In the digital age, the importance of a strong online presence cannot be overstated, especially for local businesses. With the advent of search engines like Google, consumers are increasingly turning to the internet to find local businesses and services. In fact, 46% of all Google searches are seeking local information1, and 72% of consumers that did a local search visited a store within five miles1. Moreover, 88% of searches for local businesses on a mobile device either call or visit the business within 24 hours1.

In this context, Search Engine Optimization (SEO) has become a key strategy for businesses to increase their visibility online. Among various SEO strategies, Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) framework has emerged as a significant factor in determining a website’s visibility in search results. This article will explore how a local grocery store successfully implemented the E-E-A-T framework to enhance its online presence and improve its local SEO.

By focusing on E-E-A-T as part of their SEO strategy, local businesses can not only improve their search engine rankings but also build trust and credibility with their customers. This can lead to increased traffic, both online and in-store, and ultimately drive sales. As our case study will show, even small local businesses can benefit significantly from implementing E-E-A-T into their SEO strategy.

Understanding E-E-A-T

The acronym E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a concept used by human quality raters to evaluate Google’s search ranking systems. Originally, it consisted of only three factors (E-A-T), but in December 2022, Google added the criterion of “experience” to the concept.

E-E-A-T is not a direct ranking factor in Google’s search algorithm, but it plays a significant role in how Google ranks websites in search results. High-quality content that adheres to the E-E-A-T guidelines is more likely to rank well in search results.

What are local ranking factors?

1. Google My Business Profile: This is one of the most important local SEO ranking factors. A well-optimised Google My Business profile can significantly improve a business’s visibility in local search results.
2. NAP Consistency: NAP stands for Name, Address, and Phone number. It’s crucial to ensure that your NAP information is consistent across all platforms, including your website, social media profiles, and online directories.
3. Reviews: Customer reviews on platforms like Google My Business can greatly influence a business’s local search rankings.
4. Localised Content: Content that is tailored to the local audience can help improve a business’s local search rankings.
5. Keyword Optimization: Using relevant keywords in your website content, meta tags, and Google My Business profile can help improve your visibility in local search results.

Taking local store into local SEO and E-E-A-T

Sure, let’s take the example of a hypothetical local bakery called “Sweet Treats Bakery”. This bakery has a high E-E-A-T and Local SEO ranking due to the following reasons:

Experience

The bakery’s head baker is not only skilled but also has extensive experience in the baking industry. With a deep understanding of baking techniques, recipes, and the science behind baking, they have honed their skills over many years. The blog posts on the bakery’s website reflect this wealth of experience, as they delve into various baking topics and provide valuable insights to readers.

To further showcase the bakery’s experience, they could include a section on their website that highlights the backgrounds and expertise of their baking team. This could include information about their education, training, and any notable accomplishments or certifications they have earned. By emphasising the expertise and experience of the entire team, potential clients can feel confident in the agency’s ability to deliver top-notch services.

Expertise

The bakery’s website not only provides information about their products but also offers in-depth insights into the art of baking and pastry making. By sharing professional insights and techniques, the bakery showcases their expertise and positions themselves as industry leaders.

To further demonstrate their expertise, the bakery could create resources such as e-books or downloadable guides that provide comprehensive information on various baking topics. These resources could cover topics like advanced baking techniques, flavour combinations, or troubleshooting common baking issues. By sharing this valuable knowledge, the bakery established themselves as a go-to resource for aspiring bakers and baking enthusiasts.

Authoritativeness

Establishing authoritativeness is crucial for an agency to gain trust and credibility. 

In addition to the informative blog posts, the bakery has garnered numerous positive reviews on their Google My Business profile and other review platforms. These reviews serve as social proof and solidify the bakery’s reputation as a trusted establishment.

To further enhance their authoritativeness, the bakery could actively engage with their audience by responding to customer reviews and comments. This shows their commitment to customer satisfaction and fosters a positive online reputation.

