Google EEAT Best Practices For LMS And HR Software Vendors: Build Trust And Win Rankings

What Is EEAT And Why Does It Matter?

Google EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness, and refers to a set of signals used to assess a website's content. Google sets these signals to ensure it promotes only the best and most credible content, especially in niches that are either connected to people's well-being or require special knowledge. Emitting SaaS authority signals is pivotal for traditional search and SEO AI optimization. To get featured in AI Overviews, you must have a website that appears credible and trustworthy. Otherwise, Google won't feature it on organic results or on rich snippets.

Since there is a lot of chatter regarding Generative Engine Optimization (GEO) and how companies can rank in AI engines, keep in mind that EEAT is very relevant. High-quality and well-researched articles make it obvious that you know your subject in depth. Therefore, your content appears higher on search results, and you increase website clicks. Also, the better your content is, the more engaged your readers are, staying longer on your pages.

While EEAT is not a direct ranking factor but simply a trustworthiness signal, you should craft a plan to optimize for it.

In This Guide, You Will Find...

• How LMS And HR Tech Vendors Can Demonstrate EEAT
• Where Does Google Look For EEAT Signals?
• How Can You Combine Google EEAT With GEO And AEO?
• Practical EEAT Tips For LMS And HR Tech Marketers
• How eLearning Industry Helps You Build EEAT

How LMS And HR Tech Vendors Can Demonstrate EEAT

1. Offer Valuable Information

Many times, companies fall into the trap of creating the same content again and again because it ranks well. While this isn't necessarily bad, you must always add new value and cover topics that you or your competitors haven't talked about. For instance, you may create multiple articles about GEO vs. SEO but give a different spin to each piece. There are plenty of ways you can add fresh information, including original data and research, case studies, step-by-step guides, and personal experiences.

Authoritativeness in marketing is hard to achieve in this oversaturated market. You must always look for ways to differentiate yourself by identifying content gaps in your niche through SEO competitive analysis.

2. Have Entity Signals In Mind

B2B SaaS reputation building starts with a successful SEO content strategy, which relies on targeting the right words and phrases. For instance, focusing on the word "LMS" might not be enough. Instead, you may target "eLearning platform" or "corporate training LMS." You can use tools like Ahrefs and Semrush to find the most suitable keyphrase. Aim for long-tail keywords with low competition but high intent. It is especially important for HR tech content marketing to choose keywords with low difficulty so you rank more easily.

Other important entity signals are internal linking and mentioning methodologies and features associated with your brand. And if you are known for a specific product, mention it regularly in your content to help Google understand your brand better. Internal linking also creates clear connections between your content.

3. Get Your Brand In The Press

Google EEAT cares about brand exposure and reputation. The more people know your brand's name and your thought leader's value, the higher trust they have for you, even if they've never purchased your solutions. So, you can leverage thought leadership in eLearning beyond the usual content production plan. Start investing in press releases whenever you have something valuable to communicate to your audience. It can be an award you won for your SaaS product or an acknowledgment you received as a top employer.

Alternatively, you can leverage other digital PR options, including speaking at in-person and online conferences, arranging webinars, hosting or attending podcasts, engaging on online forums, and using LLM seeding to increase citations on AI search engines. Another way to generate press attention without paying for it is to send your announcement to journalists. Before you do that, though, follow them on social media and start engaging with their posts. Build rapport before you ask them to publish your press release.

4. Publish Under An Established Author

Who authors your content? Is it someone with niche expertise? One of Google EEAT's best practices is to use a figure with industry experience and relevance. Whether it's your CEO or a manager, it should be a name people in your industry know and respect. Otherwise, why would anyone read your content, and why would Google consider it credible? It would be like someone who is not a doctor writing about medical issues.

Building trust with content is essential, so if possible, have more than one person write content regularly. What's important for your SEO strategy is not to publish authorless content. Using "admin" or your website's name as the author doesn't evoke trust. Also, create profiles for all authors so readers can see why these people are experts in your niche.

5. Focus On Basic Trust Factors

Let's not forget about the basics. It's what every potential buyer expects to see on any professional website upon visiting. These pages are the terms and conditions page, privacy policy page, cookie policy page, and returns policy page. This may seem like an obvious suggestion, as you are legally required to have all these pages set up, but you should ensure they are done properly. Don't forget to include your phone number, physical address, email address, and chatbot information.

