Expanding Your SEO Strategy Beyond Google: Embracing Authentic Engagement

When discussing groundbreaking changes in SEO, many people immediately think of SGE—Search Generative Experience—or generative AI results appearing in SERPs. While this shift is certainly notable, my focus with clients goes beyond just this aspect of SEO.

Why You Should Broaden Your SEO Strategy Beyond Google

1. Emphasizing Authenticity and First-Party Perspectives: Users increasingly value genuine, first-party content found on platforms like Quora, TikTok, and Reddit.
2. Contrasting AI-Generated Content: User-generated content offers a refreshing contrast to the AI-generated results prevalent on Google.
3. Diversification Benefits: Google now prioritizes first-party perspectives from a variety of platforms in its search rankings.

In my SEO practice, which often revolves around building awareness and branding, I heavily engage with platforms like Reddit, Quora, and TikTok. These platforms not only resonate with current user behavior but also align with Google’s evolving focus.

In this post, I’ll delve into how user behavior has changed, explore new strategies for engaging with today’s users—including the use of user-generated content, forums, and communities—and discuss what Google is emphasizing for SEOs in 2024 and beyond. Spoiler alert: it’s all about E-E-A-T.

What Today’s Users Value

Modern users prioritize community, authenticity, and personalized content.

Brands can no longer rely on superficial gestures, like posting during Pride Month or Earth Day, while their actions contradict these values. Users quickly reject generic email campaigns or content that doesn’t address their specific needs with genuine empathy.

To connect with today’s users, brands need to actively engage on platforms and through media that emphasize authenticity and foster community through firsthand perspectives.

Effective Ways to Reach Today’s Users

Brands and their leaders have various avenues to connect with users through more personal, less polished content. Here are a few effective strategies:

• Media Channels: Platforms like Quora and Reddit provide spaces for sharing unfiltered opinions and insights.
• Social Media: TikTok is a powerhouse for showcasing user-generated content (UGC).
• Industry-Specific Boards: Niche forums can also be effective for targeted engagement.

For example, on Reddit and Quora, we’ve helped clients build a presence that meets key performance indicators (KPIs). On Reddit, brand representatives can participate in relevant subreddits, engage in discussions with authority, host “Ask Me Anything” (AMA) sessions, and create valuable first-person content that can show up in search results for related keywords.

These platforms are valuable for brands that adhere to community guidelines, provide authentic insights, and avoid spammy or overly sales-driven tactics.

Depending on your industry, there may be opportunities to foster a user community around your topic, even if they aren’t directly using your product or service. For instance, Running Warehouse’s “Talk Running” forum, which ranks among the Top 10 in Google’s SERPs, highlights the potential of community-driven engagement.

Moreover, the rise of UGC and platforms like TikTok emphasizes a shift towards more relatable, authentic content. UGC, whether through TikTok, Instagram ads, or organic social media, tends to be more engaging and trustworthy than polished corporate content. Leveraging UGC can enhance your brand’s authenticity and deepen its connection with your audience.

Understanding Google’s E-E-A-T

Three years ago, Google introduced E-A-T (Expertise, Authoritativeness, and Trustworthiness), a set of criteria used by search raters to evaluate content quality. At the end of 2022, Google expanded this to E-E-A-T by adding an extra “E” for Experience.

While E-E-A-T isn’t an official ranking factor, it reflects the type of content Google is prioritizing. Recent updates, including features like hidden gems, discussions, forums, and Perspectives, and the increased visibility of off-platform content from Reddit, Quora, and TikTok in search results, showcase Google’s commitment to authentic, first-party content.

To align with E-E-A-T, brands should focus on building credibility on their own websites by:

• Creating Detailed Author Pages: Highlight the expertise behind your content.
• Sharing User Stories and Testimonials: Provide real experiences to build trust.
• Developing Comprehensive About Us Pages: Detail your brand’s history and mission.

While social proof elements like awards, certifications, and user testimonials are vital for building trust, they may not directly impact SERP rankings.

Don’t overlook social media, though. Maintaining and optimizing your social media profiles can offer valuable reference points for users and complement your website’s E-E-A-T efforts.

Ultimately, the customer journey extends beyond Google, and your brand’s engagement strategy should too. To thrive in the era of AI and SGE, focus on making your brand as personal and authentic as possible.