Google E-A-T SEO: How to Create Content Google Wants

Being an expert is great, but it's only the beginning. When other experts/influencers in your vertical are citing you as a source of information or when your name (or brand) becomes synonymous w/ the relevant topics, then you are not just an expert — you're the authority.

KPI’s for judging authoritativeness:

• Links from relevant & authoritative.
• Mentions in the news or on authoritative websites in your space will still boost authoritativeness.
• Majestic ‘trust ratio’ score & Moz Domain Authority score
• Content is shared, widely & consistently across social media.
• Branded search volume.

Too many bad reviews are a sign of low quality — which decreases your trustworthiness. Address complaints before you end up with too much negativity attached to your brand. 

Ways to promote trustworthiness:

• Have Contact, T&Cs, & Privacy Policy pages that are easily accessible.
• Associate the website with a physical location — office/store address.
• Have a secure web domain.
• Have clear refunds & returns policies.
• Include comprehensive specifications of products & relevant safety advice.
• If you’re sharing knowledge, have an author bio included & cite external sources.