Ever wondered if your online presence is shaped by what you EEAT in SEO? Well, when it comes to Google and its ranking factors, that just might be the case.
EEAT is an acronym that stands for “Experience, Expertise, Authority, and Trustworthiness,” and it’s Google’s guidelines to help prioritize which sites to rank and where in Google search results. In short, E-E-A-T in SEO is essential to appeal to by demonstrating leadership in your industry. But what is E-E-A-T’s meaning in Google’s algorithm?
In this blog, Monique De Leon, our Associate Director of SEO, will define what is EEAT, unravel its significance and discover how to craft content that’s SEO-proof with a touch of EEAT magic. Ready to elevate your online game? Let’s dive in!
What You’ll Learn:
- Google’s Quality Rater Guidelines
- E – Experience
- E – Expertise
- A – Authority
- T – Trustworthiness
- Expanding on EEAT
- EEAT Checklist
- E-E-A-T and AI Overviews
- Case Studies: E-E-A-T in Action
- FAQs About EEAT
My Expert Insight on EEAT
EEAT is the backbone of SEO, defining how trustworthy and impactful content can be. As of December 2022, Google upgraded its model, to include another “E,” assessing experience, expertise, authority, and trustworthiness.
This holistic approach ensures that not only the information presented is accurate but also that it comes from credible and knowledgeable sources.
Action Item: Foster connections within your industry, engage with your audience, and uphold a commitment to honesty and reliability. By embodying these principles, you not only align with the EEAT model but also position yourself as a go-to source for reliable information, bolstering your SEO efforts.
Google’s Quality Rater Guidelines
While Google’s 167-page Quality Rater Guidelines might seem intimidating, they hold a ton of valuable insights for SEOs and webmasters. These guidelines, originally crafted for the network of 14,000 global Search Quality Raters, provide a universal framework for evaluating web pages. Raters assess how well a webpage is meeting user intent, emphasizing a core principle: Expertise, Experience, Authoritativeness, and Trustworthiness (EEAT).
Think of EEAT as a spectrum, with high-quality, trustworthy websites on one end and less credible pages on the other. Websites with high EEAT demonstrate a strong presence across all four aspects. They’re crafted by experts, boast experience in their field, hold recognized authority, and emanate trustworthiness. This translates to Google’s search engine favoring these pages in relevant searches, as users can be confident in the information they find.
Low EEAT pages, on the other hand, struggle to tick these crucial boxes. They might be thin on content, lack established authorship, or fail to project a sense of authority or trustworthiness. This could be due to everything from a lack of expertise on the topic to a website riddled with spammy content. Google’s search algorithms are adept at identifying low EEAT pages, and they often languish in search results.
It’s important to remember that EEAT isn’t a rigid on/off switch. A single webpage on a high EEAT website can have lower EEAT depending on the content itself. For instance, a reputable news organization might have a blog post written by a guest contributor with less experience. While the overall website enjoys strong EEAT, this particular page might have a lower EEAT score due to the author’s background.
The key takeaway? Trust underpins the entire EEAT spectrum. By focusing on creating high-quality content by qualified authors, citing credible sources, and fostering user engagement, you can build trust and elevate your website’s EEAT. Regularly updating your website and ensuring clear contact information demonstrates a commitment to user needs.
What is EEAT in SEO, exactly? Let’s take a closer look at EEAT and explore how SEO can weave its influence while staying true to these guiding principles.
E: Experience
Experience isn’t just about knowledge; it’s about first-hand encounters that cover topics you’re passionate about.
Google articulates this clearly in its Search Quality Rater Guidelines: “Does content also demonstrate that it was produced with some degree of experience, such as with actual use of a product, having actually visited a place, or communicating what a person experienced?” They even recommend including “visuals, audio, or other links of your own experience with the product” to bolster expertise and showcase authenticity.
Under Google Quality Rater Guidelines, experience is distinct from expertise for E-E-A-T in SEO. While you might demonstrate all the knowledge it’s possible to have in your industry, you must show that you’ve applied that knowledge in the real world.
Here are a few examples of experience in action:
1. Book Recommendations:
A book blogger discussing the emotional impact of a novel, the intricate plot development, or the author’s unique writing style instantly conveys they’ve actually delved into the story.
2. Travel Guides Based on Actual Visits
A business or blogger might also craft in-depth travel guides based on locations they have visited, complete with photos and videos of the location and detailed anecdotes of firsthand experience.
3. Case Studies With Statistical Data
Businesses could also increase their EEAT score with the help of case studies that incorporate real data. For example, a B2B software company or service provider might include case studies detailing, with stats, how their solution helped a client achieve better results.
Don’t underestimate the power of experience. By infusing your content with real-world encounters and insights, you set yourself apart from AI-generated content and establish yourself as a trusted source on your chosen subject matter.
