Stop Writing for Robots: How Editorial Quality Drives 5X Conversion Rates.

By: Eve Jacobson

With the rise of AI-generated writing, the digital landscape has been flooded with content written specifically for the algorithm. The oversaturation of low-quality content has lowered overall engagement for many websites, with users struggling to find credible information. As a result, many search engines are increasingly favoring content that is clear, informative, and user-friendly.

Small businesses in Colorado can take advantage of this change by engaging in high-quality content marketing strategies. Doing so could boost your conversion rates by up to five times. Our professionals at Marketing Choices can help you reach your local audience with a tailored, effective content strategy. As a B2B marketing agency in Colorado, we know the marketing strategies needed to make your content stand out.

Writing for Robots Versus Writing for Humans

Although SEO optimization used to reward quantity over quality, this has changed with the increase of AI-generated content. To prioritize high-quality editorial work, Google now evaluates content according to E-E-A-T standards. E-E-A-T stands for Experience, Expertise, Authority, and Trustworthiness. The more closely content adheres to E-E-A-T standards, the more likely it is to generate organic traffic.

The implementation of E-E-A-T has rendered keyword matching and robot-centered writing obsolete. In other words, SEO consultants and content writers must prioritize writing for users, not robots. It is essential to recognize this change so that you can adjust your content strategy.

Understanding and Incorporating E-E-A-T Content Strategy

Adopting an E-E-A-T content strategy can help you stand out to both search engines and your audience. Search engines are less likely to flag content as spam if it adheres to E-E-A-T standards. Users will also be more likely to trust your content, boosting the credibility of your digital and in-person marketing. It is essential to know how to implement E-E-A-T principles for these reasons. 

Experience

The first E, “Experience,” demonstrates your first-hand experience with your product or business. Experience is important because search engines prioritize practical familiarity over abstract information. For local businesses, showing familiarity with a specific region or industry reflects an understanding of local customer and community needs.

There are many ways to demonstrate experience in your content, such as through personal stories or anecdotes. For example, a real estate agent who references their years of touring neighborhoods in a specific area demonstrates regional knowledge. Photographs, videos, or other visual content can also establish experience. As an example, a Colorado hiking guide could show trail photos they took when hiking places like Eldorado Canyon. 

Expertise

The second E, “Expertise,” requires the author to demonstrate their qualifications on the subject matter. It is similar to Experience, as both establish the personal credibility of the author in some manner. However, unlike experience, expertise requires you to provide your credibility by demonstrating your industry knowledge.

A good way to build expertise is to offer insights or opinions grounded in your industry knowledge. In doing so, it is helpful to cite external sources that support or explain your argument. A Colorado mortgage advisor might cite recent data to support their analysis of regional market trends, for example. 

Expertise also establishes your qualifications to speak on the subject. This might include listing licenses or formal training within the content itself or your author bio. A Colorado home inspector could reference their InterNACHI certification, and a therapist might reference their state-issued LPC.

Authoritativeness

“Authoritativeness” refers to the contents credibility. It is similar to Expertise in that it relates to the information presented. However, authoritativeness focuses less on what you know and more on what makes you a credible source.

The authoritativeness of the content is evaluated through several factors. Authoritative content should be up to date and supported by reliable sources. For Colorado-based content, this could include local economic reports or insights from other reputable local businesses. There are also many industry-specific sources available, such as the Colorado Restaurant Association or the Denver Metro Chamber of Commerce.

Trustworthiness

“Trustworthiness” measures how safe the content appears to be for users. Although the website’s security and reliability are taken into account, the presentation of its content is also important. Trustworthiness generally requires that information be presented with honesty and transparency. This includes supporting claims with sources when needed and refraining from deliberately misrepresenting facts.

In evaluating trustworthiness, the technical quality of the content is also considered. Low-quality visuals and broken links are all indicators that a source is not trustworthy. These issues signal that the content is outdated or unreliable, leaving it less likely to be pushed by search engines.

SEO Usage and Editorial Quality 

The role of SEO keywords in E-E-A-T content strategy is to strengthen the editorial quality of your work. Keywords should not be oversaturated or poorly integrated, as this will cause search engines to flag the content as spam. Use keywords to support the topic and enhance user experience. These keywords can also be used to signal regional relevance for Colorado businesses, allowing you to connect with local audiences. Keywords like “Front Range apartments,” “local craft beer Denver,” or “Aspen ski tours” can help localize your content.

Because your content must be user-friendly, it is also important to maintain high editorial quality in your writing. This includes accessible language, well-organized formatting, and an appropriate tone and style. Ensuring that users can engage easily with your content will strengthen your adherence to E-E-A-T principles. 

Auditing Your Content to Determine Editorial Quality

There are many metrics available to determine the editorial quality of your content. Some examples include a content quality Conversion Rate, Dwell Time, Scroll Depth, and SEO content ROI analysis. It can also be helpful to assess the credibility of your content through a content trust ranking. Below is a sample checklist that you can use to determine how well your content adheres to E-E-A-T standards:

Experience

• Is the author demonstrating their personal experience or first-hand knowledge of the subject?
• Does the content use unique videos, images, or other visuals that demonstrate their experience with the subject?
• Is the information in this content practical and relevant to its users?

Expertise

• Does the content reflect a thorough knowledge of the subject matter? 
• Is the content organized logically and coherently? 
• Is the information thorough, well-explained, and factually correct?
• Is the author demonstrating their own opinions or knowledge on the subject?
• Does the author cite from other sources?

Authority

• Are the sources cited by the author credible and authoritative? 
• Is the information up-to-date? 
• Has the content been linked to as a source or referenced by other relevant content?

Trustworthiness

• Are the links provided working?
• Are the visuals provided high-quality?
• Are citations provided when needed?
• Has the information been presented without any misleading claims, exaggeration, or misinformation?

SEO Usage and Writing

• Are the keywords included naturally in the title, headings, and throughout the content?
• Are your keywords relevant to your region and industry?
• Is the content easy to scan with clear headings, short paragraphs, and accessible formatting?
• Is the tone consistent and appropriate for your audience?
• Is the spelling, grammar, and punctuation correct?

Developing a SEO Strategy with Marketing Choices

Focusing on editorial-quality SEO can help Colorado businesses connect with their local audiences while increasing their visibility. At Marketing Choices, we provide digital marketing services in Denver by employing E-E-A-T principles and optimized SEO tactics. Our marketing agency operates as a leading B2B marketing agency that Colorado companies turn to for targeted, conversion-focused campaigns. We provide thorough and results-driven marketing options, making us one of the best content marketing agencies Colorado has to offer. Contact us today to discuss how we can help you develop an effective Colorado marketing strategy.