A visually appealing website is just the tip of the iceberg for local businesses in today’s competitive digital landscape. To truly stand out and attract and retain customers, it’s essential to implement E-E-A-T in your local SEO strategies.
Originating from Google’s search quality rater guidelines, E-E-A-T (Experience and Expertise, Authoritativeness, Trustworthiness) emphasizes the elements contributing to online content quality.
What is E-E-A-T?
As mentioned in the introduction, E-E-A-T is an acronym for Experience and Expertise, as well as Authoritativeness and Trustworthiness. It is a crucial concept in the realm of Search Engine Optimization (SEO).
E-E-A-T was originally introduced as E-A-T by Google in 2014. It became more important, especially after the August 2018 Google Medic update. Recently, Google added the “Experience” part in Google’s search quality rater guidelines to make it even better.
Therefore, creating content that follows E-E-A-T can help your website rank higher in search results and remain strong against future search engine changes.
Why Does Local SEO Need to Implement E-E-A-T?
In the fiercely competitive realm of local strategies for SEO, implementing E-E-A-T is not just a buzzword but a game-changer. As listed by Google in its search quality rater guidelines, E-E-A-T serves as the cornerstone for achieving long-term organic growth.
That’s why local businesses aiming to enhance their online presence must understand the significance of each E-E-A-T component. When properly implemented, this approach may bring businesses toward higher rankings and improved visibility in the local landscape.
Read More: It Is Underrated; Local SEO
How to Implement E-E-A-T in Local SEO?
Wondering how to boost your SEO game with E-E-A-T? To know where to start, let’s break it down below:
Experience
Experience refers to the emphasis on providing users with a positive and valuable encounter when interacting with online content.
It involves creating a digital environment that prioritizes users’ needs and satisfaction, fostering a positive user experience (UX) throughout their engagement with a website or online platform.
To create a lasting impression and enhance your online presence in local industry, consider the following strategies:
Include the Business Establishment Date
Providing your business establishment date adds a layer of authenticity and history. It conveys to your audience that you’re not a fly-by-night operation.
Incorporate this detail prominently on your website, preferably in the “About Us” section. This not only contributes to the E-E-A-T factors but also establishes trust.
Google Business Profile and Local Reviews
According to statistics, many people rely on Google for reviews, and its usage has increased from 81% in 2021 to 87% in 2023.
So, the next tip is to utilize your Google Business Profile (GBP) to its fullest potential. Regularly update it with engaging posts that offer a behind-the-scenes look at your day-to-day operations.
Encourage satisfied customers to leave reviews on your Google Business Profile, as positive feedback contributes significantly to the Trustworthiness aspect of E-E-A-T.
Photos from Customers
You can also leverage the power of customer photos. Request their permission to showcase “before” and “after” pictures or images of customers using your products/services.
Visual representations of real experiences add a personal touch, reinforcing the Experience factor. If needed, create a dedicated section on your website to display these genuine snapshots.
Portfolio or Case Study
Lastly, bolster your expertise by featuring a portfolio or case study section on your website. Highlight successful projects, services rendered, or solutions provided.
This not only showcases your skills but also provides valuable content that aligns with the Expertise factor of E-E-A-T.
Expertise
In the context of E-E-A-T, Expertise refers to the level of knowledge, skill, and proficiency demonstrated by individuals or entities in a specific field or subject matter.
When assessing content for search rankings, particularly in the realm of SEO and digital marketing, Google values and prioritizes content created by those who are recognized as experts in their respective fields.
Let’s explore effective strategies to implement it in your SEO efforts:
Blog Content Relevant to the Local Industry
Creating a blog that resonates with your local audience is a powerful way to showcase your expertise. Craft informative and engaging content that addresses specific concerns or interests within your community.
For instance, if you’re a dental clinic in Jakarta, consider publishing articles on the latest trends in dental care, common oral health issues in the area, or even tips for maintaining a healthy smile in Jakarta’s climate.
Writers Who are Experts in Related Fields
To elevate your content, collaborate with writers who are experts in related fields. Enlist professionals with a deep understanding of your industry to contribute to your blog.
This not only adds credibility but also brings diverse perspectives to your content, making it more valuable for your audience.
Authoritativeness
This factor refers to the degree to which a website or content creator is recognized as a reliable and credible source of information within a particular industry or topic.
Establishing authoritativeness involves building a reputation as a go-to expert and influencer, gaining recognition from both users and relevant third-party entities.
Key aspects of implementing the Authoritativeness factor in E-E-A-T for local SEO strategies include:
Getting Local Backlinks
Local backlinks are pivotal in showcasing your business’s authority within the community. Seek partnerships with local organizations, join business associations, or collaborate with community-focused websites.
By acquiring backlinks from reputable local sources, you demonstrate to search engines that your business is recognized and valued within the community
Organizing Community Events
Hosting community events not only fosters engagement but also establishes your business as an active and integral part of the local scene.
Whether it’s sponsoring local gatherings, charity events, or workshops, community involvement boosts your authority.
It creates a positive association, enhancing your reputation and trustworthiness among both consumers and search engines.
Partner with Other Local Businesses
Collaborating with neighboring businesses strengthens your local network and reinforces your authority. You can consider cross-promotions, co-hosted events, or joint marketing efforts.
By forming alliances, you expand your reach and gain credibility through association with other trusted local entities. This collaborative approach builds a collective authority that resonates with users and Google.
Trustworthiness
Trust is a crucial factor that focuses on establishing and maintaining the trust of users and search engines. This element emphasizes the reliability, transparency, and credibility of a website or content creator.
Trustworthiness is particularly significant in influencing users’ decisions and is considered the most important factor in the E-E-A-T model.
Here’s how to boost the Trustworthiness factor of E-E-A-T in your local SEO tactics:
Consistent Business Information
First and foremost, make sure your business details, such as Name, Address, and Phone Number (NAP), remain consistent on all online platforms.
If there are differences, it can confuse people and search engines. Keep everything up to date on Google Business Profile and other places.
Implement Local Schema Markup
Next, enhance your local SEO by adding something called local schema markup to your website.
This special code helps search engines understand more about your business, like your hours and reviews. It makes your content clearer to search engines, which adds to the trustworthiness
Responding to Customer Reviews
Last, actively engaging with customer reviews showcases transparency and a commitment to customer satisfaction.
According to statistics, 98% of consumers occasionally read online reviews when researching local businesses
Responding thoughtfully to both positive and negative reviews demonstrates a genuine interest in customer feedback. This engagement not only builds trust with your audience but also positively influences your local E-E-A-T.
By strategically incorporating E-E-A-T strategies, your business can achieve higher search engine rankings, increased customer trust, and enhanced online presence. For professional assistance in optimizing your local SEO with E-E-A-T, consider exploring Essential services!
Read More: Rather than Keywords, Go Deeper into the Topic!
References
https://searchengineland.com/local-seo-e-e-a-t-strategy-395449
https://www.linkedin.com/pulse/improve-your-local-seo-applying-experience-expertise-eeat-vanderzee-95sme
https://seovendor.co/how-agencies-can-build-an-e-e-a-t-strategy-for-local-seo/
