As more businesses embrace digitalisation, it becomes fiercer to attract more customers online and earn conversions. The only way to capture their attention is to rank higher on search engines like Google, which you can achieve if it deems your website a high-quality page.
It is one of the factors in Search Quality Evaluator Guidelines that Google considers when assessing a page quality rating and include it on the top of search engine result pages (SERPs).
Unless you are new to search engine optimization (SEO), you probably have heard of E-A-T for a long time. But if you have not, read on to learn what E-A-T can do for your business, as we will discuss it in greater detail.
What Is E-A-T?
These three letters in SEO stand for Expertise, Authoritativeness, and Trustworthiness. Google came up with this concept in 2014 to help improve the results that people get in their online searches.
It works this way: A page with a high E-A-T score will, in theory, outrank a page with a low E-A-T score as Google detects that the former is more relevant to the search query, thus positioning it high on the SERP.
Let us take a closer look at each component to understand what Google is looking for in a web page:
The author should have enough understanding about the content they are writing. That means they have to be an expert in that field or topic, and their content should be able to send the message to search engines like Google that your website is reputable and knowledgeable in your field of expertise.
According to Search Quality Evaluator Guidelines from Google, there are two primary types of expertise:
It refers to individuals considered professionals in their respective fields who possess verified accreditation or experience.
This type of expertise is particularly essential for web pages in the legal, finance, and medical sectors since inaccurate information provided can harm the user who reads it.
For example, if your digital marketing campaign is about aesthetic treatment, every word you use should be factual. Remember, sugar-coated phrases can give false hope to the readers and can demean the reputation of the aesthetic clinic.
When it comes to everyday expertise, it involves sharing valuable insights from life experiences. Even if the author did not receive any formal education or training, their life experiences could make them an expert on the topic they are sharing. Google search guidelines define as:
An excerpt from Google Search Quality Evaluator Guidelines
Establishing expertise begins with the writers of the content team. Using credible and appropriate sources in writing is necessary to ensure factual and accurate data and content.
PRO TIP: If you are having difficulty showcasing expertise in certain areas, consider hiring an expert. Doing so should help make your digital marketing campaign more credible and informative to the readers.
The content creator should be an established authoritative figure on the topic or its niche.
Apart from displaying their relevant credentials and customer reviews, they should also show enough quality pictures and social media platforms, along with their updated contact information.
The following are some SEO techniques you should apply to gain authority for your website from search engines.
Consistently Create And Post Updated And Quality Content
According to Hubspot, you need to publish optimised content as much as possible to get the most out of organic traffic. The frequency should be three to four articles a week for a new post, then four to five updated blog posts a week.
Building Link Profile
For search engines, a website is linked by another is a good sign. If it has more links, the more authority it gains from Google’s point of view. The reason behind this is the backlinks coming in, which can effectively build up domain and page authority.
Having a good reputation applies to both a website and a company. Google searches for outside sources for authentic representation of a company, such as review-based websites like Google My Business, Yelp, and Better Business Bureau.
Critical factors include the number and context of written reviews, recommendations from a trusted expert, references, awards, and news articles. If a website and company can meet all of these, they can significantly increase their authoritativeness from Google.
This quality is vital to websites that involve any type of data or information regarding money transactions, medical, financial, and any significant event that can have a life-altering result.
Since trusting something or someone does not happen overnight, a business should show they are trustworthy by making their website easily accessible and secure. They should also include images on their products, display their contact information and link their content to credible and authoritative websites.
Below are the other ways to improve their trustworthiness:
Be Transparent And Provide Customer Support
Visitors must know who exactly runs a website and how to reach them because this promotes immediate trust between the user and the site.
This practice should make it happen when creating and publishing content. Doing so helps prevent one from ruining one reputation. That is why you should always double-check if the information is up to date and comes from reliable sources.
Following the E-A-T when coming up with a topic to write is one of the holistic approaches to content writing and SEO.
LEARN MORE: Google EAT: Everything You Need To Know
However, there is no shortcut to reaching this. If you barely have time to produce quality and relevant content for your website, you should consider relying on an SEO company. With their SEO skills and years of experience, rest assured they can help build and nurture your E-A-T effectively and naturally.
For more SEO tips, check out our blog or get in touch with our SEO services in Singapore. Contact OOm at 6391-0930 or leave a message on our website.