In the ever-evolving world of SEO, we are starting to realize as business owners, entrepreneurs, and consumers alike, that there is a growing relevance when it comes to Google’s E-E-A-T.
But what exactly is it and why is it so important that it refuses to leave our SEO stratosphere even for a day?
With the ongoing shifts in content to Google placing more emphasis on website structure as well as the recent August 2023 core update, the importance of what content we put out and how should absolutely be at the forefront of every part of our online strategies.
We are going to be expanding a bit more in this article on the origins of Google’s principles of Expertise, Authority, and Trust, commonly known as E-A-T, which has become paramount and somewhat evolved into E-E-A-T (Experience, Expertise, Authority, and Trustworthiness).
A quick back history:
Let’s delve into the significance of Google’s E-A-T principles and how they affect your website’s performance in search engine results.
The Breakdown of E-E-A-T
Experience: The placement of first-hand information.
The experience lies in not only reputation and authority within an industry but proof of this through actions and accountability on a website as described in the newest Google Search Quality Guidelines which states:
To Find out who is responsible for the website and who created the content on that page and then to look for information about the website and/or content creators on that website itself.
This was a main factor for Google giving the previous E-A-T an extra E.
It was vital that content that content demonstrated that it was created with some degree of experience.
Business has always valued how first-person, real-life experience in a topic in any industry has great value and does indeed warrant a sense of trust and respect. This was an automatic connection to the guidelines of the original E-A-T.
Tip: Create content in an informative manner that directly connects the content creator’s real-life experience with the subject. Is there more than a business-focused bias to the content information? Do you show relatable user-based information about what the content is about and why?
Expertise: The Foundation of Quality Content
Google has long emphasized the importance of expertise when it comes to content quality. In their guidelines, Google stressed the need for content to be produced with professionalism, containing factually accurate information presented in a way that aids user understanding.
This entails not only an adherence to meticulous research and fact-checking but also the presentation of information in a manner that enhances user comprehension.
This commitment to these standards has been a cornerstone of Google’s approach to content quality, setting a benchmark across the internet that creates the need and intention for expertise-focused information to build upon the E-E-A-T guidelines.
To enhance expertise on your website:
Tip: Highlight the qualifications and experience of content creators and authors in your niche. Emphasize their expertise through author bios and relevant credentials. This will also further build upon the Experience part of E-E-A-T and support the Expertise.
Authority: Building Trust in Your Content
While not a direct ranking factor, authority is vital for establishing trust with both users and search engines. Sites with high authority are seen as trusted sources of information.
Authority plays a pivotal role in cultivating trust, a crucial element for both users and search engines.
Although it doesn’t directly impact search rankings in a significant manner, it does contribute to the perception of reliability. Websites that exhibit high authority are regarded as credible sources of information.
This is exactly what builds on reputation factors of authority such as word of mouth, testimonials, and a loyal customer base in business to support the Authority in E-E A-T.
This is instrumental in gaining the confidence of users who rely on the content and recommendations provided.
Search engines tend to favor authoritative sites indirectly, as they are more likely to attract organic backlinks, engagement, and other signals of quality. In essence, while authority may not be a direct ranking factor, it serves as the bedrock upon which the trust of both users and search engines is built.
Tip: Foster relationships with other authoritative websites in your niche. Seek opportunities for collaboration and guest posting to gain backlinks from reputable sources. Also, share testimonials and reviews that support the authority and user experience from the public.
Trustworthiness: The Bedrock of User Confidence
Trustworthiness is the bedrock upon which a successful website is built. It’s not just an impactful statement but holds weight as the most important factor of E-E-A-T when Google has placed it at the forefront of how and why the guidelines connect.
This means that users need to feel secure when engaging with your content or making transactions on your site. Trust is a core factor to all of E-E-A-T. It sits firmly in each aspect of experience, expertise, authority, and trustworthiness itself.
To help better establish and maintain trustworthiness:
Tip: Invest in SSL certificates to secure your website and protect user data. Display trust seals from reputable security providers to reassure visitors about their data’s safety as well and once again the customer user-base has experienced trustworthiness through testimonials and partnerships.
Content Quality Reigns Supreme
High-quality, informative content that meets user intent is a cornerstone of E-E-A-T. Google rewards content that provides in-depth information and answers user queries. Beyond getting on the front page of Google; what we place into our content says as much about what we do as why we do it.
This is where age-old methods marry with standards and practices as described by E-E-A-T. How we present ourselves as a reliable and trustworthy source begins on the page we are found.
How we choose to speak and relate to the audience is everything when establishing long-term reputations and authority. Who we are begins here and proof of this is meant to be built by consistent strategy and genuine information.
Consistency plays a pivotal role in building trust and authority over time. As we continue to build upon this content, we create a larger net for who we reach and how we reach them.
Google values websites that consistently provide valuable content to their audience and having a solid content guideline is key.
The Priciples of Enhancing Trust
The User experience (UX) significantly impacts how Google evaluates your website. In the world of SEO, Google’s E-E-A-T principles—experience, Expertise, Authority, and Trust—have evolved and will continue to do so.
We as content creators are growing as well, so we all can benefit from understanding better and utilizing guidelines such as E-E-A-T.
Understanding and implementing E-E-A-T principles will continue to be essential for website owners and creators seeking online success.
By emphasizing experience, expertise, authority, and trustworthiness, you can enhance your website’s visibility, trustworthiness, and credibility with both users and search engines.
Ultimately, E-E-A-T is not just about pleasing Google; it’s about delivering valuable content and a trustworthy online experience to your audience, ensuring long-term success in the digital realm. In truth, is this not the very thing all of us have been aiming for since the beginning?