The latest changes to Google’s search engine algorithm have seen a greater focus on E.A.T. Therefore, if you hope to see your website reach that all-important first page of Google search results, you need to tweak its design so that it scores highly in this area.
Here are a few tips to help you do so:
1. Understand EAT
Of course, before you’re able to optimise your site to meet Google’s EAT criteria, you need to know what it is. Simply put, EAT describes Google’s methodology for determining site quality. It stands for Expertise – Authority – Trustworthiness, and allows Google to maximise their customers’ experience by ranking sites with quality content ever higher in their results.
Professional branding is a key component of your EAT score. It is one of the first things that people will notice when they visit your site. Coherent and consistent branding makes your site more trustworthy to the casual browser, increasing traffic.
3. Your ‘About Us’ page
Most ‘About Us’ pages on company websites are rather dry affairs: a couple of paragraphs offering a potted history of the business and little else. By putting some effort into the design of your own ‘About Us’ page, you achieve two things. First, you mark yourself as separate from the pack. Second, you can engender trust in your clients by demonstrating that your team is made up of real people.
4. Reviews and testimonials
The best kind of recommendation is one that is unsolicited. Embedding reviews from third-party sites such as Checkatrade, Yell, Google My Business, and Facebook shows that you fulfil all three components of EAT. Those sites also offer backlinks, potentially extending your website’s reach.
5. Blogs and content
While you might not think of the text on your site as being an integral part of the design, quality content is what makes your site stand out. Google can tell the difference between good and bad writing, and your EAT will suffer as a result if your content is not up to scratch. Blogs can help you score well. Not only do they demonstrate your expertise, they also provide regular fresh content that boosts your SEO score in other areas. It’s a solution where everyone benefits.
As search engine algorithms become more sophisticated, it seems that EAT will be even more important. Get in on the ground floor by redesigning your website today.