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    E-E-A-T With Schema

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    Dmitriy Kearo

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    E-E-A-T With Schema

    Uploaded by

    Dmitriy Kearo
    12 views39 pages

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    E-E-A-T with schema

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    12 views39 pages

    E-E-A-T With Schema

    Uploaded by

    Dmitriy Kearo

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 39

    Using JSON-LD:

    Actionable E-E-A-T
    Advice You Can
    Digest.
    Daniel K Cheung

    Sold to
    dmitriy.webdevs@gmail.com
    E-E-A-T will become
    more important.
    While there is no E-E-A-T "score", the authenticity
    of your content is becoming more and more
    important as we now live in the era of large
    language models (LLM).
    There is no E-E-A-T
    checklist per se but
    this is the closest
    thing.
    Check out these
    recent talks by Lily
    Ray and Aleyda
    Solis.
    So what does
    schema have to
    do with E-E-A-T?
    Schema isn't
    just for
    review stars,
    FAQ rich
    results and
    product
    snippets.
    Even though that's what most
    of you use it for.
    Schema can help
    you with more
    Google Map views,
    efficient indexing,
    and faster ranking.
    How?
    Let's get started!
    Almost anything you
    can do on-page for
    E-E-A-T can be done
    with schema.
    Aaaaand off-page as well.
    5 ways to demonstrate
    Experience, Expertise,
    Authoritativeness, and
    Trustworthiness for any
    website
    1. A clear about page disclosing the beneficiaries
    of the website.
    2. Privacy, terms & conditions, and merchant
    policies publicly accessible from a site-wide
    footer.
    3. Physical location listed on the about page
    and/or footer, including contact information.
    4. Clearly disclosing the authors of informational
    content.
    5. Internal links to and from relevant pages.
    Action #1: Have a clear
    about page that
    discloses who is behind
    the website.
    Did you know that a
    website's about page
    is often the most
    viewed page?
    Visitors are actively trying to evaluate whether or
    not they can trust you and your brand.
    Disclosing who benefits
    from the website
    establishes trust.
    Think about it.

    Why should anyone trust the content on your


    website?

    And if you don't tell your audience who you are,


    they may go to another source they recognise.

    Would you trust a website that is giving out


    health or financial "advice" when you can't easily
    discern who is providing the information?

    No, right?
    This is often overlooked
    by niche websites and
    affiliates.
    No one will blame you for wanting to monetise
    your efforts.

    It is your right to do so because it is your website.

    However, when you try to hide the fact that you


    are collecting cookie data, selling that to an
    undisclosed third-party, or making money from
    ad impressions, or earning commission for
    successful referrals - you lose instant trust.

    The about page is the perfect location to disclose


    this information.
    And you can support
    your on-page content
    with JSON-LD.
    First, set the page's schema type as "AboutPage".

    Next, assign the AboutPage with a mainEntity.

    If the website is run by an individual, use Person


    schema.

    If the website is operated by a brand, use


    Organization schema.

    The mainEntity schema.org property tells search


    engines the who behind the webpage (and
    website if you connect schema between multiple
    URIs).
    If the beneficiary is a
    person, use schema to ..
    Declare their name and any alternates.
    Link their social media profiles using the
    sameAs item property.
    Establish the individual as the founder.
    Tell search engines what the person's expertise
    is by using the knowsAbout item property then
    substantiate their subject of expertise with a
    corresponding WikiData entry using @id item
    property.
    Link to a photo of the individual using image
    item property.
    Tell search engines what qualifications the
    individual has using alumniOf.
    If the beneficiary is an
    organisation, use
    schema to ..
    Declare the business and legal names.
    Establish Organization schema type (or link to
    the URI using @id if it already exists on the
    homepage).
    Associate it with a parent company if applicable
    using the parentOrganization item property.
    State its physical location of its headquarters
    and any other offices or customer-facing
    locales it may have.
    If it is a local business, link to its Google Maps
    location and use telephone property if
    relevant.
    Declare its FIN, CIF, or ACN using taxID or vatID
    if appropriate.
    Remember, any schema
    you describe must
    reflect on-page content.
    Action #2:
    Make T&Cs
    and relevant
    policies easy
    to find for
    real humans
    and bots.
    By the way, these URLs
    should always be
    indexable.
    Someone, somewhere, at some point in time
    decided it was a good idea to no-index privacy
    policy pages.

    This is a terrible idea.

    Always allow search engines to crawl and index


    your Terms of Use, Terms and Conditions, and
    Privacy Policy pages.

    When legal has drafted, reviewed and approved


    these documents, they demonstrate E-E-A-T.
    And this is how schema
    can amplify these pages.
    As part of the primary organisation schema
    type, nest hasMerchantReturnPolicy item
    property to tell search engines explicitly one
    exists, this can then be nested as part of every
    product detail page (PDP).
    Similarly, nest termsOfService Schema.org item
    property within Service schema type.
    You can also credit the
    legal team for E-E-A-T.
    Assuming your legal documents were prepared
    by licensed professionals, you can leverage this
    overhead with schema.

