How Small Business Owners Can Use Google's E-E-A-T Framework to Boost Their Online Success
- Tony Nissen
- May 26
- 6 min read
Updated: May 26
If you're running a small business and wondering how to get found on Google, there's more to it than just keywords.
Google's E-E-A-T framework can help you stand out, build trust, and win more customers.
It's not a trick or hack. It's a guide to showing you're the real deal.
So grab a coffee and donut and lets learn about E-E-A-T!
What is E-E-A-T?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness.
These are the signals Google uses to decide which websites to rank higher. While E-E-A-T isn't the only ranking factor, it's woven through everything Google looks for when assessing your content and your business online.
Think of it as Google’s way of separating the good websites from the dodgy ones that make you want to click away immediately.
For small business owners, this is great news. You already work closely with your customers, understand your community, and solve real problems every day. E-E-A-T is about proving that online.
The Four Pillars of E-E-A-T
1. Experience: Show You've Done the Work
Experience is the newest addition to what used to be called E-A-T. It means hands-on, real-world knowledge.
It’s not about having a certificate on the wall. It’s about showing you’ve lived it.
A local café can post about sourcing fresh produce or creating new menu items.
A plumber can write about how they handled a tricky blocked drain.
Real-world stories show your experience in action.
If you run a local café, share stories about your daily interactions with customers.
If you're a plumber, talk about the actual problems you solve every day.
This transparency builds trust and showcases real experience.
2. Expertise: Make Your Know-How Obvious
Expertise means you understand your craft. This could come from years on the tools, not just formal training.
A mechanic who’s been fixing cars for 20 years has expertise, even without a university degree.
Show it by:
Writing how-to guides for your customers
Sharing case studies and project results
Posting insights about your industry
Letting your team share their specialist knowledge
3. Authoritativeness: Become the Local Go-To
Authority comes from recognition. It’s about being seen as reliable and respected both online and in your community.
You can build authority by:
Getting mentioned in news articles or industry blogs
Partnering with other trusted businesses
Joining business groups or speaking at events
Having others link to or reference your content
Building authority takes time, but small businesses can start by being active in local business groups, participating in community events, and getting mentioned in local news or industry publications.
4. Trustworthiness: Remove Any Doubt
Trust is what gets people to pick up the phone or place an order. You need to look safe, credible, and easy to contact.
Build trust by:
Securing your site with HTTPS
Displaying your business address and phone number
Publishing clear privacy and refund policies
Highlighting genuine customer reviews
This is the foundation of everything else. If people don’t trust you, nothing else matters.
Why E-E-A-T Matters for Small Businesses
You might think E-E-A-T is only for big brands. It’s not. In fact, small businesses often have an easier time showing real experience and trust because you're closer to your customers and community.
If your business touches on health, finances, safety, or home services, Google takes E-E-A-T even more seriously.
Whether you're a naturopath, accountant, electrician, or lawyer, demonstrating trust and credibility is essential.
How to Build E-E-A-T Without a Marketing Team
Create Author Bios That Tell Your Story
Don’t just list your credentials. Tell people who you are.
Include your experience, what you’re passionate about, and why you started your business. People connect with stories, not just qualifications.
Use Customer Reviews as Proof
Gather detailed reviews that highlight results and satisfaction. Place them on key website pages. Respond to reviews to show you care.
Don’t just collect them – showcase them strategically. Use reviews that highlight specific expertise or successful outcomes.
Respond to all reviews, both positive and negative, to show you care about customer feedback.
Document Your Work
Photos and short videos go a long way. Before-and-after shots, behind-the-scenes clips, or even a simple captioned image of your latest job can showcase your experience and quality.
If you're a tradie, show before and after pictures. If you run a café, share behind-the-scenes photos of food preparation.
Create Helpful, Local Content
Share tips, answer questions, and solve common problems in your content.
Write blogs, record videos, or post social updates that reflect your knowledge and care for your customers. This shows expertise while building trust and authority.
E-E-A-T and Local SEO: A Perfect Match
If you rely on local search traffic, E-E-A-T can help you win more of it.
Show Experience Through Local Engagement
Keep your Google Business Profile active. Post updates, highlight events, or share stories that show what happens day-to-day in your business.
