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E.E.A.T - How to improve your content credibility

In the SEO world, E.E.A.T (formally E.A.T) is unfortunately nothing to do with food or eating.  E.E.A.T stands for Experience, Expertise, Authoritativeness, and Trustworthiness, and it is an essential factor in determining whether your website and the content it contains is worthy of ranking.

If we rewind to 2019, Google made updates to its search algorithm, with a significant focus on E.E.A.T, shedding light on Google Rater Guidelines and establishing the features that Google expects from any website that is hopeful of ranking well for its target keywords. 

This article will discuss what E.E.A.T means, why it’s important, and ways you can implement it on your website to improve organic visibility.

So What is E.E.A.T?

Firstly, let’s break down exactly what E.E.A.T. stands for. 

Experience: Does your site demonstrate that you have significant and relevant experience in your chosen field? For example, a local furniture maker may have case studies of his / her work in the same way that a local SEO company will have examples of improving visibility!

Expertise: Refers to the level of knowledge and skill a website or author possesses in a particular field. For instance, a medical website must have content created by professionals with medical degrees, or an automotive site must have content written by mechanics.

Authoritativeness: Refers to how much a website is seen as a respected authority in a particular industry or niche. A website’s authority can be gauged by the number and quality of backlinks it receives from other high-authority sites.

Trustworthiness: Refers to how trustworthy a website appears to be in terms of content and security. Websites with secure HTTPS connections, clear privacy policies, and positive reviews, are viewed as more trustworthy by users and search engines. A trustworthy site will also have some form of social media presence as well as reviews and ratings to show users why they can be trusted.

The importance of E.E.A.T for your website and business

If we think logically, showing that your business is trustworthy isn’t actually a new ‘SEO hack.’ It’s just common sense. In the offline world, these practices are part and parcel of regular business / new customer development. 

For example, if you were to book a restaurant, you would check the reviews, possibly the hygiene rating and if you’re really interested, the people behind the restaurant to establish who the chef is, or the key staff members.

In the same way, B2B consumers are always subconsciously scanning for cues when it comes to the trustworthiness of a business in any buying decision. They’re looking for clues as to whether a particular company can solve their problem and this is demonstrated through implementing E.E.A.T factors. 

Let’s go back to the basics of the core function of Google. 

Google’s main concern is to provide quality results to users as this benefits their business mode. The aim is to provide users with high-quality search results. 

By focusing on E.E.A.T, Google is trying to ensure that users receive the most relevant and accurate information possible. As such, websites with good E.E.A.T scores are more likely to rank higher in search results, leading to increased organic traffic.

The quality of content on a website is a significant ranking factor for search engines like Google. E.E.A.T is a critical aspect of content quality, as it helps Google determine the legitimacy and accuracy of information provided on a website. 

So how can you implement E.E.A.T on your website?

Here are our top 7 tips:

  1. Create Expert Content – and do it consistently – Expert content (in the form of blog posts, white papers and reports) should be written by individuals with experience or expertise in a particular field. If your website is about health and fitness, your content must be written (or at least edited and signed off) by certified trainers, nutritionists, or medical professionals. Your content must be informative and backed up by research from credible sources (linked to in the content). Additionally, ensure that you update your content regularly to reflect new developments in your industry and keep your content fresh.
  2. Establish Authority on your subject matter – This involves building a reputation as a trusted source of information in your niche. One way to do this is to build relationships with other authoritative sites in your niche. This can be achieved by guest posting on other sites, sharing their content on your social media platforms, and linking back to their content.
  3. Build your social media accounts and link to them on your website – Another way to establish authority is by building a strong social media presence. Social media can help you reach a broader audience, engage with your followers, and promote your content. Whilst social media links don’t have a direct impact on ranking, links to social media indicate that your business is a real, legitimate business.
  4. Make sure your site is technically sound and secure –  A key component of trustworthiness is about building trust with your audience. One way to do this is by ensuring that your website security is up to date. For example, if you haven’t done so already, you can install an SSL certificate to secure your site and ensure that your visitors’ data is protected. We would also advise implementing a clear privacy policy and terms and conditions as well as making it as easy as possible for visitors to find your contact information.
  5. Display reviews and ratings  – Also, don’t forget the importance of reviews and ratings! Displaying customer reviews and ratings on your site not only contributes to E.E.A.T, but also increases the likelihood that users will get in contact with your business – increasing your conversion rate. Positive reviews can go a long way in building trust with your audience and improving your E.E.A.T score.
  6. Craft amazing case studies to demonstrate experience – your business may have helped hundreds of other businesses, but is this demonstrated on your website? Create case studies that shout about the great results you’ve achieved for your clients.
  7. Create a meet the team page and author bio – a key component of showing experience is putting your people on display. The old adage ‘people do business with people’ has never been more important. Set up author profiles with links to social media accounts so that Google can see the experience you have, which will improve your site credibility. 

By implementing E.E.A.T factors, your not only improve your website from a conversion perspective, but it can have a positive impact on your rankings. If you’re interested in implementing any of these changes, get in touch with Sixtwo today!

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