The Secret Formula to Make Google Love Your Content

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We all want Google to love our content.

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Here's what's interesting is they don't make it a secret as to what it is that

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they're looking for and they never have.

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Google's always trying to rank the content that users are going to engage

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with the most, and they've developed their own predictive indications of

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what that's going to be, and they've got this really interesting acronym.

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It's E E E A T experience, expertise, authoritativeness and trustworthiness.

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Now, these are Google's search quality guidelines for organic content.

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But what occurred to me as I was looking into them and really just learning

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more about them is I think this is a phenomenal template period for

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anybody creating content, especially people trying to establish themselves

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as thought leaders in any space.

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And so going through each one one at a time.

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Experience might be the most important in my opinion.

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You have to have done the thing.

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This is what's pissing me off about all the AI thought

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leaders and experts out there.

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They haven't actually used AI for anything other than like, oh,

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look at this cool prompt example.

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You know what I mean?

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And generally speaking, it's like a regurgitated example that

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somebody else posted and maybe they're just doing so differently.

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I wanna see how you used it to insert desired end result here.

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So how I used it to grow a list, how I used it to increase conversions,

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how I used it to make money.

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What's the business model?

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The person who's best at this in the world, I think is Perry Belcher.

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Perry's my business partner and a mastermind and I've never seen

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anybody so adept at finding.

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The leverage point for new technology.

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So Perry's got a bunch of AI events out there, but he's actually showing people,

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Hey, here's how we used AI to make money.

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And he's been doing it for years.

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And so drawing on his experience allows him to issue forward quality content.

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it can't be matched when compared to somebody who doesn't have the experience.

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It doesn't matter how, how much you've studied, how many videos

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you've watched, if you don't have the experience, You're faking it.

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You know what I mean?

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Like you actually haven't done the damn thing.

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So experience, I think, is in the hierarchical structure of this little.

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Eat pyramid experience to me is the foundation.

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This is the bottom.

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This is what we're building on top of.

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Now, experience leads to expertise.

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That's the other thing.

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You don't wanna go out there and be like, man, I've tried to make

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a light bulb 10,000 times and I just cannot crack this code.

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Let me tell you more.

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wants to know that, right?

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Like, so the experience is generally speaking, riddled with failure.

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But as you iterate and as you improve, You contribute to your status as an expert,

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and that's where you establish expertise.

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And the expertise I think is experience plus proficiency.

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So experience plus proficiency equals expertise.

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the sad, ironic truth, very often the most experienced people are the worst.

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At demonstrating their expertise.

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I'll give you an example.

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You're looking at him.

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I have a hundred employees that work for me.

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You know, and solutions eight has, I don't know how many, 40 Google ad specialists.

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Here's what's really interesting.

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They're all better at running Google ad campaigns than I am without,

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and I'm not, being hyperbolic, like I'm not self-flagellating.

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To make a point, I haven't run a Google ad campaign since

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we became a Google ad agency.

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I'm the CEO of the company.

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I don't have time to do that.

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Right?

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But.

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What I'm really good at is showcasing my expertise, and it's not to

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say that I don't issue value.

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I think I do, but the smartest person in the room is also usually the quietest,

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and so it's, The loud person who's B minus smart is gonna get all the attention.

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Where the quiet person who's a plus smart is, gonna, kind

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of fade away into obscurity.

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And so it's incumbent upon you, and I'm talking to my introverts specifically.

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If you're an introverted person, that's okay.

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As a matter of fact, I think the people that do the best as thought

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leaders are naturally introverted.

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And I think that's true because they tend to be.

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Very selective with what they say, how they say it, when they

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say it, for obvious reasons, they actually don't want the attention.

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So if I'm gonna come out and I'm gonna suffer through getting your

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attention as an introvert, then I, better make sure this is worth it.

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And I'm saying something relevant.

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Extroverts like me, I'll say anything.

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I'm just like, I wonder what's gonna make them click today.

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So use your introvertedness as a.

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It's one of the most powerful things you can have if it's something that

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you're willing to battle against and get over and then showcase your expertise.

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Tell people why you're awesome, which incidentally leads to authoritativeness.

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And interesting about this is one leads to the next.

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Your experience leads to expertise.

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Your expertise leads to your authority and your authority,

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the way that I define it anyways.

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what are people saying about you?

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So, there's what you say about yourself and you can showcase all these things

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and you can have all these, case studies, testimonials, whatever.

