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Google E-A-T and Real Estate SEO: A Comprehensive Guide

By Ben Shepardson | August 21, 2023

SEO, or search engine optimization, is crucial for real estate businesses to ensure that their online presence is easily found by potential clients. Google's E-A-T criteria, which stand for Expertise, Authoritativeness, and Trustworthiness, play a significant role in determining how a website ranks in search results.

What is Google E-A-T?

Google's E-A-T guidelines help assess the quality and credibility of a website's content. These guidelines focus on three main factors:

  1. Expertise: Demonstrating a high level of knowledge in a specific field.
  2. Authoritativeness: Establishing credibility and recognition within an industry.
  3. Trustworthiness: Providing accurate information and a secure website experience.

Google evaluates E-A-T through various signals, such as content quality, website security, author credentials, and user reviews.

Importance of E-A-T in Real Estate SEO

E-A-T is particularly vital for real estate SEO, as it builds trust and credibility in a highly competitive industry. Establishing a strong online reputation can influence a potential client's decision to work with a specific real estate company. Moreover, E-A-T directly impacts search rankings and online visibility, making it crucial for real estate businesses to prioritize these factors.

Strategies for Improving E-A-T in Real Estate SEO

  1. Create High-Quality Content: Share informative and engaging content that showcases your expertise. This can include blog posts, market analyses, neighborhood guides, or video tours.
  2. Establish Credibility: Showcase reviews and testimonials from satisfied clients, affiliations with reputable organizations, and industry awards.
  3. Ensure a Secure and User-Friendly Website Experience: Invest in website security, user-friendly design, and mobile optimization to provide a seamless experience for visitors.

E-A-T and Local SEO for Real Estate

Local SEO is essential for real estate businesses, as it focuses on optimizing a website for local searches. E-A-T plays a significant role in local search rankings, as Google assesses the credibility and trustworthiness of businesses that appear in local search results.

Monitoring and Improving E-A-T

Regularly assess your website's E-A-T using tools such as Google Analytics and Google Search Console. Continuously update and refine your content and online presence to maintain and improve your E-A-T ratings.

How to properly use Google E-A-T for real estate agents

Properly utilizing Google's E-A-T (Expertise, Authoritativeness, Trustworthiness) criteria as a real estate agent involves showcasing your expertise in the field, establishing your credibility and authority within the industry, and earning the trust of potential clients and search engines alike. Below are some strategies to achieve this:

Display Expertise:

  • Educational Content: Regularly post informative blog articles or videos on topics relevant to real estate, such as market trends, buying and selling tips, or property valuation insights.
    • Credentials: Highlight your professional certifications, licenses, and any other qualifications that demonstrate your expertise as a real estate agent.
    • Case Studies: Showcase successful transactions, including before-and-after images, testimonials from clients, and the strategies that led to success.

Build Authoritativeness:

  • Reviews and Testimonials: Collect and display positive reviews from satisfied clients on your website and third-party review sites. Client testimonials help prove your track record and reinforce your authority in the industry.
    • Partnerships and Affiliations: Leverage your membership in real estate organizations, partnerships with local businesses, or affiliations with well-known real estate brands to boost your credibility.
    • Media and Guest Posts: Contribute guest articles to reputable industry publications or participate in interviews and podcasts. This not only builds your personal brand but also enhances your authoritativeness in the field.

Ensure Trustworthiness:

  • Website Security: Make sure your website uses HTTPS and provides a secure, malware-free browsing experience to visitors.
    • Transparency: Clearly display your contact information, privacy policy, and terms of service on your website. Addressing client inquiries promptly and professionally also helps establish trust.
    • Consistent Information: Ensure that your business information, such as address, phone number, and office hours, is consistent across your website, social media profiles, and online business directories.

Engage in Local SEO:

  • Google My Business: Claim and optimize your Google My Business listing with accurate and consistent information. Encourage clients to leave reviews and respond to them professionally.
    • Local Content: Create content specific to the localities you serve, such as neighborhood guides, local market trends, or community events. This not only helps with local SEO but also reinforces your expertise in the area.
    • Local Links: Build partnerships with local businesses or community organizations and participate in local events to earn backlinks and mentions on their websites.

Continuously Monitor and Improve:

  • Audit Your Online Presence: Periodically assess your online reputation, including reviews, mentions, and backlinks, to ensure a positive E-A-T profile.
    • Keep Up-to-date: Stay informed about the latest industry trends and Google E-A-T updates to adapt your strategies accordingly.

By effectively implementing these strategies, real estate agents can enhance their online presence, improve their search engine rankings, and ultimately attract more potential clients. Remember that establishing E-A-T is an ongoing process that requires continuous effort and adaptation.


Google's E-A-T criteria are crucial for real estate SEO, as they help build trust and credibility in a competitive industry. By investing time and resources in establishing a strong online reputation, real estate businesses can improve their search rankings and attract more potential clients.

Photo Credit : Vocso

Ben Shepardson is a Realty Biz News Contributing Writer and has a long track record of success in online marketing and web development. While pursuing a bachelor’s degree in Computer Information Systems, he worked doing enterprise-level SEO and started an online business offering web development services to small business customers.
  • One comment on “Google E-A-T and Real Estate SEO: A Comprehensive Guide”

    1. Comprehensive guide! Your breakdown of Google E-A-T and its impact on real estate SEO is enlightening. The in-depth analysis and practical tips provide a clear roadmap for real estate professionals. A must-read for those aiming to excel in online visibility. Thanks for sharing this valuable resource!

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