The biggest E-E-A-T gap is Expertise: blog content carries bylines but no author pages, no Person schema, and no credentials. Trust fundamentals (HTTPS, policies, returns) are in place, but the About page is thin and the Contact page exposes only one contact method, which softens the brand entity Google can construct for Acme.
| Severity | Finding | Fix required |
|---|---|---|
| HIGH author | Content bylines don't link to author pages on 4 of 4 blog posts Blind spotEvery blog post displays a byline but the name isn't a link. Without an author page Google can't construct an author entity for the byline name, which materially weakens Expertise signals. | Create /author/<slug>/ for each named writer with a 100+ word bio, role, LinkedIn, and Person JSON-LD. Link bylines to these pages. |
| MEDIUM author | No Person/Author JSON-LD on 4 content pages Bylines render visually but no Person or Article.author JSON-LD is emitted, so Google has nothing structured to bind the author name to. | Emit Person JSON-LD on every content page. Required: name, url (author page), sameAs (LinkedIn). |
| LOW author | Author bios under 40 words on 4 content pages Bios are 24 words on average — too thin to establish Expertise. Industry baseline is 80-150 words covering years of experience, specialism, credentials. | Expand bios to 80+ words; cover years of experience, named publications, and the specific topic specialism. |
| MEDIUM org_nap | About page is thin (180 words) Under 250 words rarely contains enough to support Authoritativeness. Baseline is 400-800 words covering history, team, mission, accreditations. | Expand to 400+ words; add founder bio + named team + accreditations + registered company info. |
| MEDIUM org_nap | About page has no named team section Anonymous "we" copy with no named team contributes nothing to Authoritativeness. | Add a Team / Leadership section with founder + 2-3 named senior staff — photos + LinkedIn + 1-sentence credential. |
| MEDIUM org_nap | No Organization JSON-LD on the homepage Missing Organization markup leaves the brand entity to be inferred — and frequently mis-inferred — from loose page signals. | Emit Organization JSON-LD on the homepage: name, url, logo, legalName, address, telephone, email, sameAs, foundingDate. |
| MEDIUM trust | Contact page exposes only 1 contact method Only a form on the contact page reads as low-trust. Baseline expectation is phone + email + form, plus chat where staffed. | Add tel: phone with opening hours, mailto: email, and a support form. Consider live chat for higher-AOV products. |
| MEDIUM content | No visible updated date on 4 content pages Dateless content reads as stale. A visible "Last updated" line is one of the cheapest E-E-A-T fixes and a documented Quality Rater check. | Add `Last updated: [Month YYYY]` near the byline; emit dateModified in Article JSON-LD. |
| MEDIUM content | No outbound authority citations on 4 of 4 substantive content pages Long-form content (400+ words) that cites zero .gov / .edu / industry-body sources signals weak Expertise. Citations are a cheap signal of original research vs paraphrased AI. | Add 1-3 authoritative outbound links per content piece — HSE, ONS, manufacturer technical data, peer-reviewed papers. |
| LOW org_nap | No accreditations or memberships visible on About Industry-body memberships, ISO certs, chartered status — any of these signal Authoritativeness when displayed. | Display every relevant accreditation logo with a brief caption + link to the registry. |