Uncategorized How to Create E-A-T Content for Link Building

September 7, 2020by April Seifert
Table of Contents

If your website falls in the category of YMYL you already know that creating E-A-T content is a must. However, E-A-T applies to all types of websites. 

Every brand starts from the bottom up. But no matter how far along your business has come, you can always improve your rank, traffic, and, in turn, profit by building E-A-T assets. How can you get started? When it comes to leveraging E-A-T strategies, you have to consider three main areas of action: 

  • Improving E-A-T at the domain level
  • Producing E-A-T content at the page level
  • Boosting E-A-T objectives by building your brand and taking off-site action  

Your individual content pages won’t perform well on Google SERPs if your domain has SEO issues, and vice versa. Google’s ranking algorithms take both factors into account, as do typical Internet users when they land on any given content page. 

Domain-level and page-level E-A-T have equal value, and they continuously feed off one another. For this reason, SEOs and other digital marketers need to focus equally on both and should regularly improve both sides, instead of targeting one strategy and then the other.


E-A-T at the Domain Level

At the domain level, exhibiting expertise, authority, and trustworthiness will make your website a more worthy link target. When other high-authority domains link to your website, they vouch for your credibility and pass their link equity to you. 

For link building purposes, improving the E-A-T of your site will naturally attract more links and boost your Google ranking. To improve domain-level E-A-T, it’s helpful to consider each of the three E-A-T components individually:


How your company establishes its expertise will differ based on its branding strategy and employee structure. While some companies create their brand around a single figurehead (for example, the CEO or a representative groomed for marketing), others present their brand as a team of skilled professionals with their own strengths and personalities. 

Some brands don’t emphasize individuals at all. Instead, they use a broader voice for marketing purposes and refer to their business as “we.” 

However, your business presents itself, building expertise requires growing that brand. Keep in mind that establishing expertise will look different depending on your industry.

While some consumer bases value advanced degrees, years of work experience, and professional accolades, others look for what’s called “everyday expertise.” You can be an everyday expert by proving your knowledge, popularity, and the usefulness of the information you publish. 

To bolster expertise at the site level, you should take the following actions: 

  • Build a Robust “About Us” Page– Creating an “About Us” page is your opportunity to show prospective customers who you are, what you do, and what you stand for. 

    Start by intriguing readers with an exciting personal or company story. Through this story, you should show some personality and make it easy for readers to identify with your experiences or vision. Then, make a pitch. Explain what makes your company stand out from the competition, and what gives you the expertise to run a business in your industry.
  • Create an “Our Team” Page or Section— Even if your brand centers around your CEO’s persona or another figurehead, you want to highlight other mid-manager or executive-level employees. Create an “Our Team” section on your website and include a professional photo of each team member and a brief description of their experience, education, and interests. Take this opportunity to point out any exceptional accomplishments from team members.

    However, your team page isn’t the only place you should display employee bios. Whenever you publish editorial content, display the author’s name, tagline, and photo icon. Even if you outsource content production or have ghostwriters writing for your SEO, make sure an authoritative figure is credited on the page. Another way to accomplish this is to list an expert as the editor of a piece of content.
  • Make it PersonalConsumers want to connect companies with real people. Across your site, look for ways to show off your personality. You can achieve this through content, but also through cohesive design elements such as brand colors, themes, and logos. 

E-A-T at the Page Level

Creating high-quality content that adheres to E-A-T guidelines makes link building more achievable. As discussed in previous chapters, E-A-T is an indirect ranking factor, meaning content that follows E-A-T principles will naturally rank higher on Google SERPs. 

E-A-T content and link building have a reciprocal relationship: having E-A-T content makes link building outreach easier and more successful, and securing links helps E-A-T content rank higher and gain more traffic. Getting to this point, however, takes careful planning and requires top-level content. 

When it comes to link building strategy, you should focus on two distinct forms of E-A-T content: 

  • Internal content that meets E-A-T standards and attracts external links 
  • External E-A-T content, which, through guest blogging, helps disseminate links to your  homepage or internal pages

Whether in-house or outsourced, creating effective E-A-T content requires thorough planning and strategizing. Before writing or developing any new content, you should conduct extensive keyword research and competitor analysis, then plan an editorial calendar. You should also develop a plan for link building outreach and other content promotion strategies before getting started. 

Satisfying Search Intent

The first step to creating page-level E-A-T content is establishing the specific search query you want the content to satisfy. With a keyword or keyphrase identified, you can begin to shape content around what a user hopes to find when searching this term, phrase, or question. 

What does satisfying search intent have to do with E-A-T guidelines? Although other major factors come into play (relevancy, most importantly), expertise, authority, and trustworthiness are all elements that users naturally look for when performing search queries. 

In a way, satisfying search intent and following E-A-T principles are two sides of the same coin—people enter search queries to find answers to their questions, and E-A-T guidelines help validate those answers. To create a content plan based on search intent, you should consider the following:  

  • Is there a void within your industry that you can fill? If you can identify a void and fill it with your own content, you’ll have an excellent chance of achieving a top rank from Google because you won’t have competition. 

