What is E-E-A-T

What is E-E-A-T

Demonstrating first-hand experience is more important than ever for Google Search rankings. Updates to the search quality rater guidelines list the criteria Google looks for.

Google’s newly amended search rater rules provide us with invaluable knowledge on how a content creator’s personal experience is judged.

Addition of Experience to E-A-T

Google is upgrading the concept of E-A-T with an additional ‘E’ for experience.

The new E-E-A-T framework now stands for Experience, Expertise, Authoritativeness, and Trustworthiness. The rationale behind adding Experience to the criteria is to assess content based on first-hand experiences and distinguish between expert advice and user experiences. This addition aims to capture the nuances of how people look for information and the diversity of quality information available.

What is E-E-A-T?

E-E-A-T is derived from Google’s Search Quality Rating Guidelines, designed to define the requirements for a high-quality website with strong ranking potential.

The four components of E-E-A-T are:

  • Experience
  • Expertise
  • Authoritativeness
  • Trustworthiness
Google's E-E-A-T diagram
Image showing how Google’s E-E-A-T ties together

Google employs search quality evaluators who assess websites based on these criteria, providing feedback to refine and improve Google’s search algorithm. Although E-E-A-T is not an algorithm itself, the concept plays a significant role in determining a website’s quality and relevance in the search engine results pages (SERPs).

How Google’s Quality Raters Evaluate E-E-A-T

Google’s quality rater guidelines play a significant role in ensuring that search results provide users with helpful, relevant information. Central to these guidelines is the concept of E-A-T (Expertise, Authoritativeness, and Trustworthiness).

Impact of E-E-A-T on search rankings and content creation

Role of search raters in evaluating search ranking systems

It’s essential to note that search raters use these guidelines to help evaluate the performance of various search ranking systems. However, the guidelines themselves do not directly influence ranking.

Guidelines as a resource for creators to self-assess their content

The updated E-E-A-T framework can also serve as a valuable resource for content creators seeking to understand how to self-assess their content and succeed in Google Search. By adhering to these guidelines, creators can improve the quality and relevance of their content for users.

Why is E-E-A-T Important for Your Business?

High E-E-A-T scores can lead to better rankings on SERPs, as search engines like Google view your website as trusted, recommended, and legitimate. Ensuring that your website excels in E-E-A-T can protect users from harm, provide quality content that meets their needs, and ultimately improve your brand’s digital presence, leading to increased traffic, leads, and sales.

Examples of situations where Experience matters

Tax return information and accounting expertise

Consider a user looking for information on how to correctly fill out their tax returns. In this situation, they would likely prefer content produced by an expert in the field of accounting. Experience plays a critical role in determining the quality and relevance of such content.

Tax preparation software reviews and user experiences

On the other hand, if a user is searching for reviews of tax preparation software, they might be more interested in forum discussions or testimonials from people who have experience with different services. In this case, the first-hand experience becomes a valuable factor in assessing the quality of information provided.

Exploring the Components of E-E-A-T

3.1. Experience

Experience refers to the degree of firsthand knowledge the content creator has regarding the product, information, or service being promoted. To demonstrate experience, consider:

  • Sharing personal experiences in blogs or articles
  • Providing examples, images, case studies, or videos
  • Citing credible sources and including external links
  • Using technical language and industry-specific keywords

3.2. Expertise

Expertise relates to the content creator’s credibility and understanding of their audience’s needs. To showcase expertise:

  • Conduct keyword research and develop a strong keyword strategy
  • Create useful content that caters to your target audience
  • Ensure content is easily digestible using proper formatting
  • Incorporate related search queries to address user needs

3.3. Authoritativeness

Authoritativeness involves proving your site as an authority in your area. To boost authoritativeness:

  • Focus on link building by obtaining backlinks from relevant, authoritative websites
  • Use tools like Semrush to check your domain’s authority score and discover link-building opportunities
  • Utilize social media platforms to share content and engage with your audience

3.4. Trustworthiness

Trustworthiness encompasses your website’s overall reliability and security. To build trustworthiness:

  • Migrate from HTTP to HTTPS to ensure a secure web domain
  • Encourage customers to
  • Encourage customers to leave reviews on platforms like Feefo, Trustpilot, or Google
  • Address negative reviews promptly and professionally
  • Include privacy policies, refund/return policies, and terms and conditions on your website
  • Display accurate NAP (name, address, and phone number) information and create a Google Business Profile

Practical Strategies to Improve Your E-E-A-T Score

Now that we’ve discussed the components of E-E-A-T, let’s explore actionable tips to improve your website’s E-E-A-T score and boost your SEO performance.

