5 ways you can improve your SEO by boosting your site’s E-A-T
Search engine optimization (SEO) is a marketing strategy that helps you improve your website’s visibility and rankings on relevant search engine results pages. It’s a very important aspect of marketing that can help you reach your target audience and drive more traffic to your website.
One of the ways you can improve your site’s SEO is by enhancing its E-A-T and, in this article, we will look at how to do that.
What is E-A-T?
The E-A-T acronym stands for expertise, authority, and trustworthiness. It is a ranking factor that Google uses to determine whether your website is worthy of being recommended to its users.
As a website owner, boosting your E-A-T should be one of your top priorities, as it can increase the level of trust Google has in your site, and help you get better rankings on the search engine. To get you started, we are going to go through five ways you can boost your website’s E-A-T and improve your SEO.
Create expert content that shows your skills and knowledge
Publishing website content that shows off your skills and knowledge can be an excellent way to display your expertise. This is one of the reasons why it’s so important for websites to have blogs or knowledge hubs. When creating your blog, there are different types of content you can use to demonstrate your expertise.
You could write about original research done by your company, and this can be the results from observing a particular pattern or carrying out an experiment in your field. Or you could publish industry news content that you can include on your website to educate your audience about updates or events that are going on in your niche.
You can also create ultimate guides, which are long-form and comprehensive content pieces that give a comprehensive overview of a topic. To give you an example, let’s take a look at this ultimate guide from Venngage.
Venngage is an online tool for creating infographics, presentations, or other visual designs. On their blog, they have a post that gives a very detailed explanation on the topic of what is an infographic? They also include various examples, templates, and design tips to guide people who might just be getting introduced to the concept of infographics. It’s a very explanatory piece of content, and it does a great job of showing the company’s expertise in the area of infographics.
And then we have how-to-guides, which are informative content pieces that provide step-by-step instructions on how people can perform a specific action.
FreshBooks is a company that provides an accounting solution for small and medium businesses. One of the blog posts on their site is a great guide that talks about how to write a winning invoice letter.
The guide explains what an invoice letter is, lists out the step-by-step process for writing one, and even includes a format that can help their audience prepare an invoice letter. It’s a really helpful post that will be valuable to their audience, and it helps show people that they have a very good knowledge of this topic.
It’s a great idea for you to create expert content for your website, and you can start with any of these content types. By incorporating them into your website’s blog, you’ll be able to show off your skills and expertise before even getting on a call with your prospects.
Show who’s writing your website’s content
You need to ensure that all of your website articles and blog posts are given a byline, so people and search engines can tell when an expert has written them. To create effective writer bylines that will boost your site’s E-A-T and SEO, make sure you include specific details like a writer’s full name, job title, and work experience.
Search engines pay attention to bylines because they should show you have authoritative and high-quality content on your site written by experts in your field. And this helps satisfy the authority and expertise aspects of the E-A-T ranking factor.
Now let’s study a website that has made it a point to create strong author bylines or bios that are great for boosting the company’s E-A-T.
Looka is an online design platform that helps users create logos and other brand identity assets. On their blog, you’ll find that the company has given all of its content writers their own pages. These give readers and search engines more information about the writers and also a look at their other work, which helps to paint a clear picture of their expertise. This is something you can implement for your site, as well. And it can even help you get more visits from people who might have initially been looking for content written by one of your expert contributors.
Make sure all of your policies are clear and accessible
Another way Google judges whether a site is legitimate and worth trusting is by looking for its policies and whether users can easily access them. So, as a website owner, you should ensure that all policies are easy to find on your site.
Some of these include your privacy policies, delivery and returns policies, or payment policies for prospective customers. If you want to make sure these policies are clear and easy to find on your site, try creating a separate web page dedicated to displaying information about each of them.
This makes it easier for people to find all the information they need in one place when browsing your site. It’s also important to have these policies in place as they can help Google see the measures you’ve put in place to make your site as trustworthy as possible for visitors.
Display your qualifications and awards
If you have any industry-specific awards or qualifications, it’s a good idea to display these on your website. This is because they’ll provide concrete proof that you’re great at what you do, and they also help boost your site’s E-A-T.
When deciding which qualifications to show on your website, make sure you choose the ones that are relevant to your niche and show how much expertise and authority you have in your industry. You don’t have to place all the awards you’ve won on your page — only the ones that are relevant to your customers and audience.
You could display these awards in a section on your homepage, or you could have them placed on banners so people can see them as they scroll by. Also, you could decide to create a page for awards and qualifications alone, so you have enough space to display all the relevant ones.
For inspiration, let’s take a look at a company that knows how to display the relevant qualifications it has obtained.
The team at Babcock Injury Lawyers does a great job of using their website to show how qualified they are in their industry. On their homepage, you’ll find that they’ve dedicated a section of the page to show off the awards and qualifications they’ve gotten from various credible organizations in their field.
They display awards from Super Lawyers, Accredited Business, and other associations that are well respected in the legal industry. This does well in showing their expertise, and it can help both search engines and visitors recognize them as an authority in their field.
If you also want to show your expertise on your website, you should consider adding relevant awards that your company has won from credible and authoritative associations.
Put time and effort into managing your off-site reputation
Google will also look at external sources of information when trying to determine whether they can trust your business. So, you’ll want to put some time and effort into managing your reputation outside of your site. To do this, you can start by writing articles for reputable sites in your niche or entering (and hopefully winning) some industry awards.
You should also try giving the press positive reasons to talk about your company. One way to do this is by donating to a cause or participating in some volunteer work that will help you secure mentions from reputable websites or other people online. If you need more tips on managing your website’s off-site reputation, you can check out Entrepreneur’s list of 60 ways to promote your business.
Improving your website’s SEO isn’t an overnight task. But, as long as you know the techniques that can help you get the best results, you’re already a step ahead of many others.
You can start by creating expert content, displaying your qualifications, and showing the people who write your website’s content. When you have a handle on these, it’ll be easier for you to implement the rest of the tips so you can boost your site’s E-A-T and improve your rankings on search engines.
Author bio & headshot:
Alex Ratynski is the founder of Ratynski Digital, an online marketing consultancy that focuses on helping small and medium-sized businesses achieve their goals. He set up his company after working as a local SEO director for a dental marketing agency, where he helped to turn clients’ ventures into thriving multi-million dollar businesses. He spends most hours strategizing SEO for his clients.