Google’s helpful content updates over the past 18 months emphasize the importance of demonstrating E-E-A-T (Experience, Expertise, Authority, Trust) to establish credibility in the eyes of users and search engines.
Understanding E-E-A-T
Let’s break down what each letter in E-E-A-T represents:
- Experience: Demonstrating first-hand involvement in your field. For example, photos of a doctor performing client diagnosis to show their experience within the industry.
- Expertise: Showcasing high levels of skill, such as listing accreditations and degrees on your website to prove your knowledge and qualifications.
- Authority: Being cited in authoritative publications, often in the form of relevant backlinks from credible industry sources.
- Trust: Displaying credibility by providing original content in place of stock images.
Download our E-E-A-T Guide and evaluate the credibility of your website!
Quick Wins for E-E-A-T
The best EEAT is an asset built slowly over time. But there are a few quick wins. Make sure you check these boxes and you’ll have a good foundation.
- Use Real Authors: Convince users that the content writer knows their stuff by using identifiable authors.
- Author Bios: Include author bios to showcase their credibility.
- Author Pages: Create dedicated author pages linking to their content, social profiles, and credentials.
- Schema Markup: Use schema to help Google understand the author’s credibility.
- Edit Timestamps: For rapidly changing niches like medicine, specify who wrote, edited, and revised the content.
- Original Images: Use original, not stock, images to add authenticity.
- Hire Experts: If you lack in-house expertise, hire experts to write or contribute to your content.
Download our E-E-A-T Free PDF and improve the content quality of your website!
Get the basics down and then get back to business. Creating real content that demonstrates real expertise will always be the best way to build brand authority.
