E.E.A.T. Your Way to Better Rankings: A Deep Dive Into Google’s Signals That Matter Most
Content is still king, but Google is still the kingdom and the king has to play by a new set of rules - E.E.A.T. Let's break those four little words down into actionable strategies. We identify which factors carry the most weight when it comes to Google rankings.
Why E.E.A.T. Matters More Than Ever
Google’s priority is to serve users the most reliable, accurate, and credible content possible. This is why E.E.A.T. has become a key ranking framework. And it’s working—statistics show that 80% of users are more likely to trust content that’s well-researched and backed by reputable sources.
In fact:
A study by SEMrush found that sites that demonstrated clear E.E.A.T. principles increased their traffic by an average of 28% in 2023 after algorithm updates.
On the flip side, sites that lacked these signals saw their traffic drop by 35% during the same period.
For industries like e-commerce, B2B, and retail, this isn’t optional—it’s a necessity. Let’s look at why E.E.A.T. is crucial for each sector:
E-commerce
In e-commerce, trust can make or break a sale. 81% of online shoppers research products before buying, and they’re less likely to purchase from brands they don’t trust. E.E.A.T. builds that trust by ensuring your site provides detailed product descriptions, genuine reviews, and clear policies.
B2B
B2B buyers don’t make decisions lightly. On average, B2B purchase decisions involve 6-10 stakeholders, and buyers spend 77% of their time researching independently before engaging with sales. E.E.A.T. helps establish your company as a thought leader, providing the credibility and authority needed to stand out.
Retail
For retail brands, both online and offline, consistent branding and trustworthiness are non-negotiable. Consumers expect transparency in pricing, product sourcing, and customer reviews—key aspects of the trustworthiness pillar in E.E.A.T.
Breaking It Down: What Signals Carry the Most Weight?
Which E.E.A.T. signals have the highest impact?
1. Experience: Show What You’ve Lived Through
Top Signals: Detailed content, industry insights, personal stories, and participation in your niche.
Why It Matters: Google loves depth. If you can explain why something matters and back it up with real-life examples, you’re already ahead.
How This Applies to E-commerce
Imagine you’re selling eco-friendly skincare products. Sharing detailed guides on how your products are made, including behind-the-scenes videos of the manufacturing process, helps customers see your expertise in action.
Pro Tip for E-commerce: Create buyer’s guides that answer common questions. For example, “How to Choose the Best Eco-Friendly Skincare for Sensitive Skin” can establish your experience and address pain points.
How This Applies to B2B
Case studies and success stories are your secret weapon. Share how your SaaS product helped a client reduce costs by 20% or increase efficiency by 30%. These examples showcase your expertise and build trust.
Pro Tip for B2B: Include measurable outcomes in your content. B2B buyers are data-driven, so showing results is key.
How This Applies to Retail
For retail brands, sharing personal stories about your founder’s journey or your company’s mission can make your brand more relatable. 66% of consumers say they prefer to buy from companies that are aligned with their values.
Pro Tip for Retail: Use storytelling to connect emotionally with your audience. For example, highlight the artisans who craft your products or the sustainable materials you use.\
2. Expertise: Let Your Credentials Shine
Top Signals: Author credentials, citations, and in-depth knowledge.
Why It Matters: Expertise is about proving you know your stuff. This doesn’t mean you need a Ph.D., but it does mean you need to dig deep and back up your claims with sources.
How This Applies to E-commerce
Product pages with well-researched descriptions and expert opinions rank better and convert more. A report by HubSpot shows that 47% of buyers view 3-5 pieces of content before engaging with a brand.
Pro Tip for E-commerce: Partner with influencers or industry experts to write guest blog posts or review your products.
How This Applies to B2B
Thought leadership content—whitepapers, reports, and blogs—helps establish your company as an expert in your field. Gartner found that 44% of B2B buyers identify “thought leadership” as a deciding factor in choosing a vendor.
Pro Tip for B2B: Invest in original research. Publishing unique data gives you a competitive edge and positions your brand as an authority.
How This Applies to Retail
Expertise in retail often comes down to providing accurate, helpful content that simplifies decision-making. This might include sizing guides, detailed FAQs, or explainer videos.
