Top 7 Ways To Prove E-A-T And Rank Your School Higher In Google

In August 2018, Google revealed a new algorithm upgrade dubbed the Medic Update, which focused a lot on E-A-T (Expertise, Authority, and Trustworthiness). E-A-T is one of Google's top five ranking indicators to evaluate page content, according to their Search Quality Rater Guidelines (QRG). E-A-T is so significant that it is cited over 185 times in the QRG.

Google has stated that the focus for websites should be on creating unique content and providing an excellent overall user experience. Google has previously said that relevant content, good E-A-T, mobile friendliness, and a fast page load time (less than 2 seconds) are required for websites to obtain better ranks.

Google’s algorithm is updated on a nearly daily basis. They also provide Core Updates numerous times a year. Thanks to AI and machine learning, Google can now rank material based on its quality requirements.

To rank your private school’s website content in Google, you have to focus on getting into the minds of your target audience (parents), thinking about the questions they want to be addressed and the intent behind their search.

Here are seven strategies to demonstrate E-A-T and increase the visibility of your school's content in Google searches.

Top 7 Ways To Demonstrate E-A-T And Rank Your Private School Higher In Google’s Search Results

1. Focus On Search Intent

Google is improving its understanding of the intent underlying search queries. This means that when a parent types in “enroll in Trinity Lutheran School,” they realize that the aim is most likely transactional, as opposed to a query such as “are private schools better than public schools,” which is most likely informational. In other words, although the parent in the first query may be ready to enroll or fill out an inquiry form for Trinity Lutheran School, the parent in the second query is most likely still gathering information about private schools in general.

Google recognizes four types of search intent:

• Informational: The searcher is looking for knowledge
• Commercial: The searcher wants more information about a specific institution, product, or service
• Transactional: The searcher is ready to buy something
• Navigational: The searcher is looking for something online

Here are two tips for addressing search intent in your content.

Target Keywords

Run a Google search to analyze the top-ranking pages for your target keywords to ensure you understand their search intent.

Improve the User Experience on Your Website

Websites must demonstrate that they provide a satisfactory user experience or risk being penalized. Check Google Search Console to ensure that your page speed, navigation, and aesthetics are top-notch.

2. Conduct Keyword Research

If you want your private school website to show up higher in search results, you’ll need to master the keyword research process. It is an often overlooked part of many private school marketers’ strategies. However, keyword research is required for private school content marketing and SEO.

Here are six reasons why keyword research is critical for successful private school marketing.

1. It helps you understand your target audience
2. It supports the optimization of your website
3. It provides insight that drives content management strategy
4. You can use it to optimize social channels
5. You can use it to leverage PPC ads
6. You can use it to measure your progress

3. Update Your Content

In today’s competitive educational market, you must constantly evaluate, update, and republish old or obsolete content.

To update and optimize your outdated content, you have to:

• Understand and apply data from Google Analytics and Google Search Console
• Perform a content audit on your website
• Update and add new relevant information to your existing content
• Optimize and improve your target keywords
• Learn how to optimize for SEO
• Improve and add new visuals
• Change the “published” date to the current date to republish the post. This new date will push the article to the top of your blog feed and highlight it in search results.

4. Optimize Author Bios

Because Google prioritizes Expertise, Authoritativeness, and Trustworthiness (E-A-T), they look at and consider the author’s reputation of each blog post on your website. Google will look at who created or wrote the content and their knowledge, authority, and reliability.

Be sure to optimize internal as well as guest blog authors’ bios. Here are seven tips:

1. Keep bios brief, between 50 and 100 words
2. Write in the third person
3. Include a professional headshot
4. Make sure that the bio depicts a real person
5. Keep 75% of the biography professional, and leave the funny or personal informational bit for the end.
6. Include evidence of the author's authority, such as degrees and credentials
7. Include a link to the author's online presence, even if it's only a social network page.

One final note, even if you are paying a professional writer, such as a ghostwriter, to write for you should still attribute the post to an author to maintain the E-A-T status of the post.

5. Use Stories and Testimonials

Not only are success stories and testimonials beneficial from an E-A-T standpoint, but testimonies from thriving students, successful alumni, and satisfied parents will alleviate potential parents’ concerns about enrolling in your school.

Parents appreciate learning how excellent your private school is and how their child will benefit from attending and receiving an education at your school.

6. Build Authoritative Backlinks

Link building is still an essential component of any SEO plan. This is because Google considers backlinks to be a “vote” for the site’s authority. There are numerous strategies for obtaining authoritative backlinks, however here are five examples:

1. Create link-worthy content
2. Track your competitors’ backlinks using SEO tools such as SEMrush, Moz or SpyFu
3. Analyze the links to see how current the backlink is and which page is linked to competing private schools
4. Ensure you have relevant, helpful material to offer to everyone who links to your competitor’s page.
5. Send an outreach email outlining the value you can provide to the existing page. Provide something in exchange for the backlink, such as sharing it on social media or mentioning it in your newsletter.

7. Build Your Private School’s Brand

Building your private school’s brand will help you establish trust with parents. Managing your school’s reputation in a world of disinformation is part of branding.

However, developing your private school’s brand can be difficult because building trust and refuting negative comments or reviews takes time and work.

One component of developing a positive private school brand is publishing valuable resources that rank high on the E-A-T scale.

You’ll see your website ranking in various searches as you work to create your private school’s brand. That is a sure sign that your school is regarded as an authority by Google.

Final Thoughts

All websites, regardless of what you do or sell, should consider E-A-T and other Google ranking variables. Google has given marketers numerous clues about how critical expertise, authoritativeness, and trustworthiness are to search rankings, from sites like the QRG to other Google resources on how search works.

Use the seven strategies I listed to improve your private school’s website and give your content a better chance of appearing higher in Google’s search results.

If you need help with your private school’s website or marketing efforts, contact us. I am here to help; we at Cube Creative Design offer a free consultation, and I would be happy to help!