Google recently launched an algorithm update to tackle spammy and low-quality content. And just like the previous core update, this once again put Google’s E-E-A-T concept into the limelight. As a result of this move, many industries, including e-commerce, have been forced to rethink their E-A-T strategies.
E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness, is one of the major components of Google’s Search Quality Rater Guidelines. This principle emphasizes the importance of high-quality content that users can trust.
While the E-E-A-T principle is not a direct ranking factor, these offer a roadmap for creating content that Google’s algorithm will value.
For e-commerce websites, balancing user conversion optimization with E-E-A-T is critical. This is because some e-commerce platforms fall into the category of YMYL (Your Money or Your Life). Google scrutinizes YMYL content closely, demanding accuracy and a high degree of trustworthiness.
Continue reading to find E-E-A-T strategies for your e-commerce website.
How to Measure Your E-commerce Website E-E-A-T Score?
For starters, the concept of E-E-A-T is a qualitative score. That means it cannot be measured, unlike the other ranking factors of Google.
However, since Google publicized the Quality Raters’ guideline, we have an idea of how E-E-A-T is evaluated on your e-commerce website and develop strategies.
The latest guideline suggests that ‘Trust is the most important member at the center of the E-E-A-T family’. However, to support the assessment of trust, it needs the other members, which are Experience, Expertise, and Authoritativeness:
Based on this we created a series of questions that can help you gauge your E-E-A-T score:
- Experience: This is about having first-hand knowledge of the topic. Does the content creator have the relevant firsthand experience to write about this topic? Did the creator experience the product firsthand when the review was made?
- Expertise: Evaluate the expertise of the content creators. Does the author have the necessary qualifications, skills, or experience in the field they’re writing about? Does the author have education in the topic? What does the author’s digital footprint look like? Have they often written about this topic?
- Authoritativeness: A trusted reputation as a ‘go-to source’ for a topic establishes authoritativeness. Is the e-commerce site detailed as to why their website should be trusted? How often is the content refreshed to ensure it includes the latest information? Do other websites use the content as a reference?
Answering the questions above can help you optimize your e-commerce website for the E-E-A-T principle.
Keep in mind, however, that there’s no specific “score” you can check, but answering these questions can help you understand what Google looks for in high-quality content.
8 Effective E-E-A-T Strategies for E-commerce Websites
E-E-A-T may not be a direct ranking factor but optimizing your e-commerce website for this principle ensures that your content is recognized for its quality, not only by Google but also by your customers. As we know it, high-quality content is more likely to achieve better rankings in search engine results.
To enhance your e-commerce SEO and achieve E-E-A-T, consider implementing these strategies:
1. Produce Multiple Quality Contents About Your Topics
If you don’t have a blog page on your e-commerce website, you need it right now to establish E-E-A-T. This step is important to show your site’s authoritativeness within your industry.
The Quality Raters Guidelines highlight that to be considered authoritative, a website must become the ‘go-to source’ for the topic. This status cannot be achieved solely through product pages or sparse blog entries.
You need multiple high-quality content that dives deep into your product category to demonstrate a strong understanding of your niche.
For example, you’re an e-commerce website that sells furniture. Through your blog page, you can build topical authority by creating content for all of the keywords related to your products. This could include posts on safe online furniture shopping practices, the benefits of minimalist design, preparatory steps for making a purchase, and guidance on selecting furniture styles, among other topics.
This e-commerce SEO strategy not only reinforces your authoritativeness but also serves as a valuable resource for your audience.
2. Create a People-First Content
Google values content that genuinely benefits users. So, we strongly recommend avoiding content crafted merely for SEO rankings. Instead, Focus on creating ‘people-first’ content or content that fulfills a significant need or purpose for the audience.
But, how can you know that you have people-first content? You need to make sure that your content is
- Original,
- Helpful to users, and
- Written by people, for people.
Additionally, regularly assessing your content with the questions laid by Google itself, can serve as a measure of its dependability and quality.
3. Work with Experts or Interview Experts for Your Content
Google’s Quality Raters assess not only the website’s authoritativeness but also the content’s knowledge and experience of the author or creator.
This assessment falls under the ‘experience’ and ‘expertise’ category. In ‘experience’ Quality Raters check the content creator’s firsthand or life experience related to the topic. On the other hand, in expertise, they consider the knowledge and skill set of the author to the topic.
