E-A-T and SEO: How to Showcase Your Expertise

Our blog last month discussed why E-A-T is important for developing an effective SEO strategy. E-A-T stands for expertise, authoritativeness and trustworthiness. For businesses operating a Your Money, Your Life (YMYL site), E-A-T is of critical importance. YMYL sites help people make important financial, health or professional decisions.

If you are operating a YMYL site, then showcasing your business’s expertise is just one part of the puzzle. Content is essential for showcasing your business’s expertise. 

Make Sure to Frequently Publish High-Quality Content

Content is the most important aspect of showcasing expertise. Your site’s content should demonstrate that you are an expert within your industry. People should feel safe trusting your website to help them make important life decisions.

Frequently publish up-to-date, helpful and relevant information for site visitors. If you are a lawyer, then your site should have pages with content on your main practice areas. For example, if you are a personal injury attorney in Austin, then you should have several pages discussing how each practice area falls under Texas personal injury laws. Site visitors and search engines must be able to gauge your expertise within your practice areas. Don’t just give definitions. Instead, walk someone through the process and explain which laws apply or which forms they will need.

Be sure to look at your competition while creating a content strategy for your site. Pay close attention to competitors at the top of the search results. Which topics do your competitors cover on their sites? Make sure to write about topics that are bringing in organic traffic to competitor websites. You should also pay close attention to the linking structure on competitor websites. Look at how they are using internal and external links to bolster the quality of content.  

Any successful content strategy must take user intent into account. You must know what people are searching for within your industry and the intent behind their search queries. Certain tools, like those offered by Ahrefs, Google, or SEMRush, can help you take a closer look at search data and keywords. Google Trends can help you determine which search terms are most popular within specific areas. Ahrefs and SEMRush have tools that let you see which search terms and topics drive organic traffic to other websites.  

Write content that addresses popular search terms. Cover as many related topics as possible. If you can offer more information than your competitors and the quality of your content is much higher, then you stand a chance at surpassing those competitors in search results. Search engines and site visitors would trust your expertise over competitors. 

Highlight the Authors of Your Content 

Discovering what you need to write about is only part of the equation. You also need to put thought into how to write the content. It may sometimes help to publish site content written by a licensed professional, such as a doctor or lawyer. Be sure to add information about the professional author to any blogs or content pages on your site. Include information about the person’s certifications, education, licenses, awards and general biographical information.

See content as an opportunity to showcase your business’s expertise, especially if you are a business operating a YMYL site.  Site visitors must feel safe trusting your business’s expertise. Content on your site must be able to help people feel safe making important life decisions. 

Never Ignore the Power of Quality Offsite Content

Onsite content can help showcase your expertise. Offsite content can showcase your expertise and obtain backlinks for your website. Find authoritative, third-party websites where you can post content about your services or business. Guest blogs and press releases can significantly boost E-A-T for your business. 

We recommend taking a look at websites your competitors use to post guest blogs or press releases. You could use digital marketing analysis software, such as SEMRush, Ahrefs or Moz, to see domains your competitors use for offsite content. Using an analytics platform makes it less time-consuming to find places to post press releases and guest blogs.

Like with regular onsite content, it helps to view press releases and guest blogs as opportunities to showcase your expertise. If you are able, then include information about your services, awards or certifications within each guest post or press release.  

Implement Expertise Into the Design of Your Site

While content is important for meeting E-A-T guidelines, there are additional steps you can take to showcase expertise. 

Certain website design choices can help visitors understand that you are an expert within your industry. If you have certifications or awards, see if you can add certification or award badges somewhere visible on your site and its pages. For MediaSmack’s law firm clients, we will often add badges for organizations our clients belong to, such as the American Association for Justice (AAJ). Badges can help demonstrate that your business takes its expertise seriously.

You may also be able to showcase client testimonials on your site. By posting client testimonials, you can showcase your business’s expertise and trustworthiness. 

Design choices are much less important than content when it comes to achieving a greater degree of expertise. However, certain design choices make people more likely to choose your business over a competitor. Never ignore an opportunity to appear more authoritative than a competitor.

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Zach Thompson Avatar
Author Zach Thompson