Google recently released an update we’re in some niches they’re giving more preference to sites with more authority. And we’re the authors have more authority and expertise. For example, if you’re in the medical or wellness niche you’re probably going to rank better if you’re a doctor. That can be really tough to compete with if you’re not a doctor when you’re in the early days of your website. It can feel like nobody’s coming. Nobody’s reading your content. It’s like writing to a ghost town. It’s like you’re in Silver City Idaho and there’s nobody around but you how are you supposed to compete with that kind of authority. If you’re not a doctor how are you supposed to compete with a financial adviser in a financial niche if you’re not a financial adviser with certifications and credentials that can feel so overwhelming? But we have the answers right here. And it’s actually a lot simpler than you think.
We need some experience authority and trust. Google uses the acronym 88. We need to build that on our Web sites especially if you’re in a really sensitive niche like you mentioned in the intro but really and a lot more things. I think this is just a direction Google is going. You know if you’re writing about a pet snitch you know if it’s about the health of the niche you know I can see that they would give preference to veterinarian type of content there but you’re not that. And we want to show you some ways that you can easily do it. Probably the most simple way to get an authority to get that out on your Web site even if you aren’t that person already is to just chat up the expert. So there are a million different ways that you could do this but let’s say I wanted to write a post on the ATV laws in all 50 states. You know I want to do know what are the laws about eight TVs in Idaho Utah everywhere that’s going to take over researching laws and trying to do everything and why no about ATV laws in Illinois.
It’s going to be hard to get that right. But what if I had just spent like an hour and I just found the e-mail address for one TV shop in all 50 states. And then I wrote an e-mail and I just said hey I’d like to write an article on my site and I’d like to give you a link as the expert about Illinois ATV. And I just found all of the companies that sell it. And I just send them a questionnaire. Do you have to have a helmet on? Do you have to register your ATV? Where can you go ride that kind of thing just have a sample questionnaire? And then you just. Bam see everybody and send out the e-mail and you could get amazing content for an article like that to do it very quickly. And now you can have somebody that is authoritative you write your article and say hey I consulted with somebody who knows more about TVs in the state than probably anybody else. And this is what they gave me on how to legally write a TV is where you borrow authority. That’s right.
Another great example. Let’s say that you want to get into a niche of a certain pet but maybe a pet you don’t actually know a lot about. Maybe you’ve never owned the pet. How are you supposed to have authority in that? And how are you supposed to write with authority which is an important part? Well, you can start by chatting up the expert. When my wife and I wanted to go get pet fish it was kind of like let’s go get fish today kind of thing. We’re at the store we see fish tanks and we’re like hey why don’t why don’t we do that and then we thought you know there will be a better selection of fish and tanks and everything if we just go to a pet store. So we go to the pet store and we’re like. An all right person who works at the pet store in the fish department. What do we need to do? What do we need to know so that we can set up a fish tank and not kill all of our fish? Well, have you set up the tank at all?
No pretending we don’t know anything because we don’t. So he says yeah go get your take. Here are all the things you need to do. And then you need to wait a week. Why do we need a way to eat while because and he explains what it’s going to do to the water and all the chemicals you put into it and how it’s going to be chlorinated and make it magical for fish to live in. But we didn’t know that we want to just put fish in the tank and kill them all. We got so much information in about 20 minutes by chatting up the expert. And when we went home we knew exactly what to do to set up our tank and we successfully had fish for many months before any of them died. Now we didn’t use this to make a website but the same process applies to go to somebody who’s an expert in the niche and just learn everything you can learn that a beginner needs to know about that niche from the expert so that you can write with more authority.
Yeah. And this is I mean critical if we’re talking about any kind of medical information especially if you know let’s say you’re making a parenting website and you’d like to write you know kids take ibuprofen or something like that for a blog post. Well, Google is going to be really careful who they trust a topic like this too.
And you save it I’m not a pediatrician I can’t do it either. But if you just go to the expert you can have all the authority that Google was asking us to get the best people. This is my favorite tip for getting authority the best people for this are people who have written books. People have written books loved to talk about themselves and really want to publicize their book. And so can you imagine if you had your hit list of articles and you say okay these ones are flagged as kind of medical content. And so I’m going to go find a pediatrician who’s written a book about raising kids and I’m going to send them a questionnaire on these and then in every article it starts right out of the gate make it super clear like this is the information that a pediatrician gave and I emailed it to him to get their approval afterward like this is quality information from a pediatrician and you’re really just summarizing just bringing together that information. So don’t roll over and cry. Every time there’s a Google update that makes us seem to like it could never catch up. We just have to figure out how we’re going to provide better information to our users our readers of our sites. It makes Google happy and makes our users happy and it makes your content harder to beat by the next blog. Absolutely.
So you’ve asked the expert you’ve got great expert advice not what you can do is to join a community. Now we talked about this in our last video as part of this series. So watch that video for great detail but you can get fantastic expert content from practitioners in whatever your niche is by just going and joining a Facebook group or a Reddit forum and getting information posting polls getting whatever expert information you can from other people who have expertise in your niche.
Yeah, it’s so much easier to work this way by joining communities borrowing expertise than just going to earn it yourself. I mean yeah you could go speak at a couple of conferences in your industry and usually, that’s not as hard as you think of but just by being part of the industry you’re going to know more and understand more to provide better information. But one of the best ways to give perceived authority on your Web site. And sometimes that perceived authority is better than actual authority is by working on the design of your site. I think this is really important when you go to a Web site that feels like a cheap cruddy site. It looks bad. The design feels dated but feels like the images are really homemade and just not like authentic is good but not Krave. At the same time it just immediately makes you mistrust the information that you’re getting. You know if I’m Googling what medication to give my daughter who’s sick and I go to some random looking cruddy Website I’m scared about the content even though I really shouldn’t. That’s the design that I’m looking at. But people do judge blogs by their cover and so get a good design. We’re working on a redesign right now of our niche Web sites you can go to dirt bike planet right now and check out kind of a new design we’re rolling out slowly across all of our sites. We want them to look clean professional and easy to navigate.
One thing about the design of a Web site. Pick a good theme. Stick with it. Don’t go crazy about it. But also in the first little bit when you’re writing your very first articles don’t worry about design yet. It’s going to be so much easier to figure out how your website should look after you have some articles and some images on your site. Before that, it’s kind of tough to see how it’s actually going to look. When you’re writing your first 10 articles or so there’s nobody coming to your Web site. It’s OK. By the time you get to about 10 or 15 articles, there’s enough content go fix up the design and then write the rest of your content get the design just right during the ghost town period of your website and it will make a big difference.