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Google E-A-T SEO
To rank well on Google, you need to nurture your brand by building its expertise, authority, and trustworthiness — which is exactly what E-A-T stands for!
Google wants to be as certain as possible that they are recommending sites that display a high level of expertise, authority, and trustworthiness — which is what E-A-T stands for! It’s Google’s way of protecting searchers from low-quality content that has the potential to be detrimental to a searcher.
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Expertise
To be an expert is to be very knowledgeable about or skillful in a particular area. However, possessing this knowledge alone is not going to get traffic flooding to your website from Google. You need to understand how to communicate this knowledge in a way that engages people.
How to create expert content?
- Keyword research
- Understand serachers intent
- Understand what buyers journey stage the searchers are at
- Balance between being comprehensive while keeping it simple
- Think about the next queries a searcher might have and have content ready to answer that too
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Authority
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.
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Trustworthiness
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.
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CURATED BY
Digital Marketer Welcome to my Deepstash where I share ideas I find most valuable for those who wish learn more about digital marketing!
Following E-A-T as a framework when working on your business’s digital marketing means you’re taking a holistic approach to SEO & content marketing. Covering these three pillars is a smart thing to do, particularly if you want to rank pages on Google for the best search terms in your industry.
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