Bad brand reputation happens quickly on the web. Google urges SEOs to focus on building quality sites that provide a good user experience. Specifics on how exactly this is achieved are distilled into the acronym E-A-T, which stands for Expertise, Authority and Trust.
This simple acronym has a lot of complex elements bound into it. Instead of presenting an airy discourse on how Google defines quality, an exercise much like considering the medieval problem of how many angels can dance on the head of a pin, let’s focus on three practical tactics you can do to improve your site’s quality score.
Show Your Credentials
Tout your expertise in the subject domain that your site represents. Today, SEO requires having lots of quality content. A definition of quality content is content written by subject domain experts.
Beware of creating content that has no whiff of expertise. This is surely going to be considered thin content. This means for evergreen content, tout either:
- Your business’ expertise; or
- The qualifications of the expert writing the content
Plan for Regular Link Hygiene
Links still matter and factor into search algorithms. Links have long been used as signals for authority.
Are you letting others corrupt your link profile? If you do not have in place a regular schedule for reviewing your backlinks, then bad links may be negatively impacting your search results.
Use the Google Search Console (GSC) to review and evaluate the sites that are linking to you. If you do not visit this regularly, you may be in for surprises.
Review Your ‘About Us’ Pages
If you don’t already have an “About Us” site section that is easily found via your navigation, then you may be hurting your reputation.
This information is important for building trust for your site. The absence of robust information about your business begs that you are trying to hide important information from users. The “About Us” section should state where you are located and have contact information readily available.
If the information is stale and has not been updated in years, perhaps it’s time to give it a look and refresh it. If you are a commerce site, don’t be tempted to bury this information; because savvy users, unfamiliar with your brand, will come looking for this information before they purchase.
Key Takeaway for Marketers
Follow these three simple tactics, and you will be on your way to improving how Google perceives your site’s quality.