In this month's OneCast, Kirby Mack joins Mike Schaffman, to unpack Google's EEAT framework—Experience, Expertise, Authoritativeness, and Trustworthiness—and its critical role in helping advisors stand out in a digital-first, commoditized industry.
They explore how studying the marketplace, spotting trends, and understanding consumer behaviors empowers advisors to stand out. They also discuss why data is the "common currency we all share," and how Google, powered by billions of data points, surfaces what's most relevant to your target audience.
In this episode, you'll unlock:
What Google's EEAT framework is and how it has evolved.
Why your website must be more than a "digital business card".
How embracing EEAT can turn visibility into trust, and trust into growth.
Practical ways to show experience, expertise, authority, and trustworthiness.
Chapters:
02:16 – Special Guest Kirby Mack
04:00 – Breaking down the EEAT Framework
06:48 – Evolution of Google's EAT to EEAT
09:05 – Adapting to Google's EEAT Standards
12:46 – Navigating a Commoditized Industry
16:33 – Understanding the Customer Journey
18:13 – Establishing Initial Connections
19:28 – Connecting with Consumers Online
21:54 – Maintaining Relevance in Digital Spaces
Connect with Mike Schaffman:
Connect with Kirby Mack:
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