Moreover, pay attention to your "About Us" page. Google's Quality Rater Guidelines advise users to optimize this page in order to give audiences a clear picture of who you are, how you began, what you have achieved, and what you do. It's also where you introduce your team, the awards and accomplishments you've won, a few amazing reviews, your location(s), and a list of your top clients.

6. Optimize All Technical Aspects

Google EEAT for software companies continues with an in-depth technical SEO audit, as this is another factor impacting your website's trustworthiness. For starters, is your website HTTPS-protected? Hypertext Transfer Protocol Secure (HTTPS) and Secure Socket Layer (SSL) help visitors trust your website the moment they visit it because it's obvious that it's safe. Then, it's all about the speed. Statistics show that when your loading speed increases from 1 to 3 seconds, your bounce rate possibility also increases by 32%. So, use tools like PageSpeed Insights and Core Web Vitals to audit your site.

Next, fix your website's mobile-friendliness and navigation. Ensure every button is visible and tappable, and navigation menus are clear and functioning. If users can't find the page they are looking for within the first few clicks, they will most likely exit your domain in frustration.

7. Link To External Sources

Among the top search engine trust factors is backing up your content with expert sources. Let's say you want to include data and statistics in your content. How did you receive this information? Did you conduct a study? If so, mention it in your content. If not, link to the official website where you found the data. This shows Google that your content is based on facts and written after in-depth research.

External linking is one of the most commonly used on-page SEO factors, as it increases your credibility and helps you rank higher. The higher you appear in search results, the more quality backlinks you'll manage to generate naturally.

8. Update Your Content

If you ask any seasoned Search Engine Optimization specialist, they'll tell you that Google hates outdated content. That's because old content may contain inaccurate or irrelevant information, and Google promotes fresh, relevant content. Since this is among the most pressing SEO ranking factors in 2025, review your website's content regularly to fix mistakes, include new information, and delete outdated content. For example, if we were to update an article about SEO from 2020, we would have to add extra text about EEAT and Google AI Overviews, as they've become invaluable.

Where Does Google Look For EEAT Signals?

• Your Website

Google EEAT is mainly established on your website through the content you publish and the basic pages you optimize. That's why your content should be relevant to what you have already published, original, high-quality, and updated. Additionally, SEO and AI have created an even more pressing necessity to focus on external and internal linking, including not only text but also multimedia, and to organize your text smartly, using short paragraphs, bullet points, and headings.

Apart from building trust with content, your domain should also build trust. How? We already mentioned a few things, including business information, use of HTTPS, and factual accuracy. You should also pay attention to long-term user engagement, meaning dwell time and CTR.

• Your LinkedIn Profile And Company Pages

Recert survey results showed that 54% of company executives and decision-makers researched a company after they saw a thought leadership post on LinkedIn or another social media profile. This means that social media has way more capabilities than just keeping people engaged. They have B2B SaaS reputation-building abilities if you use them the right way. What is the right way, though? Publishing multiple times a day without making your posts meaningful won't appeal to the algorithm. Quality over quantity is key. Start creating thought leadership posts that discuss personal views and experiences in depth.

Optimize beyond surface-level keywords so you appear in more searches. Over time, you'll notice that these posts won't just get more likes but also increased comments, mentions, and shares. These are the LinkedIn authority signals you should run after since they help Google understand that you are relevant and valuable in your industry, and people find your opinions credible.

• On Third-Party Platforms

Google EEAT signals include being featured on niche-specific Top Lists, as it's a clear indication that your brand is credible. For example, eLearning Industry allows for third-party validation for vendors through its various top lists. Appearing on such lists isn't only great for your credibility marketing but also propels you ahead of your competition. You can use your placement to create direct comparisons with your key competitors.

