I had a client in the finance niche who wanted to improve their rankings for informational keywords like “tax returns” and “tax software reviews”. I analyzed their website and found that while the content was helpful, it lacked authority in Google’s eyes due to a low E-E-A-T score.

E-E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. Google ranks content higher that is produced by experts and authoritative sources in a field. I explained to my client that to improve their E-E-A-T, we needed to establish them as subject matter experts.

First, we added an author bio box below each article that provided details about the author’s experience, credentials, social media links, and a link to an About Us page. On the About Us page, we answered questions like when the site was started, the mission and goals, who founded it, and how readers can contact them.

Second, we optimized the About Us page to highlight the expertise and experience of the authors. We mentioned years of experience, credentials, awards won, and other details to build authority.

Third, we made sure all author social media profiles and the website had a consistent brand image. This helps to establish a trustworthy and authoritative brand in the eyes of readers and search engines.

Within a few months, the rankings and traffic started improving for key terms. The focus on E-E-A-T by providing an expert author bio, optimizing the About Us page, and building a consistent brand helped to improve their authority and gain Google’s trust. The content was now ranked higher as being produced by a reputable and knowledgeable source.

My strategy of optimizing E-E-A-T factors like expertise, author bio, and brand consistency has worked for many clients to gain positions for competitive search terms. The key is to build authority and trust to match the intent of search queries, which can have a big impact on rankings and traffic.

Please let me know if you have any other questions! I’m happy to provide more suggestions on optimizing E-E-A-T.