E.A.T. – Expertise, Authority, & Trustworthiness
Every business wants to showcase its expertise, authority, and trustworthiness. As your internet opportunities expand and your online digital competition increases you make seek to present a professional, more mainstream digital “image”. Your E.A.T. rating is even more important. And … this is a very SEO thing to do.
What is the Google E.A.T. Rating?
The EAT acronym is not just a catchy term, it represents Google’s EAT Ratings which were part of some recent changes to Google’s quality rating guidelines and part of a major search engine algorithm update. It is part of their efforts to provide a Page Quality rating, i.e. each web page or post is a potential landing page for a SEARCH.
Google (and other search engines) are constantly adjusting and improving their algorithms to provide better search results when. They are always trying to stay a step ahead of spammers. Searchers might not notice the changes but we in the SEO world are always paying close attention.
Examining Your Brand EAT Efforts
During our Simple Organic Search (SOS) Strategy we spend a lot of time analyzing and evaluating your digital presence. We pay attention to your brand’s personality and voice, your About pages, your Contact page, your testimonials, reviews, and social media presence. Each business is different and the what works for a doctor with a medical marijuana certification is much different than for a business using hemp in their textile products.
4 Steps to improve your EAT Rating
Establishing and maintaining your digital brand reputation is an ongoing effort that we incorporate into our SEO services but 3 easy to implement takeaways are recommended for any business in almost any industry:
- Make sure your ABOUT page is about the business and not a reiteration of your products and services. This is one of the pages where it is good to brag and use the words “I”, “we”, “us”, and “our”. This page is less about what you do and more about who you are … an expert in your industry.
- If your management team, sales team, or staff are known … think about creating a TEAM page and creating a web page for each person and talk about their role in your company (not their resume at past companies).
- The CONTACT page shows legitimacy – every company should have a name, address, phone number and email address. If you want to limit spam don’t show your email address but provide a form or chat to allow people to communicate with you. You should have an easy way to contact a human.
- If you have a local business with a “shop” address – make sure you create/claim your Google My Business. This gmail account will be connected to your Google Maps and Google Reviews, and Google posts so make sure you use an email address and phone that can be shared appropriately with your marketing team.