You're skilled in your work. If you're a plumber, hearing tells you where it's leaking. Being a baker means sensing when air feels right for sourdough. Work as a consultant? You've steered folks clear of expensive errors - more than once.
You're aware you've got skills. So do your clients - they see it too.
Yet what's your move to show Google it's true?
In 2025, marketers are asking this big question - no matter where you look. Here's the thing: it comes down to an odd-sounding term, E-E-A-T, which might sound a bit creepy at first.
This could seem like a confusing jargon at first - yet it's actually super helpful for small shop owners. Instead of getting lost in endless robot-made junk online, real people who know their stuff get noticed thanks to E-E-A-T. While fake websites pop up everywhere, this idea helps Google spotlight honest pros you can rely on.
Here's the simple truth - and how to beat others online.
E-E-A-T's a checklist Google's reviewers follow to check how good a site is. It means:
Imagine it like Google's way of vetting things online. If someone looks up "emergency plumber in Hamilton" Google won't point them to some unknown website with no name. Instead, it tries to highlight an actual company - licensed, trusted, known in the area.
E-E-A-T's how Google tells true specialists like you apart from pretend ones - using signals that show who actually knows their stuff instead of just sounding good.
Last time, we talked about how Google's fresh AI snapshots are reshaping search results. Instead of just listing links, these smart previews aim to pull info from trusted, hands-on experts.
In today's flood of robotic, copy-paste articles, hands-on know-how gives you a serious edge online. Search engines now favor companies that actually do the work instead of just talking about it.
This is where things come together. Not focused on programming, but highlighting everyday actions. The site becomes your spotlight.
Check out real-life tips to show your experience, expertise, authority and trust - using examples from everyday local shops.
1. How to Show Experience (The "I've Done This")
For the Plumber:
Case Studies: A "Problem/Solution" page with real photos (not stock photos!) of a job. "Before: A Clogged Main Drain" and "After: A Clear, Repaired Line."
A collection of photos from a recent bathroom update you did - includes comments about how it went - but shows each step differently - uses separate ideas instead of grouping them - to keep things clear yet detailed - shares insights without fluff or extra filler - just straightforward info mixed in naturally.
For the Baker:
BTS moments: clips showing folks from the crew icing an elaborate wedding cake with many layers.
Process Walkthroughs: A blog post showing "From Sketch to Cake: How We Designed a Custom Birthday Creation."
For the Consultant:
Anonymized Case Studies: "A local retailer was struggling with payroll. We implemented a new system that saved them 10 hours a week. Here's how."
2. How to Show Expertise (The "I Know This")
A top-notch About section: Skip the modesty here. This page matters big time for experience, expertise, authority, and trust. It's way more than just a bio - think of it as your credibility spotlight.
Tell how you started.
A truly useful blog? Skip the sales pitch - share knowledge instead.
Plumber: "5 Signs Your Water Heater is About to Fail."
Baker: "How to Choose the Right Cake Size for Your Wedding."
Consultant: "The Top 3 Financial Mistakes Small Businesses Make."
Real feedback from real people: grab a few top ratings from Google or Yelp - show them right up front on your site. Even cooler? Use a short clip of someone saying nice things face-to-face.
Spotlighted locally? Part of the area's Chamber of Commerce - or maybe rated by the BBB? Got a mention in the town newspaper? Toss those badges on your website. It quietly tells visitors you're trusted around here.
Connect your Google Business Profile - this boosts how locals see you online. Fill every section completely so people get clear info. Add a link to it on your website for better reach.
4. How to Show Trustworthiness (The "I'm Safe & Real")
Clear pricing info helps people feel confident. Not sharing every number? No problem - just show how things work behind the scenes. A simple "Here's How" section can make a big difference. Take our Plans & Costs page - it shows exactly what to expect, step by step
You're swamped fixing pipes, baking bread or advising clients - so there's no way you can waste hours showing off online.
This issue right here? That's what a solid website setup fixes.
A basic layout from a self-made site creator struggles to highlight experience or credibility. It feels awkward, looks sloppy, while failing to support clear displays of past work, client feedback, because team details get lost. Instead of clean sections, you end up with cluttered blocks that confuse visitors just trying to learn who you are.
A tailor-made site, crafted by pros, starts strong as your trust-building hub. Think of it as the full setup - your venue, voice, and visibility rolled into one.
Our custom website design builds a clean, reliable space for your business. While our SEO management plans keep pushing fresh, quality content out there every single month.
Quit hiding from the online crowd. Time to create a site that shows everyone what you can do.
It stands for Experience, Expertise, Authoritativeness and Trustworthiness. These factors help Google understand whether your business is reliable and knowledgeable in your field.
Local service businesses rely heavily on trust. When Google sees strong E-E-A-T signals, it becomes easier for your business to rank higher and attract quality leads.
Publish helpful blogs, explain your process, share case studies and include your qualifications or years of experience. Consistent, useful content shows you know what you're doing.
Tutorials, service explanations, before-and-after work, testimonials, certifications, team bios and real customer stories help build strong trust signals.
