E-A-T Strategies to Improve Google’s Perception of Your Site
Google’s algorithm places increasing emphasis on E-A-T (Expertise, Authoritativeness, and Trustworthiness) to deliver high-quality search results. By prioritising these factors, websites can enhance their visibility, build trust with users, and improve overall search engine rankings.
E-A-T is a framework used by Google’s quality raters to assess content quality. It signifies that Google values content created by experts, presented in an authoritative manner, and delivered by trustworthy sources. While not a direct ranking factor, E-A-T strongly influences the algorithm’s perception of a website’s relevance and quality. We’re here to dive into the best strategies to make sure you’re E-A-T-ing well and serving the content Google likes.
Demonstrating Expertise
Establishing expertise is foundational to building trust and authority. Create in-depth, informative content that addresses user needs comprehensively. Showcase your team’s qualifications and experience through detailed author bios or highlight specific achievements, certifications, or awards to solidify your credibility.
Leverage case studies, research findings, and data-driven insights to demonstrate your expertise. If you can, collaborate with industry experts to co-create content or contribute to guest posts on reputable platforms. By consistently delivering valuable content that addresses user needs, you position your website as a trusted resource in your industry.
Assembling Authoritativeness
Authoritativeness is built through a combination of content quality, backlinks, and online visibility. Produce high-quality, original content that provides unique value to your audience. Focus on creating content pillars that address core topics within your industry and establish your website as a comprehensive resource.
Build a robust backlink profile by acquiring high-quality backlinks from reputable and authoritative websites. Participate in industry forums and conferences to network with other experts and build relationships. Collaborate with other industry leaders on joint projects or content creation initiatives. By leveraging schema markup to help search engines understand your content better. Your website’s visibility will be improved in search results and its perceived authority will be enhanced.
Fostering Trustworthiness
Trustworthiness is essential for building a loyal audience. Prioritise transparency by clearly stating who is responsible for your website’s content. Protect user data with robust security measures, including HTTPS encryption and secure payment gateways. Encourage user reviews and testimonials to build social proof and respond promptly and professionally to user inquiries and feedback. Address any concerns or complaints openly and transparently while maintaining consistent branding and messaging across all platforms to build a cohesive and trustworthy brand image.
YMYL Topics
For ‘Your Money or Your Life’ (YMYL) topics, such as health, finance, and legal advice, E-A-T is particularly critical. Ensure your content is accurate, up-to-date, and backed by credible sources. To demonstrate expertise in YMYL areas, provide detailed information about the qualifications and credentials of your authors. Highlight any relevant certifications, licenses, or academic degrees.
Regularly update your content to reflect the latest information and guidelines. By staying informed about industry best practices and regulatory changes, this demonstrates your commitment to providing accurate and up-to-date information to your audience.
Measuring and Improving E-A-T
Regularly assess your website’s E-A-T performance using tools like Google Search Console and third-party SEO platforms. Monitor your rankings, click-through rates, and user engagement metrics and always be on the lookout to identify areas for improvement and implement necessary changes.
Stay updated on Google’s search quality guidelines and algorithm updates to adapt your strategy accordingly. E-A-T is an ongoing process that requires consistent effort and attention.
Additional E-A-T Factors
Beyond the core E-A-T components, consider these additional factors to enhance your website’s overall quality:
- User Experience: A well-designed and user-friendly website contributes to a positive user experience, which indirectly impacts E-A-T.
- Mobile Optimisation: Ensure your website is mobile-friendly to cater to the growing number of mobile users.
- Site Speed: Optimise your website’s loading speed to improve user experience and search engine rankings.
- Internal Linking: Create a clear site structure with internal links to help search engines understand your content hierarchy.
By implementing these strategies and maintaining a long-term focus on E-A-T, you can significantly enhance your website’s authority, trust, and visibility in search results.
Want to dive deeper into a specific aspect of E-A-T, like content creation strategies or building backlinks? Or just want to speak to a team who E-A-T website optimisation for breakfast. We know just the folks, get in touch today and let’s E-A-T.
