In a recent episode of the SEO Charity podcast, a fresh perspective on EEAT—expertise, experience, authoritativeness, and trustworthiness—was discussed, emphasizing the importance of external signals that Google might link with these concepts. John Mueller from Google clarified that EEAT cannot simply be added to a website, a point that aligns well with the discussion on the podcast.
The episode, led by hosts Olesia Korobka and Anton Shulke, featured Amanda Walls, founder of Cedarwood Digital in Manchester, UK. Walls introduced an innovative approach by applying Aristotle’s time-tested persuasive principles—ethos, pathos, and logos—to modern SEO strategies.
Aristotle’s Influence on SEO
Walls broke down Aristotle’s persuasive methods as follows:
- Credibility (Ethos): Building trust with your audience.
- Emotional Appeal (Pathos): Connecting on an emotional level to drive engagement.
- Logical Reasoning (Logos): Using facts and logic to persuade.
These principles serve as the foundation for creating positive external signals that enhance a site’s EEAT profile.
The Real Impact of SEO
According to Walls, the ultimate goal of SEO should be to drive leads and conversions, not just improve rankings. She criticizes the traditional focus on link building and traffic, which often overlooks the crucial aspect of generating sales. “SEO is more than just rankings, it’s about conversion. It’s about business return. It’s about getting that success, those leads, those sales that we need,” Walls explained.
Reputation Management
Managing your online reputation is critical, as Walls points out with compelling statistics:
- 87% of consumers reconsider a purchase if they encounter negative brand information.
- 81% of consumers conduct extensive research, sometimes up to 79 days before making a purchase.
Walls emphasizes the importance of findability, credibility, and persuasion in successful SEO strategies.
Monitoring Off-Site Signals
Regularly researching your brand online helps identify potential issues and assess media coverage, which is crucial as negative sentiment can deter potential conversions.
Enhancing On-Site Signals
Walls suggests using the About Us page effectively to share relatable stories that resonate emotionally with visitors, enhancing brand connection and appeal.
Authenticity Through User-Generated Content
Encouraging customers to post reviews and share images can significantly boost confidence in your products and foster a genuine connection with your audience. Walls notes, “The more human and emotional our sales process is, the more likely we are to engage customers and drive sales.”
Effective PR Strategies
When pitching to journalists, focusing on understanding their audience and crafting compelling stories is more beneficial than merely seeking backlinks. This approach not only enhances brand visibility but also encourages organic search traffic, as potential customers actively seek out your brand.
Conclusion
This discussion on the SEO Charity podcast with Amanda Walls offers valuable insights into leveraging Aristotle’s persuasive techniques to enhance EEAT signals. By focusing on credibility, emotional engagement, and logical content, businesses can improve their SEO outcomes, leading to better search visibility and increased sales.
Watch the full episode on enhancing EEAT with Amanda Walls for more in-depth insights.
