Imagine you’re looking to buy a new piece of software for your company. What’s the first thing you check? Probably who made it, who else is using it, and whether it actually works, right?
That’s what Google wants for your content, too. Especially in the B2B world, trust matters. That’s where E-E-A-T comes in. It stands for Experience, Expertise, Authoritativeness, and Trustworthiness.
But how do we show all that in a way that both search engines and real humans understand? The answer: Proof, People, and Process.
What Is E-E-A-T and Why Should B2B Companies Care?
Think of E-E-A-T as a trust checklist. Google uses it to figure out if your content is reliable. When you sell to other businesses, it’s even more important. Your audience is smart. They’re doing research. And they’ve got company money to spend.
So your website has to glow with trust!
Let’s break it down.
1. Experience
This is about showing that you’ve “been there.”
- Have you used your product or solution yourself?
- Do you share real-life results?
- Are there case studies from actual customers?
Google wants real stories, not fluff.
2. Expertise
This is where your big brains shine. If you’re in B2B, you’ve likely got subject matter experts.
- Let them write!
- Link their profiles to their work.
- Certifications? Show them off.
Expertise should be obvious — not just to Google, but to buyers too.
3. Authoritativeness
This is about reputation. Are other high-quality sites linking to you? Are industry insiders sharing your articles?
If you speak at conferences, earn awards, or get featured in respected publications — that’s gold.
Google notices when others point to you as a leader.
4. Trustworthiness
This is the foundation. If people don’t trust your content, they won’t buy. Ever.
- Make your site secure (https is a must).
- Be honest about who you are.
- Add a clear About page, contact info, and privacy policy.
Trust is also about content accuracy. Don’t mislead. Use original data if you have it. And if you don’t? Cite credible sources.
Introducing: Proof, People, Process
So how do you build E-E-A-T naturally into your B2B website?
With these three superpowers:
Proof: Show What Works
B2B buyers don’t just take your word for it. They want proof.
- Case Studies: Real stories with real numbers.
- Testimonials: Share photos, names, and titles.
- Customer Logos: Seeing familiar brands helps build instant trust.
- Data Visuals: Show results — don’t just say them.
This content shouts: “We’ve helped people like you. Boom!”
If you can, let people see a before-and-after effect. Think measurable improvements. Short video clips sharing success are great, too. Or even better? Let your clients tell the story.
People: Put Faces to the Brains
In B2B marketing, your content creators matter. Not just the company’s voice — but who is actually doing the writing or talking?
- Author Bios: Add bios with LinkedIn links or credentials.
- Photos: Don’t hide behind avatars — real faces add trust.
- Video Clips: Even a quick 60-second expert insight builds connection.
Don’t be faceless. People buy from people — even in B2B.
And don’t forget the execs. Add thought leadership from your CEO, CTO, or head of sales. That’s a huge boost to your authority.
Process: Make the Journey Transparent
Show what it’s like to work with you. Many buyers fear the unknown. So make your process visible.
- Share your onboarding process.
- Add a step-by-step infographic.
- Include timelines and expectations.
You want buyers to say: “Okay, I get how this works. I know what to expect.”
A clear, predictable process shows you’re organized. It’s a silent trust-builder.
Plus, everything you do to educate buyers reduces friction — and Google eats that up.
Where to Add These E-E-A-T Signals
You can weave these Proof, People, and Process ideas into nearly every part of your website. Here’s how:
Homepage
- Quick intro to your core solution
- Client logos
- Short testimonial or video
About Page
- Company mission and values
- Team bios and photos
- Industry experience
Blog or Resource Hub
- Author profiles with expertise clearly shown
- In-depth how-tos and explainers
- Original research or survey data, if you have it
Case Studies & Testimonials
- Specific results with metrics
- Quotes with names and roles
- Before/after comparisons
Product or Service Pages
- Explain how it solves the problem
- List who it’s best for
- Add a mini FAQ to build clarity
Tips for Keeping E-E-A-T Fresh
One mistake businesses make? They set E-E-A-T signals and forget them.
But trust is ongoing. It evolves. So check in often with this checklist:
- Is your author info still accurate?
- Do your testimonials include current roles or companies?
- Have you added any achievements recently?
- Do your case studies represent up-to-date wins?
Google Isn’t the Only One Watching
Great E-E-A-T doesn’t just help with rankings. It helps with real human conversion. Visitors feel more confident. Shorter sales cycles. Higher lead quality.
Think of every proof point, every author bio, and every process step as a conversation starter. You’re showing buyers that:
- You know your stuff
- You’ve helped others
- You’re ready to help them too
E-E-A-T is really about empathy in action.
Final Thoughts
In the B2B space, you’re not selling to just one person. You’re selling to teams. CFOs, CTOs, procurement managers. They all want to know they’re making a smart choice.
That’s why building and showing your E-E-A-T matters.
So remember: every page on your site is a chance to show Proof, present your People, and outline your Process. When you do this well, you don’t just get rankings. You get trust. And that’s the real goal.
Trust brings traffic. Trust brings clicks. Trust closes deals.
Now go out there and show the world what you got! 👊