You Are What You E-A-T
If your body is a temple, what you put in to it reflects who you are as a person. The same goes for your brand, your content, and your website. What you put in to your website, not only reflects in a better EAT score with Google, but also results in a better understanding of what your brand represents. I'm not an SEO expert, so I'm in no position to preach about the benefits of increasing your EAT score for better Google rankings (plus, EAT scores aren't directly tied to Google Rankings).
Since we're not looking at E-A-T in the traditional SEO sense, I'm only going to briefly talk about what exactly E-A-T is so that we have baseline for what we're talking about. E-A-T stands for Expertise, Authority, and Trustworthiness.
All this really means is that you're able to consistently demonstrate that you're knowledgeable and/or skilled in a particular area. It also means that you have the ability to effectively communicate this expertise.
It's one thing for you to say that you're an expert, it's another altogether for others to recognise your brilliance. A good place to start would be highlighting some credentials, or showing off some abbreviations after your name
As someone visiting your website, can I trust that you're providing information about what you say you're providing information about? Or is it all just clickbait and misinformation?
Since we're leaning into the allegorical today, let's continue talking about food (plus, I find it much more interesting to talk about). If, like I said above, you are what you eat, think of your brand like you do your body. If you're putting in healthy, nutritious options, then you're more likely going to lead a healthier, more vibrant life. Conversely, if all you're putting in is junk, then well... I think we know where we're going here.
This works for your brand and your website also. Not only do you want to nourish it with healthy and nutritious elements, you want it to be delicious and appetising to look at too! Just as you want to eat well, your brand and your website needs to E-A-T well also.
While it's great to indulge in junk food once in a while, you want the bulk of your diet to be nutritious. But this doesn't mean we can't indulge once in a while. Nutrients in this case, is content marketing. Cat videos and cat memes ARE fun, but how is it relevant to what you're talking about? Hot dogs and beer are great at the baseball game, but how often do you want to ingest that mystery meat? Unless you lean heavily on cats as part of your branding (ie., if you're a pet store), you might want to save those cat memes for like... International Cat Appreciation Day (August 8th, if you really need to know).
Instead, let's try to include some more nutritious content for your brand. Being an expert in your field means you know a lot about your topic that most other people don't. Since we're talking about food, if you're a nutritionist, share articles about what Omega-3 Fatty Acids are good for. If you're a landscaper, maybe discuss what differences there are in different fertilisers.
We all want things that taste good and fulfill us. While celery is great, doesn't the thought of having a meal of JUST celery just feel unfulfilling? Whatever food you're having, don't you want it to be delicious as well as nutritious? I recently made a parsnip and leek soup. Adding a bit of lemon zest and some slivers of bacon made it that much tastier. Aside from the fact that adding bacon almost always makes things more delicious; the subtle crunch added texture and depth. And that little bit of lemon zest brightened up the flavours that much more.
In the same way, keep your content interesting. Layer it with flavours and textures, add in a bit of zartar and spice things up! And as much as quinoa is great, unless you're launching a 101 ways to use quinoa recipe book; variety is the spice of life!
Watch enough food shows on TV, and you'll notice they say rather frequently that before food goes into your mouth, that you first eat with your eyes, then your nose, and then finally your mouth. Whatever content you're presenting, make sure that you've plated well. Make sure that your content is aesthetically pleasing.
Remember that framing, balance, colour, and negative space (white space) are your friends! Regardless if it's a social media post, or your website, if it's not visually attractive, there's a higher likelihood of people not wanting to take a bite.
We want to eat well, and we want to eat often. So make sure that you have consistency in your content marketing too. Don't starve your audience of the nutritious, delicious, beautiful content. Keep people coming back for more.
And while we're talking about E-A-Ting well, take some time and look back at your past content. Removing the R.O.T (Redundant, Outdated, Trivial) will help to keep the SEO gods happy.
While we're not specifically talking about SEO, and E-A-T scores, feeding your brand nutritious, delicious, and fresh all helps with your E-A-T also. To finish off with this allegory then, think less about counting calories, and think more about keeping your brand, your website, and your content, well nourished.