Understanding Google E-E-A-T: What It Means and How It Impacts SEO

Are you struggling to get your website ranked on Google? 

You know 75% of people never scroll past the first page of search results.

Therefore, it's crucial to position your website on the first page so that people can easily find it. 

But how?

Through understanding Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).

It is no longer enough to just create content. You need to demonstrate its worth. Google uses E-E-A-T to rank your site based on the quality and reliability of your content. So, if you want to boost your SEO rankings and drive more traffic, it is essential to master E-E-A-T.

Imagine your website climbing the rankings, gaining trust, and increasing its reach, all because you’ve embraced these guidelines. Wonderful right? 

Ready to unlock the secrets of E-E-A-T? Let's look at how it can change your SEO plan and help you succeed in the long run.

But first, we will see that:

What Does E-E-A-T Stand For?

E-E-A-T is an acronym that stands for:

• Experience

• Expertise

• Authoritativeness

• Trustworthiness

These four elements are critical in determining the quality of content. Google uses them to rank websites. Previously, this concept was known as E-A-T (Expertise, Authoritativeness, Trustworthiness). But in December 2022, Google introduced "Experience" to the mix.

Now, we will look at each part of E-E-A-T and how it impacts your SEO in more detail.

1. Experience

The first “E” in E-E-A-T stands for Experience. Google wants to know if the content creator has firsthand experience with the subject they are writing about. This is especially important in niches like health, finance, and legal advice. Where incorrect information could have serious consequences.

For example, if someone writes a review about a product they have never used, Google might not rank that content as highly as a review from someone who has actual experience using the product.

Take this review of the camera Nikon Z6. The reviewer shares their hands-on experience using the camera in various settings.

Why It Matters for SEO?

Google’s algorithms prioritize content that reflects hands-on experience. Because it is more likely to be accurate and helpful. 

The perceived value of your content can go up by using real-life examples, case studies, and personal stories. This will ultimately help your SEO ranking.

2. Expertise

Next up is expertise. This element focuses on the knowledge and skill level of the content creator. Google favors content written by individuals who are experts in their field. 

If you are a doctor writing about medical conditions or a financial advisor providing investment tips, Google will view your content as more credible.

For instance, a registered dietitian reviewed this nutrition blog post.

The level of expertise needed to produce quality content varies. It is based on the page's subject line and intent. For instance, travellers looking for budget-friendly vacation ideas might not always seek advice from travel agents (Expertise). 

Often, they prefer firsthand accounts from fellow travellers who have successfully explored destinations on a tight budget (Experience). That's why some pages, like Reddit, can rank highly on Google.

Why It Matters for SEO?

If your site is built on delivering expert advice, like a medical or legal website, demonstrating expertise is crucial. According to a study by SEMrush, websites that focus on showcasing expertise see a 19% improvement in rankings over time.

How to Show Expertise?

You can showcase expertise by:

• Hire professionals to create your content.

• Include your credentials in your author bios.

• Providing links to other expert articles or research.

3. Authoritativeness

Authoritativeness goes beyond expertise. It is about being seen as an expert in your field or industry. Google looks for signals that show you are an excellent resource for reliable information.

For instance, a website like WebMD is authoritative in the medical field. Because of its widespread recognition and the trust it has built over time.

Why It Matters for SEO?

When Google views your website as an authoritative source, it’s more likely to rank your content higher. Authoritative websites often earn more backlinks from other credible sites. And as we know, backlinks are one of the top-ranking factors.

In fact, according to Ahrefs, pages with more backlinks tend to rank higher on Google. For example, the top result on Google has an average of 3.8x more backlinks than those ranked between #2 and #10.

4. Trustworthiness

Finally, we have trustworthyness. Trust is a huge factor in E-E-A-T. Google wants to know that users can trust your content, your website, and your business. 

This is where transparency plays a big role. Some things that can help build trust are contact information, clear privacy policies, and clear sourcing.

It is also about safeguarding your visitors and building trust in your site and content. Consider IRS.gov.

It is the official website for the Internal Revenue Service. It is trusted for providing accurate tax information. The site employs multiple security measures to protect users' personal data.

How to Build Trust?

To achieve this, make sure:

• Your website is secure and reliable.