Moreover, being featured in local news articles and food blogs adds another layer of credibility. These external endorsements not only bring exposure to the bakery but also provide valuable backlinks to their website. By actively seeking opportunities for media coverage and collaborations with influencers or local publications, the bakery can strengthen their authoritativeness in the industry.

Trustworthiness

Trust is the foundation of any successful agency-client relationship.

In addition to the secure website and easily accessible contact information, the bakery could showcase their commitment to quality and transparency. They could provide detailed information about their sourcing practices, highlighting their use of locally sourced ingredients, organic produce, or fair-trade products. This demonstrates their dedication to providing customers with the best possible products.

Furthermore, the bakery could emphasise their adherence to food safety and hygiene standards. They could mention any certifications or inspections they undergo to ensure the highest level of cleanliness and quality control.

To strengthen trustworthiness, the bakery could also offer a satisfaction guarantee or a clear refund policy for their online orders. By clearly communicating their policies and addressing any potential concerns upfront, they instil confidence in their customers that they will receive exceptional service and support.

By consistently upholding these trustworthiness factors, the bakery establishes a strong reputation as a reliable and trustworthy agency, positioning themselves as a preferred choice for clients seeking top-quality services.

NAP Consistency

The bakery’s Name, Address, and Phone number (NAP) are consistent across all platforms, including their website, social media profiles, and online directories.

Google My Business Profile

The bakery’s Google My Business profile is fully optimised with regular updates about new products, promotions, and events. They actively respond to customer reviews and queries on this platform.

Google Maps

The bakery’s location is accurately marked on Google Maps, which is embedded on their website’s contact page.

Reviews

Customer reviews play a crucial role in local SEO. They not only influence the bakery’s online reputation but also impact its visibility in search results. For instance, Google considers both the quantity and quality of reviews on the bakery’s Google My Business profile when determining its ranking in local search results. Moreover, positive reviews can enhance the bakery’s Authoritativeness and Trustworthiness as per the E-E-A-T framework. They provide social proof of the quality of the bakery’s products and services, encouraging more customers to visit.

Localised Content

Localised content refers to content that is specifically tailored to the local audience. For “Sweet Treats Bakery”, this could include blog posts about local events they’re participating in, special promotions for local holidays, or even articles about the local sourcing of their ingredients. This type of content can improve the bakery’s visibility in local search results and make their website more relevant and engaging for the local audience. It also enhances the Experience aspect of E-E-A-T by providing content that resonates with the local community.

 

Keyword Optimization

This involves using relevant keywords in the bakery’s website content, meta tags, and Google My Business profile. For example, “Sweet Treats Bakery” might use keywords like “freshly baked bread in [city name]”, “best pastries in [city name]”, or “custom birthday cakes in [city name]”. By optimizing their content with locally-focused keywords, the bakery can improve its visibility in search results for those terms. This aligns with the Expertise component of E-E-A-T by demonstrating their specialty in certain products or services.

By focusing on E-E-A-T principles and following local SEO best practices, “Sweet Treats Bakery” has managed to achieve high visibility in local search results on Google.

Decoding Google’s Vision for E-E-A-T

While Google doesn’t disclose the nitty-gritty details of its updates, understanding the essence of their purpose is what truly matters. Google’s vision for E-A-T is clear: it wants content creators to prioritise Experience, Expertise, Authoritativeness, and Trustworthiness.

Experience: Beyond Expertise

Experience is an essential aspect of E-E-A-T, and it goes beyond traditional expertise. Google believes that searchers are interested in content created by individuals who have real-life experience in the topic. Additionally, Google considers technical aspects such as page load speed, visual stability, and interactivity in assessing experience.

Expertise and Authoritativeness

Expertise and authoritativeness remain critical components of E-E-A-T. Expertise delves into the credentials and track record of the content creator, while authoritativeness focuses on making the content itself feel important, accurate, and reliable. Well-written content with links to other authoritative pages can boost a site’s legitimacy.

