Building Your Website Trust
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If you had a business partner tell you that a part of their process “Is persuasive throughout every single thing they do,” you would listen to them.
If that same partner came back to you and said, “I’ve added a section to make that persuasive process better,” you would pay double the amount of attention. That is exactly what happened in the world of Search Engine Optimization (SEO).
The Concerns of a Business Owner
You’re worried about your sales, supply chain issues, the competitor who moved down the street. You have a website for your business.
This is a website you want the world to see so they will interact with you. I also know you have probably bought ads on a couple of websites. You want to know those advertisements will be seen often. How do you help make sure both happen? You learn how important E-E-A-T is to the SEO process.
Understanding E-A-T
E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. Back in November of 2022, Hyung-Jin Kim, VP of search at Google, made his “persuasive” comment. About a month later, the second E got added for “Experience.”
Some will tell you it was in direct response to ChatGPT being released. It is one mission to “say all the things.” It is quite another to be “involved in the game.” The expression of experience provides the biggest way to tell whether something was created by a human or a machine.
Google’s Approach
Google employs third-party Search Quality Raters to judge E-E-A-T. They have been concentrating on the expertise angle.
Feedback from these folks is how Google decides whether or not to make and/or continue with internal changes to how search engines work. If you want to be successful, you have to follow some simple guidelines and show off expertise.
Enhancing Your Website for E-E-A-T
The first change to make to adjust for E-E-A-T is a direct one. Websites that score high have first-hand stories.
They also have a great deal of info about the author. As you’re doing that, you can increase the expertise level by showing off qualifications. When you want to build up “authoritativeness,” ask yourself, “Am I the go-to for this kind of information in my community?” That should be the goal.
If you want to increase the trust rating, think about adding some videos showing the people involved in the website as well. You do that, and the next algorithm update might just trend in your direction.
