Having authority is an essential requirement for any website that wants to position itself sustainably in the Serp. Especially if you are a new player and Google knows very little about you.
You want to position yourself on Google and your biggest handicap is a lack of seniority and production on topics where others have been present for much longer. Therefore, in particular, you are looking for basic optimizations to create quality content to differentiate yourself while strengthening your EAT (Expertise, Authority, Trustworthiness). A criterion that has become very important in recent years in Google’s constant fight against poor-quality websites and pages. This requires you to work on your reputation through many signals to establish your expertise, authority and credibility. It’s about getting legit because Google wants to trust you.
An EAT term that was the subject of a major algorithm update in 2018 and is better accounted for in the ranking criteria. The goal is always the same: to provide Internet users with reliable and high-quality information from reputable sources.
Web Signals, Authority Vectors
To determine a website’s authority, Google scans its web ecosystem looking for very specific characters. Yves Attias from SEO agency Yateo tells us more:
“The authority of a website is to be a speaker on a topic. At least that’s how Google sees it. It looks at signals like backlinks and quotes. It also examines whether you are an authority on social networks shared? Google uses a number of factors and signals to photograph authorities by subject.”
You must become a social authority. For Yves Attias, Google will check who is talking about you: “Google checks if they are people from your community and sector and if the semantic field of your shared content is included in your topic. All its signals that are public, it will analyze and use them to gauge your popularity. These are current signals. They didn’t exist when Google was created and have become relevant today. It’s important that your content gets shared and that you become a social authority in your space.”
And depending on the case, rising to authority will not be an easy task. It all depends on the level of competition. Benoît Faghel from the SEO agency Tactee confirms:
“You can easily gain authority if you don’t have competitors at Google. In a very niche market, this can happen very quickly because nobody is competing with you or optimizing their website for your topics. In these cases, basic SEO tweaks will suffice. On the other hand, if your market is very competitive, it mainly affects the EAT. And to determine your authority, Google needs to cross-check information across the web.”
So, in addition to your activity on social media and what Google knows about you, you need to grow your brand’s presence on the web and take care of your brand image. In particular, by identifying reference platforms and directories for writing quality descriptions. Opinions on specialized platforms or forum comments also contribute to your EAT. A well-optimized Google Business Profile account is also of great help in generating reviews and information.
Signals examined all over the internet as well as on your website. The content you produce remains at the heart of your SEO efforts.
Content, the engine of your authority
In EAT there is expertise. So find out what’s unique to you and reach out to your company’s experts. A white paper, an infographic, an interview, a video tutorial on Youtube, a partnership, attending a conference. The goal: to highlight what you are essential for and what makes you unique.
Talk about the history of the company and offer biographies of your experts. This type of content allows Google and internet users to assess your authority. Of course, make sure that this content is picked up, shared and linked by other domains of authority. Backlinks are essential. Just like the links you direct your internet users to. Make them authoritative and relevant to your topic.
Your rise to authority will be gradual and slow. If you have a competition topic, work on niche topics! They aren’t necessarily vectors for a lot of traffic, but they will still allow you to establish your authority growth. As Benoît Faghel points out: “The more you claim to be an expert on a domain, the more you will delve into the details. That’s not necessarily what you’re looking for there, the more questions you’ll answer and anticipate those that haven’t been asked yet. This is how you build your authority.”
Watch his rise to authority
Building an authority is a task that requires time and constant effort. The results are not displayed immediately. You can use indicators to assess the effectiveness of your measures. In addition to the progress of the data from social networks, you monitor the number and quality of your backlinks. In addition, tools provide you with indicators to measure your authority. While they don’t reflect exactly what Google is looking at (no one knows the exact formula), they allow you to spot trends.
Other indicators exist. For Benoît Faghel, “The more keywords you have in the top 3 or on the first page, the more it means your rise in authority is working. You can also measure your growing awareness by whether your brand name is more in demand. The more people search for your brand and the more awareness you get. We can see this in Search Console in particular.”
Expertise, authority and… credibility
The EAT consists of what Google perceives of your expertise and authority in your field. But beyond that, your credibility will be checked. And by credibility, Google means the trust they can give you when promoting your pages and website.
The Search Quality Guidelines have been continuously developed to take better account of the EAT. This document, intended for quality raters who assess the relevance and quality of pages and websites for Google, indicates that the quality of a website depends on its reputation, expertise, relevance and quality of content, and the information provided depends to its credibility.
For example, Google expects a news site to acknowledge its sources and produce reliable content, an e-commerce site to emphasize its customer service and provide good product descriptions, or a medical information site to create expert opinions and cite scientific information Literature.
A necessary necessity to establish your EAT to gain authority. Whatever your domain, remember to reassure the user and provide all the information they need to browse with confidence. An even more important condition for YMYL (Your Money, Your Life) sites, which Google believes have an impact on the lives of Internet users (medical, financial, shopping, legal, etc.). The search engine is particularly vigilant for these pages.