How to Implement EEAT Across Your Website
Google updates are constantly changing the way business websites need to operate if they want to continue to rank highly on the search results page. With every update, there’s a new focus that puts something new at the forefront of business owners’ minds, so it’s crucial that you keep up with all of the updates released by Google. Perhaps the most relevant of these is EEAT, which focuses on Experience, Expertise, Authoritativeness and Trust.
For businesses to succeed with implementing EEAT across their website, they need to ensure that there’s detailed information about what they can offer customers. This involves showing off your experience and expertise surrounding your particular niche, so you can establish trust and gain more authority on Google. In this guide, we will discuss how you can implement EEAT across your business website to improve your performance. Continue reading to learn more.
Implementing EEAT
Experience
You need to showcase to all of your potential customers that you have a lot of experience in the subject matter, as this will prove that you know what you’re talking about. To do this, you can share original case studies or personal success stories that are related to your topic. For example, if you’re a property investment agency like CityRise, you will need to showcase all of the experience you have in helping customers with their investment goals. This will tell Google that you should be ranked highly, as you’ve got the experience needed for customers.
Stock photography will be your biggest enemy here, as this will be seen as generic in the eyes of Google. This should be ditched in favour of real photos of your team and any behind the scenes processes. Video content can also help with this.
Expertise
Having experience is one thing, but you need to also establish that you have the knowledge and qualifications required to be informative. Creating profiles for each member of your team to highlight their achievements and certifications will let customers and Google know that you can be trusted to use your expertise to help. Expert reviews are also very impactful, as this can endorse your content and give you a chance to display your credentials across your website.
Make sure to also link to authoritative primary sources, research papers and studies rather than summarising other people’s findings. Google will then associate your business with these sources, making you seem more reliable and credible.
Authoritativeness
Establishing your website and brand as a recognised leader in your industry should be done to gain more authority from Google. Brand mentions are effective at building authority to your website, especially when accompanied with high-quality backlinks that can pass on trust flow and domain authority to your website. You can take this a step further by implementing schema markup, so search engines easily identify your entity. Organization, FAQ and LocalBusiness schema are all very effective.
Unifying your business name, logo and messaging across all off-site directories and social media profiles will make you instantly recognisable. This can help with making your business website more authoritative in the eyes of Google.
Trustworthiness
To make your website trustworthy, you need it to be safe to use while giving users an environment where they feel prioritised. You should link clearly to your contact information, privacy policy and terms of service in the footer, as this will show that you are legitimate and can be trusted. Having authentic testimonials and third-party reviews on each landing page of your website will show that you have a history of delivering high-quality services to your customers.
Auditing your website should also be done to remove and improve outdated or inaccurate content that harms user trust. When you have a lack of good information on your website, Google will penalise you and prevent you from ranking high on their search results page.
How to Implement this on WordPress
Implementing EEAT on a WordPress website is highly efficient, as the layout and the plugins allow you to do this better than on standard websites. You can instantly boost your website’s Trustworthiness and Expertise by using advanced SEO plugins like Yoast SEO or Rank Math to automatically generate complex Schema markup. Page builders also make it easy to display dynamic author boxes at the top of your posts and link them to dedicated author archive pages.
You should also leverage widgets to showcase your physical contact details in your global footer and use review schema plugins to pull user reviews directly onto your landing pages. This will show that you are a trusted website to Google’s crawlers, so you can reap all the SEO benefits.
Final Thoughts
EEAT is the update you really need to consider the most from Google, as it can control your ranking potential. Google will only rank pages on the first page for relevant keywords if they feel as though they can trust them. To do this, you need to prove that you have the experience and expertise required to provide high-quality services to your customers.