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Brand Name

How To Come Up With A Perfect Brand Name?

Trying to come up with the perfect brand name for your company? Undoubtedly, selecting a brand name is one of the most important and exciting parts of branding your small business. However, it can be a difficult task many times. If you get it right, your small business can become a household name tomorrow, similar to the likes of Coca-Cola, McDonald’s, or Kleenex. If not done appropriately, you might be forced to face embarrassment, rebrand, or even failure as a business in some cases.

 

Cool brand names can, at times, prove to be an important aspect of your success in brand messaging on social media. There are various tools available in the market which claim to be brand name generators such as Namify that provide you with cool brand names along with available domain name suggestions and a unique logo. This can help you get started on the right foot and build a stellar online brand.

 

It takes a long while to build a brand. Developing a great brand involves the same level of effort as you would require to frame up a business strategy. To guide you through the process of choosing a great brand name and prevent you from spending countless hours of your valuable time, we have come up with a few steps to help you build a brand. By the end of this, you will be able to come up with a brand name ideas list.

 

Step 1: Understand Your Audience

Before you start to generate a list of cool brand names for your small business, you should identify the characteristics of your target audience. This will help you to better position your products and services. Having no clue as to who your audience is will create a lot of hurdles for you in finding a great brand name for your company.

 

Identifying this target group of customers will help you immensely in brand messaging via social media channels. However, many startups fail in this very first step and rush towards creating a brand name ideas list, without defining their target audience. 

 

It is important to utilize hard data when trying to come up with a brand name. Understanding customers can be very difficult at times since it is a creative and intuitive process. You can also take a hint from tools such as brand name generators that are freely available on the internet. You can also employ analytics tools to procure information about customers regarding their age, gender, buying preferences, and location. This will assist you in better understanding your audience.

 

Inspecting your competitor’s brand messaging on social media channels, can also be a great way to procure useful insights into the customer psyche. Using this information, you can easily frame up a picture of your target audience and build a brand name from the ground up.

 

Step 2: Set A Brand Archetype

After understanding your audience, it is important to define your brand’s archetype, to come up with an effective brand name for your company. Both large and small business firms try to keep a constant check on their archetype, to ensure the adherence of their operations to their values.

 

The aim of setting an archetype is to clearly understand the meaning and representation of your company via your brand. This one of the most essential steps in coming up with a brand name that can attract customers. The brand icon you select will be the personification of your customers, whereas the archetype you have set, will become the personification of your firm.

 

A helpful approach to set an archetype is by asking yourself as to how will your brand create or build emotional resonance with your target audience. It would also help to figure out the values you want your brand to project, whether you want to bring in a sense of luxury, and whether or not to include playful words, among others. You should generate a list of brand names that resonate with your firm’s identity and its business operations.

 

For instance, let us have a look at the following 2 examples:

  • Nike: This brand is named after the Greek Goddess of victory. This created a powerful meaning for a small brand name.
  • Dove: Doves are usually symbolized by softness and purity. This made the brand name ideal for use in feminine products.

 

Broadly speaking, there are over 12 archetypes, including the outlaw, the innocent, and the hero, to name a few. Spend some time to read about them, to figure out the best-suited archetype for your brand.

 

Step 3: Shortlist Brand Names

Your next task should be to create a list of brand names that represent your archetype. There are no specific rules to approach this step; however, it can help a lot to follow certain principles.

 

Ensure that you keep your brand name short and simple. It should be easy to spell, easy to pronounce, and easy to recall. Research studies have suggested that a 2-syllable brand name can help generate more traction with potential customers, and at the same time, are more memorable.

 

It is advisable to brainstorm a few keywords which can suit your brand, and write them down as you go through the process. You can consider experimenting with the brand names by unifying two of them, transform a few, and make variations.

 

Once you have zeroed down on a few names you like, it is time to select one which best suits your store. You can rate the shortlisted names on criteria such as intuitive, visual appeal, sound, and emotional worth. These criteria will help you arrive at the best possible brand name for your organization.

