Improve the experience you offer through high-quality content

Dre says: “Focus on enhancing the experience aspect of EEAT by producing high-quality content that embraces content creator principles.

That means going beyond traditional on-page optimization and extending your off-page optimization strategy beyond backlinks. Brands need to start actively establishing authority by sharing experiences on social platforms like YouTube, TikTok, Instagram, Twitter/X, Reddit, and Quora.

Last year, I talked about optimizing YouTube videos to dominate the page one pixels. Now there’s a cool new feature coming out on Google called Perspectives. With the Google Perspectives filter in play, creating value-driven, authentic, and creative content across social platforms is even more important for ensuring it aligns with the target keywords and audience.”

What is the Perspectives feature?

“Perspectives is a filter that will pull information from high authority websites and comments – such as answers on Reddit or Quora and social media platforms like YouTube, TikTok, Instagram Reels, and even Twitter/X.

They mentioned a few of the websites they’ll be pulling these answers from in Google I.O. this past year.

The Perspectives results are going to appear for educational, question-based queries. With the new SGE, which is becoming more of a conversation, they’re actually pulling the experience aspect of EEAT into the Perspectives filter. They’re going to be augmenting the result with different perspectives and viewpoints from users on high-authority platforms.”

How can you optimize your content on these platforms to take advantage of the Perspectives filter?

“Like I said last year, keep making those long-form YouTube videos. Think about what you’re saying in them, and use content optimization tools to help you optimize your scripts to target these keywords.

At the same time, once you create these long-form pieces of content or long-form videos on YouTube, repurpose them into vertical shorts that you can then upload to YouTube Shorts, Instagram Reels, and TikTok. Google is pulling from these sources and displaying them in search results now. If you can optimize for those platforms, that content will also be pulled into this new filter.”

Do you want to publish Shorts on a different channel from your long-form content?

“That would depend on how big your audience is. If you have a really huge following on your long-form content, then definitely separate things out. This is what I see bigger content creators doing. If your audience has already watched a long-form video, they’re unlikely to watch a Short of the same content, which can be a negative signal for your channel.

If you’re just starting out, though, one of the new features they have implemented within Shorts is that you can have them linked to the longer-form video. Interlinking your Shorts to your long-form videos is a great way to grow a new channel.”

When it comes to optimizing for Perspectives, are you looking at more than just video content?

“Yes. The idea is that they want to pull in perspectives and opinions. Last year, I was talking about being able to rank videos on YouTube by optimizing my video scripts. This is another opportunity to optimize. It brings in a new form of off-page optimization.

When we think about off-page optimization, we usually just think about backlinks. Now, you should be able to optimize the content that you put on other websites, like an answer on Reddit. Think about what you’re writing and incorporate your keywords, using your favourite content optimization tool if you want to. That’s what I’ll be doing.”

Are platforms like AlsoAsked and People Also Ask on Google the best places to go to determine what you should be answering with this kind of content?

“Those are definitely some great places to look for questions. However, there are also other places, like Quora and Reddit, that you can get questions from. Look at the questions that are more popular – filter them by the most upvoted on Reddit or the ones that have the most engagement on Quora. These are great places to find questions that you can answer that could be related to your content.

This isn’t about keyword volume. These are popular questions that pop up, where you’re trying to help and provide your perspective.”

Can any business take advantage of this?

“The importance of this tip lies in having a timely response to the evolving landscape of SEO. In particular, when it comes to the new Perspectives feature and the addition of the new E in EEAT. As the search landscape constantly changes, businesses that want to maintain a solid online presence need to continue to adapt. This is not limited to a specific industry. It can be helpful for any business or individual seeking to optimize their online presence and establish their authority across different platforms.”

Is Google more likely to feature your content if it’s confident that you’re an authority within a particular niche?

“This brings me back to the idea of putting on your ‘VALUE CAP’ as a creator, which is an acronym. The V stands for being Value-driven by focusing on developing valuable content across all platforms, like Reddit, Quora, and YouTube. The Perspectives filter will really prioritise high-quality insightful content, and being value-driven ensures that those contributions stand out and have a better chance of being featured.