Pro Tip for Retail: Create content hubs for product categories. For example, a shoe retailer could develop guides on “How to Choose the Right Running Shoes for Your Foot Type.”
3. Authoritativeness: Flex Your Influence
Top Signals: Backlinks, awards, and brand mentions.
Why It Matters: Authority doesn’t exist in a vacuum—it’s about how others perceive you. Getting recognized by reputable websites or winning industry awards signals to Google (and your audience) that you’re a leader in your field.
How This Applies to E-commerce
Brand mentions and backlinks from trusted sources can significantly boost your e-commerce rankings. For example, being featured in a “Top 10 Sustainable Fashion Brands” article builds your authority.
Pro Tip for E-commerce: Offer to collaborate with niche bloggers and influencers to secure mentions and reviews.
How This Applies to B2B
B2B buyers trust third-party validation. Case studies published in industry journals or awards for innovation can set your brand apart.
Pro Tip for B2B: Focus on securing backlinks from high-authority domains like trade publications and trusted industry sites.
How This Applies to Retail
For retail brands, positive media coverage and user-generated content (like reviews and social mentions) strengthen your reputation. According to BrightLocal, 87% of consumers read reviews before making a purchase.
Pro Tip for Retail: Encourage happy customers to leave reviews and tag your brand on social media.
4. Trustworthiness: Be Transparent and Consistent
Top Signals: Transparency, avoiding misleading claims, consistent branding, and up-to-date content.
Why It Matters: If your content feels sketchy or out of date, Google (and your audience) won’t trust it. Trust is built through clarity, honesty, and attention to detail.
How This Applies to E-commerce
Clear return policies, transparent shipping information, and secure payment methods build trust. 53% of shoppers won’t purchase if they can’t find return policies.
Pro Tip for E-commerce: Display trust badges and customer testimonials prominently on your site.
How This Applies to B2B
For B2B, trustworthiness often hinges on demonstrating reliability over time. Providing up-to-date content and transparent case studies is essential.
Pro Tip for B2B: Regularly update your whitepapers and reports with new data to show that your insights are current.
How This Applies to Retail
Retailers must ensure consistent branding across channels, from physical stores to online platforms. Inconsistent messaging erodes trust.
Pro Tip for Retail: Conduct a brand audit to ensure alignment across your website, social media, and in-store materials.
The SEO Game Plan: How to Boost Your E.E.A.T.
So, how do you use this information to create content that dominates the rankings? Here’s your step-by-step action plan:
1. Collaborate With Industry Experts
Leverage their insights to create authoritative content. You could:
Interview them for a blog post.
Co-author a whitepaper.
Host a webinar and repurpose the transcript for SEO.
Fact to Consider: According to Edelman’s Trust Barometer, 63% of people trust content more when it’s created in collaboration with recognized experts.
2. Secure Authoritative Backlinks
Get creative with your outreach by offering unique, in-depth content. Examples include:
Data studies that others can cite.
Infographics that visually explain complex topics.
Comprehensive guides that fill gaps in your niche.
Fact to Consider: Sites with high-quality backlinks see a 13.2x increase in traffic compared to those without, according to Backlinko.
3. Enhance Brand Mentions
Work on PR campaigns that boost your visibility. Being quoted in articles, mentioned in podcasts, or listed in resource directories builds trust with Google.
Pro Tip: Use tools like Google Alerts to track mentions of your brand and turn unlinked mentions into backlinks.
4. Keep Content Up-to-Date
Make it a habit to revisit your top-performing pages every quarter. This not only helps with rankings but also keeps your audience happy.
Fact to Consider: Content that is updated consistently sees an average traffic increase of 15% within six months.
Closing the Gap Between Strategy and Results
The takeaway here is simple: E.E.A.T. isn’t just a checklist—it’s a mindset. By focusing on experience, expertise, authoritativeness, and trustworthiness, you’re not just improving your rankings—you’re building a brand that people (and Google) can rely on.
Every blog post, every product description, and every case study is an opportunity to signal your credibility. Treat your content as a platform to educate, inspire, and connect.
And next time you sit down to create SEO content, use the chart above as your north star. Focus on the signals that matter most, and watch how they transform not only your rankings but also your impact.