Building Trust: Implementing E-E-A-T Principles in B2B Marketing

For the same reasons people don’t go to a veterinarian for heart surgery or take their car to the bike shop, people don’t want to get information from a website that has no expertise in the subject they want to learn about.

They want to visit a site that has E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) in the subject matter it features. Google coined the term E-E-A-T to assess pages’ quality and credibility. And while it is not directly a ranking factor that Google uses for SEO, the search engine favors strong E-E-A-T content “for topics that could significantly impact the health, financial stability, or safety of people, or the welfare or well-being of society.” As Google puts it, these are topics that affect your money or your life, so you want accurate, authoritative information on them.

Establishing SEO Authority

To establish a website’s E-E-A-T for B2B content and authority in B2B marketing, there are a few simple steps to take.

First, make it clear who wrote the content in question, along with their credentials or a link to another page that details their background and what makes them an authority is the subjects they’re writing about. If they literally wrote the book on a given topic, include a link for readers to check it out and see reviews.

Next, clearly explain to the reader how the content was made. Did the author personally research and test products, for example, evaluating them based on her or his expertise in the field? Did the author conduct surveys that brought him or her to the conclusions the content draws, and are the data gathered from those surveys presented? In short, are all the questions a reader might have about where this all came from answered clearly? That all sends out trust signals for B2B websites.

Lastly, the content needs to establish why it exists in the first place. If the answer is to provide readers with quality information to help them achieve success, Google will reward that, pushing the content to the top of relevant searches. If the content is a transparent attempt to game the system, juicing rankings with keyword stuffing and AI-produced writing by no one, search engines are designed to sniff that out and punish it.

SEO Marketing That Makes An Impression

Just as your business is an expert in what it does, your website needs to convey that Experience, Expertise, Authoritativeness, and Trustworthiness to your customers and potential customers. With T&C SOLUTIONS PTE. LTD.’s search engine marketing, we get the incredible story your business has to tell out in front of readers and let them know why your business is the one to go for their needs in your area of expertise.

Just the way you wouldn’t want your customers to buy inferior products or services that aren’t trustworthy, you don’t want to trust your web presence, digital marketing, and SEO to anyone but T&C SOLUTIONS PTE. LTD..