For Digital Marketing Today, You Have to E-E-A-T Your Competition
Online marketing, as it has long been practiced, is undergoing a revolution, but the shift is not as drastic as you might fear. Fully embracing E-E-A-T guidelines is the way to stay ahead.
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. These qualities have always been important to your business’s online presence, but they are even more vital in today’s digital marketing environment. E-E-A-T puts human appraisal first, the humans who are your current and future clients.
In the past, web marketing gurus talked about the “sales funnel.” The idea was to get lots and lots of potential customers into the wide part of the funnel and then, through website messaging, winnow the many down to a few who were very close to a “buy” decision. Web marketing metrics focused on increasing page views and click-throughs to sweep the greatest number of people into the funnel.
The “sales funnel” still exists. The shift, however, is that prospective customers are first entering the funnel where it’s narrower. Folks today do most of their buying research through AI summaries and answer engines such as ChatGPT. They ask specific questions rather than scrolling through search results. By the time folks get to your website, they are well along the path to making that “buy” decision.
This is why incorporating the principles of E-E-A-T into your website is so important. You want to close the sale by assuring your prospective customer that they are making the best choice. Here are a few examples of how to supercharge your E-E-A-T.
Demonstrate your Experience
They’re not always easy to get, but positive customer reviews are a great way to demonstrate your business’s experience. Encourage reviews by making it easy to comment through QR codes and reminder emails. Don’t be shy – just ask!
Occasionally, you may get a less-than-stellar review. Instead of deleting it, respond politely and professionally. Offer to make things right and take the discussion off the review platform. No one is perfect, so an occasional mistake that has been successfully addressed attests to your authenticity.
Prove your Expertise
Anticipating the questions people ask when they are searching online increases the likelihood that you will appear in AI summaries as an expert. Provide excellent information and back it up with the appropriate credentials. Be the expert in your industry that your prospective customer is looking to find.
Show off your Authoritativeness
Information on your own website is good, but referrals from other authoritative websites are also important. Join the chamber of commerce and your industry networking groups, and be sure their site links to yours. Give presentations and blog about them. Be active on social platforms, talking about your business and answering questions. Build your reputation and become the go-to in your niche.
Establish your Trustworthiness
Trust is built in small increments, and even a few missteps can sully your reputation. It starts by showing off a professional website, including https:// for security. Frequently updated content, prominent trust marks, and sophisticated design all add to the trustworthy status of your business. And good technical SEO guides AI summaries to cite your website information, which also boosts your reputation.
In this era of spamming, spoofing, and AI mimicry, people are more distrustful than ever before. Establishing your business’s credentials through E-E-A-T practices provides authenticity your prospective clients can rely on when looking to buy the service or product you offer.
Does your website need some revamping to compete? The Sprocket team can help at varying price points to fit your marketing budget. Call us today to learn how we can work together!
Photo by ezvedat
Kate Gingold
I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.
Other posts by Kate Gingold
Contact author
Full biography
Full biography
I have been writing a blog with web marketing tips and techniques every other week since 2003. In addition to blogging and client content writing, I write books and a blog on local history.
x
Linked In
Google Plus