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High-level trustworthiness content creation

How to create high-level trustworthiness content?

The tips to high-level trustworthiness content creation which can meet the recommendations for Expertise, Authoritativeness, Trustworthiness of Google, and the ways for creating structured data that meet these recommendations.

You can listen to all the content except for the example of structured data.

Expertise, Authoritativeness, and Trustworthiness (EAT) to determine the level of content

Let's try to compare any website with the currency. The currency is reliable only when it is trusted by the residents of the country where this currency is applied. For example, compare the following currency pairs: the US dollar and the Zimbabwean dollar and also the euro and the Venezuelan bolívar. People trust the US dollar and the euro, but do not trust the currency of Zimbabwe and of Venezuela. The same can work for websites. If your website evokes trust, then it will be like such as a reserve currency. Conversely, a website without trust will be like a currency with hyperinflation, which the entire world ignores.

The Search Quality Raters Guideline of Google informs us:

What makes a High quality page? A High quality page should have a beneficial purpose and achieve that purpose well. In addition, High quality pages have the following characteristics:

  • High level of Expertise, Authoritativeness, and Trustworthiness (E-A-T).
  • A satisfying amount of high quality Main Content, including a descriptive or helpful title.
  • Satisfying website information and/or information about who is responsible for the website. If the page is primarily for shopping or includes financial transactions, then it should have satisfying customer service information.
  • Positive website reputation for a website that is responsible for the Main Content on the page. Positive reputation of the creator of the main content, if different from that of the website.

Finding Who is Responsible for the Website and Who Created the Content on the Page Every page belongs to a website, and it should be clear:

  • Who (what individual, company, business, foundation, etc.) is responsible for the website.
  • Who (what individual, company, business, foundation, etc.) created the content on the page you are evaluating.

When a high level of authoritativeness or expertise is needed, the reputation of a website should be judged on what expert opinions have to say. Recommendations from expert sources, such as professional societies, are strong evidence of very positive reputation.

We need to find out what outside, independent sources say about the website. When there is disagreement between what the website says about itself and what reputable independent sources say about the website, we’ll trust the independent sources.

For all other pages that have a beneficial purpose, the amount of expertise, authoritativeness, and trustworthiness (E-A-T) is very important. Please consider:

  • The authoritativeness of the creator of the Main Content, the Main Content itself, and the website.
  • The trustworthiness of the creator of the Main Content, the Main Content itself, and the website.

The tips to high-level trustworthiness content creation

To create a correspondence between the content of your web site and the EAT, you can follow these steps:

  • Create a web page such as About Us or Contact with detailed identifiers and information of your business. This also can applies to your homepage, if your business is represented there.
  • Create relevant structured data in the format JSON-LD for a web page representing your business. This format uses the Google Knowledge Graph so it can get information about your business from your structured data.
  • After that, register your business in Google My Business. Create here the most comprehensive and detailed list to represent your business.
  • Get a link to your listing.
  • Create and install information about a website creator and/or publisher (this is usually a legal name of your business) who are responsible for the content of your website. Set for this legal name link to your listing in Google My Business.
  • Create a web page with info about Customer service of your business with a contact point of this service. Indicate here detailed information that can be useful to your customers, such as a return policy. Indicate here the person responsible for this service and a contact point of this person. This can be especially important for websites offering online payment.
  • Create personal information about you as the founder or owner of your business and install your photo.
  • If your business has key employees that are important for work, also create personal web pages for them, separate for each person.
  • If your business falls into the category Your Money Or Your Life (YMYL), set information that can identify you as an authorized specialist of the type of activity of your business, e.g., install links to your diplomas, licenses, certificates, and so on. The same applies to your key employees.
  • Install links to all your professional publications. Do the same for publications of your key employees.
  • Install links to any groups, societies, associations in which you or your key employees are a member and have a positive authority.
  • Install links to any media in which has content with mention your business or brand, e.g. YouTube or Economist.
  • Install links to any media in which mention about you or your key employees.

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