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Well, I guess testimonials are what I'm talking about.

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But as other people begin to co-sign on your reputation, it puts you

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in a position of not having to constantly credentialize yourself.

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you've been credentialed by others and that reputation.

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It speeds up the time to life for every content piece that you ever produce.

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and if you don't have this out the gate, the best way to do

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it, I think is certifications.

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you know, I can go get Google certified, not that that means

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anything, but not everybody knows that.

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And then on top of Google certified, you can get digital marketers certified

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and smart marketers certified and you create a certified and you kind of

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start to build some authority now.

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That authority is diluted in direct proportion to how many other people are

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certified with those same badges, which is a lot, but it's a good place to start.

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And what's really interesting is authority breeds authority.

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So, Rachel Peterson is the World Authority in Social Media Marketing.

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They call her the social media queen, brilliant marketer.

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When she published her book, I gave her a quote for her request.

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She's my friend, she started using my name in her marketing as one of

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the people that endorsed her book.

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And what I thought was really interesting about that is, She's

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using my authority on her behalf, but she also boosted my authority

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in so doing because now everybody's like, wow, he's actually important

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enough for her to cite on her book.

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That was one of the top five names she cited at least in the post I saw.

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So your authority will breed authority as you invest in it,

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then you have to protect it.

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next one, trustworthiness.

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As you build a reputation, you have to protect it.

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I have one bad review online right now.

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if you Google Solutions eight, and it's this.

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Person who for some reason they never worked with us, they've

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never been a client, they've never even attempted to be a client.

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They just saw our pricing page and they're like, oh, that's expensive.

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And I'm mad.

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it's so frustrating, know, as I've been in business for 17 years and I've had

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pissed off clients before, obviously, and you know, we've done things wrong before,

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obviously, but I've just worked so hard to make sure that we walk through every.

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Necessary step to make things right and put our best foot forward

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and you know, address any issues.

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And then you go and you get a bad review from some iole

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that is just having a bad day.

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But it's okay cause I've got hundred other reviews that are good.

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So protect your brand, protect your reputation, and make sure

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that you show up the right way.

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That's the other part of trustworthiness.

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your website looks like it was built in 2002, If you're little things like

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your profile picture not being updated, I used to be real clean cut, believe

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it or not, before my medlife crisis.

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And I've got pictures of me in a suit and, my clean, slick back hair.

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And, when you see me now you're like, who's the homeless guy that

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kidnapped costume and took his job?

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So there's something about that lack of continuity that

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actually breaks people's trust.

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It seems like a nuance.

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it's not a small thing.

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It's not a small thing to show up and see somebody different than you saw

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on the headshot or the business card.

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And then I'm gonna add my own, Google's got E E A T, I'm adding

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C, full consistency because you can have as much experience as you want.

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You have more experience than anybody else in the field.

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You can be the best expert with the most authority and the most trust.

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If you don't publish, you go away.

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You gotta ship, you have to.

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Create on a regular basis.

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Doesn't have to be every day.

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It's preferable the algorithms like that.

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But you know, I don't think Jocko posts more than once a week, or at least

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that's what I think it was Christine Marie's keynote at Trafficking Conversion

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is he posts once a week, but he's consistent and people can rely on that.

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So be consistent with the content that you're producing and if you can,

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Start to build on your successes.

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You kind of start to crack the code a little bit.

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I'm getting, deeper and deeper into Twitter.

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You can follow me at Casa Muslim, by the way.

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And in the very beginning I sucked and I couldn't figure out how to make

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people like what it was I was posting.

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And nobody was engaging at all.

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And when they were engaging, they were kind of confused.

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And I just kept writing.

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I've written one thread every day for, it's gotta, I think it's been

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90 days or at least getting close to that, and all of a sudden, I'm kind

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of cracking the code a little bit and I'm figuring things out and, you know,

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the consistency's helped, but it's helped from an algorithmic perspective.

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Of course, it's also helped me, it helped me figure out like,

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oh, that's what you want to hear.

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That makes sense.

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So whatever that's worth.

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I hope this is helpful.

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Google's they're not shy about offering advice.

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It's not always good advice, but I like this.

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W a T and I'll add my C.

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I hope this is helpful to you if you're a content creator.

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If you're not, you probably should be.

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It's probably time to start.

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Maybe that's a little nudge that you need.