Understanding the Importance of E-A-T in Local SEO


Are you a trusted, authoritative expert in your field?

If you deal with an SEO agency, they will often tell you about how often search engines are changing and updating, making search engine rankings more difficult to achieve than ever. One of the key factors in modern SEO strategies is E-A-T, which stands for Expertise, Authority, and Trustworthiness. Here, we have asked our SEO team to delve into the significance of E-A-T and how it impacts your local SEO efforts. Often we find that we speak with a business owner, they are extremely passionate about their business and they know their industry inside out, however, their website does not portray this. If you are an expert locksmith, it is important that your potential new clients know you’re an expert, they are certainly more like to enquire about a lock repair if they know they are dealing with an expert locksmith. Here we will take a look at the importance of demonstrating you’re an expert and how you may want to go about it.

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Understanding E-A-T: Expertise, Authority, and Trustworthiness

E-A-T, introduced by Google in its Search Quality Evaluator Guidelines, is a set of criteria used to evaluate the quality of content and websites. It plays a pivotal role in determining a website’s ranking on search engine result pages (SERPs). Let’s break down each component of E-A-T:

Expertise: Demonstrating expertise means showcasing in-depth knowledge and proficiency in your field. It involves proving that you are a subject matter expert who can provide valuable insights and information to your audience.

Authority: Authority implies that you have a recognised and respected position in your industry or niche. It is about establishing your website as a trusted source of information by building a strong online presence and earning backlinks from reputable sources.

Trustworthiness: Trustworthiness is all about ensuring that your website and content are reliable and credible. It involves factors such as transparent information, user-friendly design, and adherence to ethical standards.

Now, let’s explore how these components are essential for not only ranking on search engines but also for showing search engine users that you are an expert, have authority, and are trusted in your industry.

The Significance of E-A-T in Local SEO

Improved Search Engine Rankings: E-A-T is a critical ranking factor in Google’s algorithm. When your website demonstrates expertise, authority, and trustworthiness, search engines are more likely to rank your content higher. This increased visibility can lead to higher organic traffic and better business opportunities.

Enhanced User Experience: E-A-T isn’t just about impressing search engines; it’s also about providing a better experience for your website visitors. Users are more likely to engage with and trust content that comes from authoritative and trustworthy sources. This can result in longer time spent on your site and lower bounce rates.

Builds Credibility: In today’s digital age, consumers are cautious about where they get their information. Having strong E-A-T signals reassures users that your content and services are reliable. This, in turn, builds credibility and encourages users to trust your brand.

Local SEO

Examples of E-A-T Implementation in Different Industries

Now, let’s take a closer look at how two diverse industries, locksmiths and accountants, can leverage E-A-T to showcase their expertise, authority, and trustworthiness.


Expertise: Locksmiths can demonstrate their expertise by creating informative blog posts or videos that explain common lock-related problems and solutions. Offering tips on home security or explaining the different types of locks can showcase their knowledge.

Authority: Locksmiths can build authority by obtaining certifications and memberships in professional organisations. They can also encourage satisfied customers to leave reviews and testimonials on their website or on Google My Business.

Trustworthiness: To enhance trustworthiness, locksmiths should prominently display contact information, including a physical address and phone number. Offering transparent pricing and being upfront about service fees can also foster trust.


Expertise: Accountants can showcase their expertise by publishing articles on complex tax regulations, financial planning, and accounting best practices. These articles should be well-researched and demonstrate a deep understanding of the subject matter.

Authority: Accountants can establish authority by earning certifications like Certified Public Accountant (CPA) and by contributing guest posts to reputable financial websites. Being quoted in financial news articles can also boost their authority.

Trustworthiness: For accountants, trustworthiness is crucial. They should prominently display their credentials, certifications, and a privacy policy. Demonstrating a commitment to client confidentiality and offering transparent pricing can further enhance trust.

Digital Strategy

Implementing E-A-T in Your Digital Strategy

Now that we’ve established the significance of E-A-T in local SEO and provided examples for locksmiths and accountants, let’s delve deeper into practical steps to implement E-A-T in your digital strategy.

High-Quality Content Creation: Content is at the heart of E-A-T. Start by producing well-researched, informative, and engaging content that demonstrates your expertise. Consistently update your blog or news section with valuable insights, industry trends, and solutions to common problems.

Showcase Credentials and Certifications: Make sure to prominently display your qualifications, certifications, and affiliations with professional organisations on your website. This not only establishes your authority but also instills trust in your audience.

Encourage Customer Reviews and Testimonials: Positive reviews and testimonials from satisfied customers are powerful indicators of trustworthiness. Encourage clients to leave reviews on platforms like Google My Business, Yelp, or Trustpilot. Respond to reviews, both positive and negative, professionally and promptly to maintain credibility.

Secure Backlinks from Reputable Sources: Earning backlinks from authoritative websites in your industry can significantly boost your authority. Reach out to industry publications, collaborate with influencers, or guest post on relevant websites to obtain quality backlinks.

Optimise Your Google My Business Profile: For local businesses, optimising your Google My Business profile is essential. Ensure that your business information is accurate, including your physical address, phone number, and business hours. Encourage customers to leave reviews and regularly update your profile with new posts and photos.

Transparency and Ethical Practices: Transparency is key to building trust. Clearly state your terms and conditions, refund policies, and privacy practices. Avoid any unethical or black-hat SEO tactics, as they can damage your reputation and trustworthiness.

Website Security: Protecting your website from cyber threats is another aspect of trustworthiness. Use secure sockets layer (SSL) certificates to encrypt data, implement robust security measures, and regularly update your website’s software to safeguard user information.

Regularly Update Your Content: Consistently updating your website with fresh, relevant content not only demonstrates your expertise but also keeps visitors engaged. Outdated or inaccurate information can erode trust, so make content maintenance a priority.

Monitor Your Online Reputation: Use online reputation management tools to track mentions of your brand and respond to customer feedback promptly. Addressing negative feedback in a professional manner can turn a potential crisis into an opportunity to demonstrate your commitment to customer satisfaction.

Mobile Optimisation: As an increasing number of users access websites on mobile devices, ensure that your website is mobile-friendly. A responsive design not only enhances user experience but also signals professionalism and trustworthiness.

Practicing E-A-T Can Make A Huge Difference

Understanding the importance of E-A-T is crucial for businesses looking to succeed online, search engine rankings are much more difficult to achieve than ever before. By focusing on expertise, authority, and trustworthiness, you can not only improve your search engine rankings but also establish yourself as a trusted expert in your industry. Whether you’re a locksmith or an accountant, implementing E-A-T principles in your digital strategy can make a significant difference in your online presence and customer trust. So, start building your E-A-T today to thrive in the world of local SEO. If you find yourself struggling to implement E-A-T in to your marketing strategy, we are experts at this. Reach out to CTO today and stop struggling!

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