Why Low Rankings and Engagement May Be Holding You Back
Many websites struggle with low rankings, lackluster engagement, and minimal conversions.
The reason often boils down to a critical element Google prioritizes: E-E-A-T — Experience, Expertise, Authoritativeness, and Trustworthiness.
Without these elements, even the most well-designed websites can appear untrustworthy to both search engines and visitors, leading to missed opportunities and reduced traffic.
Visitors are bombarded with online options. They’re quick to dismiss sites that don’t immediately convey value, reliability, and experience. For businesses, this can mean losing potential clients, sales, or readers.
Addressing E-E-A-T is no longer optional — it’s essential for building online credibility.
The Impact of Missing E-E-A-T
Without E-E-A-T, websites can seem impersonal or even suspicious. Visitors can feel uncertain about the accuracy of the information or the site’s intentions.
And as Google’s Search Engine algorithms grow increasingly sophisticated, they’re now better able to filter out sites that lack these qualities, prioritizing those with strong, visible E-E-A-T signals.
The result? Poorly ranked sites, low visitor retention, and reduced credibility in the eyes of both search engines and users.
How to Integrate E-E-A-T on Your Website
To make E-E-A-T work for you, it’s essential to understand each component and how it builds a foundation of trust. Let’s explore the practical steps you can take to incorporate E-E-A-T and ensure your website stands out as an authoritative, trusted resource.
1 – Experience
What It Means
Google’s focus on “Experience” encourages sites to demonstrate real-world knowledge. This element emphasizes that your content is informed not just by theory but by hands-on practice.
How to Apply It
Incorporate case studies, client testimonials, and personal insights. When visitors see real examples of how you’ve applied your expertise, it gives them confidence in your ability to understand and address their needs.
Actionable Tip
Review your content for opportunities to add practical examples or case studies. If you’re discussing a service, describe a recent success story or challenge that helped refine your approach.
Checklist for Experience
- Include testimonials and case studies where possible.
- Highlight specific challenges or achievements to show depth of knowledge.
- Avoid overly technical jargon unless it’s necessary and well-explained.
2 – Expertise
What It Means
Expertise is about going beyond surface-level information. It showcases your deep understanding of a specific area, helping to build trust with both audiences and search engines.
How to Apply It
Create detailed, comprehensive content that addresses common questions in your field.
For example, if you’re a business coach, instead of offering generic advice on ‘improving leadership skills,’ provide specific, actionable strategies for team management or communication techniques that reflect your in-depth understanding.
Actionable Tip
Curate content from authoritative sources, such as quoting established industry experts or referencing reputable publications. This enhances your own authority while also supporting your claims.
Checklist for Expertise
- Add detailed insights and data-backed examples to each section.
- Avoid generic advice — focus on specific, actionable information.
- Link to or quote reputable industry sources to support your expertise.
3 – Authoritativeness
What It Means
Authoritativeness conveys that your site is a go-to source in your industry, acknowledged by others in the field. This involves external validation (like mentions from credible sources) and the overall presentation of your content.
How to Apply It
Build up your site’s authority by partnering with well-known figures in your industry, earning backlinks from reputable websites, and publishing unique, in-depth guides that set you apart.
Actionable Tip
Consider developing “ultimate guides” or comprehensive resources that others might reference. These types of content often get linked to by others, boosting your website’s authority.
Checklist for Authoritativeness
- Aim for backlinks from reputable websites in your industry.
- Publish thorough, unique content that isn’t easily found elsewhere.
- Update regularly with new insights, resources, or trends to remain current.
4 – Trustworthiness
What It Means
Trustworthiness ties all the E-E-A-T elements together. Without trust, even the most knowledgeable and experienced sites can fall short of gaining visitor confidence.
Trustworthiness is about creating a safe, reliable environment.
How to Apply It
Prioritize transparency by providing accessible contact information, visible privacy policies, and secure browsing through HTTPS.
Show that your website is a safe place for users by incorporating trust symbols, like SSL certificates, affiliations with trusted brands, and customer reviews.
Actionable Tip
Display trust indicators, such as security badges, client reviews, and certifications. These small additions significantly impact visitors’ trust levels and enhance your site’s reliability.
Checklist for Trustworthiness
- Display clear, accessible contact information.
- Use HTTPS to ensure secure browsing.
- Incorporate customer reviews, testimonials, and third-party certifications where applicable.
Making E-E-A-T Work for Your Website
With Experience, Expertise, Authoritativeness, and Trustworthiness at the core of your website, you create a site that doesn’t just look credible but genuinely earns user and search engine trust.
Here’s a checklist for incorporating E-E-A-T principles:
- Experience: Include testimonials, case studies, and examples to show real-world application.
- Expertise: Offer specific, actionable insights and link to reputable sources.
- Authoritativeness: Develop in-depth resources and seek mentions or backlinks from trusted sites.
- Trustworthiness: Provide transparent contact information, ensure site security, and highlight customer feedback.
Practical Steps to Start Applying E-E-A-T Today
1. Audit Your Existing Content
Look for sections where you could add specific examples, industry quotes, or practical tips. If you have general advice, consider deepening it with real-life scenarios or data.
2. Update Your About and Contact Pages
Make sure your “About” and “Contact” pages are detailed, current, and reflect your experience. This includes a transparent contact method, a clear biography, and any relevant qualifications.
3. Regularly Refresh Your Content
Outdated information can harm both credibility and SEO. Update your content regularly to reflect new industry trends, relevant changes, and evolving expertise. This doesn’t just help with E-E-A-T but shows that you care about providing current and useful information.
4. Encourage Reviews and Testimonials
Make it easy for customers to leave feedback. Positive reviews and testimonials are powerful trust signals that enhance your site’s reliability.
5. Seek Out Backlinks and Mentions
Reach out to industry influencers, contribute to reputable publications, or consider guest blogging. These strategies help your site get noticed by authoritative sources, boosting your E-E-A-T by association.
Building Credibility with a Free Website Audit
E-E-A-T isn’t just a set of guidelines — it’s a commitment to providing valuable, trustworthy content that genuinely serves your audience.
By focusing on Experience, Expertise, Authoritativeness, and Trustworthiness, your website becomes more than just a digital presence. It transforms into a trusted resource that visitors rely on for insights and solutions.
Want to know how your website measures up?
Request our free website engagement review, which includes a comprehensive review of your E-E-A-T elements. This review will highlight key opportunities to improve your website’s credibility and give you a clear path to long-term success.
