A Comprehensive Guide to Unlocking the Power of Hidden Gems in SEO
In the ever-evolving world of search engine optimization (SEO), staying ahead of the game is crucial. The rollout of Search Generative Experience (SGE) by Google is set to revolutionize search engine results pages (SERPs), but the role of artificial intelligence (AI) in dominating the SERPs remains a topic of debate. However, there is another alternative that Google seems to be committed to – hidden gems.
Hidden gems are a way for individuals to share their first-hand knowledge, personal insights, and experiences with others on the public web. According to Barry Schwartz, Senior Director on Google Search product and engineering, hidden gems are an integral part of Google’s core ranking system. So, how can you leverage hidden gems to build positive exposure for your brand? Let’s dive into it.
Firstly, it’s important to understand where hidden gems can be found. Platforms like Quora, Reddit, and other forums provide spaces for people to share their hidden gems. Google is not just paying lip service to hidden gems; they are actively using them for ranking purposes. In fact, a report from Detailed shows that Google’s “Discussions and forums” SERP feature was present in a significant number of keyphrases where product reviews ranked highly.
But can we trust Google’s commitment to hidden gems in the long term? There is evidence to suggest that they are taking this strategy seriously. Features like Discussions and forums, launched in September 2022, and the Perspectives filter, launched in May 2023, demonstrate Google’s focus on first-hand accounts and perspectives. The November 2023 updates further emphasized the importance of hidden gems in search results.
So, how can you take advantage of hidden gems? There are two options: owned content and third-party content.
Owned content refers to optimizing your website for hidden gems. One effective strategy is to create a blog that focuses on content with first-person experience. Ensure that the voices providing that experience are well developed, with strong structured data that establishes their identity and expertise. You can even leverage crowdsourced blog posts featuring contributions from your community.
Another strategy is to create a forum or Q&A community for your site. This allows users to share their insights and experiences while building a positive brand image.
On the other hand, third-party content involves writing on platforms like Quora or Reddit to build brand awareness. However, it’s essential to approach these platforms authentically and avoid being overly promotional. For example, you can seed questions or provide answers that highlight your business without sounding too marketing-heavy. Engaging community voices connected to your brand can also be beneficial.
Personal branding is another effective approach. By establishing yourself as an expert in your field on forums and platforms, you can build credibility and clout over time. Remember to stay active, helpful, and insightful to gain traction.
It’s important to note that hidden gems require a long-term strategy. While there may be quick wins along the way, such as immediate traction for a blog post or an answer on Quora, the real value lies in the long-term benefits. Building a hidden gems strategy now will pay off in the future, especially considering the impact of SGE on SERPs.
In conclusion, hidden gems present an opportunity for brands to differentiate themselves in the competitive world of SEO. By leveraging first-hand knowledge and personal insights, businesses can build positive exposure and establish themselves as trusted sources of information. Google’s commitment to hidden gems is evident through their various updates and features designed to promote these perspectives. So, if you want to unlock the power of hidden gems in SEO, start incorporating them into your strategy today.
Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
