Creating a strong online presence is an unavoidable marketing activity for any business or individual looking to thrive. However, with the constantly evolving landscape of search engine algorithms, it can be challenging to know how to stay ahead of the competition.
Being the leading SEO agency in London, we have learned that one of the most important factors that search engines like Google use to determine the credibility and relevance of a website is E-A-T.
If you don't know what that is, this article will explain what E-A-T is, why it is important, and how you can incorporate it into your SEO strategy to improve your website's search rankings and overall online visibility. So, whether you are an established business or just starting out, these valuable insights and actionable tips put together by our SEO experts will help you enhance your website's E-A-T so that you, too, can succeed in the ever-changing world of online search.
What is E-A-T? Why is it important?
The term E-A-T is an acronym for Expertise, Authoritativeness, and Trustworthiness. It is a set of three major factors that play a significant role in search engine rankings.
Expertise
Google rewards experts. So, it is important to have expertise in your field when producing your content. It is hard to define yourself as an expert since there are so many different aspects and topics to consider when it comes to this topic.
For example, if you are a digital marketer, where does your SEO expertise lie? Do you focus on getting high rankings for a specific keyword or do you focus on getting the highest click-through rate? These questions will always be there. But if your content strategy follows a relevant pattern, Google will be able to validate your credibility.
Authoritativeness
It is also important to have authority on the topic at hand. Authority can come from anything - from having a lot of experience with something or having published articles or books on a particular subject matter. It also comes from how much time and effort you put into making sure that what you are saying is well-researched, true, and factually correct.
In E-A-T SEO, you can get more authority by having relevant content on your website that answers questions related to the topic, in which you have expertise.
Trustworthiness
Trust plays a major role in SEO because Google uses this factor when ranking websites. Simply put, more trust leads to better SEO performance for websites.
People trust search engines like Google because they typically use verified information when displaying results in their SERPs (search engine results pages). This means that if you write an article on a topic, which has been covered before by someone else, with additional value and better citations, then Google will automatically index you as a trustworthy source of information in your industry.
All the above three factors have become fundamental to Google's SEO. Simply because when we search for something, we expect to find what we want in the first few pages. And if you don't have an expert title or description on your website, then Google will not present you to its users.
The second reason why E-A-T is important is that it helps to build trust between the search engine and its users. Users will trust a website more if there are good links pointing back to it from other websites or blogs within the industry or niche that they are in. The better the search results, the more trust will the users have in the search engine.
In other words, Expertise, Authoritativeness, and Trustworthiness are the three factors that Google considers when ranking websites. Therefore, if your website has high levels of expertise, authoritativeness, and trustworthiness, it is more likely to rank higher in search results.
Here are five tips that will help you build E-A-T into your SEO strategy:
1. Focus on quality content
You can never skip this! The first step to building E-A-T is to create high-quality content. This means creating content that is informative, accurate, and helpful to your target audience. Your content should be well-researched and supported by credible sources for it to win your audience's trust.
2. Showcase your knowledge using diverse content
As discussed at the beginning, Google values expertise. So, it is important to demonstrate your expertise in your niche. You can do this by creating content that showcases your knowledge and experience. This could include blog posts, videos, whitepapers, and other types of content that demonstrate your expertise. You can also use social proof content, such as testimonials and case studies, to prove your expertise.
3. Manage your online reputation
Authoritativeness is all about building a reputation as a trusted source of information. A sustainable way to build authoritativeness is to get backlinks from other authoritative websites. However, you can also build authoritativeness by creating content with high shareability and engagement potential, as this demonstrates that people in your industry find your content valuable.
4. Secure your website
Trustworthiness is critical for E-A-T, and there are several ways to establish trustworthiness. One sure-fire way is to make sure that your website is secure with HTTPS encryption and a valid SSL certificate. You should also make sure your website is designed using a proper user experience framework and that your contact information is easy to find.
5. Build a strong social media presence
Social media can be a powerful tool for building E-A-T. By building a solid foundation on different social media platforms, you can reach your target audience where they are before your competitors do. Make sure your social media profiles are complete and up-to-date, and that you engage with your audience with the purpose of building a loyal community.
If you are struggling to improve your search engine rankings or establish your website as an authority in your niche, you may want to consider incorporating E-A-T into your SEO strategy. Not only can E-A-T help you achieve better search engine rankings but the high quality of content can also help build sustainable relationships with your target audience in the long run.
Copyright 2023. Featured post made possible by Tom Welbourne of The Good Marketer, a marketing agency in London which drives more traffic, generates conversions and increases sales for small to medium-sized businesses.