For company websites that are relevant to people’s lives, health and well-being (e.g. pharmaceutical or financial resources), it is important to demonstrate expertise, credibility and high quality content. This critically influences consumer decision-making about health and contributes to achieving high search engine rankings.
There are four main areas of E-E-A-T to focus on to demonstrate expertise, credibility and high quality content, which in turn will help influence consumers’ health decisions and achieve high search engine rankings.
Demonstrate the company’s experience in the industry by listing years in business, length of service of key employees, and important accomplishments. Important business events, company certifications and accomplishments, scientific discoveries, etc. The more information the better.
Prove your expertise in the field by adding detailed author biographies and a convincing evidence base for the claims presented. This is a very important point, as only an expert can give reliable information, and this needs to be shown to the search engine.
Comply with healthcare content requirements and demonstrate recognition from regulatory bodies, such as ISO certifications or FDA approvals, to demonstrate compliance with stringent standards. References to certifications, legal compliance and product or service requirements are encouraged.
Ensure trust and security by developing a privacy policy with a transparent description of data processing practices, utilizing HTTPS encryption throughout the site, and ensuring a high quality user experience with no technical glitches.
This framework, summed up as “EEAT,” enables brands to share content that serves users’ needs objectively and ranks highly.
