You may have heard about Google E-A-T... it stands for Expertise, Authority and Trustworthiness. Google is testing websites for those elements and if it isn't worthy, you won't rank well in SERP. These are the Search Engine Results Pages that are displayed when you search Google.
The days of popping up on Google overnight are long gone. Your brand needs help by building your expertise, authority and trustworthiness. Basically, it all comes down to guidelines to comply with in order to be deemed a worthy place to send people to. Apparently, there are about 10,000 people employed by Google to carry out these checks to ensure the effectiveness in recognizing web page quality.
The Expertise definition is: being very knowledgeable about or skillful in a particular area. However, having this knowledge alone, is not going to get traffic flooding to your website from Google. You have to communicate this knowledge in a way that interests customers. Present your business as an expert. Offer strong information that people would find useful.
Being an expert is great, but it's only the beginning. When other experts or influencers are pointing to you as a source of information or when your name (or your brand) becomes synonymous with relevant topics, then you are not just an expert - you're the authority.
Ways to show this might be to include links from relevant websites that have already gained authority or link to another website that mentions you. If your content is shared consistently across social media, this could be a sign of growing authority.
Your website needs to avoid any negative comments or reviews. Better Business Bureau is a go-to source of reviews. Make sure you have good reviews on their website. Check reviews from Google, Facebook, Yelp, Trip Advisor or any other relevant review site. Respond to reviews and use them as an opportunity to show people that your customer service doesn't leave people hanging.
Other ways to prove trustworthiness is having a physical address or location. Making sure your domain is secure (HTTPS). Implement a privacy policy and terms of use on your website. If you sell goods or host a store, have a clear refund and returns policy.
In conclusion, this is a very basic interpretation of Google's E.A.T. algorithms. When google recommends a website, they don't want to promote false information. The good news is that if you follow their guidelines, and achieve a high E.A.T. score, you will stay ranked high in Google.
Do you want to rank well in Google? We will make sure that your new website starts you on the road to having a great E-A-T score.
Just like anything else worth achieving, it takes constant work. Call us today at 780-739-5850.
