Build Website Trust: A Guide to Google's E-E-A-T Standards
Gone are the days when stuffing keywords into a webpage would boost your rankings.
Today, Google looks for Experience, Expertise, Authority, and Trust (E-E-A-T) when deciding which websites to show in search results.
Getting these elements right for small businesses can mean distinguishing between being found online and being lost in the crowd.
What is E-E-A-T?
Google uses E-E-A-T to assess website quality:
- Experience: First-hand knowledge and practical understanding
- Expertise: Deep knowledge of your field
- Authority: Recognition from others in your industry
- Trust: Accurate, current information that helps visitors
Each element works together to show Google your website deserves to rank well in search results.
Building E-E-A-T Into Your Website
Show Your Experience
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Demonstrate Expertise
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Establish Authority
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Build Trust
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Common E-E-A-T Mistakes
Many businesses harm their E-E-A-T signals by:
- Copying content from other websites
- Leaving outdated information online
- Making claims without evidence
- Hiding contact information
- Ignoring customer reviews
- Using stock photos without real business images
- Writing vague service descriptions
How Different Businesses Show E-E-A-T
Service Businesses
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Retailers
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Professional Services
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Practical Steps to Improve
1. Audit Your Current Content
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2. Add Missing Elements
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3. Strengthen Authority
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4. Build Trust Signals
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Monitoring Your Progress
Track these metrics to measure improvement:
- Search ranking changes
- Website traffic increases
- Time spent on site
- Bounce rate decreases
- Conversion rates
- Customer feedback
- Review ratings
Use Google Analytics 4 and Search Console to monitor these changes regularly.
Take Action on Your E-E-A-T Today
Want to know how your website measures up on E-E-A-T factors? Get a free SEO audit from KickstartSEO. We'll analyze your website's authority signals and provide specific recommendations to improve your E-E-A-T, including:
- Experience signals assessment
- Expertise demonstration opportunities
- Authority building recommendations
- Trust factor analysis
Our Optimiser Plus service can then help implement these improvements, ensuring your website demonstrates E-E-A-T to both Google and your customers.
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