Optimizing for EEAT is challenging because these signals are highly dependent on external validation.
Simply proclaiming your own experience and confidence is not enough. What other sites say about you carries more weight.
This explains the long history of link building in SEO. Links are still important for quantifying EEAT. But accumulating links just for quantity won’t do much for your brand.
The key questions are: What links does Google consider to be authorized endorsements? Which mentions and referrals from independent sites establish trust?
Understand Google’s “About this result” feature
We can find out by looking at the sources that Google uses with the “About this result” feature.
Here’s a quick way to check what other sites are saying about you:
Google your website. Click the three little dots next to your URL. In the popup mode, press the “More about this page” button. This is Google’s “About Source” page for your site.
This feature provides the following information:
Site description: Share information about the site, such as what it is and what it offers, from the same sources as Google’s Knowledge Graph.
In his own words: A description of the site/result based on information provided directly by the source.
Site first indexed by Google: Specifies when the site was first indexed by Google.
Web results about the source: Provides search results about the specific site/result. These results “are based on a combination of information, including source name searches, to identify pages that can give you context about the website. [They] try to prioritize useful results that are not created or controlled by the originating website, to provide independent perspectives.” according to Google.
This dashboard provides a unique window into how Google perceives your brand and, more importantly, how your customers see you.
How to take advantage of this information
This hidden gem was released in 2021, but is not used much by SEOs today. This feature helps us understand what information Google relies on for a specific search result and how it is interpreted.
When you search for your brand, or your competition, these are the mentions from around the web that Google has deemed trustworthy.
Here’s how to use these insights to inform strategies to improve EEAT signals.
Report your content marketing strategy
One of the most significant applications of the About This Result feature is its ability to inform content marketing strategies.
By examining the sources that Google considers authoritative for a particular query, we can gain insight into creating hyper-relevant content that aligns with user expectations and improves EEAT signals.
Consider the top sources of information about your brand by selecting “More about this page” in the “About this result” panel.
Use this to identify potential outlets for your content that have already been successful based on what Google considers hyper-relevant and informative.
Are these the main sources you would expect to see? How do they compare to your competitors’ top sources? Are there gaps in your existing content marketing based on what you see for competing sources?
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Guide link building efforts
The feature also provides a window into the world of link building. By understanding the databases and third-party sources Google relies on, you can identify opportunities to strengthen your online presence.
Google basically provides a guide for your link building efforts by providing information about the authoritative sources they value.
What business databases does Google use to collect information? Is all the information in these databases accurate? Google trusts Wikidata and/or do you need a Wikidata entry?
Use for competitive research
This feature is also ideal for competitive research. Start by identifying winning sites from featured snippets and appearing on the SGE dashboard for relevant queries.
From there, evaluate the relevant “about this result” panels to identify new opportunities both on-page and off-page.
Analyze information to understand what Google considers authoritative and trustworthy so you can learn from their successes and emulate proven strategies.
Are there new or indirect brands or companies appearing in organic search to keep the competition in mind? Are there clear keyword gaps between your site and your competitors? What third-party links or mentions do the main competitors get beyond Wikipedia? Do your competitors have publisher links that you don’t?
Embed in page copy
The information Google shares in the “about this result” feature can also help us better understand user intent when searching for unbranded keywords related to our content.
We can then tailor on-page optimizations, from metadata to content to links, to align with user expectations.
For example, for a broad search for “what is seo” Google shares exactly why Search Engine Land is the top result:
Note the search terms that appear in the “Your search and this result” section, both those that appear in the result and terms related to your search that appear in the result. Evaluate how it compares to your site’s copy.
Can you do more to strengthen specific search terms in your site copy? Does the competition have high-performing pages that you can replicate in a similar or better way? Is top-level content primarily long or short? Do you use a lot of videos or images? For unbranded keywords, what is ranking? Are these primarily product pages, blog posts, or something different?
Share your story
For entities without Wikipedia entries or Google Business Profiles, optimizing the “in their own words” section becomes important.
An “About” page is a fundamental element of a website. Google recommends leveraging the “about us” URL specifically to provide an overview of your website and brand.
However, just like title tags and meta descriptions, despite this suggestion, Google often doesn’t remove “about us” from an “about us” page, even when it’s there.
Google recommendations for a description that does not meet expectations are as follows:
Submit or edit a description for your business profile. Google will try to find your site description on an About Us page. To help Google find the description: Create an About Us page on your site with about us in the URL. Include your site description on this page. The description must be in English and traceable. Link to this page with the text “about us”. Include tips such as an “About Us” header above your site description.
So how and where on your site do you need to have a proper description of your business?
Where on your site, beyond the “about us” URL, does it make sense to include a company overview? Where are you linking to your existing “About Us” page and with what anchor test? What features help make the best description to show how you want to represent your site/brand to Google? What should you include to build familiarity and trust? How can an authentic connection be established with this copy?
Hear the Google narrative
The average searcher isn’t likely to use this feature much, but SEOs should. It is a goldmine of knowledge.
Beyond conventional backlink analysis, these insights can shape your content marketing, link building, and on-page strategies.
By actively listening to Google’s narrative about your brand, you can improve your search engine presence and resonate more authentically with your audience.
Everything Google does comes back to giving people experience, authority and trust. Make sure your website makes that loud and clear.
The views expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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