 

Step 4: Check The Availability Of Your Chosen Brand Name

Once you have shortlisted your brand name, you must check these names to see if they are in use currently. Ensure that the names which you have chosen are not already trademarked by some other firm. Also, check the availability of a suitable domain name for your company website.

 

Once you have arrived at a name, you will need to register your company under a corporation or an LLC. It will be a good idea to search for your name in the secretary of state records, to be sure that your name is not already taken by someone else. You can check all the patents as well to conduct a trademark search. The secretary of state might not allow the registration of your name if in case it is too similar to another name already in use.

 

Step 5: Get a Great Domain Name 

Your domain name is your business’ online (and offline) identity. While it is not the sole factor that affects your business’ online success, there are multiple reasons why you must put enough thought before choosing a domain name.

 

Over the last couple of years, the Internet space has expanded significantly giving birth to new, industry-specific domain extensions such as .TECH, .SITE, .ONLINE, .SPACE, .FUN, etc. This allows you to incorporate the key ingredient in your domain name recipe.

 

They ensure that the domain name you get is short, simple, meaningful, contextual, and most importantly, available.

 

Conclusion

Your brand name is going to represent your firm for the entire tenure of your company. Choose a name wisely, and make sure you can resonate with your business with it. If done properly, your brand name will stick around for ages to come.

 

Similar to the aforementioned process, there are various other processes to come up with a brilliant brand name. Make sure you conduct thorough research; after all, you are deciding on your firm’s identity here. Brands stand for more than logos and names; hence, take your time in defining what your organization stands for. Once you have accomplished that, share it with the entire world.

More website traffic can also help you get better insight about your audience so that you can make better decisions that cater to them.

Advanced SEO Techniques for 2020 To Generate More Traffic

If you are a businessman or website owner, you know the importance of getting more traffic to your site. Traffic to a website is a significant driver and indicator of the growth of your business. In fact, it is a great way for business owners to know how well their marketing techniques work for their business’s growth. 

More website traffic can also help you get better insight about your audience so that you can make better decisions that cater to them. Getting more and improved traffic to your website also helps you generate more leads and improve conversions. In short, it is a way to get more customers and boost sales. If you want to generate more traffic to your site, you need to get on top of the latest advanced SEO techniques for 2020. For more information in that regard, read below.

What is search engine optimisation?

Search engine optimisation or SEO is a familiar term for many people, and while it may sound simple there can be a lot to it. The main purpose of SEO is bringing traffic to a website organically. A wide range of techniques, data, tools, and content is required to bring a big number of traffic to a website, and even more importantly, the right traffic that has interest in buying your wares and services. Creating backlinks and improving content quality are just some examples of the significant factors in a search engine optimisation package to boost search visibility. If you are a business owner with a website and you optimise your web pages, you will get much better traffic that will improve sales and revenue.

Here are the best-advanced techniques in 2020 to bring more traffic to a website.

Use the power of journalist keywords

Backlinks are an amazing way to optimise a website. And you can create excellent backlinks with the help of journalist keywords. These are the terms used by journalists when searching for information for their queries. The pages of a website can improve its ranking by using journalist keywords. Let journalists find your site and cite the info of it in their articles.

Improve time on the website by using animated images

Google rankings have a relation with time on site. Using animated images with high resolution is the best way to improve the time on your site. People avoid skimming if you are using animated images on a website. They will spend more time at the areas you place them on your website to watch the animation and may do so several times. Visually engaging with your content is a great way to pique their interests, and they’re more likely to read your content afterwards. Additionally, when people spend more time on your website, the page will be considered more valuable on Google and as a result it will also rank better. It is certainly an advanced SEO technique to boost website traffic.

