Remember, good things take time, and SEO strategies are no exception; they require patience and persistence. So, let’s pick up where we left off!
In part 2 we covered foundations and tips of E and E – Experience and Expertise. In part 3, we finish off the acronym – A and the T – Authority and Trustworthiness, and how applying these two approaches can transform your website’s SEO and search performance.
How to build Authority
Engage with industry experts
To enhance your authority, look for opportunities to engage with important people in your industry. Participate in interviews, podcasts, or webinars featuring these leaders. Not only does this expand your network, but it also positions you as a knowledgeable voice in your field. When industry leaders recognise your contributions, it boosts your credibility.
For instance, consider looking for guest appearances on well-known industry podcasts or writing collaborative articles with experts. These engagements can lead to backlinks to your site, which are valuable for SEO.
If you want to build backlinks, consider a PR strategy. Share press releases about your collaborations or achievements and pitch your expertise to relevant industry publications. This can lead to features or interviews that provide exposure and link back to your website.
Using structured data, such as the “Person” schema for these industry leaders, can help search engines better understand your connections, further enhancing your authority.
Leverage social proof
Showcasing awards, recognitions and feedback on your website can significantly enhance your authority. As part of your website design, create a section for media mentions where you highlight where your work has been featured, such as news articles, industry publications or blogs. This social proof reinforces the idea that you’re an expert in the industry, making visitors more likely to trust your content.
Feature user testimonials and case studies that illustrate your success. For example, if you’ve worked with well-known brands, sharing this can further validate your expertise.
Implementing the “Review” schema for testimonials can also enhance the way this information appears in search results, increasing its visibility.
Have Excellent Content Marketing
Create high-quality, authoritative content that addresses common questions or challenges in your industry. Use SEO tools, e.g. Semrush to identify trending topics and keywords important to your audience.
Produce comprehensive guides, how-to articles, or white papers that showcase your expertise but also provide valuable resources that others may reference, further enhancing your authority.
“Article” schema can help search engines better understand the context of your content, potentially earning you rich snippets in search results. This schema can increase click-through rates and establish you as a reliable source of information.
How to show Trustworthiness
Be Transparent
Create dedicated FAQs and About pages to establish transparency. Your FAQ page should answer common questions and concerns, demonstrating your commitment to customer understanding.
Use clear and concise language to explain your business practices, policies, and values. This not only helps visitors navigate your offerings but also builds confidence in your brand. Your ‘about’ page should tell your story, highlight your mission and introduce your team, reinforcing the human element of your business.
From an SEO perspective, well-structured FAQs and about pages can improve user experience and target relevant SERP features, which are positive signals to search engines. This not only helps users find information quickly but also keeps them engaged on your site, reducing bounce rates and increasing time spent on your pages.
Targeting relevant SERP features, such as featured snippets and “People Also Ask” sections, can boost your visibility on search engine results pages (SERPs), driving more organic traffic to your site. Including relevant keywords and internal linking can also improve discoverability.
Be Secure
Make sure your website is secure with HTTPS, as it will help build trust, especially if you handle sensitive information or transactions. A customer can recognise this through the green padlock in the address bar next to the URL, “https://” indicates that the website is secure and uses Secure Sockets Layer (SSL). Show off trust badges, such as payment security logos, to reassure visitors about data safety. Regularly update your site and perform security checks. Additional security measures, like two-factor authentication for user accounts, further protect your visitors.
From an SEO standpoint, a secure website contributes to better rankings, as Google prioritises sites that provide a safe browsing experience. This safeguards user data and signals to search engines that you prioritise security, positively influencing your site’s overall trustworthiness.
Use Social Media for Trust
Use social media platforms to engage with your audience. Share your FAQ and about page links in your posts to direct followers to important information about your brand. Actively participate in conversations, respond to customer enquiries and address feedback promptly. Showcasing your brand’s values and engaging authentically can help build a community around your brand, enhancing trust.
Social media also serves as a verification tool for users. Potential customers often review your social profiles to check your credibility and see how you interact with your audience. Engaging content and positive interactions on social media can validate your expertise and authority.
Additionally, backlinks from your social media profiles to your website can drive traffic and improve your SEO. Sharing valuable content and encouraging social shares can grow your reach, while high-quality interactions can foster social proof, further enhancing trust in your brand.
It’s time to E-E-A-T up those rankings!
In part 4, we’ll demonstrate how we use this strategy with our own clients. As experts in SEO, it’s our job to improve your website’s search performance, so we’ll always practise what we preach.
With Trio, your website doesn’t have to starve. Our team will E-E-A-T up any challenges your website is facing. From SEO and website design to SEO content, there is nothing our team can’t do.
Let’s E-E-A-T together, get in touch today!