What Is E-E-A-T & How Does It Influence SEO?
In 2014, Google developed the concept of E-A-T (Expertise, Authoritativeness, and Trustworthiness) as part of their Search Quality Rater Guidelines.
And to emphasize the significance of this concept further, they recently added a fourth ‘E’ for Experience in their updated guidelines released in 2022.
There has been a recent addition of “experience” to the E-A-T acronym.
Now, it has become pivotal to understand how Google uses and evaluates E-E-A-T. In turn, you’ll achieve and maintain high SERP rankings.
Understanding E-E-A-T is key to staying ahead of the curve and at the top of the SERP rankings.
Google considers E-E-A-T signals when assessing the quality of web pages, which in turn affects their positioning in the search results.
Understanding that this is a key factor for successful digital content.
Google has implemented a system of evaluation to ensure that the most relevant and reliable content is visible on the first page of its results.
Since the addition of ‘E’ to E-A-T, we have been asked several times regarding the same.
This is why we have decided to solve this doubt. This article will teach you about E-E-A-T and its significance in SEO.
Let’s Understand E-E-A-T
If your content exhibits excellence and meets the highest standards of quality, it will reward you with higher rankings.
E-E-A-T, also known as expertise, experience, authoritativeness, and trustworthiness.
It is an important acronym for quality raters to remember when analyzing and measuring the value of content on your website.
This simple acronym can make a big difference in your website’s performance. So it’s worth keeping these core components in mind when assessing your content.
Google is committed to ensuring that searchers get the most relevant and helpful content as quickly as possible!
Let’s say you’re someone from the banking industry, here, Google wants you to write articles related to finance, not cooking.
Understood? Google wants to bring expertise and first-hand knowledge into the table.
Let’s understand E-E-A-T in a more detailed way:
Simply put, expertise signals that the publisher has sound knowledge in a particular field. It demonstrates that the information being provided is of a reliable and trustworthy nature.
As we already mentioned, Google prioritizes first-hand and personal experience when weighing content.
When an expert shares their personal experience, Google will give it a greater consideration than those which are not personalized.
Imagine you’re a SEO practitioner with 15 years of experience. Now, you’re sharing your knowledge through blogs. You’ll get much more weightage as compared to a person who is not from this field.
The publisher’s authority and reputation, and even the website’s, will be taken into consideration while evaluating your content.
Expertise within a specific field, credentials, and reviews from reliable users can all positively impact the website’s trustworthiness.
Are you confident that your website is secure and trustworthy?
Trustworthiness takes into account the following factors –
- Migrating from HTTP to HTTPS to include your business name and contact information.
- Having a Google Business Profile, to including privacy policies.
- Refund/return policies.
- Terms and conditions page.
- To offer secure payment methods.
Should be taken into account when measuring the trustworthiness of your site security.
Does E-E-A-T Make Sense In SEO?
Though it might be a subjective question, some people answer yes, and others answer no.
There is no definitive proof of one answer or the other.
However, if you take a deeper look into the underlying aspects of the question, you may be surprised to see some truly remarkable benefits lurking beneath the surface.
The concept of E-E-A-T includes over a dozen factors purported to improve the overall page quality. However, it is perceived by human quality raters and web users.
Unfortunately, despite its pervasive presence in SEO, there has never been any proof that E-A-T can be measured accurately and algorithmically.
There is no proof that it is a direct ranking factor, but it is still an important tool to have in our arsenal to ensure that you produce highly optimized content.
Can SEO And E-E-A-T Go Hand-in-Hand?
To get the answer to this question, keep reading.
Link building is an incredibly important measure for improving your website’s SEO performance.
It’s important to be selective when choosing external links and to focus on high-quality links from authoritative websites.
And as you know, authoritativeness comes under E-E-A-T.
Consider E-E-A-T as a metric for the quality of our content. Please ensure that your users are getting content that not only meets their search intent but also accurate.
Of course, this concept doesn’t necessarily apply to every topic, and our Search Evaluators consider this during their assessments.
