As someone who has spent thousands of hours building and ranking websites, I've noticed one fundamental truth in SEO: trust is everything. Google will only endosmotic if your website appears credible, authoritative, and professional. Yet, countless businesses have struggled over the years with the same basic issues that hold them back. These aren't complex SEO hacks or advanced techniques but foundational in Google's E-E-A-T principles—Experience, Expertise, Authority, and Trustworthiness.
Let me explain what E-E-A-T means in practice and how you can use it to transform your website into one that Google and users trust.
Why E-E-A-T Matters More Than Ever
The rise of AI-generated content and the sheer volume of blogs published daily have created a major challenge for Google: identifying credible content. A decade ago, websites in sensitive industries like health and finance faced similar scrutiny during Google's update. Today, this standard applies to all industries. It's no longer enough to publish informative articles—you must prove that real experts with credentials write the content.
I've witnessed firsthand how websites that lack trust signals—like author bios, professional credentials, or a clear company story—struggle to gain traction. Google is essentially asking one question: Why should I trust you? If you can't answer that, it's game over.
Building Trust Through Author Pages
The author page is one of the simplest yet most overlooked aspects of E-E-A-T. Many websites treat this as an afterthought, leaving pages empty or broken. However, author pages are your opportunity to showcase the expertise behind your content.
Here, every author page should include the following:
- Professional headshots should be used to put a face to the name.
- A detailed biography highlighting qualifications, experience, and achievements.
- Links to social profiles like LinkedIn or other industry platforms.
- A categorized content portfolio showcasing all the articles the author has written. This demonstrates expertise and makes it easier for readers to explore more content.
Author pages are essential because they signal to Google and users that your content comes from knowledgeable, credible individuals. It's not just about ticking boxes—it's about proving you deserve to rank.
The Power of a Great "Bout Us" Page
When Google evaluates your website, it doesn't just look at your content—it looks at your brand as a whole. Your "About Us" page lets you tell your story and establish your authority.
Too often, I've seen "bout Us" pages that are generic or lacking in detail. To stand out, you need to dig deeper. Include:
- A compelling brand story that outlines your mission and values.
- Detailed team bios with photos and credentials.
- Specific testimonials or case studies that highlight your expertise in action.
- Links to social media profiles that reinforce your online presence.
Google's search quality guidelines call for detailed "About Us" pages as a trust signal. By improving this section, you're not just catering to algorithms—you're rebuilding a stronger connection with your audience.
Optimizing Your Blog Content
Your blogs are the lifeblood of your SEO strategy, but they need to do more than just rank—they need to resonate with readers and build trust. I've observed that many businesses overlook simple enhancements that can make a big difference.
For example:
- Add author thumbnails to each post, linking to their bio page.
- Include a brief credential summary of the author at the top of the article.
- Use citations and links to credible sources to back up your claims.
- Ensure your blogs are free of grammar and spelling errors—basic but crucial.
Another important factor is readability. I've come across websites where the font size was too small—sometimes as low as 10 or 12. Google's guidelines recommend a minimum font size of 16, and for good reason: if your content is hard to read, users will bounce. And when users leave your site quickly, Google notices.
The Role of Social Proof
One area I see businesses neglect is social proof. Your website should link to active, aged social media accounts. These platforms reinforce your legitimacy and signal to Google that you're a real, trusted brand. It's not just about having profiles—it's about actively using them to engage with your audience.
For example, if your Facebook page was created 10 years ago and regularly updated, it adds more credibility. The same goes for platforms like Instagram or LinkedIn. Make sure these links are prominently displayed, preferably in your footer.
Leveraging User Experience for SEO
While E-E-A-T focuses heavily on content and credibility, user experience (UX) is equally important. If your website frustrates visitors, you need more trust signals to save you. Pay attention to:
- Site speed: A slow-loading site drives users away.
- Mobile responsiveness: Your site should look and function flawlessly on all devices.
- Navigation: Make it easy for users to find what they want.
- Font size and readability: As I mentioned earlier, font size matters. Small text creates a poor experience, which reflects badly on your site.
Answering GGoogle'sCall for Transparency
To truly align with Google's expectations, you must focus on transparency. This extends beyond your content and into how you present your business. HHere'swhat I recommend:
- Conduct interviews with your team to generate authentic, detailed content for your "About Us "page and service descriptions.
- Answer common customer questions in your blogs to address user intent directly.
- Regularly audit your website for broken links, outdated information, or incomplete profiles.
These steps may seem small but add to a stronger, more trustworthy online presence.
Final Thoughts
SEO isn't about gaming the system—it's about building a website that deserves to rank. By prioritizing E-E-A-T, you're not just optimizing for Google; you're recreating a better experience for your audience. Whether you enhance your author pages, improve your "About Us "section, or refine your blog content, every improvement brings you closer to building a website people trust.
Trust is not optional—it's essential. If you focus on establishing your experience, expertise, authority, and trustworthiness, you'll not only improve your rankings but also build a brand that stands the test of time.
