In the E-E-A-T landscape, making your brand stand out in your industry is essential. When people think of your industry, you want them to think of your company. But how do you accomplish that in a world where most businesses have nearly 30 competitors?
There is an infinite amount of branding advice online. Be unique, be consistent, and create a memorable identity. Get to know your competition, create a platform, and use social branding.
In the end, though, successful branding boils down to one simple piece of instruction. Get to know E-E-A-T guidelines and follow them.
Savoring the Basics: Understanding E-E-A-T for Your Brand
E-E-A-T stands for experience, expertise, authoritativeness, and trustworthiness. Google uses this catchphrase to determine search rankings.
Customers use it too. Over four out of five consumers say they need to trust a brand before buying its products. A whopping 86 percent of shoppers say authenticity is vital when making a purchasing decision.
To use E-E-A-T in your branding, you need to show consumers that you have experience and expertise in your field. You need to show you’re an authority in your industry. Most importantly, you have to get people to trust you.
This looks a bit different for each brand and industry. The way another company successfully implements E-E-A-T in branding won’t necessarily satisfy your exact needs. Even so, there is a “basic recipe” that all businesses can follow to meet E-E-A-T criteria.
A Few Dashes of Experience & Expertise: Enhancing Your Brand’s Authority
If you want people to consider you an expert, you have to prove your experience and expertise.
First, consider the needs of your audience. Are they looking for someone who can offer the best merchandise, lowest prices, or most eco-friendly products? Your brand name, colors, logo, and slogan should show that you’re the company of choice for your audience.
Your content style should also meet your audience’s needs. Provide in-depth, detailed articles and blog posts if you’re in a technical field. Offer casual, easy-to-follow advice if that is what’s in line with your company’s products or services.
Share personal firsthand experiences related to your industry. A daycare owner, for instance, can talk about personal experiences with teaching young children. A travel agent may want to tell stories about places that he or she has personally visited.
The Secret Ingredient: Building Trustworthiness in 2024
Building trust and being authoritative go hand in hand.
Do you want people to trust you? Then you have to act like an authority in your field.
You can accomplish this by always being honest with your audience. Research any claims you make, and link to authoritative sources that back them up. If you don’t know the answer to something, don’t pretend you do.
You also build trust by creating personal connections. Make it easy for consumers to find your address, email address, and phone number. Offer friendly, professional customer service to anyone who gets in touch with your company.
Your customers can also help you build trust. Encourage people to interact with your brand on social media. Post positive customer reviews in a prominent location on your site.
Taste Test: Evaluating Your Brand’s E-E-A-T Impact
How do you evaluate the impact E-E-A-T has on your brand?
First, bear in mind that you need to be patient. It takes time for a cake to bake or a stew to boil. In the same way, it will take time to see the full impact of E-E-A-T on your brand.
Second, use tools that help you measure consumer experiences with your brand.
Google Analytics offers an in-depth look at your website’s stats. You can check the bounce rate and number of visits to each page on your site. You can see where visitors are coming from and what they view before making a purchase.
Social listening tools like BuzzSumo and Sprout Social help you keep track of online brand mentions. Is the number of people talking about you increasing or decreasing? Are people enthusiastic, neutral, or negative about your brand?
You can also ask your customers for input. A short survey with a freebie at the end will encourage people to take the time to answer. You can collect feedback from in-person customers as well as users of your site and social media pages.
Take time to read social media and blog comments. If more than one person mentions the same issue, take it seriously. Make changes based on consumer suggestions in order to offer improved service.
Future Flavors: Staying Ahead with E-E-A-T Branding Trends
E-E-A-T will likely be around for the foreseeable future. Even so, industry trends and future events will impact how consumers interact with brands. What engendered trust years ago may not do so in the future.
Stay abreast of industry developments and trends. Keep in touch with consumers to see what they need and want. You need to stay at the cutting edge of your industry to remain an authority in your field.
Your core branding should remain the same. Don’t change your logo, colors, or tone of voice unless absolutely necessary. However, the way in which you communicate your values may change over time.
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