Take advantage of featured snippets

If you search something on Google, you can often see featured snippets. The site featured in the snippet can bring more traffic to their web pages, as after reading the snippet people often want to click and find out more. Try to bring more traffic to your website by using pages that already rank well on Google. Identifying long-tail keywords that help your website rank on the first page of the search engine results page or ‘SERP’ is beneficial for this. With the help of any keyword-tracking tool, you can get a list of your appearances on the first page of all the major search engine giants. Addressing the query especially more helpfully and clearly to the current optimised snippet is a great way to get your site on featured snippets.

Improve the performance of pages by adding FAQ structured data markups

A successful way to improve the click-through rate of a page is by using the FAQ schema. Google introduced it as a content form that shows up as a part of a rich result. The search engine giant displays each question that you have listed through its rich result in a drop-down interactive-style format. The additional space taken up by the SERP results helps websites increase their click-through rate.

Ensure you boost the user experience across your site

Better user experience is the main concern of the sites Google finds and displays. This is because it’s very important in the metrics how many use the site and how long, and sites that are left very quickly will fall in rankings. This is how Google tries to find the best possible results for the query of its users; if other people appeared to enjoy this content, it offers it to others too. A search engine fails in its purpose if it does not bring good results to its users, therefore Google never ranks websites with poor quality content. Search engines aim to ensure the site quality and how easy it is to navigate to improve their own user experience. You will lose your user as well as potential conversions if your site looks outdated, untrustworthy and has a low loading speed. A high bounce rate will negatively affect your rankings; therefore, you need to try to keep this low as possible with an attractive design, easily navigable structure, good content and a fast loading speed. 

Use podcasts to build backlinks

Earlier, people have used guest posts to improve their rankings. But now website owners realise that podcasts are better than a written guest post. In fact, you can consider podcasts the new form of guest posts. In order to publish a guest post, you need to search for a suitable site that accepts your guest post. After that, you need to pitch to them and then write a good draft. But a podcast is an excellent link-building strategy in which what you need to do is just show up and be ready to talk and answer some questions. So, see if you can make guest appearances in podcasts, or even better make a small podcast to optimise your website and improve its traffic. Admittedly, this latter one requires more work but it is incredibly valuable when you consider how widely used and popular podcasts are today.

More than half the percentage of traffic to a website is driven by organic search. On average, organic search also has helped increase revenue by 40%. For this reason, digital marketing teams are always working to generate more traffic to a website. In this modern era, the importance of SEO cannot be ignored when it comes to improving website traffic. Many people prefer an organic way of optimising their website for lead generations and boosting conversions. Try the above SEO techniques in order to boost traffic to your site and increase your business.

How SEO company in Singapore works

How does off-page SEO boost the ranking of the website?

So, you havе optimizеd your sitе contеnt аnd followеd аll thosе undеr-thе-hood best practices to maximize your appeal to sеаrch еngine. Now whаt’s nеxt? Executing а truly complеtе SEO strategy means going bеyond thе confinеs of your own site to also engage in off-pаgе SЕO. And that’s what SEO experts in Singapore believe in.

 

Whаt Is Off-Pаgе SЕO?

Off-page SЕO focuses on techniques that hеlp а wеbsitе fеаturе аt thе top of sеаrch rеsults. You cаn’t dirеctly аpply thеsе tеchniquеs on your wеbsitе likе with on-pаgе аnd tеchnicаl SЕO.

Off-pаgе SЕO cеntеrs аround, building а rich inbound link profilе, аnd аttrаcting links from high-аuthority wеbsitеs. Thе mаin goаl of the best SEO companies in Singapore is to show sеаrch еnginеs thаt your wеbsitе is rеliаblе in your nichе.

Bеforе Googlе introducеd thе Pаndа, Pеnguin, аnd Hummingbird updаtеs, wеbmаstеrs usеd somе blаck hаt tаctics to mаnipulаtе thе аlgorithm. Thеsе tеchniquеs includеd stuffing of kеywords аnd cookiеs, link fаrming, blog spаmming, аnd аdding hiddеn links.

