Expertise, Authority and Trust is a banquet, not a snack. But there are some quick and easy recipes you can whizz up today to boost your Google E-A-T ratings. For dessert, you’ll find out how to explain these complex concepts to your stakeholders – and why it’s so important to have E-A-T on the menu. Discover how to: – Show your expertise credentials to build your reputation. – Prioritise high-quality conversations to drive your authority. – Make your site’s users feel safe and secure Watch Helene give the presentation at BrightonSEO here: https://summer2021.brightonseo.com/talks/you-are-what-you-e-a-t/

2. From Google’s Search Quality Evaluators Guidelines:
What is E-A-T?
Trust
Authority
Expertise

3. The menu. Not the meal
“You can view the raters’ guidelines as where we
want the search algorithm to go. They don’t tell
you how the algorithm is ranking results, but they
fundamentally show what the algorithm should
do.”
Ben Gomes
Google VP of Search. Source: CNBC

4. Quick Poll
Who here has read Google’s Search
Quality Evaluators Guidelines?

5. Is E-A-T even a ranking factor?
“Our ranking system … is specifically designed to
identify sites with high indicia of expertise,
authority, and trustworthiness.”
Google
Source: Google whitepaper: How Google Fights Disinformation

6. I’m Helene Klaustrup -
What’s my E-A-T?
Expertise:
➔ Published
externally in The
Drum, etc etc
➔ Explaining tricky
SEO concepts to
anyone
Authority:
➔ SEO Director at
Anything is
Possible Previous
experience
➔ 5 years Agency, 1
year freelance, 1
year in-house
Trust:
➔ Leading SEO
department for aip
➔ Working with YMYL
clients across
multiple verticals
to improve their E-
A-T

7. Your Money or Your Life
Sites that deal with money, health or significant life-decisions
need to pay extra attention to creating E-A-T.
This includes Ecommerce sites!

8. Increasing your Brand Expertise
Find ways of demonstrating you are good at what you do:
➔ Awards
➔ External references
➔ Endorsements from other experts
➔ High-quality content
➔ Establish a brand entity with organization schema

9. Increasing your Author Expertise
➔ Profile pages for content authors
➔ reference formal qualifications
➔ Get published on influential and credible external sites
➔ Polish up social profiles
➔ Establish a clear entity using Author schema

10. Increasing your Authority
Show that you’re one of the top dogs in your field:
➔ Backlinks 😱
➔ Publish solid independent research (ideally peer reviewed)
➔ Be mentioned by other experts (outreach)
➔ Get mentioned in the digital press (digital pr)
➔ Join the debate in your field

11. High Authority
Awards/accolades & widely recognised as expert from regular
contributions to high authority sites across the web.

12. Increasing your Trustworthiness
Find ways to demonstrate that you can be trusted.
➔ Technical quality
➔ Make yourself contactable
➔ Get a reputation
➔ Emphasise Security - esp. For YMYL
➔ Ensure you only have factually accurate and verifiable
content

13. Tips

14. Things you can do today to improve
your Expertise
1. Demonstrate why you know what you know - what’s your
experience?
2. Write extensively about what you’re an expert in - if you’re
not the expert, find someone who is and ask them to write
for you.
3. Add author profiles and biographies with relevant info
such as education & experience

15. Things you can do today to improve
your Authority
1. Implement Author & Organization schema
2. Get mentions of your authors and brand on authoritative
sites (i.e. a well-known and credible news site)
3. Get a Wikipedia page (or some mentions on Wikipedia)

16. Things you can do today to improve
your Trustworthiness
1. Add an ‘About us’ page and write something meaningful on it
2. Make it easy for people to find your contact information
3. Address your negative reviews
4. Reference trustworthy external resources
5. Add customer testimonials (ideally collected through verifiable
sources)

17. Conclusion
E-A-T is a banquet - not a snack

18. Talk to me
helene@aip.media
linkedin.com/in/heleneklaustrup-seo-goddess
@and_helene