An About page is a must-have on almost every website, but plenty are guilty of chucking a paragraph or two on the page, maybe adding a nice picture and calling it done. But what does that really say about you and your business? What are you telling users, searchbots and the large language models (LLMs) that are increasingly responsible for sending traffic your way? And is an About page enough?
(No.)
What is EEAT?
EEAT stands for experience, expertise, authority and trust. It’s also how Google evaluates whether you are providing value and deserve to rank for your target keywords. You’d hope that the person you’re gaining health or financial advice from knows what they’re talking about and Google wants to make sure bad advice isn’t sitting in the top spot. Of course, that happens sometimes, but making sure you’ve gone all out to show you’re the trusted go-to goes a long way.
There are many ways to display these values, but it's not a tickbox exercise. There’s no clever code, magic piece of text or amazing backlink that’s going to win you the title of most-trusted with searchbots. Google has even said there’s no on-page signal or sign they’re searching for, so:
Think Human-first
If you’re thinking about spending money on a holiday with a company, what do you want to know about them? How long they’ve been running maybe? Do they have good reviews? How do they know which areas are worth visiting? If it’s an adventure holiday, maybe you want to know about safety and how qualified the guides are.
The more ways you can provide proof that you are a good choice, the more favourably users, search and LLMs will look upon you.
It’s also great way to humanise the people who work for you on your site. If you’re a cycling website, why not include a few lines about people’s bike set-ups? Showing that the people writing about cycle routes, or selling bike gloves and helmets hop on their road bike at the weekends, or love to fly down mountain bike trails in their spare time is a great way to show your team has real-life experience. If they have work-friendly social accounts, link to them. LinkedIn is an often overlooked one, but an easy win if you work in B2B. Any awards, accolades or published work you can link off to helps to build their reputation and that of your business.
Use your authority
Have a think about any online content that would help support your case that you know what you’re talking about on your site. These could be:
- Reviews (including TrustPilot and Google Reviews)
- References (articles talking about how great you or your business is, inclusion in round up articles)
- Recommendations (social quotes, user feedback)
Add references to them onto your site. Maybe in the About section, maybe on the homepage – wherever is most relevant.
Think beyond your own website
Social proof is important. Are people posting about you on Reddit? What are your TrustPilot reviews like and are you responding to them? If there’s anywhere to build relevant links that help build your profile, add them in. If you’ve guested on a YouTube video or podcast, link to them and, if you can, add a link back.
The easy bits
- Have your full address listed on your website
- Include ways to contact real people, telephone and email contacts are great
- List your company registration number
Don’t fake it until you make it
It might be tempting to embellish the odd biography, top up your reviews or even outright lie about a fictional member of staff, but it’s not worth it. We don’t trust people who lie to us in real life and it’s not a good look for your website EEAT either.
By authentically showcasing who you are, what you do, and why you’re the right choice, you’ll not only earn the trust of users but also give search engines and LLMs the confidence to send more traffic your way. If you need expert guidance to make that happen, get in touch with the Bluesoup team today.
