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EAT & Demonstrating Your Expertise For SEO

by Francesca Hampshaw

Jul 1, 2020

marketing expertise

EAT is the acronym for Expertise, Authoritativeness and Trustworthiness – key factors in Google’s ranking factor. Find out how you can boost your EAT score and see some of our top tips for demonstrating expertise online:

The Difference Between Expertise, Authority and Trust
Your expertise in a subject reflects your high knowledge or experience in a skill. This is important because an article written by an industry professional will have more weight in their niche topic than one written by anyone else, particularly when the subject is something such as medical or financial advice. ‘Everyday expertise’ is also welcomed in certain subjects – if your content reflects that you’re qualified to talk on a subject, then Google will attribute you higher in its rankings.

Authority shows the reputation that your website has. Are you thought of as the go-to source for information in your industry? Is your website used as a source for articles online? Have other people left positive reviews about your website?

Trust shows the credibility of your website. For e-commerce sites, this may be signals that show the legitimacy – do you accept PayPal and VISA payments? Is there a phone number and company address users can use to get hold of you if there is a problem? For other brands your trust may come from your company’s transparency. Is the information you’re giving out accurate?

Top Tips for Improving Your EAT Score & Demonstrating Expertise

#1 Attribute all of your blogs and industry articles to an author, and make sure that each author has a detailed profile detailing their experience in industry.

#2 Include accreditations and awards (including shortlists) on your website.

#3 Create a hub of relevant information and advice articles for topics within your industry. If you’re struggling to think of content then write a list of commonly asked questions by your customers, and create content around this.

#4 Guest write for local and industry publications online, including a link to your website.

#5 Include easy-to-find contact details on your website – phone number, emails and addresses.

#6 When writing factual articles, make sure to include your external references – and double-check that you’re using credible sources.

#7 Make sure to set aside SEO time to build links, and priorities high quality links over multiple lower-quality ones.

#8 Encourage customers to leave reviews. Positive reviews on a variety of platforms (e.g. Facebook, Google, TripAdvisor, TrustedTrader) will help – particularly if these platforms are relevant to your industry.

#9 Make sure your content is updated regularly. Have you referenced a law which no longer exists? Or talked about a topic that’s no longer relevant? Ensure you’re using the latest expert knowledge in your articles.

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