    That is, in your Terms of Use and Privacy Policy


    URLs, you can specify who the contributors and
    editors of the WebPage are using author,
    contributor or editor item properties.

    You can then use the sameAs property and link it


    to the each individual's LinkedIn profile URL to
    help search engines validate their identity.

    Even if they're external lawyers, you can do this


    and apply the worksFor and jobTitle properties.
    For example:
    Action #3: Display your
    physical address and
    contact information.
    This YMYL site deliberately does not disclose its
    physical address even though they clearly have a
    Google Business Profile - don't do this!
    A physical address is a
    big trust signal.
    If you're buying something, would you be more
    likely to checkout from a website that has a real
    location compared to one without?

    Let's say the price is exactly the same.

    Or, how much of a discount would you need to


    take the risk of buying from a website that has no
    listed address?

    Online shoppings are becoming more and more


    aware about scams.

    If you're not a household brand, you must list


    your physical location(s) on your website.
    For service providers, a
    (local) telephone
    number or email
    demonstrates E-E-A-T.
    The same applies of those of you who provide
    customers with a service.

    But instead of listing a physical location (because


    you go to where your customers are), having a
    telephone number and email address easily
    accessible across your website and on the about
    page will increase someone's trust in you.

    And if you have a Google Business Profile, make


    sure these contact details sync up.
    How to communicate
    business location and
    contact details with
    schema.
    As part of the primary organisation schema
    type, use address schema.org property to tell
    search engines where the business is located.
    This can then be nested to each page using the
    publisher property and referencing the
    Organization @id.
    You can also add the telephone and email
    properties to your organization schema.
    If the organization has multiple locations, use
    the department property to mention each
    physical location with the address property.
    For example:
    Action #4: Disclose
    everyone who
    contributed towards the
    published content.
    Author bio ≠ E-E-A-T.
    In the early days of E-A-T, some people thought
    an author bio was adequate,

    These people misunderstood the purpose of EAT.

    An author bio is a great start and disclosing the


    author is a move in the right direction.

    But to demonstrate E-E-A-T, readers need to


    understand that the author(s), contributor(s),
    editor(s), and reviewer(s) have the required
    experience and expertise.

    This is why each contributor should have their


    own profile page, detailing their professional
    experience and qualifications.
    How to communicate
    who the authors, editors
    etc are with schema.
    Article and Webpage schema types both accept
    the schema.org properties of author,
    reviewedBy, contributor, and editor.
    Using these properties, you can attach the
    Person schema type based on their role in
    getting the content to its final state.
    If authors, editors, reviewers etc each have
    their own profile URL, make each of these URL
    into a URI and reference it with @id.
    If your page has a FAQ section (e.g., ecommerce
    category page), you can mark up this content
    with these same attributes.
    For example:
    Action #5: Link relevant
    pages to each other.
    Supporting content should always link out to
    money pages just as money pages should link out
    to supporting content.

    This is because internal links do more than just


    helping crawlers discover deeper URLs.

    Internal links and their anchor text establish


    context between pages.

    With enough pages of helpful content, a website


    will achieve topical relevance and eventually,
    topical authority.

    And this requires strategic internal links.


    As a rule of thumb, no
    useful content should
    ever be orphaned.
    While navigation menus are internal links, they're
    not enough.

    The best internal links are in the body content,


    use descriptive anchor text relevant to the target
    URL, and flow naturally in the surrounding text.
    And yes, you can convey
    on-page hyperlinks with
    schema.
    There are a few ways to do this and I have already
    covered this in detail in a previous post.

    Essentially, you can use relatedLink,


    significantLink, breadcrumbList, itemList,
    offerCatalog or even the mentions schema.org
    property to communicate important hyperlinks
    on any given webpage.

    Doing this with JSON-LD injected into <head> is


    especially beneficial for sites relying on client-
    side rendering (read: JavaScript framework).
    You can get the exact
    code (JSON-LD) output
    here:
    Recap.
    Demonstrating direct experience, expertise,
    authoritativeness and trustworthiness in your
    content should be one of your biggest priorities.

    As the Internet gets more bloated with generative


    text, demonstrating E-E-A-T effectively will be
    your competitive advantage.

    You can mirror this information (and more) with


    schema markup.

    The key is using appropriate schema.org item


    properties for each schema type and nesting
    them together to form your own knowledge
    graph that search engines can easily verify.
    Thanks for reading!
    Have a complex organic growth problem that needs
    fixing ASAP?

    My day-rate is $2,900.

    Book a free 15 minute 1:1 discovery call with me.

    Did you find this post insightful? Hit the repost


    button so others can too!

    Daniel K Cheung
    Follow me for actionable SEO tips.
    Special thanks to.
    Crystal Carter Tory Gray

    Iky Tai Myriam Jessier

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