E-A-T: What Is It And How Can It Improve Your Seo?

Andre Oentoro

Search engine optimization (SEO) refers to a set of practices that work to ensure your website ranks highly on the search engine results pages (SERPs) for queries related to your business. If you boost your SEO, you can draw more high-quality traffic to your website and ultimately increase your sales!

E-A-T, or expertise, authoritativeness, and trustworthiness is one of the factors Google considers when deciding how to rank different websites on the SERPs. So, it’s something you need to keep in mind if you’re looking to boost your online visibility. In this article, we’re going to outline how you can harness the power of E-A-T to improve your SEO. Let’s get started.

What is E-A-T?

E-A-T is a term that comes from Google’s Search Quality Rater guidelines.

Essentially, Google only wants to send their users the most helpful and knowledgeable websites possible. So, if you can make it clear that you’re a trustworthy source of information in your field, you will boost your E-A-T and give Google a huge reason to rank you higher on the SERPs. This can then give you a great edge on the competition.

How can you boost your E-A-T and SEO?

There are a lot of ways that you can improve your website’s E-A-T and therefore your SEO. Here, we’ll talk through some of the tactics that will help to get you the best results.

Add bylines to all of your website content

You need to ensure that, when you’re blogging, all of your posts are given a byline. This will help both searchers and search engines see that they have been written by experts.

When you make creator bylines and bios available on your website, you will help to solidify your E-A-T. This is because bylines carry credibility — Google can see that your authors have written other articles on similar topics, showcasing their expertise.

Be sure that any bylines you add to your website content include the background, education, and expertise of the author in question. This will also indicate to readers and Google that your writers are credible, earning their trust and boosting your E-A-T.

Let’s take a look at an example of a website with strong author bylines as inspiration.

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Inc

Inc., an online business magazine, provides article bylines and author bios across their website. What’s particularly helpful is that each author has their own page with a short bio and all of the articles they’ve written. When you click on the byline of any given author, a page similar to the one above will appear. This page in particular is for Neil Patel, a digital marketer who writes extensively on growing small businesses. His bio shows that Patel has a lot of expertise in growing company revenue, so his advice is going to be legitimate. Search engines and website visitors will see this information and note that Neil Patel is a trustworthy source of information, which is likely to boost the site’s E-A-T and improve its rankings for relevant queries.

Make sure the articles on your website all have bylines and author bios. You could even consider creating dedicated pages for your authors, their biographies, and bylines, as Inc. has. This will prove to both search engines and readers that your writers are credible, boosting your SEO.

Highlight awards and qualifications that show you’re trustworthy

If you have any industry-specific awards or qualifications, it’s a good idea to display these on your website. They will help you build trust with website visitors and make them more likely to want to purchase from you. Additionally, they’ll show Google that you run a trustworthy business, boosting your E-A-T and helping you rise on the SERPs.

To find industry awards you could apply for, head to AwardsFinder.com. They can help you find awards for advertising, design, construction, and beyond. If you then get nominated for (or hopefully win) any awards, consider displaying them on your homepage where website visitors can see them as well as on any relevant product or service pages.

Let’s take a look at a few examples of websites that use this tactic for some inspiration.

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Rule Your Kingdom

Rule Your Kingdom, an advertising and SEO agency, shows off their qualifications on their homepage.

As you can see in the image above, the company has partnership and certification badges from Facebook and Google. This shows that the business’s team has taken courses and presumably passed tests to show that they’re great at what they do. They have essentially been vetted by Facebook and Google for their expertise. Displaying these accolades on their website is likely to boost Rule Your Kingdom’s E-A-T and could improve their search engine rankings.

You could also consider taking classes that will help you further develop your knowledge about your industry and area of work. Many programs will provide you with certifications or badges that you can then showcase on your website to prove your expertise.

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Purple

Purple, an online mattress retailer, also shows off its awards on its homepage. As you can see in the image above, Purple’s Harmony Pillow was crowned Good Housekeeping’s 2021 Best Bedding. Showing off its awards like this boosts Purple’s trustworthiness, increasing their E-A-T and SEO. The award is highlighted front-and-center on their homepage, helping to ensure that everyone sees it. This will ensure both search engines and visitors have confidence in the quality of Purple products.

Make sure you also show off any relevant awards you’ve been given on your homepage. You could even place them near the products or services they apply to. This will provide a great form of social proof that will make both search engines and customers more likely to trust you, ultimately boosting your SEO.

Don’t forget to nurture your off-site reputation

Keep in mind that Google will also look at external sources of information to determine whether or not they can trust your business. They want to see that other people in your industry or niche trust you before promoting your business.

Here are a few different ways you can improve your online reputation outside of your website:

  • Guest blog for reputable websites in your niche
  • Receive nominations for or win industry awards
  • Secure mentions and backlinks from other reputable websites in your field

To get people to speak positively about your business, it’s important to do good work. And, you need to ensure the likes of industry magazines or local online newspapers write about it. This will help show that you’re an industry leader and boost your E-A-T.

Populate your company blog with content that shows off your expertise

Content marketing is one of the most important aspects of running an online business today. You must regularly publish web content that shows off your skills and knowledge — this can help you rank higher on the SERPs, draw in more relevant traffic, and ultimately grow your sales!

Here are a few different types of content that can help you show off your expertise and authority:

  • Tutorials that outline how to use your products
  • Maintenance guides
  • Thought pieces about industry news or events
  • Ultimate guides that outline everything you know about a relevant topic

For inspiration, let’s take a look at some businesses that regularly publish E-A-T-boosting content on their blogs.

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Charbonnet Law Firm

Charbonnet Law Firm, a personal injury law firm in Louisiana, has a lot of expert content on their website. For instance, they have a thorough guide outlining what happens when insurance claims are denied.

This is a very beneficial topic for them to cover — people struggling with insurance difficulties might also need a lawyer regarding their claim, and this type of content can draw more people to the website. This shows website visitors and search engines that, not only is Charbonnet Law Firm an expert in legal practices, but they know about the technicalities related to relevant insurance claims as well. This helps to boost their E-A-T, and should allow the firm to rank higher on relevant SERPs.

Consider writing helpful articles about different topics that impact your field of work. If you can educate your customers by demonstrating your knowledge on these topics, you can boost your E-A-T and improve your visibility.

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Emotive

Finally, Emotive, a company specializing in text message marketing, has a lot of expert content on their website, as well.

In one particular article, they outline different strategies to grow an SMS subscriber list. The article discusses why SMS marketing is important, what metrics a business should strive for, and how a business can leverage every channel of their business to improve their SMS opt-in rates. This article in particular is very relevant to what Emotive does, and it shows search engines that they aren’t just talk, but that they’re truly subject matter experts. The likes of Google will then feel far more comfortable promoting the company’s services.

Consider writing guides that outline different strategies or methods your company specializes in. This will help you showcase your expertise, support your prospective customers, and boost your SEO as a result.

Summary

E-A-T is a very important factor for boosting your SEO, as it can really affect how your website ranks on the SERPs. In this article, we outlined how you can use E-A-T to boost your SEO by publishing great content, showing off your industry awards, and more.

Time to get to work!

Author bio & headshot:

Aaron Haynes is an entrepreneur, digital marketing enthusiast, and occasional SEO writer. With more than a decade of experience in business development, Aaron helps businesses and agencies develop and grow a data-driven yet nimble approach to search engine control. You can find more from Aaron on Twitter and LinkedIn.

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Andre Oentoro is the founder of Breadnbeyond, an award winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).

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