The A stands for Authenticity, which is also part of EEAT. Google places great importance on genuine, credible content. Being authentic increases that trust and is a signal to Google that your content is worth highlighting. Then you’ve got L for Learning. I can’t over-emphasise the need for flexibility and continual learning. Adapting to this type of content – from keyword-optimized Reddit comments to optimized YouTube video scripts – gives you more chances of featuring with this particular filter.

U stands for Understanding your audience. This is creating content that aligns with your audience’s interests and needs, and it can really increase your relevancy in the search results. Google loves showing content that matches what our searchers are looking for.

E is for having an Entrepreneurial spirit. Treat your online engagement as more than just participation. See this as an opportunity to establish thought leadership in your industry. Approach these platforms with an entrepreneurial mindset by innovating and setting trends rather than just following them. You can build that authority and credibility in your field by offering valuable insights.

In CAP, the C stands for Creativity. The Perspectives feature highlights unique and diverse viewpoints, which further emphasises the importance of creativity and originality. Offering unique insights based on real experiences can make your content stand out and resonate more with your audience. A real experience adds a layer of authenticity to the content and makes it more relatable. This doesn’t just appeal to people but search engines too.

The A means that you want to be Analytical. Start tracking your performance on these third-party posts that you’re creating, whether it’s Twitter/X, YouTube, Reddit, etc. They all have internal analytics platforms so pay attention to that. Use each platform’s analytics section to see how your post is doing.

The last thing, the P, is Persistence. Regularly contributing content and engaging in discussions signals to Google that you are an active and reliable information source.”

Should you publish this content on your own website, such as embedding YouTube Shorts on your FAQ pages, transcribing them, and making them into blog posts?

“Yes. Not only that, but you should be taking it even further by going into schema.

If you’re sharing a viewpoint on Reddit, make sure that you implement the right schema to show Google where that featured information is coming from. You’re telling Google that this original viewpoint came from your blog post – and you can do that to other platforms as well, like Quora.”

Can you take parts of your long-form content to use as short-form content too?

“Absolutely. That’s what I’m doing right now as well. For anything that you put out there, if you can bring it down to less than a minute, you should definitely create Shorts, Reels, and TikTok videos out of it.

I just recently started doing TikTok because of the Perspectives filter, and I was amazed at how much more visibility I am getting there compared to what I am getting on YouTube Shorts.

It’s the same content; I just uploaded it to TikTok. I’m working on the SEO Video Show Instagram too, but I’m taking advantage of TikTok since it’s the first time I’ve been on there. I started uploading all my YouTube Shorts, and the views I get within minutes is what I would get in a few days on YouTube.”

Are you overlaying text on top of vertical video to be more engaging for TikTok?

“I do that with YouTube Shorts as well. That’s the best practice for anyone who’s going YouTube Shorts.

Even if you’re doing long-form videos, putting a text overlay in the first five seconds is a great tip as it allows people to see that text in the previews, etc.”

Is there a place for leveraging AI within your content production process?

“I’m actually using AI to help me create Shorts. There are some tools out there that will take your long-form videos and cut them down to blocks of less than one minute, and you can pick the blocks. If you’re interviewing someone, it will know who’s speaking and it can isolate their video. There are a bunch of tools that you can check out and some of them are even free.

One thing I would throw out there is Opus. They define themselves as AI-powered video repurposing, and using tools like that can really streamline the way you optimize for repurposing your content.”

If an SEO is struggling for time, what should they stop doing right now so they can spend more time doing what you suggest in 2024?

“Stop checking where your site appears on Google and panicking whenever there’s a Google update. You don’t need to be checking in on your Google Search Console or rank checkers every day just to see where you’re ranking. Instead, spend more time creating great content for both Google and people with the VALUE CAP mindset. That will make people happy.

If your boss keeps asking about those metrics, go into what you’re working on. If you’re following my tip, show them how much visibility they’re getting. Your work might not directly relate to rankings, but it is generating brand visibility and it’s also optimizing for the future.

You’re thinking ahead. In 2024, if you want to dominate more pixels on the first page of Google, you have to create this type of content and understand the search landscape.”

Paul-Andre de Vera, aka Dre de Vera, is Host and Producer of the SEO Video Show, and you can find him over at paulandre.com.