So, how can you demonstrate the experience and expertise of your e-commerce website based on E-E-A-T guidelines?
One effective strategy is to highlight the author’s credentials. Make sure that their bio is visible on your website. Showcasing an author who possesses deep knowledge and expertise can boost your site’s trustworthiness and influence on your audience.
But what if you’re not an expert? Here’s a savvy E-E-A-T tactic: interview or collaborate with a specialist.
For example, if you’re promoting a skincare product, team up with a board-certified dermatologist for a blog post. Remember, it is also important to get first-hand information from them to add value to your topic. Their professional insights can lend immense value to your content.
4. Be Transparent
Another way to boost your e-commerce website’s trustworthiness is to provide clear and detailed information. This includes comprehensive product descriptions, shipping policies, FAQs, return procedures, contact information, and an About Us page. Make sure that all these sections and pages are accessible and easy to find on your e-commerce website.
5. Offer Secured Payment Methods
As we previously mentioned, Google’s latest version of E-E-A-T highlights the importance of the element of trust.
To demonstrate the strong trustworthiness of an e-commerce site, an “online store needs a secure online payment system”. The Google Quality Rater guidelines, specifically, stated this.
Think about it from a customer’s perspective. They’re entrusting your website with their sensitive financial information. Do you think they continue shopping on your online shop, if you don’t guarantee that it’s a safe space for them?
You need to demonstrate your commitment to protecting the sensitive data you receive. This not only builds trust with your customers but also signals trustworthiness to Google’s algorithms.
6. Ace Your About Us page
Did you know that the latest Search Quality Evaluator Guidelines instruct Quality Raters to check specifically the About Us page to asses the Page Quality rating of the site?
That’s right, they look at the About Us page as a ‘starting point’ to determine if the site and the creator are trustworthy sources.
Take this opportunity to show off your experience and expertise to your niche. For example, if your e-commerce website sells power tools, make sure to indicate how long you’ve been in that industry. You can also include the technology you are using and the benefits you can offer to your customers.
Moreover, if applicable, featuring your authors on the “About Us” page is also a great E-E-A-T SEO strategy. By highlighting their credibility and knowledge, you reinforce your site’s trustworthiness within your niche.
7. Earn Backlinks from High-Quality Sites
When you receive a link from other websites, this means that your content is being used as a reference. This process signals to search engines that your content is valuable, trustworthy, and acknowledged by others as a credible source of information on a particular subject. This is the reason why having a link-building strategy can enhance an e-commerce site’s E-E-A-T.
However, you need to make sure that you receive a link in an organic and authentic manner. Resorting to spammy tactics or purchasing links is a blackhat SEO strategy. It can do more harm than good in the long term.
If you’re crafting people-first content, you naturally increase the likelihood of earning backlinks. Additionally, you can take the initiative to reach out to webmasters, suggesting that your content could add value for their audience.
Another great linking strategy is to send your products to influencers or industry experts for review. It’s like hitting two birds with one stone, as these personalities embody both experience and expertise, improving your e-commerce website’s E-E-A-T.
8. Encourage Your Customers to Review
Customer reviews and testimonials are invaluable forms of social proof that can significantly enhance your business’s credibility
Make sure that your e-commerce website provides your customers with a way to easily leave reviews. Additionally, encouraging them to post reviews on your Google My Business profile can further amplify your online presence.
Research from Northwestern University’s Spiegel Research Center suggests that review scores in the range of 4.2 to 4.5 (out of 5) are most trusted by consumers. Scores higher than these ratings are often met with skepticism.
It’s imperative to respond to all reviews, whether positive or negative. Engaging with customer feedback demonstrates your commitment to customer satisfaction and can turn a negative review into a positive experience.
Focus on Your Customers to Improve Your E-commerce Website’s E-E-A-T
Remember that Google’s E-E-A-T is not a ranking factor. So don’t use this principle solely for search engine optimization. Instead, your E-E-A-T strategies should focus on building a brand that customers trust and return to time and again. This way, you’re always ahead of the curve despite the evolving algorithm of search engines.
Want to be more visible to your customers? Be Global E-commerce Corporation is your ally. We provide a comprehensive suite of e-commerce services, encompassing everything from management to warehousing and fulfillment. Our team will be with you every step of the way
Book a consultation today and take the first step towards expanding your e-commerce success.
