Understanding Google E-E-A-T for Small Business Owners
What is E-E-A-T?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. A mouthful, I like to just say ‘EAT’ with an exaggerated ‘E’.
In a nutshell, It’s a system Google uses to figure out if your website content is high-quality and reliable.
If you want your site to rank well in search results, focusing on E-E-A-T can help. I want to stress the ‘help’. I have been in the SEO industry for many years and I can tell you one technique is not the solution, it takes a whole strategy.
What Does E-E-A-T Mean When Broken Down?
Experience: Show that you have real-world experience with your product or topic. For example, if you own a marketing company, share your hands-on experience baking with marketing industry changes and examples of your work.
Expertise: Make sure your content is created by someone who knows the subject well. This could mean writing about your own business area or having experts contribute. You can’t bluff this; you need to write with experience.
Authoritativeness: Build credibility by earning recognition in your field. This can be achieved by getting good reviews, mentions on other websites, or sharing quality information regularly. I’m not a fan of collecting reviews as I feel awkward shouting about my clients success, instead I try to write blogs this one to show I am keeping my skillset up.
Trustworthiness: Ensure your website is secure, accurate, and transparent. Use SSL for security, share clear contact information, and be honest about your products or services. Gone are the days where your products sell themselves, people have choices, give them a reason to choose you.
Why E-E-A-T Matters for Your Business
Better Search Rankings: Google tends to rank sites higher if they have strong E-E-A-T, so improving these areas can bring more people to your site. This is a big if not the biggest reason to implement E-E-A-T. We would all love more organic traffic.
Build Customer Trust: When customers see that you’re knowledgeable and reliable, they are more likely to buy from you. Showing your experience and credentials helps build this trust.
Avoid Upsetting Google: Google wants to prevent fake or misleading information, especially about sensitive topics (like health or finances). If your content doesn’t seem trustworthy, your site might be penalized and pushed down in search results.
How to Improve Your Sites E-E-A-T
Show Your Experience: Share stories, photos, and real examples. If you’re a mechanic, you could write about common car problems you’ve fixed.
Highlight Your Credentials: Include information about your background or qualifications on your website. If you have certifications, awards, or years of experience, let your visitors know. It also adds trust if you allow your customers to get to know you. People will always buy from people.
Get Good Reviews and Mentions: Encourage happy customers to leave reviews. If possible, try to get your business mentioned by other trusted websites, as this builds authority. I’m not talking about poor backlinks, there are many good businesses you could partner with where your services complement each other.
Be Transparent and Secure: Make it easy for visitors to contact you. Include a secure payment system if you sell products online, and ensure your website is safe to browse. Online fraud is rampant, show your site visitors that you care about their safety online.
Regularly Update Content: Keep your information accurate and up-to-date. If something changes, make sure your content reflects it so customers can rely on you. A bit like this blog. I am letting you know what Google expects from your site and I am showing you that I understand these changes.
E-E-A-T and AI Content
Using AI to create content can be tempting, but it’s important to add your own insights. Google values real, expert information, so content should be checked by someone knowledgeable before it goes live.
I have carried out a lot of tests lately and the verdict is that you should only use AI for content if you are using correct prompts and manually editing it before publishing. Google does not want its search engines swamped with AI content, it wants human and thought led content.
Final Thoughts
E-E-A-T is essential if you want to build trust with customers and improve your Google ranking. Focus on sharing your real-world experience, being transparent, and showcasing your expertise. This way, you can attract more visitors, improve your reputation, and grow your business online.