Eating plays a big part in all of our lives. But if you’re a business owner, there’s a different kind of eating you need to know about. EEAT (experience, expertise, authoritativeness, and trustworthiness) are the quality criteria Google uses to assess your credibility and how high up in search results a website should appear.

One of the best ways of showing that you are good at EEATing is through your website content. Blog posts are still an excellent way of sharing your knowledge, helping you build the know, like, trust factor with your readers, and showing search engines that your content is worth reading.

There are lots of different ways you can do this with your blog posts. For example, a deep dive into a particular product or service to show why it’s so good. Or a post about you and your journey to where you are now, sharing the good and the bad and what you’ve learned from your experiences.

Blogs don’t have to be about your business to showcase your expertise. In fact, letting your audience see more of the person behind the brand is a really effective way of helping your readers get to know and trust you, which in turn builds your authoritativeness.

So, how do you create content that highlights your EEAT?

Experience

Blog posts can be a great way of showcasing your experience, whether that’s in life or your business. Posts like “How I got here….” or “Five unusual facts about me…” are ways of sharing your experience and injecting a bit of fun into your content too. You don’t need to share your life story, but giving snippets of the things that have shaped you and your personal and business journey really helps people know, like and trust you.

If people trust you, they’re more likely to buy from you.

Expertise

A dry post that lists all of your expertise will do little to grow your audience and build your authority in Google. So, get creative. Do a deep dive into one of your products or services. Share your working process, and how what you sell will help to solve your audience’s pain point.

“Five ways to….” or “How xxx will help you yyy” are good blog posts to shout about your experience in an engaging and informative way. Commenting on something that’s in the news about your area of expertise also makes great content.

Your reader will learn something about what you sell, or a particular issue or way of doing things which in turn, helps them get to trust that you know what you’re talking about.

Authority

This is essentially how other people view you as an expert – you may think you’re one, but for that to count, others need to agree. In the online world, one way to assess authority is by looking at the number and quality of third-party links back to your website.

So, if you want to improve your authority and rank higher in search engine results pages, you need to get other people talking about you and linking to your website from theirs. Guest blogs, expert comments in the digital press, and newsletter guesting are great ways of doing this.

Trustworthiness

People only buy from businesses they trust are going to do what they say they will. It’s something that takes time to build up, but once you have it, it helps your business in so many ways. The best way of showing Google and your customers that you know what you’re talking about and that you can be trusted is to share reviews and comments from people who have worked with you or bought your products.

If you don’t have many clients yet, think about other people you could ask to write a review. Have you done a skill swap, helped someone out for free to gain experience, or taken part in a competition or giveaway?

Once you’ve got some reviews, make sure you shout about them. Add them in key places on your website, in blog posts, and in all of the places where you talk about your business.

And don’t forget to share the love and leave a review whenever you use a business to help them build their reputation too.

How I can help

I have a range of services to help you get seen online by the people you want to do business with. If you don’t like SEO or writing or just don’t have time, I have several “done for you” services such as keyword research or my blog packages.

If you’d like to learn how to do things yourself, have a look at my masterclasses and Website Visibility Foundations course. They give you the skills to make the necessary changes to your website copy and content so that it attracts the right people and helps to bring in more leads and sales.

And if you’d like regular tips, chat and a bit of dating banter thrown in for good measure (who knew dating and SEO had a lot of things in common?!), subscribe to my free newsletter Simple SEO. You’ll get my download “Start Selling with SEO” when you subscribe.