Google E-E-A-T Part 4: Trust

Throughout this May, we’re defining the critical elements of Google E-E-A-T guidelines for search engine optimization. We’ve covered E-E-A so far, and you can find those posts on the Ring Ring Marketing blog for the past three Tuesdays. In this post, we’re looking at what it means to build trust with your deathcare content.

What Does Google Say About Trust?

Google calls trust the “most important member of the E-E-A-T family.” It tells page quality raters that no matter how much experience, expertise, and authority a page seems to have, it cannot be a high-quality page if the content is not trustworthy.

Some things that might make a page untrustworthy even if the other elements of E-E-A-T are demonstrated include:

  • A clear conflict of interest that creates doubt in the reader’s mind about the sincerity of the content
  • Spam-like traits or behaviors on the part of the content or content creators
  • Inappropriate, irrelevant, or annoying links or ads
  • Out-of-date content, including facts and statistics

Why Trust Is Important for Deathcare Marketing

Trust is essential for building rapport with potential clientele in any industry, but it’s especially necessary in deathcare. You’re asking people to trust you in regard to decisions, care, or products related to their legacy or final resting place.

When someone preplans, for example, they may be considering their own desires for a legacy in addition to the emotional needs of their loved ones. Most people won’t choose your firm to handle such matters if you haven’t established some level of trust.

3 Tips for Building Trust in Your Content

Building trust takes time. Unlike the other elements of E-E-A-T, trust is relational. It’s also two-sided, so it depends on your target audience responding to your content. Here are a few tips that help you foster the types of relationships with potential clientele that build trust.

  • Stay consistent. Create an expectation and then live up to it. You might publish a blog post every Tuesday or post deathcare tips on Facebook every Thursday, for example. Don’t miss those dates because consistently meeting your audience’s expectations with your marketing content signals that you are likely to do the same with your service.
  • Back up your claims. Link to high-authority sites (never your competitors!) to back up claims you make. You can do this by citing facts and statistics that prove your point.
  • Follow up and respond. Always follow up and respond when people engage with your content. That includes answering comments on your blog or social media posts.

The final post in this series will touch on a few other ways you can increase the quality of your deathcare marketing content.

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