Optimize your author page for E-E-A-T
Senior SEO-specialist
Let’s talk about the author page. A good author page shows who we are and why people should listen to us. It is about expertise, experience (this one is new), authority and reliability – or E-E-A-T for short (1). In this piece, we’ll go through the steps and considerations for creating an author page that really works, both for SEO and for your personal branding. In this article, I share my checklist for creating an author page in accordance with the latest E-E-A-T trends.
The role of E-E-A-T within SEO
If you live in the digital world like me, you know that E-E-A-T (Expertise, Authoritativeness, Trustworthiness) is not just a buzzword. It is a fundamental principle that Google uses to judge the quality of your content. And in an age when consumers are inundated with information, it’s your ticket to stand out and gain trust.
Many of the updates in recent years have been about this principle and how to apply it within your website/organization.
The essence of E-E-A-T and why it deserves your attention
You may be wondering why E-E-A-T is such an important part of SEO. Simply put, it’s because Google cares. And if Google considers something important, we as marketers know we should pay attention to it. E-E-A-T is the backbone of your online reputation and can make the difference between being seen as a trusted source or being lost in the sea of online information.
Especially with the rise of AI, E-E-A-T has become more important. Anyone can write good content on almost any topic these days, but who can write excellent content and prove that they actually know a lot about a subject? That is now the question for Google.
Showing expertise: how do you make your knowledge sparkle?
Expertise is about demonstrating your in-depth knowledge and skills in your field. But how do you ensure that this expertise shines through on your website and in your content? Think about creating content that is not only valuable and informative, but also shares your unique insights and experiences. Show that you not only know the theory, but also how it is applied in practice.
Authority is not built overnight. It is the result of consistently delivering valuable and reliable information. By sharing your expertise through various channels – think blogs, podcasts, and speaking at events – you strengthen your position as an authority in your niche. And remember: authority is also built through recognition from others in your field.
Exuding reliability: the foundation of a loyal customer base
Reliability is the glue that holds your relationship with customers and visitors together. It’s about being consistent, keeping promises and communicating transparently. Your website and content should be a safe haven that visitors can rely on for accurate and reliable information.
Now that we’ve explored the essence of E-E-A-T, it’s time to dive into its practical application. A powerful author page can be a direct reflection of your expertise, authority and trustworthiness. It is not only a place where you share your credentials and experiences, but also where you can show your personality. For SEO, it will be a little more driven to convince Google as well.
A strong author page can also contribute to the overall authority of your domain. By positioning yourself as an expert in your field, you elevator not only your personal brand, but also the perception of your entire organization. Your name and face become synonymous with quality and reliability, which indirectly increases the authority of your entire domain.
With an author page that connects to your online persona (where your online persona in turn connects to the topic your website is about), you can show Google that you are the person to write about a topic. This is really about being able to demonstrate that you have a lot of experience within the field you are writing about.
Gain customer trust through transparency and authenticity
In an era when consumers are skeptical of brands, transparency is your greatest ally. Be open about your successes, as well as your challenges and how you overcame them. By being authentic and real, you build a bridge of trust with your audience, which can only benefit you in the long run.
If like me you believe in the power of a personal story and its impact on your brand, then you know that an author page is more than a simple bio. It is an opportunity to share your expertise and your values.
An effective author page goes beyond just your name, title and a list of your accomplishments. It’s about creating a holistic picture of who you are as a professional and as a person. Consider a professional photo that exudes your personality, a powerful bio that communicates your expertise and values, and of course, examples of your work and accomplishments that underscore your expertise.
Here is a simple table that lists the essential elements of an author page, with a focus on E-A-T (Expertise, Authoritativeness, Trustworthiness) for SEO:
| Element | Description | Impact on E-A-T |
|---|---|---|
| Name | Full professional name. | Expertise |
| Photo | Professional and authentic photo. | Trustworthiness |
| Bio | Brief biography highlighting expertise, experience and values. | Expertise |
| Contact information | Clear and direct contact information or link. | Trustworthiness |
| Social evidence | Mentions of awards, recognitions, certifications. | Authoritativeness |
| Publications | Links to or mentions of relevant works, articles, blogs, books. | Expertise |
| Testimonials/Reviews | Positive feedback or quotes from customers, colleagues or industry peers. | Trustworthiness |
| Social media links | Links to professional social media profiles. | Trustworthiness |
| Speaking engagements | Information about conferences, webinars, podcasts you have participated in. | Authoritativeness |
| Training | Listing of relevant training, courses and certifications. | Expertise |
| Work Experience | Overview of relevant positions and roles in your career. | Expertise |
| SEO Optimization | Use relevant keywords, meta-descriptions, and alt-texts where appropriate. | [Algemene SEO-factor] |
| Clear URL | An easy to read and remember URL related to the name/content of the page.(2) | [Algemene SEO-factor] |
| Multimedia Elements | Include videos, podcasts, or slideshows in which you share your expertise(3). | Expertise |
| Consistent updates | Regular updates to keep the page current and relevant. | Trustworthiness |
| Privacy Policy/Disclaimer | Link to or brief mention of the privacy policy and/or a disclaimer. | Trustworthiness |
This table covers a wide range of elements you should consider when creating an author page, with a specific focus on how each element contributes to the perception of Expertise, Authoritativeness and Trustworthiness from an SEO perspective. It is important to note that while some elements contribute more directly to E-E-A-T, all of the aforementioned aspects work together to form a holistic picture of the author, contributing to the overall E-A-T of the page and website.
SEO optimization is an art form where we must balance the technical with the human. For your author page, this means integrating relevant keywords in a way that feels natural and authentic. It’s about understanding the search intent of your audience and creating content that appeals not only to search engines, but also to people.
Conclusion
An effective author page is more than a bio and a photo. It is a carefully constructed mix of personal branding and SEO optimization that highlights your expertise and experience. It is important to update this page regularly and make sure it remains an accurate reflection of who you are, both professionally and personally. With the right approach, your author page can become a powerful tool in your marketing toolkit, building trust with your audience and strengthening your online presence.
