Ever heard of the term EEAT in search engine optimization? EEAT stands for Expertise, Experience, Authoritativeness, and Trustworthiness. It is an important concept that Google utilizes for ranking your websites in search engine result pages (SERPs).

Google’s emphasis on Expertise, Experience, Authoritativeness, and Trustworthiness (EEAT) has transformed the SEO landscape. For local businesses, optimizing EEAT is not just a buzzword—it’s essential for a successful SEO strategy.

In this comprehensive guide, let’s understand the concept of EEAT and learn actionable steps to improve your local business website’s authority, and improving your website search rankings and attracting more customers.

What is EEAT?

Introduced in March 2014, the concept of EAT (Expertise, Authoritativeness, and Trustworthiness) was included in Google’s Search Quality Rater Guidelines to help human raters review the quality of search results. In December 2020, Google included “Experience” as a search quality parameter, making it EEAT.

EEAT is the backbone of Google’s search algorithms. It is particularly important for “Your Money Your Life” (YMYL) niches that include health, money and finance.

Expertise involves demonstrating knowledge in your field.
Experience involves establishing how long you have been working in your field.
Authoritativeness establishes your business as a reliable source.
Trustworthiness builds confidence among your audience.

How EEAT Influences Local Search Rankings?

Local businesses with optimized EEAT are more likely to appear prominently in local search results, gaining a competitive edge and attracting relevant local traffic.

Here are five examples illustrating how the concept of EAT (Expertise, Authoritativeness, and Trustworthiness) helps local businesses rank higher in search.

Local Law Firm Establishes Legal Authority

Scenario: A local law firm focused on personal injury cases.
EEAT Strategy: Regularly publishes in-depth legal articles, case studies, and guides on its website, showcasing legal expertise. Engages in community outreach programs to build local trust.
Outcome: The law firm’s website gains recognition as an authoritative legal resource in the community, leading to higher search rankings for relevant legal queries.

Neighborhood Health Food Store Demonstrates Nutritional Expertise

Scenario: A local health food store specializing in organic products.
EEAT Strategy: Creates a blog with articles on nutrition, wellness, and organic living. Collaborates with local health experts for guest posts and hosts workshops on healthy living.
Outcome: The health food store’s website becomes a go-to source for health-conscious locals, leading to higher search rankings for queries related to organic products and nutritional advice.

Family-Owned Restaurant Cultivates Local Trust

Scenario: A family-owned restaurant in a small town.
EEAT Strategy: Shares the family’s culinary journey on the website, featuring chef profiles, authentic recipes, and customer testimonials. Actively engages with the community through local events and partnerships.
Outcome: The restaurant’s website becomes a trusted local resource for dining recommendations, resulting in higher search rankings for local restaurant queries.

Home Improvement Contractor Demonstrates Craftsmanship

Scenario: A local home improvement contractor specializing in renovations.
EEAT Strategy: Showcases completed projects with detailed before-and-after photos, client testimonials, and educational content on home improvement. Actively participates in local home expos and community events.
Outcome: The contractor’s website gains authority for home improvement queries, leading to higher search rankings and increased inquiries from local homeowners.

Local Pet Grooming Salon Builds Community Connection

Scenario: A small pet grooming salon in a suburban neighborhood.
EEAT Strategy: Shares grooming tips, pet care advice, and success stories on the website. Hosts pet adoption events in collaboration with local shelters and actively engages with pet owners on social media.
Outcome: The pet grooming salon’s website becomes a trusted source for pet care information, leading to higher search rankings for local pet-related queries.

How to Improve Website EEAT Authority & Expertise?

To improve you website’s authority and expertise, you need to focus on creating high-quality content, get citations from social media and other platforms, positive testimonials and reviews, and more.

Content for Better EEAT

Emphasize Expertise: To showcase expertise, create content that goes beyond basic information. For instance, if you run a local bakery, publish detailed guides on the art of baking, share unique recipes, and provide insights into the latest trends in the baking industry.
Tips for Valuable Content: Ensure your content addresses the specific needs and concerns of your local audience. Conduct keyword research to understand what local customers are searching for and tailor your content accordingly.
Staying Fresh: Update your website and publishing high-quality content regularly. This not only reinforces your expertise but also signals to search engines that your business is active. A blog with weekly or monthly posts on relevant topics is one way of keeping your website updated and relevant.

Showcase Local Expertise

Importance of Local Knowledge: Highlight your familiarity with the local community. If you’re a real estate agent, create content about the best neighborhoods, local market trends, and insider tips for homebuyers in your area.
Strategies for Localization: Incorporate location-specific keywords naturally into your content. Partner with other local businesses for joint events or collaborations. This not only enhances your local presence but also fosters a sense of community.
Examples of Effective Local Expertise: Look at any successful restaurant in your city. You will find that they regularly feature neighborhood stories on their website, collaborate with local artists, and share updates about community events, establishing themselves as a beloved local spot.

Optimize Your Website for Trustworthiness

Role of Website Design: A user-friendly and visually appealing website helps build trust. Ensure that your website is easy to navigate, with clear calls-to-action and a professional design that reflects the quality of your products or services.
Secure Website: Obtain an SSL certificate to secure your website. Display your business’s contact information, including a physical address and phone number, prominently on your site to build trust.
Positive Customer Reviews: Encourage satisfied customers to leave reviews on your website and popular review platforms. Showcase these testimonials prominently, reinforcing the trustworthiness of your business.

Conclusion

By improving your local business website’s EEAT, you’re making it better for search engines as well as your local customers. Keep in mind that achieving a top-ranking local website begins with a dedication to establishing your business as an authority in its area.