What is Google E-E-A-T?
Where your content or brand ranks on search engine results pages is crucial for driving traffic and generating leads. Securing a spot on the first page of SERPs is an achievement, yet it's the top position that companies covet. Therefore, it's vital to employ every tactic at your disposal to reach this goal. This is where Google's E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) comes into play.
Although it's not a direct ranking factor in Google's algorithm, it's instrumental in assessing your content's quality and significantly influences its ranking. Originally, Google's quality rating comprised E-A-T (Expertise, Authoritativeness, and Trustworthiness). The additional 'E' for 'Experience' was introduced in 2022 to factor in the experience in content ranking.
E-E-A-T forms a part of Google’s Search Quality Rater Guidelines. These guidelines are employed by individuals known as quality raters to assess content based on three criteria: page quality, understanding user needs, and fulfilling user needs. Feedback from raters aids the search engine in gauging the success of algorithm updates.
Let's explore each element of E-E-A-T in more detail:
Experience: Does the content creator have first-hand or life experience on the topic they are writing about? People are more inclined to trust a review from someone who has personally used a product than from someone who hasn't.
Expertise: Does the content creator possess the necessary knowledge or skills to discuss the topic? For instance, when dealing with a plumbing issue, content from a qualified plumber is more trustworthy than that from an enthusiast with minimal experience.
Authoritativeness: Is the website or page recognised as a go-to source for the topic? For example, a site like Vogue is considered more authoritative on the latest fashion trends compared to a blog from a fashion enthusiast.
Trustworthiness: This is central to E-E-A-T and the most crucial element to consider. In assessing trustworthiness, quality raters examine the creator, the content, and the website. It’s essential for the facts to be accurate, the author reputable, and the sources trustworthy. The website should also be secure for transactions and include clear data privacy guidelines.
Why is E-E-A-T important?
Google and other search engines strive to identify content that users find valuable. They aim to provide a positive user experience that delivers credible and useful answers, thereby encouraging users to return.
This is reflected in the frequent algorithm updates and Google’s introduction of the AI-powered Search Generative Experience (SGE), as well as the inclusion of 'experience' in E-E-A-T. According to Google’s guidelines, all components of E-E-A-T are critical in determining page quality. Trustworthiness remains a paramount concern.
How does Google evaluate E-E-A-T?
Google's quality raters assign levels to rank E-E-A-T, ranging from 'Lowest' for harmful, untrustworthy, and spammy pages to 'Very High Level' for pages that demonstrate extensive hands-on knowledge and fulfil their intended purpose excellently.
YMYL pages, or 'Your Money or Your Life', are another consideration. These pages can significantly impact a person's happiness, health, financial stability, or safety. High-quality ratings are essential for YMYL content because of its potential effects on users.
E-E-A-T and AI-generated content: Currently, Google does not label AI-generated content but recommends that content publishers do so. This may change as Google develops an AI policy, so it’s vital to stay updated.
Improving your E-E-A-T can significantly enhance your SEO efforts, help produce quality content, and meet your audience's needs effectively.
Here are our top six tips on how you can enhance E-E-A-T?
Fill knowledge gaps
Add and refresh content
Collaborate with experts
Utilise links strategically
Manage & monitor your brand reputation
Focus on customer experience
By addressing these areas, you can boost your E-E-A-T and, consequently, your SEO performance.
If you have any questions about SEO, or marketing in general, give us a call or drop us an email. We offer a 30 minute free initial conversation.