Trustworthiness: The Key to It All

Trustworthiness is a primary factor in E-E-A-T. Even if content demonstrates expertise, authority, and experience, a lack of trustworthiness can undermine its impact. Google places great importance on trust, and it encompasses various factors, including up-to-date and factual content, proper anchor text in off-site links, and overall credibility.

Crafting E-E-A-T Compliant Content

Now that we’ve dissected the components of E-E-A-T, let’s explore how to create content that aligns with these principles.

Be Comprehensive in SERP Ensure your search engine results page (SERP) for extensive and thorough information

High-ranking sites on search engine results pages (SERPs) offer more than surface-level information. To make your content stand out, consider the following:

• Keyword Research: Understand what your target audience is searching for.
• Audience Intent: Think about what your audience wants and needs.
• Tools and Resources: Leverage tools like MarketMuse and SEMrush SEO content templates to analyse existing content and plan your approach.
• Alternative Formats: Experiment with different content formats like podcasts, infographics, and call-out boxes to engage diverse learners.

Build Authority in Your Niche Establish credibility and expertise in your specific industry

Establishing authority in your niche is crucial. Here’s how:

• Encourage Quality Backlinks: Seek links from related and authoritative websites. Guest posting and collaborations can help you build valuable backlinks.
• Citations Matter: Online mentions of your business can enhance your authority, especially when they include full NAP data (business name, address, and phone number).
• Generate Social Shares: Create content that resonates with your audience and encourages sharing. Engage with your social media audience and respond to comments.
• Include Source Links: Back up your claims with external sources, demonstrating transparency and trustworthiness.

 

The importance of Authorship in Google’s algorithm

Google places a significant emphasis on the identity of content creators. While outsourcing content is common, ensure that authorship is transparent and clear. Highlighting an expert from your organisation can add authority to your content.

• Author Profiles: Create and link to author profiles for in-house team members, showcasing their credentials and experience.
• Google’s Author Markup: Use author markup best practices to communicate authorship to search engines.
• Contributor Bios: If you have freelance contributors, encourage them to write detailed, authoritative bios.

E-E-A-T Beyond Your Blog

To succeed in the SEO game, it’s crucial to extend E-E-A-T principles to your entire website:

Ace Your About Us Page

An often underestimated element of websites is the About Us page. Instead of offering a bland overview, make it robust:

• Include your company’s history.
• Highlight the names, titles, and backgrounds of your team members.
• Showcase awards and accolades.

Major brands like Etsy, Apple, and Instagram have excelled in this area by providing comprehensive About Us pages that instil trust and confidence in visitors.

Humanize Your Company with Team Bios

Team bios are pivotal in humanising your brand. Brands like Etsy connect with their audience by displaying headshots, names, and bios of their leadership teams. This creates a personal connection and builds trust.

Construct a Site-Wide Content Strategy

A well-rounded content strategy ensures your site offers valuable content across various topics. Use content clusters to organise your content effectively:

• Identify relevant topics using keyword and topic research tools.
• Select a central “pillar” topic that aligns with your brand and audience.
• Create a comprehensive pillar post that provides an overview.
• Develop supporting posts that delve into specific aspects.
• Link between pillar and supporting posts, creating a robust content web.

By following these steps, you’ll signal to Google that your site consistently produces high-quality, E-E-A-T compliant content.

Auditing Your Site for E-E-A-T Compliance

If you’re not starting from scratch, auditing your existing content is essential. Here’s what to look for:

• Identify content with no author byline or lacking proper author bios.
• Flag content lacking appropriate backlinks, as it may indicate low visibility or authority.

Remember, there’s no need to delete everything and start anew. Instead, improve existing content and gradually build E-E-A-T compliance.

Conclusion

Mastering E-E-A-T in SEO is about aligning with Google’s mission to deliver valuable, accurate, and relevant content. By creating comprehensive, authoritative, and trustworthy content throughout your website, you can enhance your rankings and provide users with a superior experience.

Stay tuned for updates in the ever-evolving world of SEO, as Google continues to refine its algorithms and reward websites that prioritise E-E-A-T principles. Remember, the mission is clear: E-E-A-T for success in the digital landscape.