Ultimаtеly, wеbmаstеrs hаd to look for some tаctics to improvе thеir off-pаgе SЕO. Lеt’s look аt how off-page SEO boost the ranking of the website

 

Which Off-Pаgе SЕO Fаctors Аffеct Your Sеаrch Rаnkings?

It’s clеаr, if you wаnt to improvе your rаnkings in sеаrch rеsults, you cаn’t ignorе off-pаgе SЕO. To improvе your off-pаgе SЕO, consulting with an SEO agency in Singapore is a good idea and hеrе аrе thе fаctors thаt you should focus on:

  • Quаlity Bаcklinks

Whеn authoritative websites link back to your website, you аppеаr morе trustworthy. If you аrе lucky, you mаy gеt nаturаl bаcklinks from diffеrеnt sitеs. But thаt’s purеly bаsеd on luck.

To find quаlity bаcklinks, you nееd to invеst somе timе into finding high domаin аuthority blogs. Idеаlly, you should look for wеbsitеs in thе sаmе niche as yours. To save your time and effort, get the service from the best SEO company in Singapore.

  • Quаlity Contеnt

Contеnt crеаtion is usuаlly thought of аs а pаrt of on-pаgе SЕO. Howеvеr, it is а fаctor thаt impаcts off-pаgе SЕO аs wеll. Whеn you publish quаlity and engaging contеnt, othеrs аrе morе likеly to shаrе it. It cаn fеtch you nаturаl bаcklinks.

When you are producing quality contеnt, don’t just stick to blog posts. Explore other forms of contеnt likе FАQs, vidеos, infogrаphics, imágés, аnd podcаsts. 

  • Author Rank

Whilе Googlе hаs discontinued thеir Аuthorship еxpеrimеnt, somе SЕO еxpеrts clаim thаt аuthor rаnk is still аn importаnt off-pаgе SЕO fаctor.

For thе uninitiаtеd, authorship wаs а fеаturе thаt allows publishers to crеаtе thеir own digitаl signаturеs. Using this fеаturе, publishеrs could link аny аuthor’s bylinе to thеir profilе on аnothеr wеbsitе. This linkаgе hеlpеd Googlе crаwlеrs undеrstаnd morе аbout thе аuthor’s identity.

  • Rеlеvаncе

SEO experts know very well that not аll links аrе vаluаblе for your website. Sеаrch еnginеs аnаlyzе how rеlеvаnt а bаcklink or an intеrnаl link is to а spеcific web page.

Googlе’s Pеnguin updаtе mаdе it clеаr thаt thеy wеrе going to pеnаlizе wеbsitеs thаt usе mаnipulаtivе bаcklinks. So, you nееd to gеt quаlity links from rеlеvаnt wеbsitеs in your nichе.

  • Co-Citаtion & Co-Occurrеncе

Co-citаtion аnd co-currеncе аrе cruciаl fаctors for off-pаgе SЕO. Whеn two diffеrеnt sourcеs mеntion thе sаmе wеbsitе or brаnd, it is cаllеd co-citаtion.

 

Thе Bottomlinе

For thе bеst rеsults, your off-pаgе SЕO strаtеgy should bе in-sync with your on-pаgе SЕO аnd tеchnicаl SЕO strаtеgiеs. Reach out for the assistance of the SEO experts from the best SEO companies in Singapore.

Facebook can align with both B2B and B2C easily. The strategies and plans are best to offer all kinds of businesses around the world.

Top 10 Advantages of Facebook Marketing for Your Business

When it comes to online marketing and reaching new potential customers – Facebook is unignorable in this race. 

A Facebook campaign can be of a huge benefit to small, medium, and large high-end organisations. In this article, we have listed the top 10 benefits Facebook has for business, at every stage of the sales motive.

We will be sharing a few advantages on why we must add Facebook strategies into our marketing mix.

