When you want to boost your online visibility, it makes sense to understand what Google is looking for from your local business. Google’s focus on helpful content uses E-E-A-T to inform the search results that you will see on Google Search and Maps. (It is still pronounced EAT even though now there are two E’s – E-E-A-T Experience, Expertise, Authoritativeness, Trustworthiness)
Your Experience, Expertise, Authoritativeness, and Trustworthiness informs the search results that you see in Google Search and Maps.
We’ve discussed this before, but how does this look in practice for businesses that have a local audience? In this podcast, we discussed a SearchEngineLand article that has some helpful pointers for local businesses and the E-E-A-T framework that we think work really well.
Remember, it’s all about the customer experience. Make it easy to do business with you.
This isn’t your experience, it’s all about the customer’s experience of doing business with you. Some things a local business can do to make it easy to do business with you are first to claim and keep your Google Business Profile updated. People want to know your hours, location, and how to contact you. Posting regular updates and photos also adds to your visibility. Add content that shows the experience of what it’s like to work with you. Other elements contributing to customer experience include customer reviews, an informative “About” page, showcasing your local employees, and featuring customer photos.
Showcase your expertise on your website by answering common questions your audience asks.
You’re the Expert
Show your audience why you are the perfect solution to their problems. This is where your website services pages are important. They should describe your offerings in detail, along with examples of your work. Create blog posts that showcase your knowledge and expertise, addressing common questions that customers and prospects have about your services and products.Make sure you are answering the questions that customers and prospects ask about your services and products in common language they’re familiar with.
Highlight Your Authoritativeness
Google is looking to understand if you are a known resource for your products or services. This can be achieved through citations, such as professional directories, review sites, chamber memberships, and a social media presence on various platforms. Consistent NAP (name, address, and phone) strengthens your local profile. Community involvement, including events, sponsorships, and memberships, can also enhance your business’s authoritativeness.
Be known in your community and online. Having a consistent NAP (name, address, phone number) across the web strengthens your local profile.
Build Trust Online
Trustworthiness is essential for any business. Create a process to regularly get and respond to reviews in Google and other review sites. Maintaining a trustworthy image helps build confidence among customers and prospects.
Build Trust. Make getting and responding to reviews part of your regular process.
By implementing the E-E-A-T guidelines, you’ll find that what works for Google also works across your social media, your email marketing, your YouTube channel and what you do in person. So, make these practices part of an integrated strategy to save time and get better results.
Links in this episode: How to build an E-E-A-T strategy for local SEO