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How to Perform an Effective B2B Competitor Analysis
September 5, 2024
If your business still indulges in the old trick of creating low-quality B2B content that aligns differently from Google's E-E-A-T, you could lose your competitive edge. Your content marketing requires a solid, reliably winning strategy centered around E-E-A-T.
It sets you apart from competitors that use outdated methods, ensures you reach your audience, and creates content that resonates deeply, driving long-term success and growth.
In this article, we'll delve into the definition, importance, and creation techniques for Google's E-E-A-T, providing actionable tips to enhance its impact.
Google's E-E-A-T is a set of criteria that the search engine uses to evaluate the quality and credibility of a website's content. It's not a ranking signal but rather a part of Google's Search Quality Rater - a handbook used to evaluate whether the search results consist of high-quality relevant information that is helpful to the reader.
Thanks to E-E-A-T, website owners can have some confidence knowing they are meeting Google's criteria for quality and relevant content. That said, let's break each part of the model.
The first “E” stands for “experience.” Google looks for sites that demonstrate extensive experience in their respective fields. This experience can stem from highly trained individuals who lend their subject matter expertise and byline — to the site’s organic content. Google crawls the web to ensure these writers have the background to craft reliable content on the topic.
So, if you’re hiring a writer to create content about personal injury law, it’s a good idea to consider whether that writer has worked on a personal injury claim before.
Expertise occurs when you have a deep understanding of the content. This could be an extension of the writer's skills or knowledge to provide reliable and accurate information about a specific topic. For example, holding a personal injury law degree indicates one is an expert who can write on topics relating to personal injuries.
Expertise in content also uses credible sources, references, and links to bring accurate information to audiences. Anything written on your website should establish credibility and expertise in your field. If all the content on your website was fact-checked by a third-party expert in your industry, would it pass the test? According to Google, it should.
This often relies on how much people view you as an expert. It’s a reflection of how much people rely on your website in your niche and whether your site has a clear focus on a given area of expertise. It is all about owning your credentials and reputation.
Your company and your employees know their stuff. Sharing that information on your website allows people to accept you as a good source of information in your field. They can link to your content because it offers valuable information. This enables the search engine to view you as an authority within the industry.
Trust is the final and most important element since untrustworthy pages rank low. It focuses on the accuracy, validity, and safety of the content. In other words, you should provide comprehensive and accurate content that is helpful to your readers.
Your content should live on a reliable web domain that protects visitors from bad actors. Experience, expertise, and authority all contribute toward establishing your business as trustworthy.
Google's E-E-A-T establishes your brand as a visionary and a pioneer. It demonstrates expertise and showcases you as a real thought leader within the industry. When you create innovative, informative, engaging, and authentic content, it shapes the industry conversation and solidifies your brand's position as a trusted authority. This makes you a go-to source for credible information, boosting your site's traffic.
Google's E-E-A-T also enables you to address precision-targeted issues, allowing you to create content that addresses your audience's specific needs and pain points.
When you understand your customers’ needs, you can create content that cuts through the noise and provides value to your audience. Consequently, you will know the areas of your product or service that need improvement, giving you a competitive advantage.
Google's E-E-A-T prioritizes improving user experience, ensuring that you create content that is not only informative and engaging but also intuitive, accessible, and tailored to the specific needs of their audience.
This content also solves your customers’ problems, provides value, and builds trust, ultimately driving user satisfaction and loyalty. This approach helps you establish a strong online presence, differentiate you from competitors, and attract and retain high-quality leads.
Google’s algorithms are designed to prioritize content that meets E-E-A-T standards. It will only bring reliable, trustworthy, and valuable content for any search query. With these principles, websites can improve their chances of ranking higher in search engine results pages (SERPs).
With EEAT, Google understands when to inform and when to sell by understanding the user's journey and providing the right type of content at the right time. It tailors this content to your audience’s needs and guides them in their decision-making process, striking a balance between educating and promoting their products or services.
Now that you have learned why Google’s E-E-A-T matters, you may wonder how to create content that aligns with these criteria. Here are a few factors you can consider.
Your brand should create user-focused content. In other words, the content must answer people's questions, offer advice, and leave them satisfied.
Ensure that your content is original, written for people, and helpful to the readers. Support your claims with facts and statistics to ensure credibility and have updated content. This enables you to create high-quality content that aligns with E-E-A-T standards.
Doing this demonstrates a commitment to excellence and a dedication to providing value to your audience. It builds trust in your readers, as they come to rely on your brand as a source of credible and dependable information. Plus, you set your brand apart from others and solidify your position as a leader in the B2B space.
Sharing personal stories and experiences in your B2B content helps to humanize your brand and establish a connection with your audience. By sharing specific examples of challenges you've faced and overcome, you can demonstrate your expertise and show that you understand the challenges your audience may be facing.