Understanding E-E-A-T is common sense.
When you follow the guidelines of E-E-A-T, you automatically produce high-quality content that is backed by:
- First-hand knowledge
And when you bring this sort of content consistently, chances are higher that you get the desired visibly.
Though there is no evidence that E-E-A-T indirectly helps you to produce SEO-optimized content.
And if you stay consistent with producing content of this nature, you have a good chance of achieving the desired visibility.
Even though there’s no proof that E-E-A-T directly helps you in SEO, meeting E-E-A-T parameters makes your content SEO-optimized.
Is E-E-A-T A Ranking Factor?
Although some people believe otherwise, there has been a lot of misinformation lately about whether or not Google’s E-E-A-T is a ranking factor.
This confusion has caused many webmasters to be uncertain about how to make their content more authoritative and trustworthy in the eyes of Google.
Something objective and tangible to evaluate is essential for a “ranking factor.” However, E-E-A-T is a qualitative measure. E-E-A-T requires human intervention.
Google engineers are constantly striving to ensure that their algorithm updates are accurately measuring the objective signals that align with Google’s E-A-T standards.
That’s why they need the help of Quality Raters to provide feedback and ensure that their algorithm updates achieve their intended purpose.
So, E-E-A-T is not a direct factor in ranking. However, to increase your chances of ranking well in search results, you must pay attention to it.
How to Improve Your E-E-A-T For SEO?
Having a strong E-E-A-T rating is essential to outrank your competitors. Here’s a list of best practices that can help you improve your E-E-A-T rating and increase your chances of success:
1. Introduce Yourself
Google has made its mission to know who creates content and to ensure it comes from a reliable and trustworthy source.
As such, if you don’t already have an About Us page or a Team page that outlines the people creating content for your website, then now is the perfect time to create one.
Create an author bio page to quickly establish your expertise, experience, credibility, and trustworthiness. Showing these qualities will ensure you produce reliable and trustworthy content.
2. Know What People Are Saying About Your Brand
Taking the time to scan reviews, social media mentions, and forum discussions about your brand is a worthy endeavor.
With some luck, you may find a satisfying list of glowing reviews.
Though, if some problematic discussions demand resolution, coming up with effective solutions can help you transform the situation into a positive one.
3. Let Experts Create Your Content
Refrain from relying on poor-quality, low-effort content generated by ghostwriters.
Google is looking for knowledgeable and reliable people who can create content that is engaging, informative, and trustworthy.
This Means Looking To Experts In The Field:
- It could be interviewing a scientist.
- Hiring an expert to guest post on your blog.
- Collaborating with another company to publish top-notch research.
Doing this will ensure that your content is good, knowledgeable, and reliable – something Google will reward!
4. Audit Your Social Media Reputation
Having a positive reputation is essential to the success of any business.
Social media and online reviews play a huge role in this, as they help to build trust with customers and create a good standing in the public eye.
A top-rated page can have a bad reputation, but Google’s Search Quality Raters may still find convincing evidence of a negative reputation.
This means paying attention to what people say about your business online is important.
Google’s Guidelines Encourage Raters To Look For:
- Forum posts
- Discussions about your website
So it’s important to stay current with what’s being said and address any concerns people may have.
5. Link Your Content To Authoritative Sources
To present yourself as an expert and gain credibility, it’s important to back up your points with real data from official sources, studies, and research papers.
This can help demonstrate that you have done your homework and know what you’re talking about.
By providing links to official sources, studies, and research papers, you’ll show your audience that you know what you’re talking about. Moreover, you can provide evidence to support your points.
Over To You!
Ensuring your website is credible and valuable through E-E-A-T is essential for long-term success.
Although Google does not use E-E-A-T as a direct ranking factor, the core principles of providing expertise, authority, and trustworthiness can benefit your website’s visibility in SERPs.
Ensuring that your website meets the high standards set out by E-E-A-T can make a real difference to your search rankings over time.
We hope this article was on point in covering your doubts related to E-E-A-T.