What is E-E-A-T?
Google’s E-E-A-T is one of the many guidelines that was introduced to assess whether content provides value to its readers and should rank well.
Back in 2014, it was formerly known as E-A-T when Google presented the concept in its Search Quality Guidelines. At the time, Google’s search quality evaluators had to only analyze the expertise of the content along with the authoritativeness and trustworthiness of the creator, content and website. Simply put, E-A-T was used to determine whether the content was high-quality and proved to be useful for users.
Let’s fast-forward to 2022. During this time, Google provided an update in its Search Quality Guidelines, stating that it decided to add an extra “E” for “Experience”. Although it may seem like a slight change, this parameter can effectively capture the nuances of how people look at information. In other words, there may be instances where the reader is curious about whether someone has first-hand experience with the topic, which can help add more value to the overall content.
Now that we’re up to speed on the history of E-E-A-T, let’s dive deep into its four key areas:
Experience
As we briefly touched on earlier, “Experience” is one of the most recent elements added to Google’s E-E-A-T guidelines and showcases whether an individual is a subject matter expert. An example of website content that can show this element could be a blog post reviewing a specific product or an editorial discussing one’s experience working in a specific industry. Since the content would be highlighting an individual’s personal experience, Google would prioritize it above content that doesn’t highlight it.
When it comes to experience, Google’s updated Search Quality Rater Guidelines shares the following:
“Consider the extent to which the content creator has the necessary first-hand or life experience for the topic. Many types of pages are trustworthy and achieve their purpose well when created by people with a wealth of experience.
For example, which would you trust: a product review from someone who has personally used the product or a “review” by someone who has not?”
Expertise
You may be an expert in your industry, but you need to prove that to your target audience by creating professional-quality content. Take the time to think about how you can demonstrate your knowledge, skills and credentials to visitors who are looking up your products/services.
Consider covering topics that require you to speak from an area of expertise. For instance, if you’re a heavy equipment dealer for construction companies, you can provide tips on how to improve your excavator’s lifespan or a guide on the different excavator brands to choose from. Remember that the end goal is to prove yourself as a trusted industry expert, and creating high-quality content will bring you one step closer to achieving that.
Authoritativeness
In order to be seen as an authority figure, it’s pivotal for your work to be mentioned within your chosen niche. What this means is that similar websites in your industry should be promoting your content. When other experts link to your content, it shows potential leads that your offerings can be trusted, and that you’re upholding your promises as a business.
Some of the most effective SEO tactics for establishing authoritativeness are generating backlinks and guest blogs. By implementing them in your content marketing strategy, you can bolster authority in your domain and acquire more mentions in the news or social media, which are surefire ways to win Google’s favour.
Trustworthiness
In the e-commerce world, nothing can top being perceived as a trusted industry professional by Google and your customers! To ensure that your website’s content is trustworthy, it should not only be well-written, but it’s equally important for the information to be accurate and up-to-date. Take into account whether your site offers a positive user experience by making sure there are quick load times and accessible navigation. Lastly, don’t forget to include the physical location of your business, a Terms and Conditions page, and authoritative websites where appropriate (when providing expertise).
Source: Semrush
Why is E-E-A-T important?
E-E-A-T is a crucial framework to be considered when creating online content. Although it isn’t a direct ranking factor, it still impacts how Google will receive your website, thus, affecting your site’s rankings in SERPs.
Furthermore, quality raters will use E-E-A-T to assess the page’s value and determine where it will land. They will analyze whether the content provides a quality online experience that fulfills the user’s expectations, whether that be through offering ease in reading or sharing the information. If your page checks off these boxes, you can expect your website to receive higher E-E-A-T signals.
As you can see, E-E-A-T plays an influential role in driving consumers to choose your business over competitors, allowing you to stand out against the masses. But how can E-E-A-T be leveraged for regulated industries?
What is YMYL?
YMYL or “Your Money or Your Life” was announced to the public through Google’s Search Quality Evaluator Guidelines as topics that can affect users’ happiness, health, well-being, finances, or safety.
For this reason, it’s pivotal for the pages to convey high-quality, valid and credible information, while keeping experience, expertise, authoritativeness, and trustworthiness in mind. When YMYL content matches search queries and is high in E-E-A-T, not only will its value be recognized by Google, but it will also put the minds of users at ease.
There can be major repercussions if your YMYL content doesn’t deliver accurate, trustworthy information. For instance, let’s say that you’re a dentist running your own practice and are providing patients with advice on your website for improving their oral health. Should you give misinformation, those who are following your suggestions could suffer from severe health-related consequences.
It’s paramount that sites aim to provide helpful information that offers a solution to a problem. By doing so, they are more likely to meet certain demands and assist people with making difficult decisions. As long as you make sure you have rich content on your website that is factually accurate and up-to-date, you can easily establish yourself as a credible resource in your industry.
How does Google evaluate E-E-A-T?
Google’s quality raters evaluate E-E-A-T by following a four-tier system, and they are as follows: lowest, lacking, high level, and very high level.
Lowest
Pages with the lowest E-E-A-T should be rated as being unreliable and given the lowest rating. They can be categorized into three different levels: harmful, untrustworthy, and spammy.
“If the E-E-A-T of a page is low enough, people cannot or should not use the MC of the page. If a page on YMYL topics is highly inexpert, it should be considered Untrustworthy and rated Lowest. Use the Lowest rating if the website and content creator have an extremely negative reputation, to the extent that many people would consider the webpage or website untrustworthy.” — Google’s Search Quality Guidelines (Chapter 4.5.2)
Lacking
These low-quality pages may lack expertise, experience, or authority, but they aren’t necessarily detrimental. For example, the blog could be about building a printed circuit board, when the writer doesn’t have any first-hand experience in doing that.
