In the vast and ever changing world of SEO, Google is constantly refining the way it assesses the quality and relevance of web content. One of the most impactful recommendations in this regard is E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness.
Originally presented as E-A-T in Google’s Search Quality Evaluator Guidelines, the term evolved in late 2022 with the addition of a second “E” for “Experience,” to become E-E-A-T. This is similar to the way the importance of firsthand experience has become more significant in producing content that adds credibility and authority.
But what exactly is E-E-A-T, and how does it influence your website’s Google visibility?
Let’s dive in.
The Breakdown of Each Element of E-E-A-T
1. Experience
This is whether the writer has personal, actual experience with the subject. Google is inquiring: Did the writer use the product personally, visit the place, or live through the situation they’re describing? A review of a restaurant is far more credible if written by someone who actually went to the restaurant, rather than just quoting reviews.
Experience is a sign of authenticity, particularly in areas where user generated content, personal testimony, or how-to expertise matters most (such as travel, parenting, exercise, or product reviews).
2. Expertise
Expertise is about the level of knowledge or proficiency that a content provider has in a specific topic. It’s not necessarily about having credentials, though they help, but showing that you actually know the subject matter first hand. Medical content, for instance, ought to be written or edited by experts with medical degrees or expertise in the industry.
For subject areas that are not as technical or high-risk, like cooking or D.I.Y crafts, experience can also be shown through detailed, accurate, and useful advice based on experience and results.
3. Authoritativeness
This is reputation. Is your site or author described as an industry authority? Google looks at signals like external citations, links from high authority domains, mentions in good publications, and your overall presence on the web. An authoritative source is usually one that other sources tend to quote, such as Moz, SEMrush, or Ahrefs.
Authoritativeness takes time to build, but it’s a valuable long-term investment if you’re looking to out-rank your competitors on search engine results.
4. Trustworthiness
Maybe the one thing more than any other that matters most, Trust. Google wants visitors to your website to trust you when they’re there. Is the information true? Do you include source links? Is your website trustworthy and safe (i.e., with HTTPS)? Can users find it easy to contact you or find out about policies like privacy and returns? Are you hiding anything or trying to trick Google and its users?
Misinformation, dishonest promotion, or dubious ownership can very quickly destroy trust. For financial, health, e-commerce, and news websites, trust isn’t a luxury, its a must!
Why E-E-A-T Matters for SEO
Google has explained that E-E-A-T is not a ranking signal in and of itself, such as page speed or mobile usability, but it has a huge impact on how Google’s algorithms assess content quality.
In particular, it comes into effect for assessing “Your Money or Your Life” (YMYL) pages, pages that could potentially affect a person’s health, finances, safety, or well-being. If your content falls into that type of category, then developing E-E-A-T is quite crucial.
Bad E-E-A-T can result in lower visibility or even de-ranking in search. Good E-E-A-T signals, on the other hand, will rank your content higher in SERPS.
Enhancing E-E-A-T on Your Website
These are actionable tips for producing good E-E-A-T signals:
Add Author Bios: Show clearly who wrote the content, with their credentials, experience, and background. Link to professional profiles (e.g., LinkedIn) if necessary.
Share Actual Experience: Encourage your authors to pen their own experiences or real-world experience on the topic. Provide photos, videos, or examples as evidence.
Create High-Quality Backlinks: Build relationships with high-quality sites in your industry to be referenced or quoted as a source.
Regularly Update Content: Periodically update posts, especially timely ones. Google favors content that reflects realities at the current moment.
Improve Site Trust Signals: Use HTTPS, display trust badges (if applicable), and provide clear contact information, privacy policies, and terms of service.
Cite Credible Sources: Reference established and trustworthy external sources. This shows you’ve done your research and adds credibility.
Final Thoughts
E-E-A-T is not another in SEO buzz jargon, it’s a framework that illuminates how Google is bringing search results into the real-world world of trust and value. By focusing on creating high-value, useful content and adding solid experience behind it, acknowledged expertise, good reputation, and user trust, you can future-proof your site for the long haul.
Whether you have a personal blog, an e-commerce site, or a niche service site, embracing E-E-A-T is a smart move not just for rankings, but for building a loyal audience.
Majestic One offer copywriting services for all your digital content needs. If you are looking for help, guidance and support on how to integrate E-E-A-T best practices into your business, contact us!
