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Google’s E-A-T: Expertise, Authority, and Trust

Today is our last episode, and Ana Reisdorf of Reisdorf Writing Services and I cannot pass up the opportunity to talk to you about something that has been steadily growing in importance. I’m talking about Google’s E-A-T: Expertise, Authority, and Trust evaluation. 

When it first hit the search engines, it changed rankings for the health and finance sites that were at the top. All of a sudden, they weren’t. So I wanted to talk with you about that because you work in one of those industries where it’s incredibly important. On top of that, you have the credentials to stand head and shoulders above people who do not. 

How Are Websites Working Around Google’s E-A-T in the Nutrition Space?

Ruthie: Looking at newer writers/businesses who want to hire other writers, a lot of them think, “I’m a great writer. I can research and write about anything.” But looking at Google’s E-A-T and your experience, why are nutrition and healthcare not one of those spaces? 

Ana: I mean, you could write it. A lot of websites are doing a little work around on this thing. They have a writer whom they’re probably paying a lot less to write the article and then putting “medically reviewed by…” somebody with a credential.

I have done that a lot for people. Rather than paying me $800 – 1200 to write the article, they can pay somebody $50 and pay me $300 to just look at it and put my name on it. That’s definitely been a profitable thing for me because it doesn’t take much time, and they get the benefit at the same time. 

google's e-a-t

Ruthie: That makes sense. I think it all just depends on your audience. In the supply chain space, if the articles we’re writing are meant to attract a CEO or the person in charge of acquiring services – who may not necessarily have a super intimate knowledge of it – something like that could definitely work. For example, it could be ghostwritten.

But let’s say you were a supply chain technology company and your audience is warehouse managers or the head of warehousing. They would have incredibly intimate knowledge of supply chain and you’d want to demonstrate sophisticated knowledge in your content. You work with some supplement companies and if it’s not the B2C, then maybe they’re trying to attract wholesalers or something. 

Ana: I think the people who are doing this are the popular websites where people that know nothing about anything go on to learn about nutrition. 

Ruthie: Right, and that would work out really well for that. So that’s definitely a cost-effective measure for businesses in that space. It’s interesting that that’s a development that played out in your industry as a result of the E-A-T. 

How Have Your SEO Goals Been Affected? 

Ruthie: How does this impact your search engine optimization goals? You’ve mentioned that a lot of the work that your team does is the 500-word articles. Your space online is so crowded, so what can businesses who are working in this space do to reach their SEO goals? Some of these keywords are impossible. 

Ana: I have a lot of RDs that I work with and I haven’t had that big of a challenge with helping them move up in their rankings. Their niches are very narrow.

One of my clients focuses exclusively on post-bariatric, which is weight loss surgery. She’s killing it on every single one of those keywords, because we’ve written these amazing guides for her. Things like keto for bariatrics, high-protein diets for bariatrics, etc. 

So I think regardless if you’re a supplement company/another health professional, the important thing is finding those niches. As for the keywords, you’re never going to rank for something like “best weight loss diet”.

Right now, I’m doing a combination of eating disorders and digestive problems. That’s going to be pretty easy for me to get ranked in because it’s such a niche topic. 

Ruthie: You also have the background knowledge to make those distinctions, which is incredibly valuable. 

Ana: Yeah. I think that working with somebody who knows nutrition and SEO is where the magic sweet spot is. And then if you can, you can also involve somebody with a degree, who’s an expert in this area. 

Ruthie: It’s good to hear that all is not lost. 

Has Localization Been a Value for You? 

Ruthie: So I was just wondering, do you have any clients where a localization might be a value? Maybe if you don’t rank for the best weight loss internationally, you can rank for it in Nashville. 

Ana: Yeah. I have one in Corvallis, Oregon right now. It’s a small town with 2 other clinics that have dieticians there, and I’m going to kill it on this one. I’m just going to blow it out of the water. 

What About Google My Business?

Ruthie: I don’t know if you have your setup yet, but I actually just set up my Google My Business last weekend. I do rank number one for my business name, Defy the Status Quo. You get the reviews, but you can also do posts and set up events. I knew it was going to be easy because it’s Google, but I have no idea why I hadn’t done it until then. 

And people say, “Oh, you’re in the DMV?” Which is the DC, Maryland, Virginia area, where tons of businesses headquartered. If your clients are local, then they probably have it set up. But if they’re looking to rank nationally or internationally and still haven’t set up their Google My Business, it might be helpful. 

Ana: Yeah. That’s great. I should do it too. 

Ruthie: I just did it this weekend, so no shade. 

The Value of Local Clients

Ana: I’d actually rather work with local clients, because I could go meet them. 

Ruthie: I think people also undervalue living in a place where there are people you can work with. Do not underestimate the value of being able to meet. You don’t even have to be super close.

You can just meet people halfway, and they don’t necessarily have to meet with you every single week to be happy about it. Maybe they try to meet with you once a quarter or semi-annually, once you guys start working together. People really do like that.  

Ana: I have a local client whom I’ve been working with for 2 years. I’ve only seen him once. 

Ruthie: I have a local client too, and we’ve been working together for 2 years and a quarter. It was completely by accident that we got together. They were on Upwork, and I was on Upwork, and then it turned out we were both in Maryland.

I’ve been to their company’s Christmas party the last 2 years, I’ve been to a birthday party or two. It’s just how it plays out. They’re not close enough to me that we’re able to meet every week or anything. I wouldn’t want to make that drive every week, but it is nice to be able to go see them. I’m not going to lie. 

Where You Can Find Ana

Ruthie: That’s all I have for you today, actually. It was really nice to talk about Expertise, Authority, and Trust. It’s nice to hear that there’s still some space for writers who have a passion for things like nutrition and health, but maybe not the credentials.

Also, it doesn’t necessarily push out people like you, who have worked really hard for their certifications and experience. I actually used to write in the fitness space because I used to be a personal trainer. It’s so incredibly crowded. So where can people connect with you? 

Ana: You can always visit my website I’d love for you to come and join me over on Instagram @nutrition_writers and LinkedIn at Ana Reisdorf. We have a business page as well. 

Ruthie: I love your Instagram content! I really do. It’s fun, but you do great with your photos and your captions. Your photos catch my eye every time and I love your silly faces. Then I click on the caption and I know I’m going to get something good. I carefully follow people on Instagram because it’s easy to fall into really vapid, shallow content there. So I appreciate the effort you put into your Instagram content. 

Ana: It’s been a group effort. Thank you. 

Ruthie: You are welcome. So if you fit into the audience that is Ana’s Facebook group, I would highly recommend you go find it. What is the Facebook group’s name? 

Ana: RDs Who Write.

Ruthie: I would go find it so you can surround yourself with other people who are looking to do what you do. And of course, Ana’s paid products are worth taking a look at. We’ve had the opportunity to intimately go over our business goals and achievements, and I’ve always been incredibly impressed with what she’s done. 

So if you’re an RD who wants to write, then you should check her out. Even if you’re not an RD who wants to write, you should probably follow her on social media because her Instagram content is killer. 

Ana: Thank you so much. That really means a lot to me. 

Ruthie: You’re welcome. I’m really excited for these episodes to go live. There’s so much value here. Thanks again for being on. 

google's e-a-t