Building E‑E‑A‑T in Pet Supplies: Certifications, Specs & Compliance Pages

Tony Yan

·September 4, 2025

·7 min read

Blueprint — Image Source: statics.mylandingpages.co

As a Head of Quality & Compliance, I’m often asked: how do we actually show Experience, Expertise, Authoritativeness, and Trustworthiness (E‑E‑A‑T) on a pet‑product website? In practical terms, E‑E‑A‑T is the lens Google uses to assess whether content is helpful and reliable—not a single “ranking factor,” but a quality paradigm echoed in its 2024–2025 guidance on people‑first content and ecommerce best practices, as framed in Google’s own pages on creating helpful, reliable, people‑first content (Google, 2024) and SEO best practices for ecommerce sites (Google).

This guide turns E‑E‑A‑T into concrete actions for U.S. pet‑supply brands across food/treats, supplements, toys, grooming, pesticides, and electronic collars/devices. You’ll find exactly what to put on your product pages, compliance hub, and structured data—plus the citations that matter.

1) What E‑E‑A‑T Really Means for Pet Brands

Experience: Show that real people and experts have handled and tested the product—videos of fit/sizing, in‑use photos, trainer or vet notes, teardown photos for devices.
Expertise: Provide accurate specs, formulation rationale, and safety/testing summaries. Attribute content to qualified people (DVM, pet nutritionist, chemist, RF engineer).
Authoritativeness: Centralize your compliance credentials and policies, show who you are (company identity, facilities, certifications), and link to regulatory documentation where appropriate.
Trustworthiness: Make claims traceable and verifiable—batch/lot IDs, Certificates of Analysis (COAs) for consumables when feasible, recall notices, clear warranties/returns, and responsive support.

For context, Google also explains how it evaluates reviews quality and visibility in its evolving reviews system documentation (Google, 2024–2025).

2) Turn E‑E‑A‑T into Product Page Building Blocks

Every high‑trust product detail page (PDP) in this industry should include:

Specs that matter: dimensions, materials, load limits, battery and waterproof ratings, operating ranges, compatibility. For consumables: guaranteed analysis, ingredient list, feeding guidelines, allergen notes.
Regulated identifiers and warnings where applicable: EPA Registration Number for flea/tick pesticides; FCC ID for RF devices; Prop 65 warnings for California when required.
Proof and transparency: lot/batch number, COA link (per lot if feasible), SDS for chemical products, user manuals, and safety guidance.
Service signals: returns policy highlights, warranty terms, fulfillment times, customer service channels and response SLAs.
Review integrity: visible moderation policy and verification practices aligned with Google’s review snippet and structured data policies (Google).

3) U.S. Certifications and Compliance: What to Show (and Where)

Map requirements to PDP elements and a central “Compliance & Certifications” hub.

Pet food and treats
- AAFCO Model Regulations and Pet Food Label Modernization (PFLM) inform label format, ingredient declaration, guaranteed analysis, and nutritional adequacy. Link a short statement in your compliance hub referencing AAFCO PFLM overview (AAFCO, 2023–) and FDA’s role in pet food labeling basics (FDA CVM).
- Nutritional adequacy statements must be substantiated; see pet food nutritional adequacy claims (FDA).
- “Human grade” claims require human‑food‑grade processes and specific labeling per AAFCO’s Human Grade standard (2023) and the AAFCO 2024 FAQ.
- Organic claims require certification under the USDA NOP; cite your certifier and link to the USDA National Organic Program regulations and labeling (AMS).
Animal supplements (nutraceuticals)
- Consider the voluntary NASC Quality Seal and explain what it signifies (audits, GMPs, adverse‑event reporting, label compliance) with a link to The NASC Quality Seal (NASC).
Pesticides (flea & tick)
- Show the EPA Registration Number on the PDP and follow EPA‑approved label language. EPA stresses “the label is the law”; reference introduction to pesticide labels (EPA) and about pesticide registration (EPA). For category context, see EPA’s regulation of flea and tick products (EPA).
Electronic collars/devices (RF)
- Display the FCC ID and a brief compliance statement. Binding requirements live in the CFR: 47 CFR Part 15 — Intentional radiators and 47 CFR Part 2 Subpart J — Equipment Authorization.
Cross‑cutting
- California Proposition 65: apply warnings only when required and format per safe‑harbor methods; see Prop 65 safe‑harbor warnings (OEHHA, 2025).
- Safety Data Sheets (SDS) for chemical products: OSHA’s Hazard Communication Standard requires SDSs; reference OSHA SDS guidance (29 CFR 1910.1200(g)).

