Celebrating Ten Years of JBH with Ten Stand-out digital PR campaigns
01 / 02 / 21
For the past two years there has been an acronym that kept SEOs around the world on their toes; SEO and Digital PR agencies are no exception: E-A-T.
It has been around since 2014 but it only was towards the end of 2018 that it became more obvious that those three aspects have a direct impact on a websites’ rankings in Google Search. It stands for Expertise, Authoritativeness and Trustworthiness. But what does that mean?
If we take this whole discussion offline: Would you trust the medical advice your neighbour gives, or would you rather ask somebody with a medical degree? If you have a question on your tax return, would you ask your taxi driver for advice or rather see an accountant? Would you let your roommate take photos of your products or would you rather hire an experienced and skilled photographer? Well, the same applies online. If your business or your website is about a topic that can directly impact somebody’s life (e.g. financial trading, medical or legal advice), contribute to public opinion (journalism for example) or provide a service that requires knowledge, you should inform your readers and clients why you are qualified to do so. It builds trust and shows that you know what you are talking about.
A clear About Us page and author profiles are the first and foremost thing to do. Tell readers who you are, why you offer the service you offer and what qualifies you to write the things you write. If you have a legal website, tell them where you got your law degree. If you have a medical website, tell them where your authors got their knowledge from and what scientific evidence they can provide. If it is financial trading, list the experience your authors have in trading, financial markets and technical analysis.
Ideally, there is more than an author bio for each person publishing for your business. Social media profiles, activity in specialised forums, an own expert blog or publications (e.g. books, whitepapers), are just a few of those things that can increase credibility. It goes without saying that the information must be correct! If you are lying about education and experience, you will never be able to be trusted as an expert.
Equally beneficial are case studies of previous work where you state what you have done, why you have done it in that particular way and why it was successful.
The same applies to link building campaigns. Add the information as to who created the content asset, where the information comes from and how you came to your conclusion/the statement you make. If your campaign contains quotes or information from an expert in the field, it can also increase your reach. A true expert usually has quite some following on social media or own platforms. Your campaign could reach that audience too.
Apart from that, it is much more likely to get a link if a respected expert stands behind a campaign.
Authority refers directly to reputation and is built over time. If your website is the go-to resource for a certain topic, you are the authority in the field. It is almost impossible to measure authority. However, there are some clear indications. The most important one are links to your websites. All link metrics, DR in Moz, DA in Ahrefs or TF in Majestic refer directly to backlinks coming from authoritative websites.
If you want to get an understanding of your authority, mentions and branding are equally important. How do others talk about your brand? In which context are you mentioned? Who mentions you? Those references do not have to be from another authority in the field, but also your customers or business partners can contribute to your reputation. Positive customer reviews on external resources (e.g. Trustpilot) help building authority.
Authority is mostly measured externally through links and mentions on third party sites. What you can do is replicate what is being said about your brand on your own website. The positive reviews you get on websites like Trustpilot or Google Reviews can be mentioned on your website with a link to the original source. If you have worked with other reputable companies or brands, you can mention them on a partners page.
Authority is directly related to link building. If your website has backlinks from other reputable sites in your niche and if your brand is mentioned in a positive way on external websites, it increases authoritativeness. Building authority, just as link building, takes time. It does not come overnight.
What you should not do is try to manipulate it by building PBNs or buying links. At JBH, we strongly advise against these tactics. It might seem as if they can speed up the process, but sooner or later you might lose all credibility. If you are being caught for paid links, also the organic links will lose their impact and you can never become an authority in the field. The same is true for selling links on your website. It might bring you some short-term cash but will hurt your reputation in the long-term.
Let us perform the same test as for expertise and take the question offline: Would you buy a property that you cannot find on a map because the address is incorrect? Do you buy from a shop on the high street that shows different prices in the shop window than the prices on the shelf? The same is true for your website. If visitors do not trust you, they are not going to buy from you either. If Google does not perceive your website as being trust-worthy, it will not rank your website in search.
Trustworthiness is a very subjective measure and if you are unsure about it, just ask yourself: would you trust your website if you looked at it for the first time?
As with any human interaction, trust is built as the result of a multitude of things and is destroyed quickly. The most important aspect is truthfulness. Be transparent about who you are and what you do. All information provided on your website must be true. If they catch you with a lie, you will never be trusted.
This refers mostly to your About Us page and the contact information. Provide true information and as much about yourself and your business as you can. Any address or contact information should be correct and if a customer contacts you, make sure you reply. Nothing could hurt your trustworthiness more than a disconnected telephone line or bad customer service.
In the same way that customer reviews can help with authority, user-generated content can help building trust. Make sure you monitor any comments left on your website and respond in due time.
Other important aspects of trust building are brand consistency, professional layout/design and of course proper grammar and language use. Readers will not trust your website if your content is a bad machine translation with obvious spelling mistakes.
We spoke about case studies to show expertise. Part of transparency is to also mention the failures and the things that did not work. Nobody is getting things right all the time. If your success seems to be too perfect, you might also lose trust.
Not to forget are commercial links, pop ups and ads. Use them wisely and only where appropriate. Would you trust a website that is cluttered with ads that distract from the content?
This aspect can be summarised in a very simple way: If people don’t trust you, they won’t link to you. Simple as that!
It becomes especially important for data-led campaigns for link building. Place a methodology and sources below the content or the infographic where you state clearly where your data came from and how you came to the conclusion you made. If you ran a survey to collect the data, provide the details about where, when, who and how. List the steps you went through when you analysed the data. If you took statistics from third party websites, ensure that those are trustworthy and list every single source you used.
When you contact journalists and distribute your content, mention who you are and how you can be contacted.
If we look at all those recommendations once again, it becomes obvious that those should be part of a good editorial standard. Unfortunately, bad practices on the internet have caused for those to be forgotten over time and many publishers need to be reminded again. If you get your E-A-T right and remember it in everything you do for your business online, it will not only improve your organic rankings. It will also facilitate any link building campaign. The moment you are a trusted expert that is perceived as an authority, others will happily refer to your website with a backlink.