EAT and YMYL - Building Trust in Financial Services
In the world of financial services, trust is everything. You already understand how crucial it is to have clients who trust your expertise and judgment. Reputations are tough to build and incredibly easy to damage. Therefore, the right SEO approach when building client trust is essential.
In this blog post, we’ll delve into Google’s EAT and YMYL concepts and how they can help financial services businesses like yours build trust and credibility online. Building trust in financial services as well as credibility is vital when looking to expand your client base and convert leads.
Are you ready to discover actionable strategies for improving your online presence? Then, let’s get into how you can better serve your clients in today’s digital landscape.
What are Google’s EAT and YMYL?
EAT stands for “Expertise, Authoritativeness, and Trustworthiness.” These are essential factors that are vital in Google’s assessment of web content quality. It’s a direct representation of your authority and reliability in the eyes of Google.
YMYL refers to the SEO principle of “Your Money or Your Life.” This acronym represents the idea that certain web pages, like yours, can significantly impact users’ finances or well-being. In short, pages that will affect the client’s money will have a very high standard for content.
As a financial services business, the services on your page represents industry authority, and Google will prioritize the content accordingly. Understanding and adhering to EAT and YMYL guidelines is essential, as your online content can influence people’s financial decisions in the eyes of Google.
How to Improve EAT as a Financial Service Business
To establish expertise, showcase your credentials, experience, and knowledge in your field. Building authoritativeness involves gaining recognition and endorsements from reputable sources within your industry. Cultivating trustworthiness requires being transparent, accurate, and consistent in your communication with clients.
Building authoritativeness involves positioning yourself as a go-to source for financial services. Collaborate with other reputable professionals, contribute guest articles to respected publications, and secure speaking engagements at industry events. Industry networking is a foundation for the optimization of EAT and YMYL online.
Maintain a professional online presence, respond to client inquiries promptly, and always prioritize your client’s best interests. Remembering to serve the client’s needs forms a basis for what Google will prioritize — applicable, relevant content.
Using Social Proof to Demonstrate EAT
Social proof, such as testimonials and reviews, can bolster your EAT credentials. Driving client engagement here is a crucial aspect of gaining social proof. Responding to client questions publicly and addressing concerns brought privately via email or in meetings is a great start. Then, build relevant content around those questions to increase engagement and create even more social proof.
Encourage satisfied clients to share their positive experiences on your website, Google My Business profile, and social media platforms. Showcasing your success stories and positive feedback helps build trust with prospects and makes them more likely to become clients before you even pitch them.
How to Improve YMYL as a Financial Services Business
Creating high-quality content is essential for YMYL pages. Offer valuable, relevant, and engaging information that addresses your target audience’s financial concerns and questions. Diversifying your content offerings can help you reach a wider audience and cater to different learning preferences.
When creating video content, ensure that it is informative, engaging, and professionally produced to uphold your image as a trustworthy financial services business. Podcasts can help you build trust by demonstrating your commitment to keeping your clients informed. Creating and sharing well-designed infographics will show your expertise and provide valuable resources for your clients to share, further extending your reach and brand authority.
Citing authoritative sources validates your claims and enhances your credibility — link to respected industry journals, government websites, and well-regarded financial news outlets. Relate easy-to-digest insights from established financial institutions, renowned experts, and professional organizations in a way that can provide accurate and reliable information to your clients.
Ensure Accuracy and Transparency as Much as Possible
Accuracy is critical in the financial services industry, so always double-check your facts and figures. Transparency about your qualifications, services, and fees is also vital to establish trust and credibility with clients. Providing a positive interaction that prioritizes user experience (UX), readability, and ease of navigation is crucial. Optimize for EAT and YMYL by ensuring visitors can quickly find the information they’re looking for.
Proper UX design includes clear calls to action, well-organized content, and a responsive design that adapts to different screen sizes. You can increase readability by using short paragraphs, bullet points, and headers that break up large blocks of text, along with an easy-to-read font and appropriate font size. Ease of navigation is achieved through a logical site structure, a user-friendly menu, and internal linking to guide users to relevant content.
4 Best Practices for Building Trust in Financial Services
1. Build a solid online presence across all platforms
- Claim your Google My Business listing and use SEO to increase brand presence.
- Create professional social media profiles and keep them updated.
- Have an online visual presence where prospects can see infographics or videos showing your expertise.
- Consider answering questions on Quora or Reddit, building trust and reliability.
2. Engage with clients and prospects
- Respond to comments, messages, and reviews promptly.
- Provide personalized advice to showcase your expertise and commitment to clients.
- Weekly newsletters are an excellent way to keep clients informed.
3. Produce quality content consistently
- Publish informative articles, whitepapers, and videos.
- Address your audience’s financial needs and interests.
- Repurpose newsletters, podcasts, and videos into other forms of content.
4. Stay up-to-date with industry news and regulations
- Attend industry conferences, roundups, and training sessions to stay informed.
- Read industry blogs and print journals to maintain your expertise.
Final Thoughts
Understanding and implementing EAT and YMYL principles is crucial for financial services businesses seeking to build trust and credibility online. Following these best practices will improve your online presence and help you better serve your clients in an increasingly digital world.
Take action today and start implementing these strategies to enhance your online reputation and attract more clients. Remember, the key to success is content consistency and a commitment to put your client’s needs above all else.
Author
Grant's a fintech content marketer and SEO strategist who works 100% remotely. With years of professional experience working alongside the largest fintech brands and marketing agencies, he's well-equipped to help grow his clients' businesses with effective content and SEO strategies.