Key takeaways:

  • EEAT is a Google search algorithm that stands for experience, expertise, authority, and trust.
  • Content with a high EEAT boosts search engine rankings and helps foster client trust
  • Creating easy-to-read, helpful content improves EEAT and establishes you as a reliable source.

 

Everyone knows that when it comes to searching for information, consumers Google first and ask questions later—but is your veterinary practice or business the first thing they find? 

Google’s EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) algorithm determines how your online content ranks in search engine results based on its credibility and quality. A strong EEAT can set you apart from unreliable sources and foster lasting trust with potential and existing clientele. 

The best part? You don’t need a big marketing budget or a tech expert to improve it!

In this blog post, we’ll break down EEAT and share simple, actionable steps to strengthen your online presence and help you become the first and only resource your clients—and prospective clients—ever need. 

 

What Is EEAT?

Let’s explore the components of EEAT and how they pertain to veterinary content.

  • Experience —  Experience refers to firsthand knowledge and real-world involvement in a topic. This means sharing clinical experiences, examples, and insights to demonstrate your expertise, rather than textbook-style facts and explanations.
  • Expertise — This refers to your professional training and education. Content created or reviewed by credentialed veterinary professionals conveys accuracy and credibility.
  • Authoritativeness — Authority involves being recognized as a trusted and reputable source or industry leader and is built through connections and collaborations with other trusted leaders and brands.
  • Trustworthiness — Trust is the cornerstone of client confidence. It is built online through transparent, authentic, and accurate content.

EEAT positions your practice or business as a trusted resource by demonstrating the credibility of your work, content, and character. This helps you stand out among the competition and attract new clients. 

 

Why you should care about your EEAT

Maintaining a strong EEAT is an important aspect of search engine optimization (SEO), but it can also help veterinary businesses experience benefits such as:

  • Increased website traffic — Better visibility means better website traffic and name recognition for your brand or business.
  • Greater trust — Consumers want to know that you are reputable, knowledgeable, and honest. Consistently sharing expert content conveys these qualities to prospective clients and fosters long-term loyalty.
  • Greater engagement — Engagement drives sales and strengthens relationships. Publishing content with a high EEAT promotes more interactions, questions, and referrals.  
  • Stronger reputation — Sharing expert-written veterinary content and reputable resources establishes your brand or business as a trusted and knowledgeable authority.
  • Higher conversion — When clients perceive you as a trusted business or brand, they’re more likely to take action (e.g., book an appointment, make a purchase, or request more information).

In summary, EEAT isn’t merely an SEO strategy. It’s a trust-building tool that distinguishes you from other, less reliable sources and positions your brand or business as the go-to resource for your niche or area.

 

5 Easy ways to elevate your EEAT

#1: Showcase your expertise and credentials

Veterinarian sitting at a laptop surrounded by books

Your veterinary content is not the place to be modest! Highlight your expertise by ensuring all content is written or reviewed by a licensed veterinarian or credentialed veterinary technician. Include author and reviewer bylines and credentials (e.g., DVM, RVT, CVA), and link team member names to your business’s bio page to demonstrate their qualifications and experience.

#2: Publish accurate, well-researched content   

Show Google—and your clients—that your website is a hub of valuable, relevant, industry-leading content by:

  • Focusing on evidence-based information from reliable sources (e.g., AVMA, AAHA)
  • Providing helpful internal links to promote further reading or help viewers take appropriate action (e.g., book an appointment, buy now)
  • Avoiding unsubstantiated claims (Always provide supporting data and double-check all facts and information, especially if you utilize artificial intelligence (AI) writing tools.) 
  • Refreshing your content frequently to ensure the most up-to-date information

#3: Build authority through collaboration

Authority relies on how you connect with other brands and businesses in the veterinary space. Increase this authority by:

  • Being featured on veterinary websites and blogs
  • Networking within your community, or with other pet businesses and industry leaders, and sharing these collaborations online
  • Offering to be a guest on a podcast or blog, or providing quotes for various media

#4: Prioritize transparency and authenticity

Today’s consumers are savvier than ever. Show them they can trust you by:

  • Being upfront about your priorities, policies, and pricing
  • Providing social proof such as testimonials and reviews from other clients
  • Addressing common questions and concerns on your content channels, including positive and negative reviews

#5: Provide content that is easy to find and consume

Accessibility increases your content’s reach, engagement, and retention. When your content is easy to find, consume, and apply, you respect the reader’s time and provide helpful answers to their questions or concerns. Optimize your content for these qualities by:

  • Writing in simple, client-friendly language (i.e., no medical jargon) at an 8th-grade reading level 
  • Breaking content into bite-sized paragraphs or lists for easy scanning
  • Including SEO keywords in ways that enhance readability and flow 

EEATing the SEO elephant, one byte at a time

Understanding Google algorithms and SEO rankings is an ever-evolving and often confusing quest. But in online content, one thing is certain: quality and authenticity are still king. Google’s favoritism for EEAT demonstrates that in an increasingly artificial world, human experience, expertise, authority, and trust are still the greatest indicators of value and quality. 

At least for now. 

Need help conveying your EEAT online? Let the veterinary content experts at Rumpus Writing and Editing help you tell the right story, while you focus on the next chapter.  Contact us to schedule a meeting and request a quote!