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Why the quality of your site is decisive in effective Google search ranking - Delighten
12 January 2015 by Jowita Emberton

Why the quality of your site is decisive in effective Google search ranking

Google’s determines how meaningful your site is in front of other websites by measuring its expertise, authoritativeness and trustworthiness.

Since Google has been the most used search engine in the last few years there are things you must do to comply with in order to be found online by your potential clients. It’s easy – Google sets the rules and we must follow them.


We took a look at what Google mean by “expertise, authoritativeness, trustworthiness” and provided you with some useful information below.

E.A.T. – Expertise, Authoritativeness, Trustworthiness

In order for Google to determine your website as worth showing and visiting you need to:

Get out there

Appear in Google search by setting up your Google Places account. If someone searches for you and sees your location your business is more likely to be trusted.


Provide expertise in your topic

If the information you possess is interesting, original and useful you don’t need to be an “expert” in your field to be considered one. You gain the title as soon as your information is found useful and reliable to other users.

Update your website regularly

If your website has outdated information it will no longer be useful to people who seek up-to-date content. Make sure to either post new posts regularly or repost what you already have in your blog (as long as it’s still accurate).

Link to sources you took the information from

By citing, referencing and quoting experts you automatically provide expertise on the topic you might know very little of. This builds trust.

Take care or your reputation

Google knows what websites are worth showing by looking for how highly it’s liked. Make sure you ask your clients to leave you feedback or other positive review on Google +, Yelp, LinkedIn or Facebook. Your reputation matters:

Popularity, user management, and user reviews can be considered evidence of reputation.

Create more meaningful content

Google pays a lot of attention to unique content within your website. Meaningful content can be anything from posts and PDFs to e-books and videos. By providing this, you also create another benefit: off-site optimisation.

Off-site optimisation is websites that link to you, share your content, add backlinks to your site. They, by utilising the information you provide, make you look trustworthy.


Create relationships with other people. Your company will gain more trust if you start interacting with other users directly: enable comments on your blog you can reply to, or indirectly: provide support with a product you sell or leave your email address as an alternative to a contact form. Quality relationships create quality links to your site. Make sure you create them.

Use the right language

Google would never see your website as authoritative if it’s filled with errors. Proper spelling and grammar build trust.

There is a number of tools that can help you check you grammar and spelling. Grammarly is one of the best ones.

Make your site accessible to everyone

Google prioritise sites that are user-friendly. Make sure your websites not only are available on mobile devices but also to people with accessibility difficulties. Building accessible websites is one of the best ways to optimise for search engines.