Creating an online persona for E-E-A-T

In an age where content is king, SEO plays a crucial role in the success of any marketing strategy. For CMOs and marketing managers, understanding and effectively applying E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness) principles is essential to strengthening online presence.

This guide dives into the key factors for optimizing author pages and effective article creation strategies to increase the visibility and credibility of your content.

What is E-E-A-T and its importance to SEO?

E-E-A-T, which stands for Expertise, Experience, Authoritativeness and Trustworthiness, is a key concept within SEO that determines the quality and trustworthiness of online content. These factors are crucial for search engines in assessing the value and relevance of your website or page.

Creating an online persona for E-E-A-T

Integrating E-E-A-T into your SEO strategy is indispensable, as it has a significant impact on your ranking in search results. This is not only about demonstrating expertise, but also about providing a rich experience, building authority and gaining the trust of users.

Defining expertise in your online persona

When defining expertise in your online persona, it is important to provide a clear and compelling representation of your knowledge and experience. On LinkedIn, both on personal and company pages, you can do this by:

  • Content Contributions: Share original articles, blog posts or white papers that demonstrate your knowledge and understanding of your field. This not only demonstrates your expertise, but also contributes informative and valuable content for your followers.
  • Active participation: Participate in relevant group discussions or forums within your industry. Giving thoughtful responses and advice can enhance your reputation as an expert.
  • Highlight experiences and accomplishments: Make sure your LinkedIn profile highlights your professional experiences and accomplishments, such as certificates, awards or important projects.
  • Recommendations and endorsements: Collect recommendations and endorsements from colleagues, clients or other professionals. This helps build credibility and shows that your expertise is recognized by others in the industry.
  • Consistent updates: Keep your profile and business page updated regularly with the latest developments, achievements or insights. This shows that you are actively involved and stay up-to-date in your field.

By applying these strategies, you can build a strong online persona that underscores your expertise and benefits your SEO efforts.

Building authority through LinkedIn

LinkedIn is a powerful platform for building authority for both your personal brand and your business. By actively contributing to relevant conversations and sharing content that highlights your expertise, you can build a reputation as an authority in your field. Here are some ways to do this:

  • Publish regular posts: Share insights, trends and news related to your industry. This shows your commitment and knowledge of the industry.
  • Create and share original content: Write articles or create videos that demonstrate your expertise. This can range from how-to guides to in-depth industry analysis.
  • Participate in group discussions: Active participation in LinkedIn groups increases your visibility and positions you as an expert in the field.
  • Network and form connections: Build a network with other professionals in your industry. A strong network increases your authority and influence.
  • Ask for recommendations: Recommendations from colleagues and clients can strengthen your credibility and authority.
  • Optimize your profile and business page: Make sure both pages are up-to-date, professional and reflective of your expertise and success in the industry.
Publish regular posts

Exude trustworthiness through your online persona

Trustworthiness is a key factor in building trust with your target audience, especially on LinkedIn. Here are some strategies to achieve this:

  • Be transparent and honest: Be open about your experiences and share real stories and results. Authenticity contributes to trustworthiness.
  • Share customer reviews and case studies: Customer testimonials and success stories can significantly increase your trustworthiness.
  • Use consistent branding: Create a consistent brand look across all your online channels. This helps build recognition and trust.
  • Respond to feedback and questions: Active interaction with your network shows your willingness to listen and help, which is essential for reliability.
  • Stay consistent in your posts: Regular, consistent posts help build a trustworthy image and show that you are an active player in your field.

LinkedIn page optimization for E-E-A-T

To optimize your personal and company LinkedIn pages according to E-E-A-T principles, it is important to follow the following steps:

  • Show expertise: Highlight your knowledge and skills in your profile. This can be done by highlighting relevant experiences, certifications and professional achievements.
  • Share experience: Regularly share content that reflects your experience in the industry. This can range from detailed articles to case studies and industry updates.
  • Build authority: Use your LinkedIn page to showcase your influence in the industry. This can be done by leading discussions, giving webinars or participating in panel discussions.
  • Gain trust: Ensure consistency in your communications and be transparent in your messaging. Positive recommendations and endorsements from others can also help strengthen trust.

Link building for LinkedIn: Strengthening your online presence

To strengthen your online presence through link building for LinkedIn, consider the following techniques:

  • Share links to your LinkedIn page: Integrate links to your LinkedIn page on your company website, in your email signature and in other social media profiles.
  • Create content that gets shared: Publish valuable content on LinkedIn that people want to share. This not only increases your reach but also provides natural link building.
  • Network actively: By actively networking and building relationships with other professionals in your industry, you can get more links to your page.
  • Use your linkedIn page for guest blogging: If you are a guest blogger, be sure to include your LinkedIn page in your bio. This can generate additional backlinks.
  • Promote your linkedIn content on other channels: Share your LinkedIn posts on other social media or in newsletters to attract more visitors and links to your page.

Important factors of the author page on the website

To strengthen the author page on your website, there are several elements that are essential:

  • Clear biography: Provide a comprehensive and informative biography that highlights your expertise and experiences in your field.
  • Professional photos: Use professional and up-to-date photos that highlight your professionalism.
  • Link to work: Add links to published work, both on your own site and on external platforms, to demonstrate your knowledge and expertise.
  • Certifications and awards: List relevant certifications, awards or other professional recognitions that enhance your credibility as an expert.
  • Contact information: Make sure readers can easily contact you for questions or collaborations.
Important factors of the author page on the website

Effective strategies at the article level

When creating articles that support E-E-A-T principles, the following recommendations are important:

  • Substantiate with research: Use reliable and current research to support your points. This not only enhances the content, but also shows your in-depth knowledge of the subject.
  • Share unique insights: Offer unique insights or solutions to problems within your field. This shows your expertise and original thinking.
  • Cite authoritative sources: Refer to and cite authoritative sources to support your claims and add weight to your article.
  • Consistency and quality: Make sure each article is consistently high quality, both in content and writing style.
  • Interact with readers: Encourage interaction by asking questions or asking for feedback. This increases engagement and builds a relationship with your readership.


Rigorously applying E-E-A-T principles in your SEO strategy can yield significant benefits to your online visibility and brand reputation. By focusing on strengthening author pages and producing high-quality, well-researched articles, you not only build authority in your field, but also improve engagement and trust among your target audience. This ultimately leads to a stronger SEO position and a robust online presence for both you and your organization.

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
Five stars
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I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 7 December 2023. The last update of this article was on 28 December 2023. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.