However, be sure to validate your content idea before pursuing it; you need search volume metrics to signal that enough consumers search the topic and don’t find what they’re looking for to justify investing your time building the related content. 

  • Among the top results for a given search query, is there any content that seems particularly weak or short? If so, make it your goal to better satisfy the search intent with higher-quality E-A-T content or a more in-depth analysis of the topic.

With this strategy, you should take a deep dive into each top-ranking competitors’ content before starting yours. Take note of what elements all the pages have in common, and try to emulate or improve upon those areas.

  • Do you have any content you could condense to better serve search intent? Two aren’t always better than one. When it comes to building page authority, it’s more effective to have a single long piece of content than two separate pages that attempt to satisfy the same search intent or target closely related keywords.
  • What title and metadata will draw in readers? If users don’t take an interest in a title, they won’t read the content, meaning it’s quality virtually doesn’t matter. To ensure readers click a search result and read content on the page, follow best practices for titles, meta titles, and meta descriptions.
  • What link anchor text will promote link equity? Especially if you’re developing E-A-T content to pitch as guest posts, anchor text matters. Links need to look natural and signify to readers exactly what they can expect to find on the link’s landing page. 

Creating Content Assets

Once you’ve solidified the search intent your content will fulfill, you have to determine the best way to present the information. To get started, take another look at the content forms and media elements used by the top-ranking pages. Doing so will give an idea of what presentation forms perform well for your targeted keyword. 

However, keep in mind that no matter what additional elements you include on a page, having accurate and well-written text is the most critical component of E-A-T content.

Unclear sentences and paragraphs, grammar and spelling errors, and other noticeable mistakes instantly counteract any efforts made toward establishing expertise, authority, and trustworthiness.

These blunders signify carelessness and low content quality standards, which repel users and will discredit your brand. 

That being said, certain content forms and strategies naturally lend themselves to creating E-A-T content and earning backlinks. Your goal should be to create a content asset or an invaluable resource that attracts links or opens guest posting opportunities. Recommended content types include: 

  • Case studies
  • Research findings, new data, or new interpretations of existing data 
  • Editorial articles that make new, unique arguments 
  • Content with multimedia components such as videos, audio, rich images, diagrams or illustrations, and infographics
  • Free tools or downloads

E-A-T At All Levels

Achieving E-A-T at both the domain level and page level requires extensive planning, hard work, and patience, but implementing these principles will have a dramatic impact on your site’s performance.  While challenging, following E-A-T guidelines has exponential benefits.

As your domain giants authority, your pages should gain traffic. As pages build traffic, they’ll pass link equity along to other pages. When you combine E-A-T and link building strategies, you’ll improve SEO metrics from multiple angels at once, all helping your site rank higher, and in turn, make your business more profitable.

Table of Contents
All White PureLinq Logo
white PureLinq logo
Contact Us

Phone: 607.373.9351

Address: PO Box 213547, Royal Palm Beach FL 33421

Email: info@purelinq.com


PureLinq is a service provider of digital PR for SEO, offering a true alternative to link building using digital PR to build a site’s reputation as well as earning links, brand mentions.


If you wish to receive our latest news in your email box, just subscribe to our newsletter. We won’t spam you, we promise!


PureLinq is a link building and enterprise SEO technology firm. When you need a program to work, call us. We build highly-complex programs that perform.

Copyright by PureLinq. All rights reserved.

Rea Martin,

Content Writer

Rea is a Journalism graduate with a passion for writing about technology as well as other topics like business, finance and lifestyle. She has a background in research and working with start-ups and scale-ups, especially in the software and tech sector.

Jacqueline Ochieng,

Content Writer

I am a proficient writer specializing in writing researched articles and academic papers. I have published some of my work in peer-reviewed journals. I am also a market and social research practitioner.

Damilola Esebame,

Content Writer

Damilola is a freelance content writer and a multifaceted gambling expert. When he’s not writing or researching, he spends his time with family and friends, watching sports, swimming, or playing video games.

Olusomi Oduguwa,

Content Writer

When he isn’t writing, you can catch him listening to podcasts or enjoying the game of football.

Nadia Chapman,

Content Writer

Nadia Chapman is a Content Writer at PureLinq. She has a Bachelor of Communication from Griffith University, and currently writes at the crossroads of business and community journalism for local and international clients.

Triston Brewer,

Freelance Content Writer

Triston Brewer is a writer and journalist that has been featured in The New York Times, Huffington Post, Vogue Italia, Washington Post, and other online and print magazines in the U.S. and internationally. Fluent in 4 languages, he is currently working on his fifth book.

Antonio B Callueng Jr

Freelance Content Writer

An experienced educator, content writer, social media advocate, and travel enthusiast.

Trevor Coulombe,

Junior SEO Outreach Specialist

Trevor helps manage comprehensive link-building campaigns for a variety of clients at Purelinq.