4) Consumables: Labels, COAs, and Nutritional Transparency

On PDPs for food and treats, mirror label truth and expand with proof:

Guaranteed analysis (e.g., crude protein, fat, fiber, moisture) consistent with AAFCO/FDA frameworks; see FDA’s pet food labeling overview (FDA CVM).
Nutritional adequacy statement referencing life stage/method (feeding trials vs formulation) per FDA’s adequacy claims guidance (FDA).
Ingredient list with sourcing or allergen notes; storage/handling, lot/batch, best‑by.
COA downloads by lot when feasible; if you manufacture under FSMA animal‑food rules, note that facilities maintain safety plans and recall plans in line with FSMA preventive controls for animal food (FDA).
Claims discipline: avoid unapproved therapeutic claims; keep “human grade” or “organic” claims strictly within AAFCO human‑grade standard and USDA NOP labeling categories (AMS).

5) Devices and Treatments: FCC, EPA, Warnings, and Manuals

Pesticide products (e.g., collars, topicals regulated by EPA) must use EPA‑approved label text and show the EPA Reg. No. Prominently link the full label and safety instructions. EPA’s Label Review Manual (2024) explains label elements and enforceability.
Electronic training or tracking collars with radios must provide the FCC ID (and often a user manual with RF exposure, battery, and charging safety). Cite rule families via 47 CFR Part 15 and Part 2 Subpart J.
If your product includes chemicals (cleaners, sprays), host the SDS and applicable warnings per OSHA and Prop 65 safe‑harbor text (OEHHA, 2025).

6) Toys & Grooming: Voluntary Standards and Honest Claims

Pet toys: There’s no pet‑toy‑specific federal safety standard. Be careful not to imply CPSIA compliance unless the product is also a children’s product. For children’s toys, the CPSC enforces CPSIA and ASTM F963; see CPSC toy safety portal (CPSC). Where hazards overlap (e.g., coin batteries), CPSC enforces relevant consumer‑product rules—see recall patterns in CPSC Recalls.
Grooming products: For animals, whether a product is a cosmetic vs a drug depends on claims and intended use. FDA explains this distinction in Animal cosmetics: Is it a cosmetic, a drug, or both? (FDA). Align PDP claims accordingly and host SDS where applicable.

7) Build Your Compliance & Certifications Hub (Template)

Create a top‑nav “Compliance & Certifications” hub that includes:

Regulatory alignment statements and links: AAFCO/PFLM (foods), FDA CVM labeling basics, USDA Organic certificate details, NASC Quality Seal page, EPA registration disclosures, FCC compliance statement, Prop 65 policy.
Download center: COAs (by lot or current lots), SDS, user manuals, Declarations of Conformity (for electronics), organic certificates, testing method summaries.
Safety and recalls: A page describing your recall policy and linking out to FDA recalls portal (Animal & Veterinary category) and CPSC Recalls.
Policies and identity: returns, warranty, privacy/terms, customer service contacts, company background, facility audits, expert bios (DVM/nutritionist/engineer) and editorial review policy.

8) Structured Data for Trust: The Exact Properties to Use

Help Search understand your product truth and policies using JSON‑LD that mirrors your on‑page content. Start with schema.org Product and Offer, and follow Google’s documentation for Product structured data (Google) and Merchant listing and return policy structured data (Google, 2024).

Key properties:

Product: name, description, sku, gtin, mpn, brand, image, color/size/material/weight/dimensions, and additionalProperty (PropertyValue) for guaranteed analysis, batch/lot, EPA Reg. No., FCC ID.
Offer: price, priceCurrency, availability, itemCondition, shippingDetails, and hasMerchantReturnPolicy (MerchantReturnPolicy) for returns.
Reviews: AggregateRating and Review reflecting actual on‑page reviews, following Google’s structured data policies.

