Build More Expertise, Authority, and Trust (EAT) with Your Clients and Google

Google’s search engine ranking algorithm, the one they use to determine search results, has recently gone through some updates that focus on the expertise, authority, and trustworthiness (EAT) of pages and the creators of those pages in order to improve search results. With the algorithm update came an update to Google’s search quality evaluator guidelines. The document mentions EAT 186 times!

The idea is to build a robust external reputation with good reviews, a strong following on social media, and a strong reputation in your community. How do you do that?

Build EAT for your business and the people who write your content

There are two types of EAT you will want to build; one for your business and another for the authors of your content. Google’s page graders look for both when determining the quality of your pages for rankings. When looking at your business’ EAT, page graders will look at your online reviews and mentions of your business on third party websites like the Better Business Bureau. When looking at your content creators’ EAT they will look at your author bios and look for any third party information that shows the author has experience in their field.

Examples of how your content creators can build EAT: start a blog, interact with audience on social media, participate in help forums online and offline, join industry associations, and become certified in addiction treatment or the appropriate field. Your content creators can establish their personal brands and build EAT by getting on social media and interacting with influencers and your audience, participating in online forums, blogging, and joining industry associations.

Examples of how your business can build EAT: Join industry associations, get good reviews, participate in help forums, interact on social media with audience, and obtain industry certifications.

Publish high-quality content written by experts

Your website’s content should be written by an expert in your industry. When a potential client goes to your website they need to be able to trust that the content on your website is accurate. You can build that trust by giving whoever wrote the content credit along with their biography and include information on what makes them an expert.

What happens when someone Googles the author of your articles? Are they known as a content writer or as an addiction specialist? You should Google all the content creators on your site to see what shows up.

Cut or Update Low EAT Content

Did you have a website design firm, digital marketing agency, or some guy on Fiverr write your blog articles? If so, chances are they were not an expert in addiction and you will need to have one of your clinicians or someone experienced approve the content. Note on the blog post itself that the article was approved by your expert.

Author information box on the blog post itself

Author information on a staff page

Have an “About” page with comprehensive bios of your staff and your mission statement

Potential clients want to know your staff is qualified to help them. Your staff bios are a perfect opportunity to tell your clients exactly what makes your staff qualified to work with them. If you have a company story or a mission statement, tell your customers about it here. List all your staff’s credentials, industry associations, and anything else you think helps build trust.

  • Volunteering in the community
  • Join industry associations like NAATP
  • Donate to a local charity
  • Sponsor a local youth group
  • Sponsor a local cab program
  • Hold workshops
  • Get reviews
  • Participate in online help forums like:
    • Facebook groups
    • Reddit threads
  • Have staff create blogs on free blogging sites like (staff would need to create their own content for blog and link back to your site.)
    • WordPress.com
    • Blogger.com
    • Tumblr.com
  • Encourage staff to participate in online help forums

Forrest Kelly


Forrest started in sales and marketing in 2009 working for various advertising agencies around Orange County. He left his job and began consulting with treatment centers on their online marketing and providing SEO and PPC services until ultimately building his team and starting MaxCensus. His experience running online marketing campaigns for drug rehabs will be an asset for anybody looking to increase the number of admits they receive from the internet.

Forrest is a PPC master, has a soft spot for Vizslas, and believes there’s not a bad day that can’t be turned around with some Jiu-jitsu or stand-up comedy.

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