When I say we’re in a revolutionary era of SEO, most people immediately think I’m talking about SGE — search generative experience, also known as generative AIresults appear in the SERPs. It is truly a transformative shift in SEO industrybut that’s not where I focus on my clients.
3 reasons to expand SEO beyond Google
- Users crave the authenticity and first-party perspectives found on platforms like Quora, TikTok, and Reddit.
- User-generated content is a good counter to the AI-produced content on Google.
- Diversification can reap benefits because Google prioritizes first-party perspectives from other platforms in its rankings.
These days, a lot of my SEO work—building awareness and branding—is done on platforms like Reddit, Quora, and TikTok. These platforms are uniquely oriented to address the latest trends in user behavior. They also feed nicely into some of Google’s recent (non-SGE) areas of focus.
In this post I will examine how user behavior has changed in recent years, the new levers to pull (user generated contentforums, communities) to find and engage today’s users and what Google very clearly tells SEOs will matter in 2024 and beyond (hint: it’s spelled EEAT).
What today’s users want
Today’s users value community, authenticity and personalized content.
Brands can no longer get away with issuing empty statements to celebrate occasions like Pride Month and Earth Day and then conducting business that runs counter to those interests. Users will not tolerate old practices as unsegmented, irrelevant email campaigns or content that shows no empathy for their specific needs or challenges.
But it is not only about errors that must be avoided. Brands, their leaders and their advocates can and should actively participate on platforms and via media that let authenticity shine through and build communities using first-person perspectives.
This is how you reach today’s users
Brands and their thought leaders have a number of opportunities to connect with users through less polished, more personalized content. This can be media channels like Quora or Redditwhere individuals can share unfiltered views; platforms like TikTok that provide powerful showcases for UGC (user generated content); or smaller brand or industry specific discussion forums.
On Reddit and Quora, for example, we’ve worked with several clients to establish a presence that helps them achieve a variety of KPIs. On Reddit, brand advocates can drill down into relevant subreddits, find topics they can speak to with authority and without obvious sales agendas, host Ask Me Anything (AMAs), and create valuable, insightful, first-person content that has a great shot on. appear in the SERPs for related keywords.
These platforms have a lot to offer brands that follow the rules and respect user expectations. This means following community guidelines, providing insight and avoiding spam and blatant sales pitches that will anger users.
Depending on your brand’s industry, there may be an opportunity to build a community of users who can contribute to a topic, whether or not they use your product or service. An example is Running Warehouse’s Talk Run forum to discuss all things running, is open to all users and has a Top 10 ranking in Google’s SERPs.
The other trend that has emerged in the last few years is UGC, whose less produced, less filtered nature stands in stark contrast to slick, corporate brand content. UGC and the rise of TikTok are somewhat related, but brands can leverage UGC in a variety of ways, from TikTok and Instagram ads to organic social content to customer reviews, stories, photos and videos you can spend on any of your owned properties. UGC is inherently more relatable and credible than any content produced by a brand or its employees, making it a powerful lever to help brands embrace authenticity.
Why Google’s EEAT matters
About three years ago, Google introduced EAT (Expertise, Authoritativeness and Trustworthiness). It’s not exactly a ranking factor, but it’s something its search raters used to evaluate ranking systems. In late 2022, Google added another E (Experience) to the acronym.
Although not an official ranking factor, EEAT sets out some characteristics of content that Google now very openly prioritises. Recent releases including hidden gems, discussions and forums, and perspectives; the fact that off-platform content (from Reddit, Quora, TikTok and more) is starting to dominate search results shows that Google is serious about providing users with more authentic first-party content.
Brands can do a lot on their websites to build EEAT that will appeal to Google. Blogs that feature detailed author pages and showcase user stories are a smart play, as are About Us pages that provide plenty of detail about a brand’s background story and mission.
Social proof in the form of awards, certifications and user testimonials is a necessity for brand websites at this time. They certainly give users arriving at a brand’s site more confidence that they’re in good hands, even if they don’t help a brand rank higher in the SERPs.
Don’t abandon social media though: Optimize and maintain social media profiles to serve as reference points for users.
Ultimately, a customer journey does not start and end on Google, nor should a brand’s approach to engaging users remain limited to Google. Determining the best avenues and methods to reach your desired users may take some research, and will certainly require a strategic adjustment if you’re used to relying on bland brand speak.
As the age of AI and SGE takes hold, the best bet to stand out is to make your brand as personal and human as you can.