Let’s get started!

Wider Audience: The main focus across different digital marketing styles is increasing our reach, so that we have more potential customers to target with our products or services. Undeniably, Facebook is the best platform, offering the largest user base. As per the latest study, it is claimed that there are three billion active Facebook users worldwide by Statista.

In short, no matter what kind of business you deal in, Facebook offers the best potential audience with its massive number of users. It is also good to know that 62% of users fall between 18 and 34 years old, whose purchasing power is estimated to greatly grow across the following years as they get into jobs and new homes. 

Best for both b2b & b2c markets: Facebook can align with both B2B and B2C easily. The strategies and plans are best to offer all kinds of businesses around the world. While many can see how Facebook faciliates business to consumer trading, many overlook how well it performs in business to business models as well.  Experts say that businessmen spend 74% more time on Facebook than other people on the platform.

B2B is more competitive, so if you follow this model of trading you must be sure that you use the marketing capabilities that Facebook has. Facebook gives the best platform to reach potential customers with a great conversion rate. With the right targeting, ad format, messaging, any business can grow.

With sales, best for engagement: Facebook is one of the best platforms, that works well with users on any engagement journey.  With the best ad formats and targeting options, any business can grow their business and boost engagements easily. Facebook has a lot to offer in the awareness stage; with sponsored stories, viral videos, and carousel style ads for a better and browsable look.  The main objective is to excite potential customers about the services/products and convert them into leads.

Transparent audience: One of the biggest benefits of Facebook marketing is transparency. Many experts say that Facebook’s audience reach is highly transparent. And with customised campaign plans, you can easily control the user base, region, location, age group, etc to properly target your ads. 

Psychographic target base: Next in the list is the demographics features that can be customised in the Facebook campaigns.  With this, we can predict the lifestyles, values, interests and purchasing needs of the users and choose the potential customers to show the ads to.

Target competitors: There are many factors that you can use to distinguish your competitors and design a campaign on Facebook, accordingly: using some things they do well, and setting yourself a part with they might not. With the help of the desired brands, you can fetch the potential customer and boost your sales easily. By creating an audience with those who have an interest in your competitors, the business can easily boost with a single campaign. 

Many ad formats to choose from: Next in the list would be the variety of formats in the ads that brands can choose from.  With more than 10 types of varieties to choose from, any business can gain potential customers. Through strong user-generated content, Facebook campaigns can be greatly beneficial for sales and the growth of the business. 

Boost traffic: One of the biggest advantages of using a Facebook campaign is traffic and engagements. It also allows you to track referral traffic to your website. By adding the relevant website link at the Facebook campaign, those who read your ad can easily be redirected to the website. 

Performance measurement: With the help of Facebook, brands can easily measure the performance of the campaigns and continue as per the results directed.  Facebook displays an extensive set of metrics that includes views, clicks, likes, shares, etc.

Retaining old customers: Through frequent ad campaigns, you can easily retain our customers in the long run by advancing more trust in the brands when they see you more around their feed. With an increase of conversions, engagements, and referrals – you can easily bring your business to the next level.  

Let’s Wrap Up

With more than ten benefits in using Facebook campaigns, you can see that you can easily promote your brands online. We hope you like our blog. For more related information, please stay updated. 

SEM Marketing Agency in Singapore

A Proper Guide On SEM (Search Engine Marketing)

SEM (Search Engine Marketing) is known to be the best and the most effective way to grow one’s business in a highly competitive market. Because there are already millions of businesses offering the same services/ products as you do, you must promote your products/ services in the best way possible. SEM Marketing has always been the best way to promote business online in Singapore.

 

Overview Of SEM

For years SEM has been the best strategy for advertising in Singapore. To answer your first question, what is SEM? Well, in the simplest words, it’s a practice of marketing one’s products or services through paid advertisements which will make your company appear on the top search result pages of different search engines.

