E-E-A-T: Why Successful Local Businesses Use This in SEO

Every local business in California strives for greater online visibility and organic traffic to thrive in today’s competitive marketplace. One proven method that any San Diego SEO agency should adopt is the E-E-A-T approach.

This article breaks down the abbreviation:

• What is E-E-A-T, and why does it matter?
• Understanding the value of these principles in SEO
• Solid strategies to execute each element

Power up your online optimization plan today. Read the article below to learn more about the E-E-A-T technique. Let’s go!

Watch this video to learn about the Digital Authority Partners approach to local SEO!

What Is E-E-A-T, and Why Is It Important?

E-E-A-T stands for Experience, Expertise, Authority, and Trustworthiness. Google uses these core principles to measure website quality, especially content.

The reason is simple: the giant search engine wants only the best user experience.

For example, when someone searches for information, Google wants to ensure that:

• They receive only relevant data that can help them in the decision-making process. In fact, the copies support their customer journey.
• Users do not spend too much time searching for the right answers. Those that appear at the top can already suffice.
• They are safe. Users do not have to worry about being fed misleading or wrong information or giving their personal details, such as names and e-mail addresses, to suspicious sites or third-party lead-generation pages.

How does the user experience relate to your local business and optimization efforts? If you meet all four criteria, Google believes you can satisfy or answer queries. In short, it views your site as having expertise in the field.  For this reason, it wants your site to appear early in search results, which means:

• Higher SEO ranking for your chosen targeted local keyword or phrase, preferably on the first page or, better yet, the first position
• Coveted placements on the search results, including featured snippets, local map packs, and knowledge panel
• More enhanced brand awareness or online exposure
• Increased domain authority, which encourages other publishers to link back to you
• Better backlink profile that further strengthens the positive effects of your SEO campaigns

Breaking Down E-E-A-T With Tips

E-E-A-T is specifically helpful for your money, your life (YMYL) pages. These sites provide users with medical, financial, legal, or other high-risk advice. As such, the search engine holds them to a higher standard regarding content quality and trustworthiness.

However, with significant new algorithm changes, such as helpful content, these four elements are just as valuable for anyone doing SEO.

In fact, Google’s search rating guidelines clearly emphasize that those deemed inexpert or untrustworthy should receive the lowest rating.

Here is how each factor contributes to higher ranking, traffic, and brand awareness, along with tips on how to implement them:

     1. Experience

This principle is a recent addition to E-E-A-T. When someone with known first-hand or in-depth knowledge of a subject writes an article, Google believes it becomes even more trustworthy.

After all, if you want to help file taxes, which guide are you likely to follow? Is it the one that a tax accountant or a financial planner created? Most definitely, the answer is the latter.

Language is a telltale sign that informs Google and its users about your experience. These include writing copies from the first-person perspective.

You can also demonstrate this element by:

• Posting your qualifications and certifications in the articles, especially in the bylines
• Creating original content, whether these are videos or images (e.g., behind the scenes, day in the life, etc.)
• Conducting your own studies or surveys to back up your claims
• Trying out something new in your field and sharing your journey online
• Publishing user-generated content (UGC) for social proof
• Including an About Us page on your website

     2. Expertise 

Expertise means demonstrating specialized knowledge or skill in your niche. Usually, it works in tandem with experience. If your online posts are often visited, you will likely be an expert with sufficient exposure to your chosen field.

Expertise is critical in SEO for several reasons:

• Experts can produce high-quality articles. They provide insights and recommendations shaped by their background and experience. Hence, the content ideas are often unique.
• They are also more adept at diversifying channels and content types. They can use their deep understanding of their industry to develop a content marketing strategy based on the sales funnel. For instance, white papers and comparison guides are perfect for those in the consideration stage.
• Experts are also better equipped to understand SEO algorithms and trends. With the extensive know-how of their industry, true experts keep up with algorithm changes from Google, Bing, and other search engines. This gives them better-staying power over time.

You can tell your prospects you are an expert with these tips:

• Post meaningful and insightful content to your website, blog, and social media platforms.
• Build relationships with influencers in the same industry.
• Take an authoritative stance on current industry topics by guest posting for other websites.
• Publish case studies about successful projects you have completed for customers.
• Offer educational resources. These include e-books and video tutorials.

     3. Authoritativeness

Authoritativeness is the level of expertise and reputation a website has within a particular niche. Although it is often confused with expertise, they have significant differences.

Expertise is about having a high level of knowledge and skill in a specific subject; authoritativeness is focused on establishing a reputation as a trusted source within that area.

In short, expertise is what you possess. Authoritativeness is what others believe about you.

How do you illustrate this in SEO? Here are some ideas:

• Continuously learn while celebrating your achievements. These include educational qualifications, professional experience, certifications, or published works.
• Build a positive reputation among peers, industry professionals, and users. Consistently produce accurate, well-researched, and valuable content that others respect and cite.
• Maximize brand citations. For example, you can request having a link back from sites and leads that mention your business.

     4. Trustworthiness

This is the perception of a source or overall site content as reliable, honest, and dependable. Many business owners and even marketers think that expertise is enough. You can be perceived as highly knowledgeable about a subject even though you share outdated or incorrect information.

Falling behind latest practices and trends happens when professionals do not keep up with the changes in their respective industries or their data sources are outdated. Those currently using artificial intelligence (AI) to generate articles are also prone to it. These technologies speed up content production, but they also make significant mistakes.

You can raise the trustworthiness of your copy by:

• Fact-checking content accuracy by using various sources
• Avoiding presenting opinions as facts
• Ensuring all claims have evidence
• Demonstrating transparency, such as disclosing your source of information
• Using the latest research and surveys from reliable sources
• Quoting experts in the industry
• Complying with regulations and best practices

Summing Up

Good SEO relies on E-E-A-T, four characteristics that help provide a satisfying user experience. It raises brand awareness when your leads can believe your information and see you as an expert. It also shortens the sales cycle, converting your audience fast.

This article offers clear explanations for each element and tips on exhibiting it. However, you need a holistic optimization plan to make these more effective. Digital Authority Partners (DAP), a San Diego SEO agency, customizes digital marketing solutions that maximize visibility, engagement, and lead generation.

Contact us today to learn more about how we use E-E-A-T to grow your business.