Learn how to use E-E-A-T to measure your website content quality and improve your SEO
Countless factors contribute to how well a website performs. One important ranking factor that we have known about for years is E-A-T. Earlier this year, Google added an extra ‘E’ and introduced the concept of E-E-A-T. So now we ask, what is E-E-A-T, and how can you use it to improve your website’s organic performance? Keep reading to learn more.
What are ranking factors?
Ranking factors affect how Google and other search engines rank your website on Google. When you search for something on Google, the websites that show up first will have spent considerable time optimising ranking factors. While the Google algorithm changes often, there are some ranking factors that we can always rely on, including site speed, mentions of your website on other online sources, and how often your website is updated with new content. Additional factors include E-E-A-T.
What is E-E-A-T?
E-E-A-T is a concept that can help you measure the quality of your website content. However, this idea can measure various aspects of your website, particularly your website content and layout. While this differs from other metrics, such as website speed which is easily measured, E-E-A-T is formally recognised by Google as a ranking factor. The acronym stands for Expertise, Experience, Authority, and Trust. Essentially, Google is prioritising websites that demonstrate these qualities. But how can you improve the presence of your E-E-A-T on your website? Let’s break it down.
E – Expertise
Are you an expert in your field? What knowledge, advice, or recommendations can you provide website visitors? Google wants to show websites that are the best in their industry and provide real value to people. Some ways to showcase your expertise is by publishing frequent blogs on relevant and timely topics in your field. You should also highlight your more tangible qualifications and certifications on the website. These efforts will help to highlight your team’s knowledge and overall credibility.
E – Experience
How much experience do you have as a company and in your industry? Most consumers are attracted to companies with demonstrable experience in their field, and now Google is also considering this. If you have been in business for many years, ensure your experience is front and centre on your website’s homepage. If you are just starting out but have relevant experience or qualifications, make sure to showcase these in a prominent place online. This should include your website, as well as your professional LinkedIn page if you are a sole trader or business owner.
A – Authority
Are you an authority figure in your industry? How reputable and respected are you in your field? Consumers are more likely to purchase from a brand or individual who is an industry leader and is well-known and highly regarded. If you have won any business awards or accolades, ensure these can be found on your website. Include author credentials and qualifications on your blog posts and invest in SEO work to increase the amount of internal and external links on your site.
T – Trust
Why should your customers trust you? Why should they purchase from you and not your competitor? Gaining and maintaining trust is very important, particularly for e-commerce businesses. You can demonstrate trustworthiness by sharing your testimonials and reviews across your website, social media, and Google Business Profile. Customers are more likely to purchase from a brand that has positive reviews.
E-E-A-T is something customers and Google algorithms are looking out for, and learning how to showcase these qualities will help improve your overall brand reputation and your Google ranking.
If you have any questions about this or would like help improving your website SEO, please get in touch with us at Dubzz Digital.
