Why E-A-T is Crucial for SEO Success, and How to Add it to Your Website
February 27th 2021 | By Emma Grant
Google is fixed on returning the best possible search results to its users. One of the key signals it uses to assess content quality and relevancy is E-A-T: Expertise, Authority and Trust. Here we explore the importance of E-A-T and, crucially, how to weave it into your website.
What is E-A-T?
E-A-T establishes the value of a website. It can be considered the reason why users choose one website over another. It also impacts upon how Google ranks a website. But what exactly constitutes expertise, authority and trust?
Expertise – this shows that the author of the content is an expert in their field, and is particularly important for websites that provide advice of a professional nature. Sharing details of qualifications and experience will prove expertise.
Authority – this demonstrates that the author of the content has respect in their industry. Testimonials, reviews, case studies, professional body memberships and awards will prove this standing.
Trust – this is important because without trust, you won’t achieve enquiries or sales. It’s all about making users feel safe and secure in using your website, as well as proving that they can trust your business generally.
Why is E-A-T important for SEO?
Google rewards quality, authoritative content with good rankings. So, the more you can demonstrate E-A-T, the more kudos you’ll achieve with Google, and the better your rankings.
Google itself says that E-A-T is one of the top three considerations for Page Quality. It was also at the heart of a significant core update in 2018 known as the ‘Medic update’, which had sweeping connotations throughout the world of search. So you can see how important it is.
E-A-T is also important in terms of website visitor confidence. In particular, for websites that could potentially affect someone’s health, safety or finances – sites that are known as ‘Your Money or Your Life’ or YMYL sites, demonstrating E-A-T is crucial.
Practical ways to add E-A-T to your website
Now for what you’ve been waiting for… practical ways to demonstrate expertise, authority and trust on your website.
How to demonstrate ‘Expertise’
Your aim here is to show you know your stuff. You can do this through:
An ‘about’ page… talk about your background, qualifications and knowledge and make sure it comes across clearly. Include details of your team, outlining their individual expertise so visitors can see the full array of skills on offer.
Author profiles / bios… sign off your blogs and articles with a profile that summarises your professional skills, experience and qualifications. A photo alongside the summary will help personalise the sign-off.
Frequently asked questions – FAQs are a great way to express your knowledge by answering commonly asked questions with detailed answers. All good web pages have FAQ sections these days.
How to demonstrate ‘Authority’
Here your goal is to show that your business is an established authority in its field. You can use the following to do so:
Client testimonials… reviews across multiple platforms are your best shot, including Google, Trustpilot, Feefo and social media. Highlight your star-rating for added impact.
Reviews… aggregate review feed shows visitors that your feedback is current, so be sure to include this, plus featured pull-quote reviews that stand out and show your authority, and, where possible, video reviews.
Case studies… the ultimate way to recount your successes and proven track record in your field. Be sure to cover how you overcame challenges, met objectives, exceeded expectations and added value for the client.
Inbound links… Links coming into your website from other sites count as ‘votes of confidence’ which Google uses to assess the authority of your website.
Accreditations and memberships… display your accreditation and membership badges and logos to show your professional associations.
Awards… if you’re the recipient of an award, be sure to promote the fact with the award winner’s badge, an acceptance photo and a short description outlining the criteria for the award and how you overcame the competition to achieve the accolade.
How to demonstrate ‘Trust’
This is your best shot at making visitors feel comfortable in buying from your site, or making an enquiry. Here’s what you can do to inspire trust:
Physical address/location… display a physical address so that visitors know you are a bona-fide business. A Google Maps location will also help inspire trust by showing that your business genuinely exists.
Contact details… a landline telephone number always inspires trust, as it shows that there is a permanent method of contact should an issue arise. At very least, include a mobile number. Whatever the type of number, make it prominent and ready to click-to-call so that mobile users can simply tap and ring.
Live chat… customers feel a lot more confident if they can chat with an expert directly and ask questions to help them make a purchase. The importance of live chat for sales and customer service cannot be over-emphasised.
SSL certificate… people generally know these days that HTTPS websites are the ones to trust, so make sure you have implemented an SSL certificate.
Looking for help in demonstrating your expertise, authority and trust to help boost your SEO?
At Figment, we’ve been using our own expertise for many years to help businesses across London and Surrey to achieve enhanced search engine visibility for increased sales. If you could use some help in getting found online through results-driven SEO, we welcome you to get in touch.