As a digital marketing agency dedicated to empowering local businesses, we’re well-versed in navigating the world of SEO. In this blog, we’re diving head first into a critical aspect of SEO that could significantly impact our clients’ online visibility: the concept of E-E-A-T.

Unpacking E-E-A-T: The New SEO Buzzword

You might be wondering, “What exactly is E-E-A-T?” Google’s ever-evolving approach to organic search rankings has introduced us to E-E-A-T—Experience, Expertise, Authoritativeness, and Trustworthiness. This updated set of guidelines builds on the previous EAT framework, adding a new layer of complexity with the inclusion of ‘Experience’.

This extra “E” added to the search quality standards of EAT is designed to ensure that content delivered as the result of organic searches is helpful and relevant to those searching for you and what you do. For local businesses aiming to climb the Search Engine Results Page (SERP) ladder, understanding and implementing E-E-A-T is crucial.

The Four Pillars of E-E-A-T

Let’s break down the components of E-E-A-T to understand how they can enhance a local business’ online presence:

1) Experience: This new addition emphasizes the importance of direct interaction with products or services. Establishing experience can be as simple as showcasing customer reviews or as dynamic as featuring video testimonials. This element not only enriches a business’ website but also affirms their credibility.

It does this by demonstrating that it was produced with some degree of experience, such as with actual use of a product, having actually visited a place or communicating what a person experienced. There are many situations where what your prospects and customers value most is content produced by someone who has first-hand, life experience on the topic at hand. And, a large-scale survey found that only 14% of consumers trust what brands say about themselves as much as they trust user reviews.

2) Expertise: This facet goes beyond mere experience. It encompasses the qualifications, accolades, and professional achievements of your business. Google expects content to come from individuals with genuine expertise in the topic they’re discussing. Highlighting expertise through various media channels can significantly bolster your business’ reputational standing.

3) Authoritativeness: This aspect is gauged by how customers perceive your business’s expertise. For a site or content creator to be considered authoritative, they need to be well-established and respected in their field. Achieving authoritativeness involves showcasing industry certifications and affiliations, thereby reinforcing your business’ standing as trusted experts in their field.

4) Trustworthiness: Trustworthiness is the cornerstone of E-E-A-T because untrustworthy pages have low E-E-A-T no matter how Experienced, Expert, or Authoritative they may seem. It is reflected through transparent business practices. If your content is accurate, well-sourced, and transparent then it’s more likely to be trusted by both users and search engines. Clear contact information, straightforward privacy policies, and secure transactions are essential in fostering trust and enhancing Google rankings.

Demonstrating E-E-A-T to Google

SEO is highly accountable for delivering what’s needed to meet E-E-A-T standards, but what does it mean exactly and how do you prove experience, expertise, authoritativeness, and trustworthiness?

The good news is that most conscientious website administrators, marketing teams, and digital marketing agencies are already doing what they need to and implementing E-E-A-T right now.

With these new standards it’s important to understand that it’s all about establishing your business’s credibility. The Stanford Persuasive Technology Lab compiled 10 guidelines for building web credibility based on three-years of research with over 4,500 participants. Their findings show how important it is to be a human who cares about your clients and prospects.

1. Make it easy to verify the accuracy of the information on your site.
2. Show that there’s a real organization behind your site.
3. Highlight the expertise in your organization and in the content and services you provide.
4. Show that honest and trustworthy people stand behind your site.
5. Make it easy to contact you.
6. Design your site so it looks professional (or is appropriate for your purpose).
7. Make your site easy to use – and useful.
8. Update your site’s content often (at least show it’s been reviewed recently).
9. Use restraint with any promotional content (e.g., ads, offers).
10. Avoid errors of all types, no matter how small they seem.

Doing the above will put you well on the road to navigating the world of SEO and demonstrating E-E-A-T to Google.

In Conclusion

While E-E-A-T principles are fundamental, effectively communicating them can be challenging. And, with the introduction of Google’s Helpful Content Update, the significance of E-E-A-T has never been more pronounced. If you didn’t catch our blog about the Helpful Content Update, here’s a link.

Together, we’re navigating the world of SEO and unlocking new opportunities for our clients’ businesses to thrive online. If you’re not sure if your website is in alignment with E-E-A-T, and you want to be found on the internet, let’s connect for a free, no obligation strategy session.