Eating plays a big part in all of our lives. But if you are a business owner, there is 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 to build the know, like, trust factor with your readers, as well as 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 them 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.

The important thing about using blog posts to help people get to know the person behind the brand. 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.

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 is also makes create 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.

Authoritativeness

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 looking at the number and quality of third party links back to your website or who cite its brand information.

So, if you want to improve your authority and get ranking higher in search engine results pages, you need to get other people talking about you and linking to you website from theirs.

Guest blogs, expert comment in the press, and newsletter trades 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, 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 Simple SEO masterclasses. They are easy to follow classes that talk you through a number of different SEO topics such as keyword research, word count and creating content.

I’ve also got a couple of great downloads that will help you to keep on track with content ideas and a regular SEO strategy.

And if you’re looking for straight forward, no frills SEO tips and advice, subscribe to my newsletter Simple SEO.