In the ever-evolving world of SEO, staying on top of the latest trends and guidelines can often feel like chasing a moving target. Google’s search algorithms have long been shrouded in mystery, leaving website owners and marketers to decipher the search giant’s intentions through trial and error.
Then, in an attempt to shed some light on the subject, Google introduced the E-A-T (Later, E-E-A-T) guidelines, which stand for Expertise, Authoritativeness, and Trustworthiness. At first glance, it seemed like a beacon of hope and clarity in the world of SEO.
However, Google was quick to clarify that E-A-T isn’t a direct SEO ranking factor. So, does it hold any value for those striving to improve their website’s search engine ranking? The answer is a resounding ‘yes.’ While not a magic bullet, E-A-T can serve as a valuable starting point for enhancing your SEO strategy and building a website that not only ranks well but also inspires trust and credibility among your audience.
Let’s start at the beginning… What is E-A-T?
E-A-T, which stands for Expertise, Authoritativeness, and Trustworthiness, is a set of guidelines introduced by Google to assess the quality and credibility of web content. In essence, E-A-T helps Google’s algorithms determine how well a website or webpage demonstrates expertise in its subject matter, showcases authoritativeness in its industry or niche, and instills trustworthiness in the information it provides.
- Expertise refers to the level of knowledge and skill demonstrated by the content creator or the website itself.
- Authoritativeness pertains to the reputation and influence of the content source within its respective field.
- Trustworthiness relates to the reliability and honesty of the information presented.
By evaluating these three components, Google aims to deliver high-quality and reliable search results to its users, which aligns with its overarching goal of providing valuable and trustworthy information on the internet.
Let’s evaluate some traditional SEO methods and how they can improve the E-A-T signals
Improve Your “Expertise” with a well-written About Page.
When it comes to establishing your company’s expertise and authority in your industry, the ‘About Page’ of your website is a crucial tool in your arsenal. This is the place where you can provide visitors with a deeper understanding of your business, its history, and the people behind it.
To effectively showcase your company’s expertise, start by highlighting key accomplishments, milestones, and any industry awards or certifications. Share the story of how your business came to be, emphasizing the experience and passion that drive your team. Don’t hesitate to mention any influential figures or experts within your organization, and their qualifications.
Additionally, include case studies, success stories, or testimonials that demonstrate your ability to deliver results. Utilize clear and concise language, focusing on what sets your company apart and why potential customers should trust your expertise. Engage your audience with a compelling narrative that humanizes your brand and builds a sense of trust and confidence.
Improve your “Authoritativeness” with your link building strategy
One of the most effective ways to enhance the ‘Authoritativeness’ aspect of your website’s E-A-T is through strategic link-building methods.
Authoritativeness in the context of E-A-T signifies your website’s reputation and influence within your industry or niche. When reputable and relevant websites link to your content, it’s akin to receiving endorsements from authoritative sources. This not only boosts your website’s credibility but also signals to search engines like Google that your content is a trusted and valuable resource.
To harness the power of link building for E-A-T, focus on earning high-quality backlinks from authoritative websites in your field. This can be achieved through guest posting on reputable industry blogs, fostering partnerships, or creating exceptional, shareable content that naturally attracts links.
Building a network of authoritative links can significantly contribute to your website’s overall credibility, further solidifying your position as an industry leader.
Improve your “Trustworthiness” with reviews and testimonials
Reviews play a pivotal role in enhancing the ‘Trustworthiness’ component of E-A-T for your website. Trustworthiness revolves around establishing the reliability and honesty of the information you provide. Customer reviews, testimonials, and ratings are powerful tools in achieving this goal. Positive reviews not only reassure potential customers about the quality of your products or services but also signal to search engines that your business can be trusted.
Encourage satisfied customers to leave honest and detailed reviews about their experiences, and ensure that these reviews are prominently displayed on your website. Respond to both positive and negative reviews professionally and promptly, demonstrating your commitment to addressing customer concerns.
Building a solid repository of positive reviews not only instills trust in your brand but also contributes significantly to your website’s overall credibility and search engine ranking.
The Bonus “E”: Experience!
More recently, Google added an additional “E” to the equation… Experience. In theory, this should reward businesses for their tenure in their space.
Highlighting the years of experience your business has accrued can be a powerful way to bolster your website’s credibility and the new ‘Experience” aspect of E-E-A-T. Demonstrating a long-standing presence in your industry implies a deep understanding of your field and a proven track record.
When visitors see that your business has been successfully operating for an extended period, it instills confidence in your expertise and ability to deliver. Incorporate this information into your ‘About Us’ page or other relevant sections of your website to showcase your business’s history and the knowledge you’ve amassed over the years.
This not only reassures potential customers but also sends a positive signal to search engines, further strengthening your website’s E-E-A-T and positioning you as a trusted authority within your industry.
Using E-E-A-T as an SEO Starting Point
While E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) provides a valuable framework for enhancing your website’s credibility and visibility in search results, it’s important to remember that it’s just one piece of the SEO puzzle.
Achieving a strong online presence and search engine ranking also requires a well-performing website, high-quality content that serves your audience’s needs, and a strategic keyword strategy. E-A-T sets the foundation by ensuring that your content is not only informative but also trustworthy and authoritative.
However, the journey to SEO success involves a holistic approach, where technical optimization, compelling content creation, and effective keyword targeting all work in harmony to deliver the best results. By combining these elements, you’ll be well on your way to improving your website’s SEO and providing a valuable and trustworthy resource for your audience.
If you’d like someone to take a look at your website and share some insights about how to improve your SEO using E-E-A-T and beyond, feel free to get in touch!