Getting Found Online: Why Google's E-E-A-T Matters for Your Small Business
Ever wonder how some businesses pop up first when you search on Google? It’s not just luck!
Google looks for websites that are helpful and trustworthy. One of the ways they do this is by checking something called E-E-A-T.
What is E-E-A-T?
Don’t let the acronym overwhelm you.
Think of E-E-A-T as Google’s way of figuring out if your website knows its stuff and if people can trust what they find there. It stands for:
Experience: Have you actually done what you’re talking about? If you run a bakery, have you been baking for years? If you offer handyman services, have you fixed countless homes? Your real-world experience counts.
Expertise: Do you really know your stuff? This is about having a good understanding of what you do. You don’t need a wall full of diplomas, but you should be knowledgeable in your field.
Authoritativeness: Are you known as a go-to source for what you do? This builds over time as people see you as reliable.
Trustworthiness: Is your business legit and honest? Do people feel safe doing business with you?
Even if you’re a small team (maybe just you!), focusing on these things can help Google see your website as a great place to send people. And that can mean more customers finding you online.
Why Should You, the Small Business Owner, Care About E-E-A-T?
Think about when you search for something online. You probably click on the results that look like they know what they’re talking about and seem reliable, right? Your customers are the same!
For small businesses, especially local ones, E-E-A-T can help you:
Stand out from bigger companies: You might not have a huge marketing budget, but you do have your unique experience and connection to your community. E-E-A-T can help you to highlight that.
Build trust with local customers: People like to support businesses they trust. Showing you know your stuff and are a real, reliable business helps build that trust online.
Get found by the right people: When Google sees you as a trustworthy expert, it’s more likely to show your website to people who are actually looking for what you offer in your area.
Okay, How Can You Improve Your Website's E-E-A-T (Without a Huge Team and Big Bucks)?
This is where you, the dedicated small business owner, can shine! Here are some simple things you can do yourself:
1. Share Your Story and Show What You Know:
Your “About Us” Page is Your Stage: Don’t just say what you do – talk about why you do it. Share your journey, your passion, and what makes your business special. If it’s just you, talk about your experience and what you’ve learned over the years. Use real photos of yourself or your work!
Blog Simply and Share Your Tips: You don’t need to be a professional writer. Just think about common questions your customers ask. Write short blog posts answering them. For example, if you run a small cleaning service, you could write “3 Quick Tips for a Sparkling Kitchen” or “What to Look for in a Local House Cleaner.”
Showcase Your Work: If you have a portfolio of past projects (even just a few photos!), put them on your website. Let people see what you can do.
Talk About What You Know Best: Stick to your area of expertise. Don’t try to be an expert in everything. Focus on what you do well.
2. Build Your Local Reputation:
Get Listed Locally: Make sure your business is listed accurately on online directories like Yelp, local business directories, and (most importantly) your Google Business Profile. Keep all your information consistent (name, address, phone number, website).
Ask for Reviews (Nicely!): Happy customers are your best advocates. Politely ask them to leave a review on your Google Business Profile or other relevant sites.
Respond to Reviews: Whether they’re good or bad, take the time to respond to online reviews. It shows you care about your customers.
Connect Locally Online: If there are local online groups or forums related to your business or community, participate and share helpful information (without just promoting yourself all the time).
3. Make Your Website Trustworthy:
Make it Easy to Contact You: Put your phone number, email address, and even your address clearly on your website. A “Contact Us” page is a must!
Be Clear About What You Offer: Explain your products or services clearly and honestly. Don’t make promises you can’t keep.
Keep Your Website Simple and Up-to-Date: A clean, easy-to-use website with current information looks more trustworthy than a cluttered, outdated one. Even basic websites can look professional.
If You Sell Online, Be Secure: If you take payments online, make sure your website has security features (you’ll usually see “https://” in the website address). Be clear about your payment and return policies.
Proofread Everything: Typos and grammar mistakes can make your business look unprofessional. Take the time to check your website content.
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You don’t need a big marketing team to work on E-E-A-T.
As a small business owner, your real-world experience and connection to your community are powerful assets. By focusing on sharing your knowledge, building your local reputation online, and making sure your website is clear and trustworthy, you can absolutely improve how Google sees your business and attract more local customers.
It’s about showing Google (and your future customers) that you know your stuff and you’re a business they can rely on. Start small, be consistent, and watch your online presence grow!
Cyndi Fleming-Alton
Cyndi is the founder of Digital Chicks and has spent 20 years helping mission-driven entrepreneurs build sustainable revenue and create meaningful impact.
Endlessly curious (and proudly interdisciplinary), she holds degrees in Computer Science, Human Resources, Emergency Management, and Information Privacy - balanced with studies in Reiki, Sound Therapy, and Meditation. Her work spans all levels of Canadian government, healthcare, and the private sector in IT and communications, including a year in Africa as a research coordinator and photographer.
A lifelong digital nomad, Cyndi has lived and worked in several countries and now calls Ontario, Canada home, where she enjoys a slightly hippie lifestyle with her partner and an assortment of four-legged co-workers.