When exploring the world of digital marketing and SEO in particular, trying to get your website to rank higher in competition with your rival websites.

You’ve likely come across the acronym E-A-T.

But what does E-A-T actually mean?

Well, it stands for Expertise, Authority, and Trust.

Ironically, you can compare it to the qualities that you might look for in a restaurant when looking to do exactly that: eat.

What do you look for in a restaurant?

You’re going to want them to display expertise in their area; you don’t want to go to a restaurant that employs sub-standard chefs who aren’t well-versed in the culinary arts.

You’re also going to want to find a restaurant with authority, which is the hottest restaurant in town and stands out as the authoritative figure on your desired cuisine.

And of course, trust; do they have a reputation as being great at what they do? Can you trust that upon booking a table and sitting down to eat, that you’re going to have a positive experience?

The very same applies to the way in which Google and other search engines rank (and thus, recommend) your website.

Have you displayed expertise in your field; are you an authoritative figure worth mentioning; and can you be trusted?

Of course, every company is going to answer yes, yes, and yes.

However, your job is to not simply say yes, but to demonstrate the fact through your actions, methods and the type of content that you share with your target audience.

By adopting and improving E-A-T score, you will not only encourage Google to recognise and reward you, but you will subsequently offer a better ‘guest experience’ for those visiting your website.

When a higher standard of E-A-T is displayed, you can expect those visiting your website to have a much higher chance of converting into business.

You see, its not just about getting bodies through the door, but being able to accommodate them appropriately as well.

Demonstrating Expertise

Having ‘expertise’ is demonstrating great knowledge and/or expert skill in a particular field. So, how do you go about proving that you are indeed the ‘expert in your field?’

Demonstrating expertise is about following through on your promises.

You have to provide an exceptional service that gets people talking and wanting for more.

You must have unique, engaging, and informative content that has purpose on your website, content that makes you stand out from your competitors.

An effective way of doing this is by adding regular content to your blog, sharing industry-relevant information to your audience.

It is important to write unique, and expertly crafted content that stands out from the crowd. Google will be scrutinising the content on both yours and your competitors websites in order to decide which is the best, the most informative, and truly authentic.

Writing regular blogs that provide good information, teaches the end user something new or helps them solve a problem will also help you get found for more search queries on the web.

This will invariably increase your authority over time and help to build trust, but we will get to that.

Achieving Authoritativeness

Authority is a way of measuring where your website stands in comparison to other website’s that offer similar information.

You can achieve authoritativeness by expanding your website and offering as much information as possible.

You will want to have detailed information pages on each of the products and services that you offer.

The more services or product pages you have, the more you are likely to be found for.

The bigger a website the more authority.

An FAQ page is also another great way of building authority.

If you have an answer to every question that your potential customers might have, available to peruse on your website, then it proves that you are the authority in your industry because you are anticipating your audience’s needs before they arise.

Link building is another huge factor when building your website’s authority.

It shows that other websites and businesses are ‘recommending’ or ‘vouching’ for you.

A backlink from one website to another is a vote of confidence that proves to Google that yours is a website worth talking about.

Gaining Trust

What is trust? It is simply being able to be relied upon as being genuine and truthful.

People want to know that when they are seeking information, products, or services, that the source can be trusted.

You don’t want to end up buying products from a website that turns out to be completely different from the description provided.

Nor do you want to put your faith in a service provider that has a history of letting clients down.


So how do you gain trust?

You must be truthful, accurate and reliable always.

First, you will need to have a secure website with an up-to-date SSL Certificate. This shows that you take safety and security seriously.

Try to secure as many positive reviews as possible.

This can be done through Google My Business, your website via a testimonial section, and through your social media channels, such as Facebook.

At Content SME, we have an effective method of obtaining positive reviews, whilst also protecting our clients from negative reviews before they can make it to a public platform.

That way, you can identify the problem area and work to resolve the issue with your disgruntled customer.

If handled with care, you may even be able to turn that negative feedback, into a positive review.

If you’re interested in exploring it further, please feel free to contact us and we can take you through the essentials.

Remember: it’s always better to issue a refund, than it is to suffer a negative review.

Be integral in everything that you do

Another great way of gaining trust, is by remaining truthful. Do your due diligence when researching and writing about a subject.

If you’re going to write figures or percentages, you must cite your sources so that people can check the authenticity of the claims.

As an example: there are approximately 1.7 billion websites on the internet, which is why it is so important to be as authentic and informative as you can in order to stand out.

But how can you trust those figures?

I could have just plucked that number out of thin air to reinforce my point. However, we’ve linked this claim to the source of the information, demonstrating that we have nothing to hide.

The same applies to all other content that you produce. Show your workings and let your audience know how you managed to arrive at a certain conclusion, so that they can have faith in your intentions.

You must create authentic content, rather than simply ‘copying and pasting’ it from elsewhere, because another website summed it up rather nicely.

Make your post bigger, better and more informative.

Remember, trust that is lost will very rarely be regained.

Thus, it is paramount that you always have the best intentions when associating content with your website, brand, and business.

That is the key to achieving an optimum E-A-T rating, and subsequently experiencing greater success in the online community.

If you’d like more information about this subject, or would like to explore our digital marketing services more, then please feel free to contact us today.