A few days ago I attended the first mobile advertising boot camp organised by Google. The welcome slide on the projector had the name of the speaker. Instantly, I looked up the profile of the speaker on LinkedIn. I did this to check the expertise and credibility of the trainer on the subject of Google AdWords. In most cases, when we receive invites for industry or professional conferences, we are quick in going through the profiles of the speaker to ascertain their qualifications, accolades and expertise within the given field. This determines our willingness to attend the conference or listen to the trainer.
This is in line with Google, as its current rating guidelines expressed the massive importance E-A-T has to websites overall ranking. E-A-T in this case, is not in reference to the UK sandwich shop but an acronym for expertise, authoritativeness and trustworthiness. These are three elements that are used to determine the value of a website to users. Let’s dive into each element and provide tips on how you can maximise them:
Understanding E-A-T and leveraging tips
Tip: It is important to ensure the ‘About Us’ page expresses as many formal qualifications, training, work experience, professional accolades and memberships as possible. In addition, it is advisable to strive to have a good percentage of blog posts on a website which are a product of personal experience or result of a personal experiment. This goes a long way in showcasing the expertise value in Google’s quality rating.
Tip: The quality of contents on your website should provide facts, figures, case studies and in-depth articles. Consistently producing high-value articles on a given topic is also important in increasing your level of authoritativeness.
Tips: Utilising a customer or client review system that encourages reviews on your website will have an impact on improving the trustworthiness value of your website. Regularly guest blogging on other websites, providing quality answers on forums will improve your online credibility and thus enhance your website’s trustworthiness.
Subconsciously, E-A-T determines how much time we spend on websites and how we respond to a given call-to-action. We are likely to read a blog from an author with the relevant expertise or life experience. We read the ‘About Us’ or ‘Meet the Team’ page to determine if a company has the right calibre of employees to deliver our desired business goals.
At Cariad Marketing, we love to eat cake but more importantly, we have a good understanding in optimising the E-A-T value of websites. Why not contact us on 01992 582 824 for more information?