EEAT for SaaS: The Key to Growth and Customer Satisfaction

Written by: Elena Daskalova
Jul / 24 / 2023

Google’s EEAT signals (sometimes found as E-E-A-T) are not a direct ranking factor but a part of the Search Quality Rater Guidelines. Previously they were known as EAT signals, but since December 2022, Google added another E, so these days, we call them double-E-A-T or just EEAT.

Now as we know what these signals are for, we can easily understand their role in your SEO strategy for SaaS. In general, the rules for EEAT for SaaS are almost the same as for any other SEO strategy, but there are some significant elements you need to know.

So, before diving deeper into this topic, let’s first explain what EEAT means in SEO.

Exploring EEAT

Not so long ago, EAT stood for Expertise, Authoritativeness, and Trustworthiness. With the new E added, we now have Experience, Expertise, Authoritativeness, and Trustworthiness. 

E for Experience – Shows how much first-hand experience the content creator has with the topic.

E for Expertise – This signal shows how much relevant knowledge or skills the content creator has for the particular topic or niche.

A for Authoritativeness – This shows if the content creator or website is recognizable as a source for the topic or if they receive endorsements from industry leaders.

T for Trustworthiness – How reliable and accurate the website is and how relevant the content is for the audience.

EEAT for SaaS and Their Relevance Role

SaaS is a very competitive niche, and standing out from the crowd is the first step to success. That’s why you don’t need to build your SEO strategy around keywords, on-page optimization, off-page tactics, and technical solutions. Google is about targeting the right search queries, but it also appreciates relevancy. 

Keep in mind that your audience seeks quality, answers, relevancy, and reliability. They want to know as much as possible about your SaaS product before signing up for a trial or eventually purchasing it. From detailed explanations of what your product is about, user manuals, and interactive content to useful blogs and transparent pricing options, there are many steps to take to prove your relevancy to both Google and your audience. 

By integrating these EEAT elements, you can enhance your online presence, appear in rich snippet results, attract more B2B clients, and establish yourself as a relevant source and industry leader. 

But let’s take one step at a time:

Experience as Meaningful Element

SaaS customers seek solutions from those who genuinely understand their pain points and requirements. The first step to showcasing your experience is to prove the content authors and creators have first-hand experience in the industry. That way, your potential B2B users will learn who stands behind those blogs, videos, and service pages but also who will support them through the whole process. 

That way, you become trustworthy and easily establish authority in your niche. 

For example, why not put the author’s name and bio under their extremely useful post on how your SaaS solution scales businesses and enhances growth? Pay attention to the “About Us” page too. Let the potential users meet the winning team behind your product. Potential clients want to know they’re interacting with real people, making it easier for them to consume your content and engage accordingly.

Showcasing Expertise to Establish Leadership

Establishing thought leadership is great for attracting and retaining customers, and showing expertise in the field is the best way to do that. When content creators possess in-depth knowledge and skills relevant to their topic or niche, they can effectively showcase their expertise to the audience.

This way, every SaaS company can solidify its position as a trusted source of niche-related information. Search engines and audiences recognize the expertise and reward these websites with higher rankings, making them more visible to the relevant audience. 

Authoritativeness for Brand Credibility

Being credible is a driving force in attracting B2B clients. Establishing authoritativeness means you are a recognizable and respected source in the industry. When you receive endorsements from similar companies, it enhances your brand authority. 

One way to boost your authoritativeness is to publish relevant content that attracts backlinks and citations from other reputable sites, like SaaS news portals, industry-relevant forums, or other SaaS companies. That way, you build customer confidence and satisfaction. 

Trustworthiness that Counts

There are so many ways to build trust, as it’s the foundation of successful partnership and collaboration. Keep in mind that trustworthiness extends to elements like customer satisfaction but also to the accuracy and relevance of the website contents. 

First, you need to provide accurate and up-to-date information to address specific customer needs. But never forget that the source for building trust is your existing customers, who can recommend you to other similar businesses. For example, if you provide aftersale care but also pay attention to customer security while being ethical, they’re more likely to be completely satisfied by what you provide.

Next, show you care. Approach every client with personalized content depending on their behavior patterns while using the products. Offer some assistance if they have challenges or help them use the SaaS product more effectively.

And surely, encourage them to actively participate in creating user feedback and testimonials. Ask for honesty because that’s how you build trust with current and future clients.

Why is it Essential to Pay Attention to EEAT for SaaS?

Companies needing SaaS often seek effective growth solutions, so embracing EEAT becomes an essential step while building an SEO strategy. As we said, EEAT signals aren’t a ranking factor, but they contribute to increased website relevancy. That way, Google recognizes you’re an experienced expert in your field who cares for authority and client trust. 

So, when a user who is only aware of their problem comes to a website that has all the EEATs, they’re more likely to engage with the content and get more interested in the SaaS product. And you already know, that’s how a sales cycle starts, opening doors to new opportunities and expansion within the industry. 

Embracing EEAT for SaaS

This journey taught you how crucial EEATs are to establishing SaaS authority. As you integrate them into your SEO and content marketing strategy, you indirectly influence search engines to recognize your relevancy. 

Don’t be afraid to showcase your first-hand experience and build brand credibility with it. The SaaS industry is really competitive, but if you deliver quality and relevant content while nurturing audience relationships, you are on the right path to creating a positive reputation. And that reputation will grant you higher Google positions and, even more important, being recognized by both audience and competitors as a serious player in the SaaS playground.

About the Author

Picture of Elena Daskalova

Elena Daskalova

Experienced content writer with a focus on SaaS content marketing and copywriting. With a passion for crafting compelling stories, paired with expertise, delivers narratives that drive customer engagement and growth.