Major Google algorithm updates in 2018 and 2019 increased the need for high-quality, high-authority content to succeed in SERPs. SEO experts and Google are calling it E-A-T: expertise, authority, and trustworthiness. This is critical for funeral home marketers who want to perform well in organic search results. Here’s why:
Google Demands E-A-T
It’s not often the search engine goes out of its way to be crystal-clear about what will most likely vault you to the top of the SERPs. But the powers-that-be at Google are fairly vocal about E-A-T content, especially when it comes to YMYL queries.
YMYL stands for “your money, your life” and covers topics related to personal finance, health, and safety. In Google’s eyes, content in these areas can positively or negatively impact a person’s “happiness, health, or wealth” depending on quality and accuracy.
Google obviously wants to serve up links that provide positive impacts, and it looks for indicators of expertise, authority, and trust when ranking content for the SERPs to follow through with that goal.
Consumers Trust E-A-T
While funeral home marketing content might not be strictly YMYL, it’s safe to say that anyone searching for information about final arrangements is contemplating major decisions for themselves or in need of immediate and important services for their family.
E-A-T content helps assuage concerns about the quality of the service provider and increases consumer trust in your business. That makes it more likely someone in need of services will click through on your contact button or call to make an appointment.
How to Build E-A-T Funeral Home Content
- Leverage authorship: Create bios of your staff that indicate their expertise in certain areas and byline articles and blog posts with their names. You can also hire expert freelancers with experience in your niche and provide them with bios and bylines. E-A-T content is not
- Build authority online: Write content that encourages backlinks from other high-authority sites, including industry organizations and local news pages.
- Be transparent: Encourage consumer trust with transparency about your policies regarding privacy and refunds, easy ways to contact you, HTTPS encryption, and clear associations between your online presence and your physical locations.
E-A-T content isn’t hard to create, but it does require some thought and planning. If you’re not sure where to start, consider working with professionals to plan and implement E-A-T funeral home content marketing strategies.