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
- Detailed case studies of completed projects
- Clear explanations of your methods and approaches
- Photos of your team at work (with proper descriptions)
- Industry certifications and ongoing training
- Years of service in your field
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Demonstrate Expertise
- Step-by-step guides solving common problems
- Regular updates about industry changes
- Clear, jargon-free explanations
- Answers to frequently asked questions
- Technical details when relevant
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Establish Authority
- Professional memberships and accreditations
- Industry awards and recognition
- Media mentions and press coverage
- Partnerships with respected organizations
- Active participation in industry events
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Build Trust
- Clear pricing information where possible
- Detailed terms and conditions
- Privacy policy and data handling explanations
- Secure website certificates
- Regular content updates
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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- Leaving outdated information online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
- Share before/after project photos
- List professional certifications
- Explain your processes
- Show insurance and qualifications
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Retailers
- Provide detailed product information
- Show authentic product photos
- Include clear shipping policies
- Display security certificates
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Professional Services
- List team qualifications
- Share industry insights
- Publish case studies
- Show professional memberships
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Practical Steps to Improve
1. Audit Your Current Content
- Review all page content for accuracy
- Update old blog posts and news items
- Check all business information
- Verify contact details
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2. Add Missing Elements
- Create detailed About pages
- Add team profiles
- Include qualification details
- List industry memberships
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3. Strengthen Authority
- Request customer reviews
- Update professional profiles
- Join industry organizations
- Share expert knowledge
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4. Build Trust Signals
- Add security certificates
- Display payment logos
- Show privacy commitments
- Include business registrations
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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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