E-E-A-T is a term used in the SEO world to refer to experience, expertise, authoritativeness and credibility (or simply: trust). It is used as a criterion for evaluating the quality of content and credibility of websites.
Simply put, E-E-A-T guides you on how to showcase your expertise - a key factor that Google looks for in content to deem it high-quality and recommend it to users.
In order to understand this in more detail, it is necessary to look at each element separately, and in relation to each other.
In this article we will do just that. We'll explore what the elements mean, how they are related to each other, and why E-E-A-T is so important for SEO. Keep reading to make sure your content is always compliant with quality rating guidelines.
E-E-A-T Ingredients
According to Google's guidelines for evaluating search quality:
Experience, expertise and authority can help assess trust. Certain types of sites require a high level of trust.
This means that E-E-A-T is closely related to the signals that Google uses to assess the quality of content and credibility of a site.
Google is actively addressing the challenge of content tailored primarily to high search engine rankings rather than quality. The guidelines provide Google with an effective strategy to manage this issue.
It also points to YMYL content - content that is extremely sensitive, such as health advice. We'll explain this later, but for now let's focus on what Google says about each of the E-E-A-T components and what they mean for your SEO strategy.
What is expertise?
Expertise refers to a person's knowledge and skills in a specific topic or field. It all boils down to this question: does the person have any knowledge of the subject he or she is talking about?
Google uses this example:
Which would you trust: home electrical rewiring advice from a skilled electrician or from an antique homes enthusiast who has no knowledge of electrical wiring?
In other words, you want to make sure the content on your site is written (and authorized) by someone with, well, proven expertise.
This means they should have extensive knowledge of topics related to their industry or business, and be able to explain them in a clear and concise manner.
More importantly, it should be a recognized expert.
Appearing in other sources allows Google to evaluate their experience and expertise beyond those presented in the content, further proving their value.
Conversely, if that person doesn't have an online presence, it can make it difficult to achieve the highest level of E-E-A-T on your site.
For example, if you run a financial planning and investment website, you want to make sure that the content writer is someone who has experience in the industry, i.e. a certified financial planner.
They should be able to provide clear and reliable information backed by research and data. This will increase trust in the content and help increase its SEO value.
The experience can be demonstrated using various methods, such as
- including credentials, such as certificates or degrees, on every page on which a person's biography appears,
- Citing relevant sources throughout the article,
- containing interviews with experts in the field,
- Providing links to third-party sites that demonstrate credibility,
- displaying awards or accolades you may have received for excellence in your niche.
All of these factors, combined with other E-E-A-T elements, will contribute to search engine algorithms recognizing your site as a high-quality and trustworthy source of information.
Example:
What are black holes? - This rather casual article explains one of the most discussed topics in physics in the last decade. Although the author, Francis J. Reddy, is just a senior science writer, the article itself contains links to many scientific sources - as if posting it on nasa.gov wasn't enough proof of knowledge.
What is experience?
The experience element was added to the E-A-T concept in Google's search evaluation guidelines December 2022. as a way to evaluate first-hand experience with a topic or life experience in a topic.
"Wait, isn't that what expertise is all about? you may ask, and it is a valid question.
Expertise focuses on formal experience, that is, the author's education, work experience and so on - everything that makes him an expert in the field.
Experience (the E-E-A-T component) refers to experience that an author may have without any formal training. Google added the extra E specifically to make this distinction - this is especially important for sensitive YMYL topics. These examples should make it clear:
- A health and fitness influencer may have experience in maintaining mental well-being, but only a doctor specializing in psychology will have the expertise to talk about therapy and medications used to treat mental disorders (YMYL Health or Safety).
- Stories of first-time homeowners sharing their mortgage tips in a public forum will share their experiences, while a tutorial from a certified financial advisor will be backed by expertise (YMYL Financial Security).
- A detailed blog post on starting a business written by a business owner will be based on experience, and you will have to search for relevant government sites (YMYL Society) to find knowledge on the subject.
Google says that experience and expertise (as well as authority) can overlap. These terms only help Google quality assessors evaluate the overall quality of a site. The E-E-A-T signals are not clearly defined rules that can simply be checked off on a checklist, but rather general guidelines for creating and evaluating content.
Building experience in SEO is quite similar to building expertise, except that the experience does not have to be formal. This includes:
- Sharing relevant personal experiences and stories that demonstrate understanding of the topic,
- offering practical advice and insights gained through knowledge gained in the real world,
- showing the user using the products, being in the field or engaging in relevant activities,
- Participation in discussions and events related to the field.
Example:
What we can learn from chimpanzees and how we can apply it to business - This post by Robert Bluestein discusses how chimpanzee behavior can be translated into human behavior in the workplace. Although Bluestein is not a primatologist, he talks about his years of experience working with them as a volunteer - and backs it up with his photos (dating back to 2002).
