Once again Google has focused on the importance of E-A-T (Expertise, Authority, and Trust) in an ecommerce website, with its recent update of Search Quality Rater Guidelines. The updated algorithm also puts more emphasis on individual authors, rather than just the authority of the website or brand as an entity. So it is quite clear that Google is becoming even more content-centric. Now the race for ranking has evolved to a new level, and websites providing in-depth content that solves searchers’ queries, are more likely to win.
So what exactly does the E-A-T quality transpire for your ecommerce website? According to the new guidelines, expertise, authority, and trust are the core elements of how Google perceives your content quality. This essentially means authoritative text isn’t enough, all features and elements of the page will contribute towards the enhanced quality.
Create an eCommerce Website
Hence, in order for your e-commerce website to achieve E-A-T quality, use the following tricks:
Display all authority credentials on your website
Although quality content is the gateway to earn the “authority” tag for your brand, as ab e-commerce marketer, you have to show your authority credentials as well. For that, your page should be updated with all your awards, reviews, and other signals that speak volume about you being an authority in your niche.
Your vision, experience, and history with ample proof convey that you have the expertise to what you do. For your content team, it has become highly pertinent that each of your authors has their own bio. EAT is all about providing the content that is creative, out-of-the-box, relevant, and most importantly – data-driven.
Apart from a truly helpful content, another important factor that works towards increasing your website’s credential is the functionality of your e-commerce site. For that to happen, a reliable web hosting ensures your customers remain engaged throughout. For example, Hostpresto is a powerful cloud hosting, app hosting, server management, and domain registration service.
Inform users properly about products or services
You need to put the information about your products or services in such a way that you are experts in your specific goods or services. So you have to mention all the aspects of your products or services whether negative or positive.
Generally, it requires creative writing skills to make the most boring products appear interesting. So it makes a lot of sense to use that persuasive power with a bit of honesty.
You need to effectively demonstrate why and in which way your products are fit for your consumers and in what other ways they don’t. As a matter of fact, people need complete information to make a well-pondered decision. Deception can be risky!
Show affiliations and leads that boost the trust
As we just discussed, you need humility to put all the information. So if you have any partnerships, affiliations, and sponsorships, you should disclose your commercial or ideological relationships. It might influence your users’ choices and ideas.
Even consumer protection agencies have been emphasizing this need, so it becomes mandatory from the perspective of customers’ wellbeing and financial situation. For example, the Federal Trade Commission (FTC) has enforced these guidelines for small websites and blogs.
In any which way, it’s a good idea to showcase all your affiliations and explain why you decided to join forces. The more you are clear what you offer to your users, the higher quality content, products, or services you can put out.
The importance of EAT score has grown significantly, especially for e-commerce sites. So, your products, your site functionality, and your brand integrity must be inherently high in order to earn positive recommendations.