SaaS SEO Guide
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Google’s E-A-T guidelines are arguably the most significant criteria search engines use to decide the quality of your content.
E-A-T is particularly important for Your Money or Your Life (YMYL) topics like finance and medicine. These topics have a direct impact on people’s lives, so it’s vital this content is accurate, up-to-date, and useful. But what about SaaS content?
While SaaS content doesn’t generally focus on YMYL topics, E-A-T for SaaS is just as important. The SaaS SEO landscape is highly competitive. To stand out, you need high-quality content. That’s where E-A-T comes in.
In this guide, we’ll answer the question “what is Google E-A-T?” and give tips on improving E-A-T for SaaS content.
The E-A-T acronym stands for Expertise, Authority, and Trust. E-A-T is one of Google’s core quality metrics, so it’s rated for every search query. The aim is to ensure all content is useful and safe for users, especially YMYL content.
In late 2022, Google added another E, Experience, to make the acronym E-E-A-T or Double-E-A-T.
Google has a team of search quality raters to assess websites according to Google’s search rater guidelines, including E-A-T.
To determine E-A-T, Google’s raters consider your website’s content and the authors of that content.
Google considers Trust to be the most important E-A-T quality since, as they put it:
“Untrustworthy pages have low E-E-A-T no matter how Experienced, Expert, or Authoritative they may seem.”
The amount and type of Trust needed depends on the website.
For instance, product reviews must be honest and written to help others. But most social media posts don’t need such a high Trust level (although E-A-T still goes hand-in-hand with social media and SEO).
That’s not to say Experience, Expertise, and Authority don’t matter. Rather, they serve to support a rater’s Trust assessment.
For example, when someone with extensive experience writes about a topic, it’s more trustworthy than if it’s written by someone with no first-hand experience. It’s the same for Expertise.
Google tells its raters to look in the following places to assess E-A-T:
These are the areas where it’s most important to show high levels of E-A-T.
E-A-T SEO for SaaS brands is extremely valuable. Content with E-A-T is more likely to rank well on SERPs, even though E-A-T itself isn’t a ranking factor.
Why? Google’s search rater guidelines list E-A-T as one of the defining features of a high-quality page.
User experience (UX) is extremely important to Google, and E-A-T content offers a better experience. Readers look for accurate, informative content, so they’ll quickly leave your site if they don’t find it. And your ranking will suffer.
Content with E-A-T is also more likely to attract backlinks from high-authority domains. Links are a ranking factor, and they tell Google you have something worth sharing. So, they’re a vital part of your enterprise SEO strategy.
There are a few things you can do to improve E-A-T for your SaaS brand and give more value to your readers.
Below are five tips based on Google’s E-A-T guidelines:
According to Google, if an author lacks Experience or Expertise, they’ll rate the page as low-quality. So, all your content should have an author bio that demonstrates why they’re qualified to talk about a topic.
For example, my author bio talks about my extensive SaaS experience, which shows Google’s raters I have a high level of expertise:
You can also link your author bios to your “About Us” page. Or, create a page for each author that goes into even more detail about their experience, qualifications, and awards.
Google tells quality raters to look for independent sources of “credible” information on your website or author. So, if you want to rank well on Google and prove your worth to readers, you need positive reviews.
If you haven’t already, make sure your SaaS website is on software review platforms like G2 and Capterra. Then, invite customers to share their experience and engage with any reviews they post一positive and negative.
Responding to reviews helps to humanize your brand and shows customers you care about them. It’s also a great way to signal Trust to Google.
The best way to show your Authority is to get backlinks from high-authority websites. This is what Google has to say:
“One of several factors that we use to help determine [E-A-T] is understanding if other prominent websites link or refer to the content. This has often proven to be a good sign that the information is well trusted.”
Tread carefully, though. Google is getting better at spotting which links are genuine votes for your business and which are only there to promote you.
Here are some suggestions on how to get more authoritative backlinks:
Like all aspects of enterprise SEO, demonstrating E-A-T effectively requires planning and consistency.
To do it well, you need to build it into your SEO content strategy. That means reviewing each piece of content against Google’s guidelines to ensure it conveys your E-E-A-T.
Also, take time to find credible sources to back up your statements. For instance, link to studies, academic papers, industry news sites, and so on一sites with a high level of authority.
To check the authority of a site, use an SEO tool like Semrush, which assesses metrics like a site’s quality, popularity, and backlink signals.
Finally, it’s important to regularly update your content since the SaaS industry一and business needs一are rapidly evolving. Users are drawn to the most up-to-date information, as that’s the most useful. Google will also view outdated content as less trustworthy.
Focusing on evergreen content is one way to avoid this issue. But that’s not always possible, so make sure you perform regular content audits to identify areas that need a refresh.
Then, you can:
E-A-T (or E-E-A-T) plays a vital role in how Google rates the quality of your site’s content. So it’s something you can’t afford to ignore.
E-A-T for SaaS brands helps you establish yourself as a thought leader in the SaaS industry. How? By ensuring every piece of content you publish is high-quality and informative. This also helps you achieve a higher ranking on SERPs.
In other words, if you want to build your SaaS website’s credibility and get more organic traffic, you need to E-A-T!
Nick Brown is the founder & CEO of accelerate agency, a SaaS SEO agency. Nick has launched several successful online businesses, writes for Forbes, published a book and has grown accelerate from a UK agency to a company that now operates across US, APAC and EMEA and employs 160 people. He was also once charged at by a mountain gorilla