The introduction of Search Generative Experience (SGE) is poised to revolutionize Google SERPs – an undeniable fact. However, the extent to which AI will dominate these SERPs remains a topic of debate.
For those attuned to subtle cues from Google, an alternative perspective emerges, indicating Google’s continued regard for first-party perspectives and content-rich in Expertise, Authoritativeness, and Trustworthiness (E-A-T). This alternative lies in what we call “hidden gems.”
This article goes into the concept of hidden gems, explores Google’s commitment to incorporating them into their future SERP strategy, and outlines strategies for leveraging these hidden gems to enhance brand visibility positively.
Unlocking the Mystery: What Exactly Are Hidden Gems?
According to insights shared by Barry Schwartz on this platform last November, hidden gems refer to individuals sharing their firsthand knowledge, personal insights, and experiences with others on the public web.
Schwartz elaborated:
“This update is not just part of the helpful content system. It is integral to Google’s core ranking system,” as revealed by Brad Kellett, Senior Director of Google Search product and engineering.
Platforms fostering hidden gems encompass forums such as Quora, Reddit, and similar platforms (more on those other platforms shortly), as well as social media platforms. Google is serious about leveraging hidden gems for ranking purposes.
Can Google’s Dedication to Hidden Gems Be Trusted?
If hidden gems fail to become a lasting priority for Google, their substantial investment would appear to be a diversionary tactic. Consider the following:
Discussions and Forums
Introduced in September 2022, this feature served as an initial indication from Google of its emphasis on firsthand accounts and perspectives. Initially, it functioned as a search feature, akin to a featured snippet, designed to elevate external content.
The Perspectives Filter
Launched in May 2023, Google explicitly introduced Perspectives as a response to AI.
November 2023 Updates
The latest round of algorithm adjustments targeting hidden gems pledged “even more firsthand knowledge in search.” Notably, these updates included provisions for marking up content with author profiles and structured data tailored to assist in ranking for hidden gems.
For empirical evidence of Google’s serious consideration of firsthand perspectives, refer to a report by Detailed, which reveals:
“In an analysis of 10,000 keyphrases where product reviews rank highly, Google’s increasingly prominent ‘Discussions and forums’ SERP feature was present in 7,702.”
Unlocking the Potential of Hidden Gems: Strategies to Seize the Opportunity
When leveraging hidden gems, there are two pathways to explore: owned and third-party content.
Owned Content for Hidden Gems
Optimizing your website for hidden gems entails various approaches. The foremost and widely adopted method involves utilizing a blog.
Blog posts can ascend to hidden gem status when prioritizing content derived from first-person experiences. Ensuring that the voices conveying these experiences are well-defined and supported by robust structured data that establishes their identity and expertise is crucial.
Additionally, you can craft crowdsourced blog posts featuring a multitude of voices. This approach requires minimal effort, mainly if you’ve cultivated a dedicated community eager to contribute to your platform.
Another, albeit less common, strategy involves establishing a forum or Q&A community directly on your site.
Third-Party Content for Hidden Gems
Crafting content on platforms like Quora or Reddit to bolster brand recognition requires finesse; overtly promotional tactics often must be revised. Nonetheless, there are authentic avenues through which you can showcase your business.
One approach involves initiating or contributing to discussions that subtly highlight your business without resorting to overt marketing tactics. Engaging community members associated with your brand can be particularly effective. For instance, soliciting input from your network on platforms like LinkedIn can yield insightful responses relevant to your industry or niche.
Another strategy involves cultivating a personal brand within your preferred forum and positioning yourself as an expert in your field. This entails identifying your target audience and establishing credibility and influence through consistent, valuable contributions.
It’s essential to recognize that traffic generated through these channels isn’t owned and won’t be reflected in your standard metrics, aside from referral-driven metrics such as clicks and leads. Over time, opportunities arise to incorporate subtle mentions of your company or pose questions that reflect positively on your brand.
Both the personal branding and owned property approaches share a common characteristic: when executed effectively, they create formidable barriers to entry for competitors and serve as enduring assets for your brand.
Employing Hidden Gems for SEO: A Strategic Investment
While it’s feasible to attain swift victories – such as crafting a standout answer on Quora that swiftly gains traction in pertinent searches or publishing a firsthand blog post that garners immediate attention – integrating hidden gems into your SEO approach should be considered a substantial component of your long-term strategy.
Even as we monitor the rollout of SGE and its repercussions on SERPs, laying the groundwork for a hidden gems strategy now will yield enduring benefits. This proactive approach aligns with Google’s insights, suggesting that fundamental efforts invested in this direction will prove worthwhile in the future.
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