What is authoritativeness?
Authoritativeness is a term used to describe the degree to which a website or content creator is perceived as a source of information. This can be achieved through various means, such as
- recognition by other experts in the same field,
- He has written for well-known publications and websites,
- Participation in industry events and seminars,
- Conducting surveys, polls and interviews with relevant stakeholders from various sectors, etc.
- Being considered an official source for certain topics.
Basically, when it comes to authority, you want your site or brand to be seen as credible and trustworthy by both search engines (Google) and readers.
A key indicator of this is external links directing to your site from other respected sources, such as government bodies, universities or well-known news sites. Having these types of links will prove that you are credible in the industry - something Google looks for when determining how much weight to give your site when calculating rankings.
Example:
Why is the Face Unlock update on the Pixel 8 a big deal? - This article from Mishaal Rahman is a good example of high authoritativeness. Rahman is the author of countless articles on everything Android-related, and with more than six years of writing for XDA Developers (one of the largest websites in the niche), he has become widely known to anyone interested in the latest smartphone news.
Other factors that contribute to authoritativeness include:
- Providing reviews with detailed ratings of products/services related to a niche subject area,
- Creating online discussion groups where people can come together around common interests,
- publishing press releases highlighting any recent developments regarding the company, etc.
All of these actions show that there is a certain level of credibility associated with what you do - something that is highly valued by search engine algorithms.
What is credibility?
Credibility is a measure of how confident readers are that the content they read on your site is accurate, honest, safe and reliable.
This can include the accuracy of facts, opinions or any other type of content you may create.
The impact of trust on SEO is rather clear. Search engine algorithms take user reviews into account when determining rankings. High user trust and strong E-E-A-T means high user retention and low rejection rates.
To increase credibility, focus on creating high-quality contentthat provides readers with valuable information. This is where your knowledge and experience come into play.
For example, if you're writing articles on financial planning and investment advice, it would be beneficial if they were backed by research from credible sources, such as government agencies or established financial sites like Investopedia.
Another way to ensure credibility is through authoritativeness. Transparency about who the content authors are and why they should be considered experts can make a significant difference to a site's E-E-A-T.
You should also include backlinks to reputable sites to show credibility while helping to improve SEO performance.
Finally, make sure that the site itself is trustworthy. This means the context in which the content is posted.
What is visible on the site besides the main content? Is there any additional information that would make it more trustworthy, such as a feedback section? Perhaps you could further prove your trustworthiness with clear customer service information or relevant certifications?
By the way, check whether your site looks trustworthy overall. If there is anything to be suspicious of, the site is likely to receive a low E-E-A-T.
Example:
Vitamin C description from the Mayo Clinic Drugs & Supplements library - this is an excellent example of YMYL content - it is directly related to health. The text explains the topic in a thorough but concise manner, lists references and points to Mayo Clinic authority.
What is YMYL and how does it relate to E-E-A-T?
YMYL stands for Your Money or Your Life. It is a term used by Google to refer to websites related to topics that may affect the well-being and safety of users if the information provided is inaccurate, misleading or intentionally harmful.
Google lists four types of YMYL themes:
- Health or security YMYL: Topics that can harm mental, physical and emotional health or any form of security, such as physical security or online security.
- Financial Security YMYL: Topics that can harm a person's ability to support himself and his family.
- Society YMYL: Topics that may have a negative impact on groups of people, public interest issues, trust in public institutions, etc.
- YMYL Other: Topics that can hurt people or negatively affect the welfare or well-being of society.
As a result, Google's quality rating guidelines are particularly strict when it comes to these types of sites - especially transparent YMYL sites. They refer to topics that leave no doubt about their impact on people's health, safety or well-being.
Google also leaves a potential YMYL category for content that may not be directly sensitive, i.e. weather forecasts - in most cases, slightly inaccurate information will not cause harm.
It is important to note that YMYL is not limited to the categories listed above; other sectors, such as news sites, may also be subject to YMYL depending on how they present their content and whether they meet certain transparency requirements set by Google.
E-E-A-T and SEO
Although E-E-A-T is not a direct ranking factor, as there are no reliable metrics to measure these characteristics, it is still important when it comes to SEO.
Google's algorithms take into account the credibility and reliability of content when evaluating page rankings.
However, high E-E-A-T content is also consistent with other SEO ranking factors.
One such example is Google's Helpful Content Update. With this update, Google is trying to put even more emphasis on content that is helpful to readers. Many of the signals Google uses to measure this are consistent with E-E-A-T signals.
For example, your experience with a particular product makes your review more credible, which in turn increases relevant metrics and makes your content appear more valuable to Google.
It is worth noting that while the search quality evaluation program relies mainly on manual human actions, Google's ranking process is completely automated and based on machine learning. That's why you should keep E-E-A-T in mind even when working on less important parts of your site.