E: Expertise
Creating compelling content is a great start, but to truly establish yourself as an expert, you need to showcase your knowledge in impactful ways. Here’s how to make that, ‘This author really knows their stuff!'” moment into a reality for your readers:
1. Craft Content That Demonstrates Deep Understanding
Go beyond surface-level information. Analyze complex topics, offer unique insights, and provide actionable solutions.
2. Cite Credible Sources
Backing up your claims with data and research from reputable sources strengthens your arguments and positions you as someone who’s done your homework.
3. Embrace Different Content Formats
Variety keeps things interesting and showcases your expertise in different ways. Consider infographics for complex data, videos for demonstrations, or in-depth case studies for detailed analysis.
4. Highlight Your Achievements and Qualifications
Did you win industry awards? Speak at conferences? Mention relevant certifications or degrees.
5. Write a Bio That Tells Your Story
Weave your professional journey, educational background, and relevant life experiences into a compelling narrative that showcases your passion and expertise. Add a friendly and professional headshot to build trust and makes you a real person to your audience.
Becoming a subject matter expert isn’t just about publishing content; it’s about cultivating a reliable online presence. Here are some additional strategies:
- Engage with Your Audience: Respond to comments, answer questions on social media, and participate in industry discussions.
- Guest Post on Established Websites: Contributing to high-authority websites demonstrates your expertise to a wider audience.
- Network with Influencers: Connect with other industry leaders and collaborate on projects. This expands your reach and positions you within a circle of established experts.
A: Authority
When it comes to Google EEAT, being an expert is just the first step; true influence comes from establishing authority. Google emphasizes this concept in its Search Quality Rater Guidelines, stating: “Consider the extent to which the content creator or the website is known as a go-to source for the topic.”
While some topics might not have a single, universally recognized authority, those that do are often the most reliable and trustworthy sources.
1. Leverage Social Proof
Social proof is your ally. Feature testimonials on your homepage, but take it a step further. Include photos and links to the websites or social media profiles of those providing testimonials. This adds a human touch and fosters trust by demonstrating the real people behind the positive feedback.
2. Narrate Your Journey
Don’t just tell people you’re an expert, show them. Narrate your journey through speaking engagements at industry conferences, progressively positioning yourself as a keynote speaker. The coveted stamp of authority often comes from endorsements by key influencers, shaping a narrative beyond individual expertise.
3. Cultivate Strategic Partnerships:
The coveted stamp of authority often comes from endorsements by key influencers. Reach out to established figures in your niche and explore opportunities for collaboration. This could involve guest blogging, co-hosting webinars, or even joint research projects. By aligning yourself with recognized authorities, you benefit from their reputation and establish yourself as a trusted voice within the community.
T-Trustworthiness
Trust is the cornerstone of any reputable website. As Google emphasizes in its Search Quality Rater Guidelines: “Trust is the most important member of the EEAT family because untrustworthy pages have low EEAT no matter how Experienced, Expert, or Authoritative they may seem.”
Without trust, users will abandon your site and seek information elsewhere. Here’s how to cultivate trust and establish yourself as a reliable source:
1. Accuracy
Double-check facts, cite credible sources, and avoid sensationalized claims. Meticulous attention to detail demonstrates a commitment to providing reliable information.
2. Transparency
Be open about your expertise and the sources behind your content. Allowing users to verify your claims fosters trust and builds a sense of accountability.
3. Showcase Your Expertise
Feature author bios with relevant qualifications and experience. Include awards and accreditations your organization has received to validate your knowledge and authority.
4. Embrace Secure Connections
Implement HTTPS encryption to secure user data and transactions. A green padlock next to your URL in the address bar visually indicates a secure connection, giving users peace of mind.
5. Prioritize Privacy
Develop a clear and concise Privacy Policy outlining how you collect, use, and protect user data. Transparency about your data practices demonstrates respect for user privacy and fosters trust.
6. Real-World Examples
Case studies that showcase success stories with real names and data add a powerful layer of authenticity. People connect with stories, and seeing concrete results builds trust in your services or products.
For example, our website features a dedicated “Case Studies” section showcasing impressive results achieved for our clients. These case studies often include the client’s company name, specific metrics demonstrating improvement, and even quotes from satisfied clients. This transparency and focus on demonstrably positive outcomes build trust with potential customers.
Expanding on EEAT
It’s safe to say Google EEAT framework encompasses various dimensions. Prioritize helpfulness by infusing value into your content—think beyond keywords and focus on providing genuine assistance. Accuracy is non-negotiable; stick to well-known facts to uphold the integrity of your information.
You also want to be sure to prioritize quality over quantity in your content creation, ensuring that every piece is insightful and original. Addressing readers’ needs is central—present information clearly and effectively to meet their expectations.
