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Value all reviews: Reviews are useful for potential customers when they’re honest and objective. Customers find a mix of positive and negative reviews more trustworthy. You can always respond to a review to show the customers that you care and provide additional context.

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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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The key to that kind of statement is that new potential customers can put themselves in the shoes of your past customers. Knowing that you are “great” is fine, but knowing that you can solve the specific problem that they’re struggling with is gold.

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