Cody Riebe,

SEO Account Manager

Tristan Burgener,

SEO Account Manager

Tristan has been in the SEO industry since 2017. He works directly with our clients to monitor performance, strategy and growth in each of the campaigns.

Jayme Reid,

Business Strategist

I started in SEO sales around 2014 and quickly became the lead salesman at a former company. I started my own SEO company shortly after. My company did well, but I decided to rejoin the corporate world with Purelinq as the first business strategist! I have a pug named Gideon. I love Jesus. I am an outgoing nerd that you can catch playing Magic The Gathering or other intense board games in my spare time.

Satya Pattigilli,

Marketing Outreach Specialist

Satya is skilled in SEO, traditional link building, and has sharp knack when it comes to email marketing techniques and deploying email campaigns.

Fun fact: Satya loves shopping and believes in staying stronger together.

Mike Woellert,

Digital Marketing Manager

Mike Woellert is PureLinq’s digital marketing manager and has several years of digital marketing experience.

Fun fact: Mike is a huge Disney, Star Wars and Marvel movie fanatic.

Richard Cummings,

Product Manager

Richard Cummings has been practicing SEO and online marketing for years.  He has set up, analyzed, and optimized countless websites and always looks forward to new, creative challenges to improve website traffic for clients.

Kristie VanHatten,

Business Administrator

Kristie performs business admin and HR tasks for PureLinq.

Fun fact: Kristie loves shopping!

Kevin Jaskolka,

VP Of Business Development


Angela Moore,

Director Of Operations

Angela began link building in 2007 and quickly became known as the go-to expert in all things offsite marketing. By combining content marketing, traditional link building, and social media, she was able to set clients up with outstanding programs that delivered results in the form of organic rankings and traffic. Angela joined PureLinq as the Director of Operations in October 2020. Fun fact: Angela is an NFL team owner, as she owns stock in the Green Bay Packers.

Kevin Rowe,

Founder / CEO

Kevin Rowe is one of the top innovators in the search marketing industry, developing industry-leading programs for SEO and link building. He has built world-class programs for a range of companies from fortune 100 to Silicon Valley startups. He is a thought leader with his thoughts being published in Search Engine Journal, Fast Company, Forbes, Huffington Post, and Search Engine Land.

Read Kevin’s latest articles on Search Engine Journal.

Kevin’s personal podcast: the Future of SEO

Kaitlin O’Dougherty,

Junior Content Production Specialist

Kaitlin helps manage freelance writer content, putting her BA in Journalism from Mississippi State University to good use. She also has a minor in French, but don’t ask her to speak it.

Fun fact: Kaitlin was a barista for many years and is on a mission to sip the best coffee in every state.

Jon Lightfoot,

VP of Strategy

Jon Lightfoot was founder and CEO of a successful chemical and fragrance company. Upon exiting that role he spent more than a decade agency side and several years brand side wherein he honed robust marketing, strategy and data intelligence acumen. Jon’s strategic marketing initiatives have stewarded healthcare providers, agencies, learning and education based companies, eComm and Fortune 500 companies alike in meeting or exceeding their SEO, branding, performance and audience expansion goals.

Lindsey Sabado,

Content Production Specialist

Lindsey manages the day-to-day management of freelancer writers and editors as well as content production. In addition to holding two BAs in History and English from Binghamton University, she has a Masters in Magazine, Newspaper, and Online Journalism from Syracuse University’s Newhouse School of Public Communications.

Fun fact: Lindsey has traveled to 11 countries and it’s on her bucket list to visit every continent.

James Allen,

PureLinq Developer

James is the PureLinq Developer. He is responsible for building and maintaining the client portal.

Fun fact: James lived in Japan for five years.

April Rink,

Senior Content Manager

April’s position at PureLinq has her overseeing all content production, managing a team of freelance writers and editors, and building out our content guidelines. She has an MA in print and digital journalism from the Newhouse School at Syracuse University and a BA in Communication Studies and Marketing from Cazenovia College.

Fun fact: April basically runs a zoo with a pet rabbit named Lily and two Australian Shepards named June and Hank; chickens coming soon. She also likes to refurbish furniture in her spare time.

Marcus Larabee,

SEO Strategist

If it needs to get done, Marcus can figure it out. He has worked on e-commerce and lead generation programs for a variety of digital marketing projects. These experiences include SEO, PPC, web analytics, minor development, and email marketing.

Fun fact: Marcus, otherwise known as Larabee Live, is a one-man-band that plays all around Central New York.

Joseph Pineda,

Outreach Specialist

Joseph helps to scale up the PureLinq database through blogger research and outreach. He builds white-hat links for high-value content and pages with niche audiences.

Steven Szeliga,

Senior Outreach Specialist

Steve has over a decade of SEO and link building experience. He focuses on building white-hat links for high-value content and pages with niche audiences.

Colin Gacek,

Senior Outreach Specialist

Colin performs link mining and outreach for PureLinq’s clients and brings a high level of organization to manage a large number of link placements each month.

Fun fact: Colin loves techno music and playing video games.