This can include sharing lessons learned from successful projects, sharing memories about a particular events, or even failures and how they led to growth and improvement.
For instance, travel writer, Kelsey, published an article about the top Instagrammable places in Paris. As you read the article, she shares photographs of her personal experiences at the place and some unique insights for readers to take amazing photos.
By sharing these personal anecdotes, you can build trust and credibility with your audience, showing that your brand is led by real people with real experiences and expertise.
Additionally, sharing personal experiences can help to showcase your brand's values and mission, further establishing your authority and credibility in the industry.
Incorporating credible sources into your B2B content helps to build trust and credibility with your audience. By citing reputable sources, such as industry reports, academic studies, or expert opinions, you can demonstrate that your arguments are based on facts and data, rather than just opinion or speculation.
In this Healthline article about mold, they didn’t only discuss about the complications associated with mold but cited references that can help the readers.
Using trustworthy sources also helps to establish your brand as a thought leader in the industry, as you're able to provide valuable insights and perspectives that are backed by evidence. By doing so, you can build a strong foundation of credibility and trust with your audience, making your content more impactful and influential.
Optimizing your content for user experience makes it easily accessible and consumable for your target audience. It means you consider the needs and preferences of your audience. To achieve this, craft content that involves clear headings, concise paragraphs, and simple language. Include whitespace and bullets where necessary.
Optimized content improves your online visibility, credibility, and reputation, further solidifying your E-E-A-T and setting your brand apart from competitors.
A clear and concise writing style that showcases your brand's expertise and knowledge in your industry. To achieve this, focus on using language that is straightforward, yet succinct. Avoid vagueness and use industry-specific terminology that demonstrates your brand's familiarity with the subject matter.
Erica Schneider, a content editing expert, opines that you avoid vague words and try to be as clear as possible when crafting your piece. Say what you mean instead of using technical jargon or vague phrase that can confuse your readers.
Source: X (Twitter)
Additionally, use a confident and authoritative tone that reflects your brand's expertise. Make use of assertive statements that demonstrate your brand's confidence in its knowledge and capabilities.
By adopting a clear, concise, and confident writing style, you'll be able to effectively communicate your brand's expertise and establish trust with your readers.
Here are some tips to consider for boosting E-E-A-T in your B2B content.
Diversifying your contributors is a valuable tip for boosting E-E-A-T in B2B content because it brings together a wide range of perspectives, experiences, and expertise, making your content more comprehensive, credible, and trustworthy.
By featuring contributions from various subject matter experts, industry thought leaders, and even customers, you can create content that is rich in insights, diverse in viewpoints, and authoritative in its approach, ultimately enhancing your brand's E-E-A-T and establishing it as a go-to resource for industry knowledge and expertise.
Social proof showcases evidence of your brand's credibility and trustworthiness through testimonials, case studies, reviews, and other validation from satisfied customers, partners, and industry experts.
This demonstrates to your audience that your brand has a track record of delivering value and results and that others have had positive experiences with your products or services. Incorporating social proof into your content can build trust and credibility with potential customers, establish your brand as a reliable authority in your industry, and ultimately boost your E-E-A-T.
Auditing your content involves systematically reviewing and evaluating your existing content to ensure it aligns with your brand's messaging, values, and quality standards. This process helps identify gaps, inaccuracies, and areas for improvement, enabling you to refine, update, or remove content that may be detrimental to your E-E-A-T.
By conducting regular content audits, you can maintain a high level of quality, consistency, and relevance, which is essential for establishing your brand as a trustworthy and authoritative resource in your industry.
If B2B content fails to align with Google's E-E-A-T, it could affect your site's status on the search engine result page (SERP).
But you can avoid this issue with TripleDart. Our team of B2B SEO experts creates high-quality content that aligns with E-E-A-T, ensuring you amass all the benefits of ranking on the first page of the SERP. Book a strategy call with us today to get started.
Google E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is a handy summary of the criteria used by Google throughout its search quality guidelines documentation. E-E-A-T isn’t a thing in and of itself; instead, it’s simply a handy acronym for webmasters and search quality raters wanting to follow best practices.
The short answer: Yes, E-E-A-T still matters. It should serve as a general framework for publishers as part of a larger strategy that emphasizes brand exposure, technical performance, and quality traffic.
There are many digital agencies that specialize in helping businesses boost their E-E-A-T for B2B content.
However, you should consider hiring TripleDart to get the best experience. We
provide expert services such as content creation, optimization, and promotion to help boost your E-E-A-T and enhance your online presence.
Join 70+ successful B2B SaaS companies on the path to achieving T2D3 with our SaaS marketing services.