Let us also tell you how it works in detail. Let us take an example to explain you better, you (advertiser) need to bid on the keywords which you think that users might type in the search engines to look for the product or services. After this is done, whenever a user enters a keyword on which you bid you will be shown on the top search results of the search engine.

This type of service is known as pay-per-click and there are many different formats for the same. Some advertisements would be video-based, completely text or a blend of the two, etc. If you also want to try the same then you search for a professional PPC agency in Singapore for your business’ marketing.

 

What Is The Difference Between SEM And SEO

Most of the people are always confused between SEM and SEO. Well, here we are to tell you the same. Usually, SEM (Search Engine Marketing) refers to the process of paid search marketing where professionals pay Google for their business advertisement in the top search results. There are many PPC agencies in Singapore which can help you in increasing your sales and enhancing your revenue through SEM services.

On the other hand, Search Engine Optimization (SEO) is completely different because rather than professionals paying to search engines like Google, they rather try to earn a free spot by working on their website, selecting good keywords, content marketing, etc.

The point to be noted here is that both SEO and SEM are very essential when it comes to the fundamentals of any given marketing strategy. However, SEM is the faster way to drive more engagements and traffic to one’s business online.

 

Always Remember Keywords Are The Foundation Of Search Engine Marketing

Not many people are aware of the fact that when it comes to search engine marketing or PPC, keywords are the foundation of the process. By this we mean to say that the better the keywords are, the better would be the results too.

Also, there are times when one uses text campaigns for PPC. The professionals of PPC agencies in Singapore say that keywords play a very important role in getting the right traffic on the business’ website.

 

Hire The Best Experts For Your PPC And SEM Requirements

There is no denying the fact that we all are living in digitized worlds where all the businesses whether big or small are using strategies like SEM and PPC to benefit their business and also reach the right set of potential audiences for their business. Therefore, if you also want to see the profits coming in your business then you should look for the best experts from this industry.

Singapore is filled with so many experienced professionals working in the leading PPC agencies and SEM companies as well.  All you have to do is find a company which is able to understand your business goals and expectations so that they can deliver the desired results.

In all of this, Google pursues an important goal: its automatics (algorithms) should ideally judge content as a person would. They are always trying to get closer to this ideal.

Reputation and SEO: How Google assesses the quality of content

Especially in the fight against “fake news”, Google now seems to look even more than before at the reputation of content authors. It will therefore not only be more important for websites in the future to pay attention to high-quality content. You also need authors who already have a good reputation and proven expertise in the topic.

The reputation of content has long played a role in the search results of Google & Co. If, for example, the content was created several years ago and has collected more and more incoming links over the years, it is viewed more highly and receives a (small) bonus for it. If he has a clearly defined topic and presents it comprehensively, he can even rise to authority. Keeping content up to date and expanding it is also seen as a positive signal.

This evaluation makes a lot of sense from the perspective of a search engine: Experience has shown that a page recommendation will usually be correct if the content has been revised and recommended again for a long time.

This evaluation makes a lot of sense from the perspective of a search engine: Experience has shown that a page recommendation will usually be correct if the content has been revised and recommended again for a long time.

Incoming links from other highly regarded sites count as an important signal. And those who are linked and recommended by authorities increase their reputation even more.

Google and SEOs competing

In all of this, Google pursues an important goal: its automatics (algorithms) should ideally judge content as a person would. They are always trying to get closer to this ideal.

Of course, they are competing with search engine optimizers: They react to what the search engine particularly appreciates and what elements it uses to evaluate a website. This procedure is, of course, more than legitimate for well-made content. However, spam always ends up in the top spots. After all these years of progress, machines can still be tricked.

In addition, there is the “fake news” problem these days: content that is fictitious or exaggerated can collect a lot of links and likes if it strikes a nerve among readers. This in turn can lead to Google recommending content from questionable sources or simply giving wrong answers.

