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RESEARCH
ANALYSIS
How to show your E-A-T Your whole site needs the E-A-T treatment
TRENDS
If you have a niche website, it's likely that you have Google examines pages individually, but not in a
some expertise or interest in the area it's about, but vacuum. The content of the rest of the domain is
how can you prove that? There are several ways to considered too. Every blog post should be informative
demonstrate expertise and authority: or entertaining. If you have an online store, your
product descriptions should be unique. Use your About
• Create detailed, informative posts to earn links Us page to explain who you are, what you do and why
back from authority websites you're the best at it.
• Include reputable citations (such as ones from .edu
or .gov domains where possible) Designing your site with E-A-T in mind doesn't just
create positive ranking signals for the search engines, it
• Generate lots of shares on social media
also builds trust with users. That trust is essential to
• Link back to and leverage authority sources (long- turn visitors into buyers.
established, trusted sites in your niche)
So, when you're creating content, look it over with a
• Fact-check all your content - sharing demonstrably
false information could impair your rating critical eye. Is this content fluff and filler, or high-quality,
shareable content that readers will appreciate? When
• Include bylines for all authors
you're reviewing your current content, make sure it's up
Authorship is an important art of E-A-T. Having content -to-date and still relevant. If every page of your site
written by real people, with real profiles and clear adds value for users, you're on the right track. ◊
expertise is a major part of building trust. Readers, and
search engines, are more likely to trust content written By Eric Hoppe
by someone who has expertise in that subject than they
are an anonymous post written by "admin". Eric is the Director of Marketing at
Crowd Content. He's worked in
marketing with several technology
Authority doesn't always have to mean "professional companies during his career, but for
expertise", although for topics such as finance or the last ten years has worked with
health, that does help. In some niches, Google companies that offer content writing
Authority can be enough. A person who has been services. This gave him the opportunity
blogging about video games or a popular movie to work with thousands of companies
franchise for many years counts as an expert in that from small businesses to Fortune 500
firms to help them craft high-quality
niche, especially if they consistently fact-check their content. He's particularly interested in
content, and have a lot of citations themselves. SEO and finding ways that brands can improve their content
creation process to support it.

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