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The what, why and how of content for search audiences 

Search

Google has indexed over 120 trillion web pages, with each search featuring millions of possible results. To ensure the best pages feature in the results, Google looks for a number of factors to determine page quality. 

1 - Expertise, Authority, Trust (EAT). 

2 - Content.

3 - Reputation. 

Sites that have good content and can demonstrate their "EAT" are more likely to be regarded as meeting the needs of searchers and will not only appear higher up the results but also have their content prioritised in the form of rich snippets.  

In this guide we follow a typical customer journey and unpick the breadth of content, formats and choices they take along the way by following the Micro-Moments approach and the applying principles of Customer Experience Design.