Ultimately, EEAT is about placing your audience at the forefront, crafting content that serves as a solution rather than mere words. In the dynamic realm of online presence, the convergence of authority, trustworthiness, and EEAT creates a robust foundation for success.
EEAT Checklist
As you navigate the complexities of content creation, ensuring your website exudes trust and authority is paramount. Here’s a comprehensive checklist to fortify your online presence:
- Update Information: Regularly refresh content, especially if it’s time-sensitive.
- Quality Site Design: A well-designed, bug-free site enhances credibility, especially on mobile.
- Produce In-Depth Content: Opt for long-form content to showcase expertise and improve SEO.
- Single-Subject Focus: Stick to a single, overarching theme per article to avoid confusion.
- Link to Experts: Include links to peer-reviewed articles, signaling thorough research.
- Provide Actionable Advice: Share knowledge and guide readers on applying information.
- Author Bios: Conclude with author bios and proof of expertise, fostering transparency.
- Regular Content Audits: Keep information updated and fix broken links.
- Rewrite Old Content: Refresh outdated content with new and relevant information.
- Author Information: Include comprehensive author bios and links to other works.
- Credible Sources: Always rely on trustworthy and credible sources.
- Build Brand Reputation: Cultivate trust in your brand through consistent reliability.
- User-Generated Content: Showcase audience experiences through guest blogs, social media posts, or videos.
- Backlink Building: Focus on building quality backlinks to enhance your website’s authority.
E-E-A-T and AI Overviews
Google recently introduced AI Overviews and AI Mode to the base search experience. EEAT plays a big role in determining which content gets to appear for these results, which is why AI optimization should be integrated into your EEAT checklist.
AI Overviews summarize information, essentially functioning as featured snippets and appearing at the top of search results pages.
In determining what pages will rank for these summaries, Google’s AI looks at the EEAT score for each potential result under the Google Quality Rater Guidelines. Google wants the most relevant and authoritative information demonstrating all four EEAT qualities before selecting one or more and compiling their information into a concise answer to user queries.
To appeal to AI Overviews and other generative engine results, make sure your content is of the highest quality, and ensure it’s easy to navigate with good structure. The more user-friendly and reputable your content is, displaying experience and expertise, the more you’ll convince search engines to place you at the top of results in their overviews.
Case Studies: E-E-A-T in Action
Now that you know all about EEAT and its importance, let’s take a look at some real-world examples of these guidelines at work.
The following are brands that have managed to climb to the top of their industries because of a maintained EEAT score.
Dogster
In the pet industry, Dogster has developed a reputation as one of the leading authorities on all things canines. Articles cover a wide range of topics, from dog health and nutrition to training and breeds, even connecting people to the site’s own experienced veterinarian for more information.
As a result of this demonstrated expertise, experience, and authority, the site comes across as highly trustworthy and shows a dedication to giving the best advice to dog owners.
Mayo Clinic
The Mayo Clinic website is one of the most reputable platforms for medical information, rivaling WebMD in its popularity and trustworthiness. In addition to giving patients access to medical care at one of its numerous clinics with convenient calls to action, the Mayo Clinic website includes an entire library of articles covering just about every health topic under the sun.
Investopedia
Another example of a high-quality website that people trust is Investopedia, which serves as the internet’s hub for financial information. People can learn about financial topics of all kinds, get the latest news, determine how to make the right investments, or even engage with the site’s Stock Market Simulator.
FAQs About EEAT
1. What is EEAT?
The Google EEAT (experience, expertise, authoritativeness, and trustworthiness) principle is a crucial aspect of SEO, emphasizing website quality. It ensures content is helpful, high-quality, and accurate.
2. Why is EEAT important for SEO?
EEAT is vital for SEO as it focuses on delivering content with purpose, preventing fake news and spammy links from compromising user experiences. It plays a significant role in enhancing website quality.
3. Is Google EEAT a ranking factor?
Yes, EEAT serves as a crucial factor in the ranking algorithm. It influences the evaluation of website quality by human “Quality Raters,” impacting search rankings.
4. When did Google introduce EEAT?
Initially introduced in 2014, Google updated the EAT term in December 2022, adding an additional “E” for “experience.” This acronym, now EEAT, continues to play a vital role in Google’s Search Quality Raters tests.
Work With Ignite to Meet EEAT Guidelines
In today’s digital landscape, user experience reigns supreme for Google. Elevate your content and drive traffic with help from our SEO experts.
By following the principles outlined in this guide – creating informative, accurate, and helpful content that showcases your expertise and experience – you can:
Why EEAT SEO Matters:
- Ensures helpful, high-quality, and accurate content delivery.
- Guards against future consequences of low-quality ratings.
- Prevents fake news and spammy links from compromising user experiences.
Choose Ignite Visibility for comprehensive EEAT expertise. Embark on the journey today!
