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Build Website Trust: A Guide to Google's E-E-A-T Standards

Google SEO Guide

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:

 

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

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

Establish Authority

  • Professional memberships and accreditations
  • Industry awards and recognition
  • Media mentions and press coverage
  • Partnerships with respected organizations
  • Active participation in industry events

Build Trust

  • Clear pricing information where possible
  • Detailed terms and conditions
  • Privacy policy and data handling explanations
  • Secure website certificates
  • Regular content updates

Common E-E-A-T Mistakes

Many businesses harm their E-E-A-T signals by:

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

Retailers

  • Provide detailed product information
  • Show authentic product photos
  • Include clear shipping policies
  • Display security certificates

Professional Services

  • List team qualifications
  • Share industry insights
  • Publish case studies
  • Show professional memberships

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

2. Add Missing Elements

  • Create detailed About pages
  • Add team profiles
  • Include qualification details
  • List industry memberships

3. Strengthen Authority

  • Request customer reviews
  • Update professional profiles
  • Join industry organizations
  • Share expert knowledge

4. Build Trust Signals

  • Add security certificates
  • Display payment logos
  • Show privacy commitments
  • Include business registrations

Monitoring Your Progress

Track these metrics to measure improvement:

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:

Our Optimiser Plus service can then help implement these improvements, ensuring your website demonstrates E-E-A-T to both Google and your customers.

Optimiser PlusLearn More

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Most people read our blog because their website isn't delivering the results they need.

Is it time to let us help?

Here's the thing - while you're researching SEO solutions, your competitors are already showing up when customers search. Every day you're invisible online is another day of lost opportunities.

The good news? Getting found doesn't have to be complicated. We offer three distinct SEO programmes designed for different business needs - from DIY tools to complete done-for-you transformation.

Not sure which programme is right for you? Our comparison guide walks you through all three options in detail, helping you find the perfect fit for your business.

Or if you'd prefer a personalised recommendation, start with our free Website Fitness Evaluation. We'll assess your current SEO fitness and suggest the right programme for your specific situation.

Book a freeWebsite Audit

Whether you do it yourself, let Norman guide you, or have us handle everything - you're never alone in your SEO journey. That's the KickstartSEO promise.

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