We all know that Google’s algorithm changes several times throughout the year. Although the details are often unknown, the impact can be huge on businesses. Yet there is something that I believe is invisibly growing behind all these algorithm metrics. It’s the importance of E-A-T in SEO terms. What Is E-A-T SEO in Google and how will it affect your business ranking?
Today’s article will explain what E-A-T is, how you can use it to your advantage, how Google My Business can be used to optimise your power in the future Google updates and some tips for better ranking.
Yes, Google My Business has several functions that will encourage the proof of your expertise, authority and trustworthiness. The video tutorial series below will help you do this for your own business listing.
Yes, your contact page can show consistency and transparency. Your website needs to be secure and offer a clear refund policy along with fitting in with local policies such as GDPR. These things encourage trustworthiness.
Definitely yes. This is a very useful way of showing you are an expert in your field and you have great authority. You can even seed your own questions to provide authoritative answers.
I think if you haven’t come across it yet, you soon will. E A-T- stands for expertise, authoritativeness, and trustworthiness. These 3 areas are becoming hugely important as websites and businesses online are standing out when they can demonstrate all three qualities. Google knows this but as its more of a human factor rather than an algorithm type of judgement. It’s going to be incredibly important ranking in 2021.
This is a challenge as all three are similar yet they do have slightly different requirements. for this reason, Google provides a manual or guidebook for its raters to use to discern accurately all three areas. I’ve also separated all three into a series of videos, so take a look at each one and by then you will be able to make adjustments to reflect your business as E-A-T ready.
Imagine you were on the TV quiz “Who Wants to Be a Millionaire”. It’s a million-pound question and you have a phone a friend who is “an expert” on kings of England – your friend “SAYS he is an expert on history” Of course saying something doesn’t make you an expert. You will enjoy this video on becoming an expert
Think of your business, how important is being an expert to your next customer – e.g. an expert surgeon is more important than an expert window cleaner. What is needed to be an expert in your field or business?
Primarily experts are measured based on their content. So your blog, posts, website social media accounts and Google My Business setup will give a rater a good idea. That where much of the rating takes place.
More links from other experts sites are going to help grow your implied expertise. Also, high-quality links out and in from your content will give some credit. You may need to brag your expertise, tell your clients on some of your content about your certificates and qualifications.
The description area on GMB is another great place, especially in the first 250 letters or characters. If you use LinkedIn then there you have a page on recommendations and an author bio. Take a look at your website “About” or “Team” pages. Ask yourself do they portray my expertise?
Now you are seen as the expert can you get authority or trust under your belt. Lets take a look
As is already shown with being an expert, “Authoritativeness” is just as important for SEO. Of course, Authority is part of the E-A-T process that is humanly monitored by Google. But how can human quality raters assess the quality of authority? Authoritativeness is surely a matter of opinion Once again that is true but you can certainly take several steps to improve it in your visitor’s perception.
I’m the best!
Says me, I’m a great authority!
Well, modesty might also be a quality to think about as authority can only come from an external source. When others talk about you being the go-to person then you are truly building authority.
Check your authority score in SEMRUSH, as this will indicate the strength of your domain. If Google finds another domain or page provides a better customer experience than your own, Google will promote them instead. So authority on a domain and page is hard to measure but the quality of outside links, the domain age are a lot to do with it.
If you lack authority on your web site domain name, it’s going to be an uphill struggle. We’re talking lost ranking, lost traffic and lost revenue. Think of your business, how important is being an authority to your next customer – eg. If you wanted to fix your Audi A4 do you go to Boycie who just opened up around the corner working from his home garage or an Approved Audi Dealer?
Answer questions and show authority. Your Google My Business profile has a Q&A section. Not only should you answer the questions that come up here, but you should also seed this section yourself to provide pertinent information ahead of your customers.
Well, we all know businesses doesn’t work like that.
Would you do business with someone you didn’t trust?
A robot cannot measure trust. Think about the challenge Google has measuring this human concept. It can only be done with real people visiting your website. That’s why E-A-T is hugely going to be impacting businesses rank that lack trust.
What’s needed to be trustworthy? Your website and its content provide your identity to answer that. In Google My Business terms Legitimacy is proven with the use of a postcard verification. Also transparency (clear contact page / map /details) along with accuracy.
There are several easy things you can do though to help build trust.
Think of your business, how important is being an authority to your next customer – eg. If you wanted to invest in stocks –do online banks provide as much trust as the high street banks known for 40 or 50 years?
Remember Google My Business is not a “set it and forget it” platform. It’s an account that needs regular maintenance. Keep all your information accurate. Update your contact information as needed. Mismatches can hurt your rank. Verify holiday hours accordingly. Also, make sure your information is consistent with other listings across the web.