing in common. They have a lot of passion and energy for what they do. So much so that they are almost annoying. But when you’re making millions or billions of dollars, you’re entitled to be different.
Who are some of your favorite local or national thought leaders?
SEO basics for building trust and authority
Google gets 6 billion searches a day, making search engine optimization absolutely essential for building trust and authority. Gone are the days when having a website and being listed in the search engines was nice, but not a requirement.
If you want to be a true thought leader, then you need to provide high-quality results when people search for your name, your company name, and the topics that you are associated with. If you are not at the top of the results, then you are missing out on one of the largest media channels in the world.
What is SEO?
Search engine optimization is when you intentionally adjust your website and create content with the goal of raising your status in search engines. Thankfully there are plenty of SEO agencies who can handle the technical components for you. I recommend that you focus on developing authoritative content and leave the technical stuff to the people who obsess over it daily.
Technical SEO – Not rocket science, but almost
Last week I had a call with one of my customers that I wish I could have recorded to share with you. There were five of us on the call, including their marketing and development person, and we were talking about the 14,000 crawl errors listed in their Google Webmaster Tools account. GWT lets you look at a variety of technical issues on your site, including whether or not Google can properly see or “crawl “ each of your pages.
The conversation would have sounded completely ridiculous to outsiders. We were practically talking in programming code. Rick Floyd, one of my team members, was explaining Regex syntax, which is sometimes used when writing 301 redirects, and he was sketching it out along the lines of the following:
^ and (.*) and \w{3,}?$
I’ll be honest, it went over my head, and so I’m thankful to have people even more technical than me on my staff.
Below is a list of technical SEO issues just to give you a feel for what is involved
URL Structure
- Create clean, keyword friendly URLs
- Each page, including the homepage should have one URL (Referred to as canonical)
Search engine Indexing
- Create an HTML and or XML sitemap
- Proper use of the Meta robots tag and No-follow tags
- Check for broken links, which result in 404 errors
- Check redirects, such as 302s and 301s
- Properly use Robots.txt file
Also check the following in a crawl report:
- Google SERPs site links, geographic setting, and preferred domain
- Page indexing speed, title tags, and description tags
- Instant previews
Website Code
- Check load time issues using a tool like GTmetrix
- Don’t use JavaScript or Flash for menus
- Proper handling of AJAX pages’ URLs
- Minimize ViewState on ASP.net platforms
- Avoid frames that cause issues
- W3C validated CSS and HTML
- Rich snippets and microformats
ROI tracking and analytics
- Set up goal tracking in Google analytics
- Set up Google analytics e-commerce tracking
- Track external and internal promotions
- Set up event tracking on outbound links
- Monitor social sharing
Doesn’t that technical SEO checklist kind of make your head spin? I’ve been doing this for 20 years and it’s still a long list to keep track of. Again, as long as you outsource the technical side of it and simply focus on high quality content, you’ll be fine.
Does Google want you to do SEO?
If Google thought that all search engine optimization was bad, then they wouldn’t create documents like the following:
How to learn SEO
There is so much information about learning SEO that can be overwhelming. If you want to get into some of the technical details, I recommend starting with these two guides, and following their corresponding blogs.
Content marketing and building links
Google, in their documentation about search engine optimization, says that it is important to start a blog and add regular, fresh content and then get people to link to your website.
Why focusing on blogging is the easiest way to build SEO authority
You know your business like the back of your hand. If you can produce content as well as you can talk to your customers, your search engine authority will skyrocket. Gone are the days when you could just slap a bunch of keywords into your text, make a few new pages and get some crappy directory links to make your rankings skyrocket.
Pretty much the only thing that works with search engine optimization these days is blogging and engaging customers/influencers with your content. Of course, that’s only once you have solved your technical SEO issues and optimized the core pages of your website.
The biggest SEO mistake to avoid
Don’t just add content. Add content based on extremely specific keywords. Sure you can pick “head” terms like “Boston lawyer” but writing content around long tail keywords like “what to do if you get pulled over for drunk driving” can be highly effective. Rand Fishkin of MOZ explains the importance of long tail optimization as follows:
Long tail, as Google has often mentioned, is a very big proportion of Web search traffic. It’s anywhere from 20% to maybe 40% or even 50% of all the queries on the Web that are long tail…and get… fewer than maybe 10 to 50 searches per month. Somewhere around 18% or 20% of all searches Google says are extremely long tail, meaning they’ve never seen them before.
Keyword research – the foundation of all search engine marketing
The first thing you need to do is pick keywords using a combination of the following tools:
- The Google keyword tool, which now requires you to login through a Google Adwords account.
- A social media listening device like HootSuite, to determine what questions customers are asking across the web. You will be writing blog posts to answer these questions.
- Keywordtool.io to find a variety of related keywords that Google doesn’t always show you.
Once you have your keywords selected and placed on your most important product and services pages, as well as blog posts, your next step is to start thinking about the more advanced tactic known as link building.
Google says the following about link building:
Make sure that other sites link to yours… Links help our crawlers find your site and can give your site greater visibility in our search results. When returning results for a search, Google uses sophisticated text-matching techniques to display pages that are both important and relevant to each search. Google interprets a link from page A to page B as a vote by page A for page B. Votes cast by pages that are themselves “important” weigh more heavily and help to make other pages “important.
Keep in mind that our algorithms can distinguish natural links from unnatural links…such as link schemes and doorway pages)…Only natural links are useful for the indexing and ranking of your site.
If you are going to do SEO and you want people to link to you, then it is absolutely essential that you are an author and an authority/influencer. Deep content on influential sites is what generates back links, not outdated link building tactics like article and directory link building.
Social media optimization and connecting with influencers
No search engine optimization campaign would be complete unless you share your content with customers, influencers and the media. I have seen way too many people (including myself at one point) spend time blogging without taking it to the next level and sharing their content in specific communities. SEO just doesn’t work that great anymore if you don’t create a powerful blog that gets a lot of back links and social shares.
Summary
- Think strategically about content marketing, not just SEO in isolation
- Pick keywords, including lots of long tail – longer key phrases
- Optimize your most important product and service pages
- Use your blog as the primary way to add new content
- Share your blog with influencers, customers and the media to get back links and social shares
- Get tons of traffic to your site and retire rich at an early age!
Having a site that gets tens of thousands of visitors a month puts you in a position of power and influence. If you can turn those visitors into people subscribing to your email newsletter, that’s even better! Considering how competitive SEO has become, building your status as an author and thought leader, has gone from being important to being a requirement.
Expertise, authoritativeness, and trustworthiness – EAT
Google employees, known as quality raters, judge your content and reputation using an acronym called E.A.T., which stands for expertise, authoritativeness, and trustworthiness.
If SEO, then consider the following things that Google publicly states:
- It is important to have a blog and share helpful content
- You should get high quality “natural” links to your site because of your content
- The reputation, expertise and authority levels of the authors of a website are critical
It would then stand to reason that the thought leadership approach at least in regard to SEO is not up for debate?
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