Write content to meet Google’s EAT guidelines
1. Create and publish an author bios section for each post you publish.
Ask every contributing writer to write a professional bio with information about what they write and do, before publishing any of their posts. This helps prove that the writer is an expert in that field, which is the E or Expertise, in EAT.
2. List your company’s achievements, the experts on your team, and your unique value propositions on your About page, to prove your expertise.
Your unique value propositions should highlight why somebody would pick you over your competition.
3. Run a Google search on your blog topic keyword to see the type of content that shows up, to understand what Google sees as the search intent.
Search intent can be informational, navigational, commercial, or transactional. Informational wants to learn about a thing. Navigational wants to search and browse a site. Commercial wants to do pre-purchase research. Transactional wants to buy.
4. Check the top ten websites in search results, and take note of the areas they cover and don’t cover, for ideas on where the content is lacking.
Think of recent events, updates, or occurrences that affect that topic that you can add, and aim for the freshest post. Using tools like Surfer can also help you analyze top-ranking content for what to cover.
5. Create a spreadsheet of questions readers might have after reading the posts, and aim to address them in your content.
Ask your sales team to contribute with any questions they commonly answer.
6. Write descriptive headlines that include your focus keyword and set clear expectations.
Do not attempt to deceive people with unrelated headlines. Tools like CoSchedule Headline Analyzer can help you write compelling headlines people are more inclined to click.
7. Link out to, or cite external sources in your content wherever appropriate, to back up your claims and provide additional relevant material to your visitors.
8. Add a call to action in your content asking for shares, as more shares help show that your content is trustworthy which is the T or Trust, in EAT.
Ask your co-workers to share the content on social media when it’s published. Reach out to your web developer to place easy social sharing buttons, that are visible on the blog or web page.
9. Search for industry magazines and blogs in your niche that accept guest posts.
Check their domain authority with an SEO tool like Ahrefs. Select 5-15 with a higher domain authority.