Improving SEO is a long-term, ongoing process that requires you to build up your reputation in the industry. Specifically, Google’s Expertise, Authority, Trustworthiness (E-A-T) rating, plays a major role in how high your website will rank. E-A-T ranking is even more important for legal, financial, and medical companies, as they are often compared to a higher standard.
Since everyone is out to get on the first page of the search results, improving SEO is critical for all brands in today’s digital age. Many of our clients are looking for a quick fix, but that’s not what SEO is about – it’s about demonstrating that your brand is one to look to for high-quality, relevant information. If you want to improve your ranking, you need to put in the hard work. At Skyrush Marketing, we have insight into boosting your Google E-A-T ranking, and we use our own expertise in the industry to benefit our customers in huge, measurable ways.
Below, we outline the three components of the Google E-A-T rating, and how to address each them effectively.
- Expertise: To demonstrate that you are an expert in the field, include the credentials of the author of the main content (MC). This is especially important for your blog posts. For instance, you want to weave your author’s skills into the actual content and include a short bio at the end of the piece that further impresses upon the reader the author’s level of expertise. Users want to know that they are getting practical, verifiable information. This means your content should contain information that they can use, and whether the piece is opinion-based or fact-based, all the information should be true. By ensuring that your information is accurate, and users can check the facts against other sources, you increase your brand’s level of expertise. If a user Googles your MC author’s name, the results should indicate that he or she is experienced in more than just content writing.
- Authority: This aspect is also related to your author or brand’s experience in the industry. But, another important component of authoritativeness is customer reviews. When your customers consistently leave good reviews about your company, this shows that your reputation backs up your claims. It’s not enough for you to just say that your author is an authority figure – you need to have your customers show support for your brand. Your reputation can make or break your company’s results. Make sure you check for third-party reviews of your brand to see what other people are saying. Do you need to respond to any comments, questions, or concerns? Maybe after looking over all your reviews, you’ll see that there are areas you can improve upon. Like we said earlier, this is a long process, and it involves constant attention.
- Trustworthiness: Trustworthiness is about much more than your brand’s reputation and your content’s accuracy. Specifically, if you’re an ecommerce site, trustworthiness is about security. Every site should have an SSL certificate if they want to get a good rating on Google. In addition, since HTTP pages have been deemed “not secure”, it’s more important than ever to automatically redirect to an HTTPS URL. Other things to consider are including your company’s name, address, and contact information. If there is no evidence of who you are and how to reach you, users won’t trust your brand. Furthermore, including verifiable badges and certifications can help boost your authoritativeness and earn a higher quality rating on Google.
Skyrush Marketing is an SEO Expert
At Skyrush Marketing, we have a full team dedicated to SEO. When we audit your site, we’ll come up with specific recommendations based on your current strengths and weaknesses and how they relate to your E-A-T ranking. For instance, if you have several low E-A-T content pieces, we might recommend removing them and generating additional high-quality landing pages or blog posts to replace them. We work aggressively, so even though we mentioned that SEO is a long process, our clients typically see results faster than large agencies that treat all clients the same. We take the time to get to know our clients in depth – their goals, current tactics, team approach, and more – before we set up our plan, so then we can ensure the strategy will be effective from the start.
To learn more about how to boost your SEO with Skyrush Marketing, contact us today.