Last time you were here, I discussed Google Business Profile (formerly Google My Business) attributes and how adding attributes can help Google understand more about the business – and help consumers too. I’m still on the topic of Google, but now let’s discuss expertise.
So, I know you’ve heard about Google’s E-A-T (Expertise, Authoritativeness and Trustworthiness), but most likely you consider them as a whole. They do in fact work together, and all three are extremely important. However, they are not one thing.
Know this: You can’t have authority if you don’t have expertise. And you definitely can’t build trust if you haven’t demonstrated expertise and authoritativeness.
What Is Expertise?
I’m not talking about how someone decides to call themselves an “expert” to get search traffic, or how one would go out to an event and tell everyone they’re an “expert” in local search to get clients. I’m talking about real expertise.
Expert is defined as: A person who has a comprehensive and authoritative knowledge of or skill in a particular area.
Expertise is defined as: Expert skill or knowledge in a particular field.
What Are Expertise Skills?
Someone can have expertise and complete a task as well or better than others, but demonstrating this online is where the challenge comes into play. In order for a business to place higher than their competitors in search results, they must be able to demonstrate this expertise better.
How Do You Build Expertise Online?
Let’s shift away from using local search as an example, and explore plumbing. A plumbing company can have expertise in how to repair a leaky pipe. They have fixed leaky pipes for 20+ years. But, are they demonstrating this expertise online?
- Do their online reviews show they have expertise in fixing leaky pipes?
- Do they demonstrate expertise with fixing leaky pipes on social media?
- Do they have videos on YouTube showing how to fix leaky pipes?
- Do they have Google Business Profile posts and photos on their listing that demonstrate their expertise in fixing leaky pipes?
- Do the blog posts and FAQ pages on their website discuss how to fix leaky pipes?
If this plumbing business wants to place in search results for leaky pipes, they need to demonstrate their expertise. And not just one time, but over and over. It breaks down to this: The more ways they can demonstrate their expertise, the more likely their plumbing business will place higher in local search.
Are You Building Expertise for Your Local Business Clients?
Now review each of the questions above and replace “fixing leaky pipes” with your client’s product or service. Are you helping these SABS stand out in search results, or are you hindering them?
At Advice Local, we have the tools to help your service area business clients rise to the top of search results. Request a demo to find out why our agency partners love our SAB solutions.