Example (trim to what applies to a single PDP):

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "Salmon & Sweet Potato Dog Food – Adult Maintenance",
  "sku": "DF-SSP-12LB",
  "gtin13": "0123456789012",
  "brand": {
    "@type": "Brand",
    "name": "PetPeak"
  },
  "image": [
    "https://example.com/images/df-ssp-front.jpg"
  ],
  "description": "Grain-free salmon & sweet potato dry food for adult dogs. See guaranteed analysis, lot-level COAs, and feeding guidelines.",
  "additionalProperty": [
    {"@type": "PropertyValue", "name": "Guaranteed analysis – Crude Protein", "value": "26%"},
    {"@type": "PropertyValue", "name": "Guaranteed analysis – Moisture", "value": "10%"},
    {"@type": "PropertyValue", "name": "Batch/Lot", "value": "L2025-0901-03"}
  ],
  "offers": {
    "@type": "Offer",
    "price": "49.99",
    "priceCurrency": "USD",
    "availability": "https://schema.org/InStock",
    "itemCondition": "https://schema.org/NewCondition",
    "url": "https://example.com/products/df-ssp-12lb",
    "hasMerchantReturnPolicy": {
      "@type": "MerchantReturnPolicy",
      "applicableCountry": "US",
      "returnPolicyCategory": "https://schema.org/MerchantReturnFiniteReturnWindow",
      "merchantReturnDays": 30,
      "returnMethod": "https://schema.org/ReturnByMail",
      "returnFees": "https://schema.org/FreeReturn"
    }
  },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "4.7",
    "reviewCount": "128"
  }
}

Tip: For RF devices and pesticides, add additionalProperty lines such as {"name": "FCC ID", "value": "2ABCD-12345"} or {"name": "EPA Registration Number", "value": "12345-678"}—but only if those identifiers are visible on the page and label.

9) Review Integrity, Returns, and Customer Service Transparency

Reviews: Publish both positive and negative reviews, disclose moderation rules, and avoid gating. Mark up only what’s visible in line with review snippet guidance (Google) and the broader reviews system (Google).
Returns and warranty: State eligibility, timelines, and costs clearly on PDPs and in a central policy page; use organization‑ or offer‑level return policy markup as introduced in 2024 via organization‑level return policies (Google, 2024).
Service access: Prominently show customer service contact options and response SLAs; include an accessible phone/email and hours.

10) Optional: Selling in the EU/UK — CE, REACH/RoHS, CLP, FCM

If you sell abroad, briefly summarize compliance on your hub and link to evidence:

Electronics: CE marking under the EU Radio Equipment Directive 2014/53/EU (consolidated 2023). UK products may require UKCA.
Chemicals: EU REACH Regulation 1907/2006 for substances and EU CLP 1272/2008 for classification/labeling.
RoHS for electronics: EU RoHS Directive 2011/65/EU (consolidated 2025).
Food‑contact materials (e.g., bowls): Regulation (EC) No 1935/2004. Provide DoCs where relevant.

11) Checklist: Launch‑Ready Pet PDPs with E‑E‑A‑T

Identity and policies
- About/company identity, facilities, and expert bios (DVM/nutritionist/engineer)
- Returns/warranty and customer service contact with SLAs, plus structured data
Specs and safety
- Full specs (dimensions, materials, load limits, battery, waterproofing)
- Warnings/age/size suitability and contraindications
- Regulated identifiers shown (EPA Reg. No., FCC ID) where applicable
Consumables extras
- Guaranteed analysis, ingredient list, feeding guidelines, allergen notes
- Nutritional adequacy statement aligned to AAFCO/FDA
- Lot/batch and COA link by lot when feasible
Compliance artifacts
- SDS for chemicals; Prop 65 warning if required and properly formatted
- Organic certificate link if claiming USDA Organic; NASC explanation for supplements
- Manuals and declarations (FCC/DoC) for electronics
Trust and proof
- Authentic photos/video of real use; expert testing/annotations
- Transparent reviews with moderation policy; AggregateRating markup consistent with on‑page content
- Internal links to a “Compliance & Certifications” hub and Recall/Safety page

Editorial note: This article synthesizes authoritative guidance from Google Search Central (2024–2025), AAFCO/FDA/USDA (pet food), NASC (supplements), EPA (pesticides), FCC CFR (electronics), OEHHA (Prop 65), OSHA (SDS), FDA Animal & Veterinary (FSMA/recalls), and CPSC (recalls/toy scope). Ensure your legal and regulatory advisors review labels and claims for your specific products before publishing.