• Your content is accurate, honest, and regularly updated.

• Support is easily accessible for users if needed.

• You display relevant certifications, credentials, and qualifications.

Why It Matters for SEO?

Sites that lack trustworthiness are less likely to rank well. Especially in YMYL (Your Money, Your Life) categories. These are areas where poor information could impact someone’s financial stability, health, or safety. 

A high level of trust can result in better user engagement and fewer bounce rates. In the end, it leads to higher SEO rankings.

A study by Backlinko revealed that pages with a high level of trustworthiness often feature a lower bounce rate. It improves their SEO rankings significantly.

How E-E-A-T Impacts SEO?

Now that we have covered what E-E-A-T is. Let’s look at how it directly impacts your SEO strategy.

1. Content Quality is Key

First and foremost, E-E-A-T is all about quality content. If your content is low-quality, lacks depth, or is inaccurate, it would not meet Google’s E-E-A-T guidelines. If your site has beneficial content, Google will know that it is useful for people. 

This is why creating well-researched, original content that addresses user intent is essential.

2. Backlinks Reflect E-E-A-T

Another way E-E-A-T impacts SEO is through backlinks. It has a direct impact on the quality of your backlinks. When trusted websites link to your content, Google sees you as more trustworthy and reliable. As mentioned earlier, high-quality backlinks remain one of the strongest ranking factors.

For example, imagine you are running a fitness blog. If a trustworthy health website like the Mayo Clinic links to one of your articles, Google will see that as a positive sign. This could potentially boost your rankings.

3. On-Page Signals Matter

E-E-A-T also plays a role in on-page SEO elements. For instance, author bios with qualifications and clear sources for your information improve trustworthiness and authority. Even something as simple as HTTPS encryption helps build trust with users and Google.

4. Google’s Algorithm Updates and E-E-A-T

Google's core algorithm updates often focus on improving how it evaluates E-E-A-T. For instance, in the 2020 core update, many sites saw significant ranking shifts based on the quality of their content, particularly in the YMYL space. These updates are designed to reward sites that demonstrate strong E-E-A-T and penalize those that do not.

Google provided a Helpful Content Update in 2022. One of the key focus areas, according to Google, was ensuring content was genuinely helpful. And it is written by people with real experience and knowledge of the subject.

Practical Steps to Improve Your E-E-A-T

So, how can you improve your website’s E-E-A-T? Here are a few practical tips:

1. Leverage Expert Authors

Make sure your content is written or reviewed by experts. This is especially important for technical or YMYL content (Your Money, Your Life). Here, accuracy is vital. 

For instance, having a certified nutritionist write articles for a health blog boosts your content’s credibility. Include detailed author bios with qualifications and links to their social profiles or relevant work to build trust with readers and Google.

2. Cite Credible Sources

Always link to credible and authoritative sources when providing facts or statistics. If your content is backed by well-known publications, peer-reviewed journals, or industry leaders, Google will see it as more reliable. 

For example, a finance blog that references research from the World Bank or Forbes is more likely to rank higher than one without credible citations. This also helps in gaining user trust.

3. Get Quality Backlinks

Focus on acquiring high-quality backlinks from trusted sites in your niche. A backlink from a well-known authority site like Forbes or HubSpot signals to Google that your site is authoritative too. The more high-quality backlinks you have, the better your chances of ranking higher in search results.

4. Maintain Transparency

Ensure your website is transparent. Display clear contact details, privacy policies, and terms of service. Easy-to-access customer service options foster trust. Google gives more weight to sites that are honest with their users. Which can have a positive effect on rankings.

5. Update Content Regularly

Search engines love fresh, accurate information. Regularly update old content to reflect new developments or trends. Especially in industries like tech or finance. This will show Google that your content remains relevant. It increases your chances of maintaining or improving your rankings.

Conclusion

E-E-A-T is a critical factor in how Google evaluates your website’s content quality, authority, and trustworthiness. If you understand these SEO principles and use them in your strategy, you can get higher rankings, more traffic, and more engaged users.

So, focus on experience, showcase expertise, build your authority, and ensure trustworthiness to see long-term SEO success.

You are not only optimizing your content for search engines when you use E-E-A-T. You are also giving your audience more value, which should always be your main goal.