Issue #96: Google’s SERP curveball


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If you’re an agency serving local businesses, my guess is you’re probably offering SEO services. So I wanted to spend time this week talking through one of the most important SEO ranking factors: EEAT.
🍽️ What the heck is EEAT?
Google loves throwing curveballs…especially when it comes to organic rankings.

The recently updated EEAT (Experience, Expertise, Authoritativeness and Trustworthiness) guidelines, evolved from EAT(Expertise, Authoritativeness and Trustworthiness) is just one of them when it comes to evaluating SERP quality…especially for your local business clients.

While it’s one of many ranking factors, EEAT is the one you really want to pay attention to. If you’re unfamiliar with this factor, here’s a quick breakdown:
1. Experience: Despite being the newest addition, Experience isn’t something that is new. Local businesses have been posting Google Business reviews about their business on their website homepages/landing pages for some time now. Apart from customer testimonials, videos of business owners themselves using their own products or oral customer testimonials in video formats on their website can also demonstrate the business’ credibility and legitimacy online by having had a proof of direct experience with the products.
2. Expertise: Often confused with Experience, Expertise is everything related to degrees, local biz. signage, and years of experience of your clients, possibly in images. But it can also include the professionals at their business and explain about their degrees, accreditations, and awards…showcased in diverse forms of media across different channels.
3. Authoritativeness: Authoritativeness depends on whether the customers see a business owner as an expert or not. If your client’s field of work requires official certifications and memberships, then being affiliated to and cited on the accredited regulatory bodies of the industry is an excellent way for your client to validate their authority.
4. Trustworthiness: The T of Trustworthiness in EEAT is best exemplified by features like crystal-clear contact information, transparent privacy policies, and secure payment options. By keeping things simple and transparent, not only will your client’s customers feel more confident about their business, but also more brownie points with Google’s ranking algorithms.
Make sure you’re taking this seriously, your rankings depend on it!
‼️ FINAL REMINDER: Black Friday/Cyber Monday Sale Ends Tomorrow at Midnight
If your agency manages PPC for clients and actively pursues Google PPC business, you need to get PPC Reveal.
Do yourself a favor and pick it up while it’s 50% off. Don’t wait – the sale ends Thursday at Midnight.
Until next week,
CEO & Chief Wizard