Even in 2024, with Google’s algorithm boasting over 400 ranking factors, the concept of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) continues to hold significant weight in the SEO realm. This framework emphasises the importance of content created by experienced sources with demonstrable knowledge and a strong reputation for accuracy. By prioritising E-E-A-T, Google aims to deliver search results that users can confidently rely on for trustworthy and valuable information.
While on-site optimisation is crucial for building E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), its reach extends beyond website elements. Discussions surrounding E-E-A-T often emphasise on-site tactics like testimonials, author profiles, and internal linking. However, for websites in the Your Money Your Life (YMYL) category, leveraging external link building strategies effectively can significantly enhance E-E-A-T. By acquiring high-quality backlinks from reputable sources in your niche, you demonstrate your website’s authority and trustworthiness to search engines. This comprehensive approach to E-E-A-T ultimately leads to a stronger SEO foundation.
How Do I Build E-E-A-T Friendly Links?
While building E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) friendly links might seem straightforward, the focus should remain on acquiring high-quality, genuine links through effective digital PR. Digital PR campaigns, when executed well, naturally contribute to E-E-A-T by securing placements on reputable websites that acknowledge your website’s expertise.
However, if your goal is to strategically strengthen your E-E-A-T, particularly when paired with on-site improvements, consider focusing on these specific digital PR tactics:
Thought Leadership
Thought leadership is a powerful tool for establishing E-E-A-T. By sharing your expertise externally through insightful content or interviews, you demonstrate your website’s knowledge and credibility. This knowledge-sharing approach effectively builds trust and positions your website as an authority in its field.
Thought leadership initiatives can be implemented in various ways. You can leverage interviews with your clients or internal subject matter experts to showcase their experience and insights. Providing strong biographies highlighting their credentials strengthens their authority in the eyes of journalists. Additionally, staying updated on industry news and proactively seeking opportunities (newsjacking or event participation) increases your chances of securing media placements. This comprehensive approach to thought leadership ultimately contributes to a stronger E-E-A-T foundation for your website.
To find out more about how effective thought leadership can be, check out our case study for client Little Loans where we achieved some great coverage in a traditionally tricky vertical.
Newsjacking
Newsjacking presents a valuable opportunity to build external E-E-A-T for your brand. It involves capitalizing on trending news stories and offering insightful commentary or unique perspectives from your resident experts. This strategy allows you to showcase your website’s expertise on relevant topics while potentially securing placements in high-quality publications.
Newsjacking doesn’t require complex or time-consuming efforts. For instance, we created a successful piece with our client Hayes Garden World, leveraging their resident gardening expert Angela Slater’s knowledge. The piece focused on the impact of lockdown on houseplants, providing a simple yet engaging angle on a trending topic. This approach resulted in acquiring high-quality backlinks, demonstrating the effectiveness of newsjacking for E-E-A-T building.
Data-Led Campaigns
Data-driven campaigns offer an excellent opportunity to demonstrate your E-E-A-T. By analyzing relevant industry data or your own data sets, you can create valuable resources that showcase your expertise and provide journalists with compelling insights. This approach fosters trust and positions your website as an authority within the industry.
Data campaigns can be implemented in various ways. Consider creating data-driven guides or reports addressing industry trends or consumer behavior. A well-executed example could be a guide titled “How Much Energy Do Your Household Appliances Consume?”. This type of informative content, especially when relevant to your industry (e.g., energy providers), establishes your website as a credible source and has the potential to attract long-term backlinks from journalists who reference it repeatedly.
Each of the approaches above will really help you to hone in on building that E-E-A-T through each of your external link acquisition campaigns which, when paired with a solid on-site strategy, will improve your website visibility in no time.
Product Reviews & Placements
If you’re an ecommerce agency, then chances are you will be looking to build external trust through visibility for products. Top 10 lists and product round-ups are a great way to get exposure for your products and brand and they also help to build those all-important external trust signals which are a great way to build key E-E-A-T signals here.
To find out more about how our Digital PR and Link Building service can help your SEO efforts, or to enquire about our white label digital PR services you can contact us here.