Here are a few of eLI's lists:

• Top Employee Onboarding Learning Management Systems (2026 Update)
• The Best Onboarding Software For New Employees In 2025
• Top Gamification Learning Management Systems (2025 Update)
• The Best eLearning Authoring Tools And Course Creation Software (2025 Update)
• The Top Extended Enterprise Learning Management Systems (2025 Update)

Additionally, third-party industry-specific websites can help you increase your credibility through online reviews. But to generate reviews, you need to create product listings. eLearning Industry's PPC directories are the perfect space for eLearning and HR tech brands to get listed and get attention from users who are ready to buy. Remember that listings also need to be regularly updated with fresh product information and new reviews. The more reviews you receive, the more trustworthy you appear to your buyers and Google.

How Can You Combine Google EEAT With GEO And AEO?

As we said, the journey begins with the Google EEAT guidelines. From there, you move into AI search optimization. Engines like Google AI Overview or Perplexity need content that is direct, structured, and easy to lift into answers. That means clear summaries at the top, question-style headings, and schema like FAQs or how-tos.

Then we stumble upon AI search visibility (GEO, AIO). Generative and answer-based engines don't just want clarity. They also look for content rich in evidence. Pages that include statistics, citations, and factual information are more likely to be quoted or referenced. Clean markup, consistent entities, and corroboration from external mentions all increase the likelihood that large language models will pull from your site.

A practical flow could look like this: open with a short expert-written summary, follow with step-by-step or Q&A sections for clarity, and finish with statistics and sources for evidence. This way, you're not just meeting human expectations, but you're positioning your content to surface in Google AI Overview and other AI-driven experiences.

Practical EEAT Tips For LMS And HR Tech Marketers

• Author Expertise And Bios

Attribute content to real HR leaders, L&D specialists, or eLearning consultants. Include their credentials, experience, and links to professional profiles to signal authority.

• Case Studies

Share examples from client LMS rollouts or HR tech implementations. Real-world stories strengthen the experience dimension of EEAT. You can publish your case studies on eLI.

• Answer-First Formatting

Open each section with a concise, direct response to a common question (e.g., "How do you measure training ROI?").

• Structured Design

Use question-style headings, checklists, and how-to steps. Formats that are easy to scan also make your content easier for answer engines to extract and cite.

• Citations And References

Support claims with links to independent studies, HR industry surveys, or compliance reports. References build trust and increase the likelihood of being quoted by generative engines.

• Get Published On Niche Platforms

You can leverage content syndication platforms to strengthen your Google EEAT even more. Publish your articles on niche publications and take advantage of their industry-specific audiences. With eLI, you can publish original, republished, and Q&A articles. Alternatively, you can submit your free guest article.

• Repurpose Your Content

How about combining 4–5 of your original articles to create an eBook? On eLI's platform, you can publish a premium eBook, a republished eBook if you are on a strict budget, or even templates and eBooklets if you care about quick lead generation.

• Prioritize Review Campaigns

Customer testimonials are crucial for any company to book more demos and close more deals. The more reviews you generate on niche directories, the more chances you get at winning a People's Choice LMS Award.

How eLearning Industry Helps You Establish Google EEAT

• Bylined guest contributions with the addition of your author's bio and through-link signals.
• Verified user reviews on PPC listings. You can upgrade your free listing if you want to appear at the top of the directory.
• Top Lists based on reviews, thought leadership, and product quality. You can easily submit your application here and choose the category that suits your business.
• Syndication to a niche, high-intent audience, consisting of L&D pros, HR heads, eLearning strategists, Instructional Designers, etc.
• Thousands of people read eLI's content daily, while our eBooks receive 30,000+ monthly traffic. Not only that, but our webinars get 250+ registrations per unit, and the library has over 24K visits per month.

Key Takeaway

Understanding and applying Google EEAT is no longer optional for LMS and HR tech marketers. It forms the foundation for credibility online by ensuring your content demonstrates expertise, authority, and trust. When combined with authoritativeness in marketing, you create a clear signal to both users and search engines that your brand knows the industry deeply and delivers reliable insights. These trustworthiness signals not only influence human perception but also guide how AI systems and Google itself decide what content deserves visibility.

At the same time, EEAT must be integrated into your wider SEO and AI search efforts. Partnering with reliable Google SEO services helps you align your content strategy with both traditional ranking factors and emerging AI-driven experiences. It's also critical to routinely check website rankings, track your performance, and optimize pages accordingly. By doing so, you position your LMS or HR tech brand to stand out in search, AI overviews, and competitive B2B markets.

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