EEAT stands for Experience, Expertise, Authority, and Trust. And it’s Google’s barometer for which content deserves more attention. In Google’s eyes, you’re guilty until proven innocent. By following Google’s guidelines (E-E-A-T), we’re able to pass the lie detector test and get the growth we’re looking for for local service business websites.
SEO growth is like losing weight. Anyone promising you a “hack” to lose 30 pounds in 30 days is either lying to you, or their method is so unsustainable it can’t be a long-term solution.
No where is this more common than with other “SEO” agencies.
In the world of SEO, it’s the blind leading the blind. Agencies will pay for backlinks, write sloppy articles, and do EVERYTHING under the sun besides giving search engines what they’re looking for – which is REAL examples that you do an excellent job in your local service area.
In this article, we’ll be going over the each letter and give you examples on how you can implement within your own local service business.
Experience:
Why do people trust professionals? Because they have done, seen, and resolved issues that most of us haven’t.
For local service businesses, this is about showcasing your hands-on experience to build credibility. Just as you wouldn’t trust a surgeon without experience, your customers are looking for proof that you excel in what you offer.
Documenting real customer stories, before-and-after photos, and detailed case studies directly on your website or Google My Business profile demonstrates this experience vividly.
For example, Sal Sciorta from the Plumbing Pros, a plumbing company in Easton, PA records videos of himself every week on job sites and shares is broadly.
By doing this, he’s demonstrating experience by being in the field and sharing his experience with potential customers.
You can also see this in their GMB – which is full of real examples of Sal and his team getting work done for clients in their local service area.
Expertise:
Expertise goes beyond basic knowledge—it involves deep understanding and specialized skills in your field. Consider the approach of my friend Greg at Excel Concrete Coatings.
By answering specific ‘People Also Ask’ (PAA) questions from Google directly on his website, he not only addresses common customer inquiries but also showcases his in-depth knowledge of concrete coatings.
This method can be replicated across various services, whether you’re a plumber, electrician, or landscaper, by sharing detailed guides, how-to articles, and expert advice that speaks directly to your audience’s needs.
Authority:
Authority is built by not just being an expert but by being recognized as one.
Networking with other industry leaders, engaging in joint ventures, and sharing insights can significantly boost your stature in your field.
For example, if you run an HVAC service, connect and collaborate with non-competing service providers in different regions to share knowledge and links. We call this the geo-grid and it allows us to tap into our surroundings and other businesses doing what you’re doing in different area.
For example, imagine you’re a pluming company in Chicago. You don’t want to always collaborate with other plumbing companies in your same service area, since they’re your direct competition.
But you DO want to partner with other plumbing companies everywhere else like in Boston, Phoenix, and LA. The reason for this is that by showing us linking to and being associated with other companies in your same niche, this sends a signal to Google that we’re authoritative and deserve to rank.
Alternatively, you can also promote other companies in your same service area. So if you have a friend who’s an electrician, that means you can link to one-another relevantly and both benefit. Or if there’s a restaurant you love – the same thing applies.
This cross-promotion not only broadens your reach but also enhances your authority as recognized by Google and your customers.
Take a look at what Sam DeMaio from Showcase Remodels does for how we built authority in his service area for home designs.
Trust:
Trust is the foundation of any successful service-oriented business. For instance, Master Touch Pools has almost 500 five star reviews in Coral Springs.
But even if you only have a few dozen reviews right now, there’s still ways to show trust for your business.
For example, we’ve helped Nelson publish an eBook which shows Google and potential customers that he’s a trusted authority on the topic of pool leaks and pool installations.
Dozens of other ways to demonstrate trust – but the points is to show that you’re an authority in what you do.
Does All This Really Matter?
With Open AI and other tools, it’s easy to build a WordPress website, throw in some stock-art, and call it a day.
The problem is that Google sees this and assumes you’re not real. And since over 80% of the internet is spam, we need to stand out by showing this real content.
Ask yourself: would someone in India be able to replicate my website? What do you have which is definitive proof that you do an excellent job in your local service area?
If the proof is produced, published, and amplified – we’ll win.
But the competence of getting this proof is ultimately up to you. I originally learned this from Dennis Yu and you can read his definitive guide on E-E-A-T content here.
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