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How to write content for your website – Google’s E-E-A-T guidelines

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Boost your organic traffic with E-E-A-T Expertise, Experience, Authoritativeness, and Trustworthy Content

Searching for how to rank higher in Google and get more organic traffic to your website? I am here to help explain the basics about E-E-A-T. This is Google’s Search Quality Rater Guidelines. It stands for the combination of Expertise, Experience, Authoritativeness, and Trustworthiness. Below is how you can apply each area to your site.


Experience: Share Your Story = Build Trust

Google loves personal experience rather than an AI experience. Share your own product trials, client success stories, and industry insights – this authenticity resonates with searchers and boosts your E-A-T muscle. Write your content from your first hand experiences, observations, successes. 


Expertise: Flex Your Knowledge and Become the Guru

Demonstrate subject matter expertise by creating high-quality content that educates, informs, and inspires. Think: in-depth guides, well-researched articles, and data-driven insights. Establish yourself as a thought leader, and Google will take notice. Take the time to break down topics and add visuals to help with ingestibility.


Authority: Build Bridges from Elsewhere to Your Site

Go beyond your own yard and collaborate across other sites! Guest post on other high quality relevant blogs, create share-worthy infographics that get linked to from quality sites back to your site. Make sure you don’t have any broken links on your site too. Get backlinks from quality and relevant sites pointing their audience to your site. In my case, off the top of my head I have a listing on the Salida Chamber of Commerce site, a link on most of the websites that I build, a link on LinkedIn and other social media platforms, links on other organizations that I do work for or partner with, and links across the Small Business Development Center site events. Use the power of these other reputable sites to get more link juice. 

These are all ways to establish yourself as a trusted source in your niche. Remember, authority comes from being seen and heard by others!


Trustworthiness: Transparency is Your Superpower

Be open, be honest, be you! Craft a compelling About Us page that tells your story, showcases awards and affiliations, and highlights positive reviews. Let your customers be your champions – encourage them to leave testimonials on Google My Business and social media. Remember, trust is the cornerstone of any successful relationship, and Google is no exception.


Stay Fresh, Stay Relevant: Content is King (and Queen)

Don’t let your website become stale! Regularly update your content with new or updated information, new perspectives, and trending topics. Outdated guides and infographics are not helpful. Keep it fresh, keep it relevant. At least annually you can review your website and articles, on the article change the publish date, and resubmit your url or sitemap to Google and Bing. When you tell Google your content is new you can get a spike in traffic.


Experience & Trust Rule the Game

The E-E-A-T update is all about Google rewarding websites that offer genuine value, expertise, and trustworthiness. By weaving your personal experience into your content and building a web of authority and trust, you’ll attract the right audience and watch your website traffic rise.


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