This helps potential customers imagine what their experience with your business would be like.
Prove Local Expertise
Write about topics specific to your region. For example, a landscaper in Brisbane can write about drought-resistant plants.
Create content that shows you understand your local market. Write about local challenges, regulations, or conditions that affect your industry.
Build Authority Through Local Links
Join local groups or support local causes. These efforts can lead to mentions and links from community websites.
Build relationships with other local businesses and organisations. Participate in community events. Get involved with local charities.
Earn Trust Through Local Reviews
Encourage happy customers to leave Google reviews. Thank them and respond to show you’re listening.
These are especially important for local businesses because they provide social proof from your actual community.
Common Mistakes That Undermine E-E-A-T
Trying to Do Too Much
Don’t be everything to everyone. Focus on your strengths and build around what you do best.
Ignoring Negative Feedback
Bad reviews happen. Respond calmly, try to make it right, and show others that you take feedback seriously.
Creating Cold, Corporate Content
Let your personality come through. Speak like a human, not a brochure. Small businesses have a huge advantage in showing the human side of their operations. Don’t waste this by creating corporate-sounding content.
Overlooking Basic Website Fixes
Your website needs to load fast, work on phones, and be easy to use. These basics support every part of E-E-A-T. All the great content in the world won’t help if your website loads slowly, doesn’t work on mobile phones, or looks outdated.
Relying Too Much on AI Tools
Tools can help, but don’t let them replace your voice. Add your personal touch to everything you publish.
Does E-E-A-T Really Make a Difference?
The short answer is yes.
When done well, E-E-A-T not only improves your website’s visibility and trust but also provides a cost-effective way for small businesses to compete and thrive online.
Here are 5 key statistics supporting the implementation of E-E-A-T for small businesses:
94% of user clicks go to organic search results rather than paid ads
This highlights the importance of optimising for E-E-A-T, as small businesses often lack the budget for paid advertising.
By building expertise and authority through quality content, they can compete organically against larger competitors.
Source: Sistrix, 2024
Websites with 3,000+ word articles generate three times more traffic than standard 1,400-word posts
In-depth content that demonstrates experience and expertise aligns with E-E-A-T principles and addresses specific user needs.
For small businesses, detailed service guides or case studies can outperform basic marketing copy.
52% of content referenced in Google’s AI Overviews comes from the top 10 search results
AI-generated answers prioritise E-E-A-T compliant sources, meaning small businesses that create trustworthy, expert content have increased visibility in new search formats.
Source: Search Engine Land, 2024
Moving from second to first position in search results increases clicks by 74.5%
High E-E-A-T scores help achieve top rankings, where click-through rates matter most. For local businesses, this could mean doubling website visits simply by improving trust signals and author bios.
Source: Backlinko, 2024
Featured snippets (which require strong authority) achieve a 42.9% click-through rate
Small businesses optimising for E-E-A-T can capture these prime positions by creating clear, authoritative answers to common customer questions - often outperforming larger brands in local-specific queries.
Source: Ahrefs, 2024
Your DIY E-E-A-T Action Plan
If you are looking to implement E-E-A-T and don't know where to start, here’s is a brief 4-week action plan you can follow:
Week 1
Review your website
Add clear contact details and ensure it’s secure
Check that your pages look professional and mobile-friendly
Week 2
Write or refresh your author bios
Include your personal story and experience
Week 3
Start publishing helpful content weekly
Focus on questions your customers often ask
Week 4
Collect and respond to customer reviews
Ask satisfied clients to leave honest feedback
Ongoing
Keep sharing helpful content
Stay active in your local community
Look for ways to show your experience and authority
The Long-Term Value
Building E-E-A-T takes time, but it’s worth the effort.
Businesses that show genuine experience, care, and trust build stronger relationships with customers and earn better visibility online.
This isn’t about gaming Google. It’s about being the kind of business people want to find.
Start small, stay consistent, and keep showing up for your customers.
Your future customers are looking for exactly what you offer, and E-E-A-T helps them find you more easily.
If you are looking for a partner to assist you with boosting your online brand and creating a landslide of new leads, book a no-obligation consultation with a Tattica Digital Selling Strategist today!
