Google has a new rating system called E-A-T. Follow these suggestions below to improve your search engine optimization (SEO) and watch your website rise in the ranks.
What does E-A-T stand for?
E – Expertise
A – Authority
T – Trust
The E-A-T acronym is Google’s new emphasis on quality content and suggests that expertise, authority, and trustworthiness will play an important role in your website rankings.
How do you build your website’s credibility?
Quality content is the number one driver of your search engine rankings and there is no substitute for great content. Content created specifically for your intended user will increases your site’s authority and relevance.
When creating your website content think about how you can deliver the most correct, relevant and reliable information possible. Write your content as if your speaking directly to your audience.
Therefore, it’s critical for you to know your audience. Your content should be interesting to them and answer questions they might have on a particular topic. Ask yourself “What kind of answers or information are they searching for?”
In addition, regularly updated content is viewed as one of the better indicators of a site’s relevancy, so be sure to keep it fresh. This can be achieved by posting articles and news about your business or industry using a blog.
Remember: Google’s #1 priority is to give users the most trusted information that will help them find answers to their search queries.
Expertise – Become the expert in your industry
Like I stated above: Start by finding out what your audience is searching for, then meet or even exceed their needs with relevant content, topics and answers to their questions.
This begins with keyword research. Once you have the proper keywords your goal should be to write reliable, trusted content that makes you an expert on the relevant topics.
One tool I like to use is MOZ Keyword Explorer. Learn more: Keyword Research
Writing Tip: Knowing the customers intent behind their search terms will give you the roadmap to better content creation.
Now that you have the keywords dialed in think about using them around your topics and in headlines.
Authority – Gain authority within your niche
Example: Write a blog post on a specific subject or topic area in your industry and share it out to all your social media channels. Think about the best place to share information based on your audience.
Another great way to increase your online authority is by asking to be a guest blogger on other websites that are relevant to your industry.
Traditional Media: The same could be said about any relevant local magazines, media (Videos, TV, Radio) or trade publications. Posting videos on your site or blog is a great way to improve your rankings.
Videos: Start with creating a business YouTube Channel to grow your online audience and embed the videos on your website. Create a new channel.
By building a positive online reputation you’ll strengthen your brand, which in turn means more authority and ultimately more business.
Build Links: Increasing the number of external links you earn from other high-quality sources will also boost your authority. Join your local Chamber, get listed on Better Business Bureau, add your site to web directories.
If you create high-quality content that becomes essential information or the best resource on the web around your topic, people will want to link to it or read it.
Tying Expertise with Authority
Your goal should be to have other peers or experts in your vertical to look at you as a source of information on relevant topics, then you are not just an expert — you’re the authority!
Trustworthiness (Trust)
Proven trustworthiness is an important factor that will help boost your rankings. Positive online reviews in places like Google My Business, Facebook and Yelp really help your rankings. On the flip side too many bad reviews will have a negative impact.
4 Quick tips on building trust
1) Content is King – I might sound like a broken record at this point, but providing valuable content to your audience is a great way to build trust. Make sure your writing enough content on each page of your site. I suggest at least 500 words.
Further reading: Tips and Suggestions for Website Content
2) Keep your brand consistent, all listings, names, brand colors, tone, and personality must be consistent in everything you do. Even making sure your business address format is the same every time. Note: Use Google’s format.
3) Reviews – Always encourage happy customers to write reviews. After they do, reply back and mention them by name along with the service or product you helped them with.
4) Security – Make sure your site is secure with an SSL certificate.
Learn more about SSL: Why do I need an SSL Certificates for my website?
Conclusion
Expertise, authoritativeness, and trustworthiness (E-A-T) have become critical factors for Google to consider when ranking a site or business listing.
Furthermore, high-quality content based on your keyword research, positive online reviews and a understanding of what your customers are looking for will go a long way to improving your rankings.
Contact me if you have any questions about your Google ratings or E-A-T.
