Why does your competitor rank higher while you have better content? The answer often lies in something Google calls E-A-T: Expertise, Authority, and Trustworthiness. These aren't just buzzwords - they're the fundamental criteria determining whether Google trusts your website with top positions.
Think about it: would you follow medical advice from an anonymous website without credentials? Of course not. Google thinks the same way. Especially for YMYL content (Your Money Your Life) - information affecting someone's finances, health, or happiness - E-A-T is decisive for rankings.
Expertise: demonstrate what you know and can do
Real expertise can't be faked. Google recognizes superficial content from miles away. Therefore, go deep into your field. Don't just write what everyone already knows, but share unique insights from your own experience. An accountant writing about tax changes has more expertise than a general content writer.
Use author bylines that showcase your credentials. "Written by Jan de Vries, SEO specialist with 10 years experience" gives more confidence than anonymous content. Publish regularly in your specialty - Google rewards consistency and focus. Reference trustworthy sources like CBS, rijksoverheid.nl, or renowned trade organizations.
Practically, this means: if you run a marketing agency, write about concrete cases, measurable results, and industry-specific challenges. Show numbers, methodologies, and learned lessons from real projects. A Rotterdam digital agency increased their leads by 67% after replacing generic marketing advice with detailed case studies featuring specific ROI figures and client testimonials.
Authority: let others confirm your expertise
Authority isn't built in a day. It emerges when others in your field recognize you as an expert. This manifests in backlinks from respected websites, mentions in trade publications, and invitations for speaking betrokkenheids.
Guest posting on relevant platforms shows that other authorities value you. But beware: one article on an authoritative website is more valuable than ten posts on irrelevant blogs. Focus on quality, not quantity.
Media attention strengthens authority exponentially. When BNR, NOS, or trade publications quote you as an expert, Google interprets this as proof of authority. Actively seek opportunities to provide commentary on developments in your sector.
A Eindhoven technology consultant became the go-to expert for AI implementation after being quoted in three major Dutch business publications. This media coverage led to a 340% increase in consultation requests and significantly improved search rankings.
Awards and certifications are concrete proof of authority. ISO certifications, industry awards, or Google Partner status show that third parties recognize your expertise.
Trustworthiness: transparency that builds confidence
Trustworthiness begins with transparency. Your contact information must be prominent and complete - no hiding behind P.O. boxes. Dutch visitors expect a physical address, phone number, and Chamber of Commerce registration.
Your privacy policy and terms of service must be professional and complete. SSL certificates are required for every modern website - Google marks sites without HTTPS as unsafe, undermining trust.
Your "About us" page is crucial for trustworthiness. Tell your story authentically: who are you, why do you do this, what's your mission? Faces with names make your business human and accessible.
An Amsterdam financial advisory firm increased consultation bookings by 89% after completely revamping their "About us" page to include personal stories, professional backgrounds, and clear photos of their team members.
Customer reviews and testimonials are social proof that Google takes seriously. But beware: fake reviews are harshly penalized. Encourage real customers to leave reviews on Google My Business and industry-specific platforms.
Content quality demonstrates trustworthiness. Spelling errors, outdated information, and broken links suggest carelessness. Keep your content up-to-date and error-free.
Author authority: the power of personal branding
Individual authors can create strong authority signals. Create dedicated author pages with extensive bios, portfolios, and contact details. Link to professional social profiles like LinkedIn.
Google Knowledge Panels for authors are worth their weight in gold. These emerge when Google recognizes you as a notable person in your field. It requires consistent online presence and authority building.
Show previous publications, media quotes, and speaking betrokkenheids. A track record of expertise strengthens every new piece of content you publish. A Utrecht marketing strategist built such strong author authority that her articles consistently ranked in top 3 positions, driving €127,000 in new business annually.
Dutch E-A-T strategies
For Dutch businesses, local authority signals are valuable. Your Chamber of Commerce registration provides official business status. Collaboration with Dutch government agencies, universities, or recognized trade organizations strengthens local authority.
Dutch business network connections are valuable. Mentions by VNO-NCW, MKB-Nederland, or local business associations show community recognition.
Local awards like "Entrepreneur of the Year" or industry-specific recognition have strong E-A-T value within the Dutch context. A Groningen sustainability consultant leveraged their "Green Business Award" to establish topical authority, resulting in 15 new corporate clients.
Content excellence as E-A-T foundation
Original research and proprietary data are E-A-T gold. Surveys among Dutch businesses, case studies with measurable results, or industry analyses based on your own expertise show thought leadership.
Multimedia content demonstrates professionalism. High-quality videos, infographics, and interactive elements suggest investment in quality. A Tilburg real estate agency created comprehensive market reports with original data analysis, establishing themselves as the regional authority and increasing listings by 156%.
Regular updates show commitment to accuracy. Updating old content with new developments proves your authority stays current.
E-A-T as long-term investment
Building E-A-T takes months or years, but the impact is sustainable. Websites with strong E-A-T signals are resilient against algorithm updates and competition. Unlike technical fixes that provide quick wins, E-A-T creates compound returns over time.
Start today by documenting expertise, increasing transparency, and systematically building authority. Because in a world full of information, Google only trusts the most trustworthy with top positions.
Our
E-A-T optimization strategy helps Dutch businesses systematically build authority and trust. Because E-A-T isn't coincidence - it's a methodical approach that delivers compound interest.
Ready to establish unshakeable authority in your industry? Which aspect of E-A-T presents the biggest opportunity for your business growth?