4.1. Enhancing Experience

To improve the experience aspect of your content:

  1. Share your own personal experiences, observations, anecdotes, tips, and hacks
  2. Use examples, images, case studies, or videos to support your points
  3. Cite credible sources and provide external links for additional information
  4. Employ technical language and industry-specific keywords to demonstrate expertise

4.2. Demonstrating Expertise

To showcase your expertise:

  1. Conduct keyword research to understand your audience’s needs
  2. Create valuable content tailored to your target audience
  3. Format content for easy digestion (e.g., bullet points, numbered lists, tables)
  4. Incorporate related search queries to address user needs comprehensively

4.3. Building Authoritativeness

To strengthen your website’s authoritativeness:

  1. Focus on link building by obtaining backlinks from relevant, authoritative websites
  2. Monitor your domain’s authority score using tools like Semrush
  3. Share content and interact with your audience on social media platforms

4.4. Establishing Trustworthiness

To enhance your website’s trustworthiness:

  1. Ensure a secure web domain by migrating from HTTP to HTTPS
  2. Encourage customers to leave reviews and testimonials
  3. Address negative reviews promptly and professionally
  4. Include privacy policies, refund/return policies, and terms and conditions on your website
  5. Display accurate NAP information and create a Google Business Profile

Regarding the update, Google has said:

“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 personal 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?”

Apart from incorporating experience as a component, Google is now reinforcing the need for trust.

In a world where fake news is rampant and tech companies are under increased scrutiny, it’s no wonder that Google—likely the most recognizable of all tech giants—is seeking to prove its trustworthiness.

In addition to emphasising experience, they’re also taking steps towards building trust through transparency and clearer communication. Their recent reevaluation of their algorithm comes as part of this larger effort, aimed at establishing an environment of trust with users who’ve been demanding more accountability from big tech companies.

With any luck, other major players in the field will follow Google’s lead in recognising how crucial trust is for continued success.

How to improve your E-E-A-T within your website content

Improving your website’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) can have a positive impact on its search engine performance. Here are some practical steps you can take to enhance your website’s E-E-A-T:

  1. Showcase your expertise: Clearly display your credentials, professional experience, and industry knowledge on your website. Create an “About” page or author bio section that highlights your expertise and qualifications relevant to your niche.
  2. Produce high-quality content: Ensure that your content is well-researched, accurate, up-to-date, and provides valuable insights to your audience. Focus on creating original and informative content that addresses your audience’s needs and questions.
  3. Incorporate first-hand experiences: Share personal experiences, case studies, or customer testimonials to provide a real-life perspective on your content. Incorporating first-hand experiences can enhance the relevance and authenticity of your information.
  4. Cite reliable sources: Back up your claims with data and references from credible, authoritative sources. Properly attributing information to respected sources can boost the trustworthiness of your content.
  5. Build a strong online reputation: Establish your brand’s presence on relevant social media platforms, industry forums, and professional networks. Engage with your audience, respond to their questions, and participate in discussions to demonstrate your expertise and authority in your field.
  6. Encourage user-generated content: Enable users to leave reviews, comments, or testimonials on your website. This allows potential customers to gain insights from the experiences of others and builds trust in your brand.
  7. Focus on user experience: Optimise your website’s design, layout, and navigation to ensure a seamless experience for users. Prioritize mobile-friendliness, page load speed, and accessibility to cater to a wide range of users.
  8. Secure your website: Implement HTTPS and other security measures to protect user data and increase trust in your website. Display security badges and certificates from reputable organizations to further enhance trustworthiness.
  9. Earn high-quality backlinks: Collaborate with respected websites, influencers, or industry experts to create guest posts, co-authored content, or interviews. Earning backlinks from authoritative sources can boost your website’s credibility and search engine performance.
  10. Monitor and update content: Regularly review and update your content to ensure its accuracy and relevance. Remove outdated information, broken links, or low-quality content to maintain a high standard of information on your website.

By implementing these strategies, you can improve your website’s E-E-A-T and, in turn, enhance its visibility and performance in search engine results. If you would like my help with the organic SEO side of your marketing, then please just reach out. My team and I are based in Wirral near Chester and Liverpool but we can work with you no matter where you are in the world.

SEO Specialist at Graham SEO
Graham McCormack is a technical SEO and organic website traffic growth specialist based in Wirral, UK with more than 10 years experience in the industry.
Graham McCormack
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