Why do some Christian blogs and ministry websites disappear into the vast ocean of the internet while others rise to the surface? As a digital marketing strategist working with dozens of businesses and faith-based organizations, I’ve seen how Google’s EEAT principles (Experience, Expertise, Authority, and Trustworthiness) can make or break the impact of online ministry.
At The Well Conference this June, in my breakout session, What Google Wants, I’ll show you how to align your creative content with these crucial factors that Google uses to determine which content deserves to be found. Whether you’re a blogger, author, or ministry leader, understanding EEAT isn’t just about algorithms – it’s about stewarding your digital presence effectively.
Understanding Google’s Heart for Quality
When Google evaluates content, it looks for more than just keywords. Their purpose in indexing and ranking websites and blog posts is to show searchers the best possible web pages to answer their search queries. Google is constantly trying to improve this so searchers can find what they’re looking for quickly.
Of course, sometimes Google’s “improvements” are hit or miss. Some improvements improve searching, and others only frustrate users more. It’s a process.
Think of EEAT as Google’s way of ensuring people find truthful, reliable information. EEAT stands for:
- Experience
- Expertise
- Authority
- Trustworthiness
Experience shows your first-hand knowledge of your topic. Expertise demonstrates your deep understanding. Authority reflects your reputation and impact in your field. And Trustworthiness? That’s about integrity and accuracy – something we as Christian creatives should prioritize.
In particular, Google says they prioritize the EEAT standards in some niches more than others, especially in the YMOYL niches (Your Money or Your Life). These include niches about personal finance, health and wellness, mental health, life coaching, and pastoral counseling. So, if there are two blog posts about the same topic, Google will rank the one written by someone with clear experience, expertise, authority and trustworthiness over someone who does not demonstrate that.
This might seem overwhelming, but consider this: as believers, we’re already called to excellence in all we do (Colossians 3:23). I’ve watched entrepreneurs and ministries transform their online reach simply by documenting their experience, highlighting their expertise, building authentic authority, and maintaining unwavering trustworthiness in their content.
The beautiful irony? Google’s EEAT principles align perfectly with biblical principles of stewardship and truth-telling. When we create content with integrity and excellence, we’re not just serving algorithms – we’re serving people and honoring God.
Your Path to Better Visibility
In my “What Google Wants” breakout session, we’ll dive deep into practical EEAT implementation.
Here’s a quick win you can apply today:
Create both a LinkedIn Profile and an “About” page that clearly outlines your experience and expertise in your field. Include your relevant education, years of experience, significant achievements, and any endorsements from recognized authorities in your space, while also letting your personality shine through. Google specifically looks for this information to validate your content’s credibility.
For example, if you’re a worship leader blogging about church music, don’t just say, “I love worship music.” Instead, write: “I’ve served as worship leader at three churches over 12 years, trained 50+ worship team members, and composed worship songs used in 100+ congregations.”
As we’ll learn in my breakout session, don’t just stop at your About page. Make sure this demonstration of your credentials is consistent across social media platforms, especially on LinkedIn.
Walking in Digital Light
The internet needs more Spirit-led voices creating content that meets divine standards and Google’s quality metrics. At The Well Conference, you’ll learn how to make your God-given message more discoverable while maintaining its integrity. Remember, showing up in search results isn’t just about algorithms – it’s about being found by those who need your message most.
Kimberly Eddy helps service-based businesses and creative entrepreneurs grow through strategic WordPress websites that actually work. With over 20 years of web design experience, she specializes in transforming “pretty but not performing” websites into effective business tools, making impactful design accessible through practical guidance explained in plain English. Kimberly holds several certifications, including in Digital Marketing and Google Analytics. Connect with Kim at websitesovercoffee.com.
