A customer will almost always choose a brand they have always considered an authority over a brand that impressed them once. Everyone understands the value of increased organic traffic or a higher conversion rate. This is because these metrics are closest to money. But some premium rewards for creating high-quality content can greatly contribute to your growth, and they are centered on the perception of your brand. Brand awareness is often recognized, but it is just the first step. Brand authority comes next and deserves more credit. And I’m not just talking about the context of E-A-T (Expertise-Authority-Trust) and YMYL (Your Money Your Life) pages. I’m talking about building your overall brand authority, which certainly still involves creating authoritative content written by authoritative people. Read more on the blog: Les Clefs du Net! But having this expanded brand perspective allows you to define strategies a bit differently and recognize victories that are often overlooked. Ask yourself the following question: does your brand address the most relevant topics in its on-site content? Do you use data to back up these claims? Are other authoritative sources supporting you (through social mentions, backlinks, etc.)? Do you rank because Google recognizes your authority? Because here’s the truth: Ultimately, a customer will almost always choose a brand they have always considered an authority over a brand that impressed them once. Soapbox is a special feature for marketers in our community to share their insights and opinions on our industry. You can submit your own here.
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