Authority & Link Building→Lesson 2

Building E-E-A-T Signals

Extra
5 min
intermediate

You'll learn:

  • •Build authority beyond backlinks
  • •Demonstrate expertise and trustworthiness

E-E-A-T: More Than Just Links

While backlinks are important, Google looks at a broader picture of authority. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) encompasses many signals beyond who links to you.

Author Signals

Google increasingly looks at who creates content, not just the content itself:

  • Author bios: Detailed profiles showing credentials and experience
  • Schema markup: Use Article schema with author information
  • Social proof: Link to author's social media, publications, awards
  • Topic consistency: Authors should write about their area of expertise
<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "Article",
  "author": {
    "@type": "Person",
    "name": "Jane Smith",
    "jobTitle": "SEO Specialist",
    "url": "https://example.com/about/jane"
  }
}
</script>
json

Brand Signals

A strong brand sends trust signals to Google:

  • Brand searches: People searching for your brand name directly
  • Mentions: Unlinked brand mentions in news, blogs, social media
  • Reviews: Positive reviews on Google, Trustpilot, industry sites
  • Social presence: Active, engaged social media profiles
  • Wikipedia page: A Wikipedia entry is a strong authority signal

Trust Signals

Technical and design elements that signal trustworthiness:

  • HTTPS: SSL certificate is mandatory for trust
  • About page: Clear information about your organization
  • Contact info: Real address, phone, email
  • Privacy policy: Explains how you handle user data
  • Content freshness: Regularly updated content with publish dates
  • Citations: Link to authoritative sources when making claims
💡

For local businesses, NAP consistency (Name, Address, Phone) across the web is crucial. Inconsistent contact information confuses both users and Google.

White-Hat Link Building Strategies

Sustainable ways to earn quality backlinks:

  • Create original research, studies, or data that others cite
  • Publish comprehensive guides that become industry resources
  • Build free tools or templates that people link to
  • Guest post on reputable sites in your niche
  • HARO (Help a Reporter Out): respond to journalist queries
  • Create visual content (infographics, charts) that gets shared
  • Build relationships with influencers and bloggers in your space
Key Takeaway:
Authority isn't built overnight. Focus on consistently creating value, demonstrating expertise, and engaging authentically with your community. Links naturally follow.