E-E-A-T Checklist for Service Based Businesses

A practical E-E-A-T audit and implementation checklist for service-based businesses. The article outlines the pages, trust signals, credentials, authority assets, local proof, policies, and business information that help demonstrate Experience, Expertise, Authoritativeness, and Trustworthiness to both search engines and AI systems. It also includes a priority list for businesses wanting to improve trust signals quickly.

Checklist: E-E-A-T page types for a service business

Use this as a build/audit list. Tick what exists, then fill gaps in priority order.

A) Entity identity (prove you’re real)

• About / Mission / Vision (clear positioning, founding year, leadership)

• Leadership / Team (bios, credentials, links, authored content)

• Company History / Timeline (milestones, continuity)

• Corporate Structure / Subsidiaries (parent/child brand relationships)

B) Services clarity (make what you sell easy to understand)

• Services/Product Overview + Use Cases (who it’s for, what problems solved)

• Integrations / Partnerships (partners, interoperability, backlinks where possible)

• Glossary / Taxonomy (define your terms in industry language)

• Comparison / “vs” pages (factual, neutral differentiators, tables)

C) Operational trust (policies + real-world presence)

• Editorial Policy / Content Guidelines (who writes/reviews, update cadence)

• Privacy / Security / Compliance (how you handle data, standards)

• Support / Contact (address, hours, phone/email, map, response expectations)

• Legal / Investor / Company info (terms, business details, disclosures)

D) Authority signals (show expertise publicly)

• Research / Insights / Whitepapers (authorship + citations)

• Case Studies / Success Stories (specific outcomes, structured summaries)

• Industry Commentary / Glossary (topical authority, definitional content)

• Events / Speaking / Press (proof of recognition)

E) LLM support (make your facts retrievable)

• Brand Facts / Knowledge File (founding, HQ, leadership, core services, sources)

• AI Policy / Ethical Use Statement (stance, transparency, usage boundaries)

• Developer / API Documentation (if relevant; clear examples + references)

F) Human differentiation (narrative + culture)

• Founder’s Story / Brand Manifesto (why you exist)

• Employee Features / Community Impact (names, initiatives, quotes)

• Careers / Culture (signals “real company”, values, hiring)

G) Credentials & qualifications (third-party validation)

• Certifications & Licenses (details + verification links)

• Professional Affiliations (member orgs, years, levels)

• Awards & Recognition (who awarded, year, criteria, proof)

H) Service methodology (prove you can deliver)

• Process / Methodology (phases, timelines, expectations)

• Service Area / Location pages (local proof, areaServed)

• Industry Specialization pages (vertical-specific expertise)

• Pricing / Investment (ranges, drivers of cost, what’s included)

I) Social proof & evidence (show results)

• Video Testimonials (who/what/result; credible attribution)

• Before/After Portfolio (context, scope, timeline)

• Industry-specific case studies (deep vertical narratives)

J) Trust & verification (reduce perceived risk)

• Insurance & Bonding (coverage types, amounts, carriers)

• Background check / Vetting process (what, how often, by whom)

• Guarantee / Warranty (what’s covered, duration, claim process)

• Client Onboarding process (step-by-step, what to expect)

K) Community & local trust (local legitimacy)

• Community involvement (sponsorships, volunteering, specifics)

• Local partnerships (names, relationship type, endorsements)

• Pro bono / Giving back (amount/time, impact, causes)

Bonus: “minimum viable” priority order (if you want to move fast)

If you can only do 10 things first, do these:

1. Support/Contact

2. About

3. Leadership/Team

4. Services overview + use cases

5. Process/methodology

6. Privacy/Security/Compliance

7. Pricing/Investment (even ranges + drivers)

8. Case studies (at least 3)

9. Certifications/Affiliations/Awards (whatever applies)

10. Brand Facts / Knowledge File