Google determines the accuracy of a website’s info with an internal metric summed up by the acronym E.A.T., which stands for Expertise, Authority, and Trustworthiness. In this Wednesday Workshop we break down what these mean for your website.
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Transcript Below
Welcome back to another Wednesday Workshop from DealerOn!
Google determines the accuracy of a website’s info with an internal metric summed up by the acronym E.A.T., which stands for Expertise, Authority, and Trustworthiness. Today we’re going to break down what these mean for your website.
Expertise is a measure of knowledgeability about a topic.
You probably have a great deal of expertise not only about cars in general, but about the specific advantages of your brand, but how do you communicate that on your site?
To start off, you need to know what your audience is searching for, and keyword research is your first step. Look not only at the keywords themselves, but at the intent behind them and address that intent.
Anticipate possible questions and answer them on your blog or social media. Package your answers in clear, concise formats.
For example, if your customers are looking for when they should change the oil in their vehicle, a perfect solution would be to provide a page that includes a table that explicitly lists the intervals.
To be considered an authority you need to be recognized as an expert.
Turning your expertise into authority takes time. Repeatedly answering those questions and providing results people are looking for will get you there, but you’ll need to have patience with this step, authority isn’t earned overnight.
Backlinks, especially those from other relevant and authoritative sites, are huge. Being mentioned on news sites or other authoritative sites, while not as good, still helps. Shares of your content on social media is also important.
Building your brand will help, as established brands have more authority than new ones.
Trustworthiness is exactly that: developing an honest reputation.
It’s easy to be anonymous on the internet, and so trustworthiness is at a premium.
Establishing trustworthiness can be difficult, but it’s also rewarding. Make sure your site has clear and accurate contact information, especially your physical store location. Have an easily accessible terms and conditions page. Your domain must be secure: look for an S after HTTP. Make your privacy policy clear and easy to find. Most importantly make sure that you have a transparent pricing strategy that is as easy for your customers to understand. The more that your shoppers feel like they can trust you the more likely they are to turn into repeat customers.
With this information, you should be ready to get started on the expertise, authority, and trustworthiness of your site. Head over to DealerOn.com to schedule your free demo today. Thanks for watching.