How to improve your SEO with E-E-A-T.
To make sure that your site performs well in SEO, you need to focus on improving all aspects of E-E-A-T: Experience, Knowledge, Authority and Credibility. There are various ways to do this, and we've outlined the main steps to take below.
Focus on creating quality content
It goes without saying that content on a website should be accurate, clear and of a high standard.
This includes providing clear sources and references where necessary, and making sure that any information presented is up-to-date - this will help reassure visitors that they can trust what they are reading.
When creating content, consider the user experience - is it easy to read and understand? Does it provide direct answers to questions visitors may have?
You can also include features such as polls or surveys so readers can express their opinions on topics related to your industry. This way you not only get valuable feedback, but also show that you are listening and responding accordingly.
Also, don't forget the comments section. This is a great way for visitors to leave their thoughts and opinions (which you can respond to), which can be beneficial in building trust over time.
Work with industry experts
If you want to create content for your website that demonstrates expertise, you may want to work with people who have experience in the industry.
This can include inviting experts to write or collaborate on topics related to your niche or hiring freelance writers with experience in finance, marketing, technology or whatever field is most relevant to your site.
You don't just have to include your staff as content authors. Guest publishing is an important tactic, and what's more, it can help both you (the publisher) and the author increase rankings.
Develop a solid link building strategy
Link building is a key part of SEO because it shows Google that you are seen as an authoritative source in your industry. Having links from other reputable sites pointing to yours will help increase trust in your content, which will lead to better SERP rankings over time.
When creating a link-building strategy, focus on acquiring links from high-quality sources, such as government bodies, universities or well-known news sites - these are the types of sites that Google takes into account when evaluating E-A-T signals and page rankings.
Since this is a time-consuming process that requires real dedication and resources, consider working with a reputable agency that can provide the necessary experience and expertise in this area.
At NON.agency we specialize in link building strategies, which focus on domain authority and credibility through organic methods.
Increase brand awareness through social media and PR activities
Social media channels such as Facebook, Twitter, Instagram, etc., are great tools for increasing brand awareness among your target audience. You should make sure that your content writers are available there as well.
By creating accounts on various sites and regularly publishing content related to your niche topic area (e.g., industry news, insights, informative posts), you can build a community around what you do - something that can build your trust in Google's eyes!
In addition, consider publishing content on other platforms, such as Medium or LinkedIn, as well as guest blogging on other websites in your area of interest.
This will help increase brand visibility and drive direct traffic back to the site. It will also help build relationships with potential customers or industry experts who may be able to provide valuable insight into current trends.
Finally, don't forget about press releases either. Notifying journalists of any new developments about your company can lead to increased coverage in major publications, which helps increase the level of authoritativeness.
Monitor user sentiment through feedback
As we mentioned earlier, user sentiment plays an important role in SEO results.
That's why it's so important to regularly track customer feedback; this way you can assess whether people are satisfied with the content you provide and make necessary changes if necessary.
Also consider setting up review or rating systems for products or services related to a niche subject area.
Having them visible on your website shows visitors that others have found what you offer useful, creating more credibility over time.
Responding to feedback (especially negative feedback)
No matter how well you have optimized your site for E-E-A-T, there will always be people who are not satisfied with their experience.
Respond quickly and professionally to any negative feedback or comments left on your site! This shows Google (and potential customers) that you are serious and want to fix any problems quickly.
Moreover, responding in a timely manner can help increase your overall credibility rating. If someone has taken the time to contact you directly about a problem they experienced while browsing your website, it's critical that you respond within 24 hours (provided they spread the word about it - that's why reviews are so important!)
It will also show that customer service is a priority for your brand - something that is highly valued by search engine algorithms when calculating page rankings!
Look for brand mentions and citations
Finally, it is important to monitor any brand or author mentions and citations online.
Every off-site mention increases your brand's overall digital PR, signaling to Google that you are a trustworthy source of information.
To search for these types of references, you can use the Google Alerts tool. It sends alerts whenever your company's name appears on websites or in articles - that way you can stay up to date with what people are saying about you online!
Alternatively, there are a number of third-party tools that will also track down mentions; whatever option you choose, make sure all responses follow the E-E-A-T principles: providing helpful information while maintaining a high level of expertise . Mentions on toxic websites can have the opposite effect!
Summary
These four key elements - experience, expertise, authority and credibility - go beyond the usual SEO elements. However, this does not mean that E-E-A-T is not important for SEO.
This set of guidelines from Google can help improve content quality and suggest new ways to develop digital PR. These two elements can boost your search ranking right now!
Remember, though, that SEO is an ongoing process that requires dedication and resources - there is no quick fix!
However, if you are willing to put in the necessary time and effort to optimize for E-E-A-T, over time you should begin to see positive results.