Pages that buy content cheaply or that can be created by machines fall into the same category. They can also land at the front. After all, they are often better optimized for what Google likes right now than the contributions of specialist authors, who sometimes don’t care so much about SEO.

The reputation of the authors is becoming more important

Now there are signs that Google wants to increasingly include the reputation of content creators. For example, it plays a much more important role in the “Search Quality Evaluator Guidelines” that has just been updated. These guidelines are intended for human helpers who manually evaluate Google’s search results. 

These employees do not directly influence the ranking of websites. Rather, they provide Google’s algorithm experts with valuable information on where the automatic system already works well and where it still fails. You will thus find out where Google’s machines are still too far away from the idea of being able to judge content like people.

Google is of course aware that its “guidelines” are also read by website owners. In this respect, they point out, for example, that ratings on corresponding portals do not give too much faith. Because they often come from the webmasters themselves. Instead, the document recommends looking for opinions and statements about the company and website from an independent source. Above all, contradictions between the self-portrayal of the company and its external warning are mentioned as an important warning signal.

The document mentions news articles, Wikipedia entries, blog posts, magazine articles, forum discussions, and evaluations by independent organizations as possible credible sources.

Interestingly, customer reviews are only cited with a good deal of skepticism as a source. The guidelines refer to the fact that fake reviews can be bought and that this is the norm. It also says that you should pay more attention to the text of the reviews and not so much to the overall rating. 

When it comes to assessing the quality of a page, Google lists the following factors:

  • Purpose of the site. If sites do not aim to provide help and even spread hatred or misinformation, they automatically get the lowest rating without further research.
  • Expertise, Authoritativeness, and Trustworthiness (EAT). So this is about how trustworthy and recognized the site or its creators are.
  • Quality and scope of the content.
  • Information about the person or institution responsible for the content.
  • The reputation of the person or institution responsible for the content.

In the further explanations of the guidelines, reference is repeatedly made to the author of the content and his reputation, expertise, and trustworthiness – even before the actual content or the website itself has been assessed.

And when it comes to the content, the helpers should not only assess the pure facts but also, for example, whether it is well researched and written.

An AI like Google’s Rank Brain should do the trick

Mark Traphagen sees a trend in the guideline changes in his article for the Search Engine Journal. He refers to an experiment that Google had a few years ago: Websites should particularly label the links to their author pages. In return, Google had shown the author’s name directly in the search results. This element no longer exists today, but Mark Traphagen assumes that the basic idea remains very lively. And he sees a strong sign of this in the latest changes to the Search Quality Evaluator Guidelines.

He points to a point in the guidelines that is particularly important from his point of view: Even if a website already has a good reputation on a topic, each content is still assessed individually according to the reputation of the author. In other words, there is no general bonus. Each content must prove its credibility and expertise again. And the author plays a crucial role in this. It is therefore also rated as negative if the content does not have a recognizable, explicitly named author.

Despite all of this, he emphasizes that there is currently no indication that the author’s reputation is already being used as a signal for the ranking of websites. However, he considers it very likely that Google will go in exactly this direction and, for example, train its artificially intelligent systems on it. Google Rank Brain is certainly the most prominent example of such projects. Google will try to determine whether the content is assigned to an author and what information is available about that person.

At the moment, Google sees this topic as particularly urgent for all sites that offer information on life support topics such as finance or health. After all, wrong or untrustworthy advice is particularly dangerous here. At the same time, it can be expected that Google will ultimately extend this to other subject areas. Because at the end of the day, the search engine wants to recommend the best content. 

Conclusion

It seems logical and understandable that Google also wants to use the creators of content to assess its quality. We humans often do the same thing. We know who is familiar with a topic and who has shown in the past that the facts are correct or that the opinion expressed was valuable.

At the same time, this means for companies that they must already have the next step in mind: It is no longer just a matter of attracting positive attention with well-researched and done content. Now they also need well-known specialist authors to assert themselves against the competition. As a user and customer, you can only welcome such a development.