Glossary · Off-site
E-E-A-T.
Experience, Expertise, Authoritativeness and Trust — the qualities Google's raters are asked to look for. Not a score, and not something in the page's code.
Why it matters.
For a local business the practical version is unglamorous: say who does the work and what they are qualified in, show real photographs of real jobs, publish prices, list the licence numbers your trade requires, and make the business easy to identify and contact. Sites that do those things also convert better, which is the more reliable reason to do them.
How to check it yourself.
Open your About page as a stranger. Does it name a person, say what they are qualified in, and show work they did? Three noes is the whole diagnosis.
Questions
Straight answers.
How do I check e-e-a-t on my own site?
Open your About page as a stranger. Does it name a person, say what they are qualified in, and show work they did? Three noes is the whole diagnosis.
Two minutes
Where does your
own site land?
Everything above came from opening real websites. Yours takes ten seconds: we load it the way a customer would and say what we find, including when the honest answer is that nothing needs doing.
Start with a
straight answer.
Describe the business and where it works. We come back with what we would change, what it would cost and how long it takes — or with a reason not to bother.