Long Form Content

Whether you are looking for rare Banksy original artwork, iconic Banksy limited edition prints or the timeless primordial dancing figures of Keith Haring prints, Knightsbridge’s Andipa Gallery are the place to go. For over 57 years, the family owned art gallery, often considered to be the Banksy Gallery in London, have entertained, delighted and assisted collectors from across the world to expand their art collection through beautiful rare works.

What is Google’s E-A-A-T?

According to our friends at SemRush, “E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is part of Google's Search Quality Rater Guidelines—the handbook that real people use to evaluate the quality of search results. These people are known as Quality Raters. And their feedback helps Google measure the success of its algorithm updates.”  The first mention of E-A-T occurred in 2014 when Google added the concept to their Search Quality Guidelines. Google search quality evaluators were instructed to pay attention to: The expertise of the creator of the content. The authoritativeness of the creator of the content, the content itself, and the website. What this means is that Google is actively rewarding and encouraging webmasters and SEOs to create content that is both helpful and meaningful and is an opportunity for any business to showcase their expertise and knowledge through useful and informative content.

Methodology

As with many things in the world of SEO, our luxury digital marketing agency have direct experience within the world of Google - both our Head of Google Ads and Head of SEO having spent time with the search-giant. When looking to rank a website, Google regularly posts updates and guidelines and there are long established protocol which act as a guide for improving rankings. Similarly, E-A-A-T has a clear distinct pattern that can be followed to craft excellent and informative content. Over at Wordstream, they suggest:

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• Find every bit of information a user wants to see on a certain query.
• Write about aspects that the competition misses.
• Explain each bit with as much expertise as you can.
• Segment the content accordingly, with clear headlines.
• Regularly update the page.
• Cite the authoritative sources.

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Essentially, to create content that is meaningful one must begin with the research. Understanding the search intent and what type of information that a searcher is looking for is the starting point for the endeavour. Generally speaking, most companies will have an idea on the type of content a user may want to experience - this can be from discussions that occur with clients and FAQs that come up in conversation. Likewise, this content can both be factual in nature (10 facts about) or responding to important questions relating to products and services e.g what/why/where and how. 

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A Success Story - subjective vs objective content

For Andipa, we explored questions that were often asked about the artists that they deal in, the art market and interesting facts that both the general public and collectors will look to ask. We based our research from extensive conversations with the gallery as well as exploring both what types of content competitors produce, the regularity as well as what Google suggests in the “people also search for” function that appears on the SERP pages. The content produced was tailored to the artists the gallery deal and the questions relating to them. As the biggest artist in the world, close attention was paid to searches and content creation around Banksy - resulting in featured snippets, first clicks and local packs. Likewise, factual information such as auctions results (Most expensive/Most famous) allowed our digital marketing agency to produce content that would both be found and drive traffic to the websites of Andipa. 

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What are the effects?

The positive effects of E-A-A-T can be seen in various ways. Firstly, and measured through both Google Search Console and Google Analytics 4, is an increase in traffic and visitors. Ranking tracking programmes also show the position of the content which, of course fluctuates, but trends positively over a variety of set dates. Within the articles, links were strategically placed to direct visitors to specific parts of the website to generate enquiries in available artworks as well as other content that may be of interest to increase engagement time and time spent on the websites. With an increase in enquiries as well as brand visibility, the exercise has proved fruitful. 

For more information about our luxury marketing agency and to speak to our team, contact hello@theluxurymarketingagency.com