Creating a website that brings in quality leads can be time-consuming and requires effort. You must create high-quality content and follow search engine optimization best practices while ticking off each of Google’s ranking factors as you go. Google’s algorithms always seem to be changing, and the latest update included a heavy focus on Google E-A-T, which has created confusion for marketers and content creators. Google E-A-T is a page quality rating system that focuses on three elements: Expertise, Authoritativeness, and Trustworthiness. If your content does not showcase each of these aspects, chances are Google’s page/website reviewers will mark your content as poor quality and irrelevant to searchers’ needs, resulting in lower page ranking, less organic traffic, etc.

In Google E-A-T: Part 2 – Authoritativeness, the focus is on how to establish your authoritativeness as an authoritative figure in your industry/niche. The author explains that while expertise showcases your knowledge in a given area with proper credentials, authoritativeness refers to how others view the quality of your content and how trustworthy you are based on your expertise and previous work. To establish yourself as an authoritative figure, you need to employ various authority marketing tactics, such as networking and creating a smart backlinking strategy. Creating high-quality, shareable content regularly and investing in on-page search engine optimization are some of the best ways to build your online authority and meet the Google E-A-T standards.