Google E-E-A-T Explained: How to Build Trust and Credibility with Your Website

1. Showcase Your Experience

Experience is a newer but essential factor in the Google E-E-A-T ranking. It’s not enough to say that you’re an expert—you need to show it. This means integrating real-world experience throughout your website.

Here’s how you can do that:

Show Off Customer Testimonials

Social proof is powerful. Include testimonials from satisfied clients to demonstrate that your services have delivered tangible results. You can display these on your homepage or create a dedicated testimonials page to spotlight the value your business has provided.

Include Case Studies or a Portfolio

Showcase your best work by including case studies or a portfolio of past projects. This demonstrates hands-on experience and gives potential clients a sense of what to expect when working with you.

Provide Practical (and Helpful) Website Content

Start creating blog posts, guides, or articles based on real-life scenarios that reflect your expertise in action. Sharing solutions to your audience’s everyday challenges and offering actionable insights will show you understand their needs, and will make your website the go-to spot for information.

And please (we cannot stress this enough) run a quick spell check. Nothing screams “inexperience” like spelling errors.

2. Brag About Your Expertise

Expertise is another core component of Google E-E-A-T. Your website should reflect that you’re a knowledgeable source in your field. This can be done through content that showcases your qualifications and deep understanding of your industry.

Here’s how to build expertise on your business website:

Include an About Us Page

Google and visitors want to know who’s behind the website. List your team members, their backgrounds, and relevant experience. People want to know they’re interacting with real, qualified individuals.

Flaunt Certifications and Awards

If your business has earned industry certifications or won awards, don’t be shy about showcasing them. Start displaying these prominently on your homepage or service pages to reinforce your authority and credibility with your customers and Google.

Create High-Quality Content

Regularly publishing valuable, high-quality content is a MUST if you want to show that you’re an expert in your industry. Blog posts, guides, and how-to articles attract more visitors and show that your business is a thought leader in its niche. Make sure your content is detailed, well-researched, and addresses the needs of your target audience.

When visitors (and Google) can see that your business is backed by genuine expertise, it increases the chances of ranking higher in searches.

3. Strengthen Your Authority

Authority goes beyond just expertise. It’s about being recognized by others in your industry and your customers. The more your business is seen as a credible, reliable source, the more authoritative your website becomes, and the more likely it is to rank highly on Google.

Here’s how you can start boosting authority on your website:

Use Backlinks

One of the most effective ways to boost your authority is through backlinks. Partner with reputable businesses or get featured in industry publications that link back to your website. Quality backlinks signal to Google that your content is trusted by others.

Announce Media Mentions

If your business has been featured in the media, let your website visitors know. Share links or quotes from any press coverage, and create a media page where visitors can explore your achievements.

Collect Customer Reviews

Positive reviews help to establish your business as trustworthy and authoritative. Begin collecting theses by encouraging satisfied customers to leave reviews on platforms like Google, Yelp, or industry-specific review sites. Then, once you receive a positive review, make sure you display them on your website for social proof.

4. Build Trust

Trustworthiness is the foundation of Google E-E-A-T. Without trust, your website will struggle to attract and retain visitors, regardless of how much experience or expertise you showcase.

Here’s how you can establish trust with both Google and your customers:

Secure Your Website

An SSL certificate is a must for building trust on your website. It protects user data and signals to Google and visitors that your site is secure. Websites without these certificates may be flagged as “Not Secure,” turning potential customers away.

Display Clear Policies

Be transparent with your terms of service, privacy policy, and return or refund policies. Clear, accessible information reassures visitors that your business operates ethically and with integrity.

Provide Accurate Business Information

Make sure your contact information, location, and services are clearly displayed and up-to-date. Inconsistent information across your website and business listings can undermine trust and hurt your SEO.