{"id":12287,"date":"2020-09-29T11:00:36","date_gmt":"2020-09-29T16:00:36","guid":{"rendered":"https:\/\/www.advicelocal.com\/?p=12287"},"modified":"2020-09-29T11:00:36","modified_gmt":"2020-09-29T16:00:36","slug":"how-local-businesses-can-demonstrate-expertise-online","status":"publish","type":"post","link":"https:\/\/www.advicelocal.com\/blog\/how-local-businesses-can-demonstrate-expertise-online\/","title":{"rendered":"How Local Businesses Can Demonstrate Expertise Online"},"content":{"rendered":"

Last time you were here, I discussed Google Business Profile (formerly Google My Business) attributes<\/a> and how adding attributes can help Google understand more about the business \u2013\u00a0and help consumers too. I\u2019m still on the topic of Google, but now let\u2019s discuss expertise.<\/p>\n

\"Local<\/a><\/div>\n

So, I know you\u2019ve heard about Google\u2019s E-A-T<\/a> (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.<\/p>\n

Know this: You can\u2019t have authority if you don\u2019t have expertise. And you definitely can\u2019t build trust if you haven\u2019t demonstrated expertise and authoritativeness.<\/p>\n

What Is Expertise?<\/h2>\n

I\u2019m not talking about how someone decides to call themselves an \u201cexpert\u201d to get search traffic, or how one would go out to an event and tell everyone they\u2019re an \u201cexpert\u201d in local search to get clients. I\u2019m talking about real expertise.<\/p>\n

Expert is defined as: A person who has a comprehensive and authoritative knowledge of or skill in a particular area.<\/p>\n

Expertise is defined as: Expert skill or knowledge in a particular field.<\/p>\n

What Are Expertise Skills?<\/h3>\n

\"Definition<\/p>\n

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<\/em>.<\/p>\n

How Do You Build Expertise Online?<\/h2>\n

Let\u2019s 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?<\/p>\n