“Low quality pages often lack an appropriate level of E-E-A-T for the topic or purpose of the page. Here are some examples:
- The content creator lacks adequate experience, e.g. a restaurant review written by someone who has never eaten at the restaurant.
- The content creator lacks adequate expertise, e.g. an article about how to skydive written by someone with no expertise in the subject.
- The website or content creator is not an authoritative or trustworthy source for the topic of the page, e.g. tax form downloads provided on a cooking website.
- The page or website is not trustworthy for its purpose, e.g. a shopping page with minimal customer service information.”
— Google’s Search Quality Guidelines (Chapter 5.1)
High Level
Compared to the previous two levels, these pages offer extensive expertise, credibility and trustworthiness. Google will pay attention to the amount of effort, skill, and originality, of the content and whether the website has a positive brand reputation.
“Pages with High E-E-A-T are trustworthy or very trustworthy. Experience is valuable for almost any topic. Social media posts and forum discussions are often High quality when they involve people sharing their experience. From writing symphonies to reviewing home appliances, first-hand experience can make a social media post or discussion page High quality.” — Google’s Search Quality Guidelines (Chapter 7.3)
Very High Level
The highest-ranking pages make it evident that there was a high level of effort, originality, talent, or skill poured into the content. Those with very extensive knowledge and hands-on experience are typically behind them.
“Very high E-E-A-T is a distinguishing factor for Highest quality pages. A website or content creator who is the uniquely authoritative, go-to source for a topic has very high E-E-A-T.
A content creator with a wealth of experience may be considered to have very high E-E-A-T for topics where experience is the primary factor in trust.
A very high level of expertise can justify a very high E-E-A-T assessment. Very high E-E-A-T websites and content creators are the most trusted sources on the internet for a particular topic.” — Google’s Search Quality Guidelines (Chapter 8.3)
Best Practices for E-E-A-T in Your Content
Here are five best practices you should consider implementing to improve your website’s E-E-A-T:
Craft Helpful Content
Create helpful, valuable content geared toward your target audience, while demonstrating your expertise. This strategic approach will allow you to develop an authoritative presence in your industry.
For example, let's say you're running an auto-dealership. You can create content that offers tips on how to maximize the resale value of your car, the benefits of trading in your car at a dealership, or how to get pre-approved for a car loan. Covering these areas allows you to share valuable advice and also exemplifies that you’re a specialist within your field.
Tip: If you’re having a hard time brainstorming content ideas, you can try using Semrush’s Topic Research tool. Aside from providing topics, it also shares helpful insights, including the subtopic volume, difficulty, topic efficiency and so forth. By factoring in this information, you can gain a better understanding of the different subject matter that can be useful for your website’s visitors.
Source: Shutterstock
Give Credit Where Due
Crediting the people who played a major role in creating your website’s content is an absolute must for building trust with your readers.
Make sure to include the names of the authors and contributors in every blog post and link to their author pages. These pages do more than just provide detailed information about the person’s background. They highlight the level of experience and expertise your team brings to the table.
If you didn’t already know, our own TechWyse blog has author pages exemplifying how skilled and talented each and every member of our team is!
Conduct Expert Interviews
On the off chance that your writers have limited knowledge about a particular subject, you can seek outside help from experts. There are many renowned industry professionals who would be more than happy to impart their wisdom in exchange for exposure.
When you conduct interviews with other authority figures, you can share expert insights that position you as a thought leader and a go-to source for information. Additionally, sharing diverse perspectives will provide your audience with more value and, as a result, assist them in making better decisions.
As soon as an expert’s name is mentioned in your content, it increases the likelihood of expanding your brand’s reach. After all, it’s very common for experts to share their contributions with others within their network. Not only will this connect your brand with an entirely new audience, but also boost your content’s exposure, increase your website’s visibility, and elevate your brand’s awareness.
Refer to Trustworthy Sources
The importance of using reliable sources can’t be stressed enough! We all know there’s a surplus of inaccurate information floating around the internet, and it can take a significant toll on your E-E-A-T. That being said, make sure to perform a thorough check of where you’re extracting your information from and whether it’s coming from a trusted source.
Another best practice worth mentioning is to always link your sources. For instance, if you’re using credible statistics or case studies to support your claims, they must be linked. That way, readers will feel assured, knowing that you have done your research and can confirm your statements themselves.
Take Advantage of User-Generated Content
User-Generated Content (UGC) refers to content that has been created by users from a specific platform, as opposed to brands. Examples of UGC include text, videos, images, testimonials, and so forth. UGC plays an influential role in helping brands build trust with their consumers by showing them other people’s first-hand experiences with a particular product or service.
If you’re leaning towards using User-Generated Content to improve your E-E-A-T, but have no idea where to start, there’s no need to worry. Brands can encourage people to generate UGC in a number of different ways. You can incorporate UGC features into your website, send emails to customers asking for testimonials, or organize contests encouraging them to create content.
Conclusion
In conclusion, mastering E-E-A-T is essential for creating high-quality, SEO-optimized content that ranks well and engages your users. By showcasing real experience, establishing expertise, building authority, and ensuring trustworthiness, you can increase your website’s visibility and user trust. Implementing these principles will not only enhance your search rankings but also strengthen your brand’s reputation, driving more traffic and conversions.
Are you looking for expert help with optimizing your content marketing strategy and enhancing your website’s E-E-A-T? Let TechWyse Internet Marketing take care of that! We specialize in Content Marketing and a long line of other exceptional services, including SEO, Website Design, Paid Media, and Social Media Management. To book an appointment, call 866-208-3095 or contact us here.
