Updated on 08/07/24
In short, E-E-A-T stands for expertise, experience, authority and trustworthiness, which are all part of the criteria that Google’s search quality evaluators use when they evaluate search results, which helps to inform Google’s algorithms.
E-A-T first showed up in Google’s Search Quality Guidelines in 2014 and has, since then, become one of the most important aspects of search engine optimisation (SEO). More recently, Google added an additional ‘E’ (experience) to its Search Quality Guidelines to help assess the overall quality and credibility of web content.
While E-E-A-T isn’t an official ranking factor of Google’s search algorithm, Google says that E–E-A-T is very important, and their algorithm tends to rank content with good E-E-A-T higher on search engines.
Let’s break down E-E-A-T guidelines in more detail and understand exactly how to demonstrate it.
EEAT Guidelines
E-E-A-T guidelines are used by Google’s quality raters, who evaluate and rate the relevance and quality of search results.
1. Expertise
This element is all about the level of knowledge and expertise demonstrated in the content. It’s important to showcase your expertise in the field or topic you’re discussing through accurate, relevant, and high-quality content and showcasing any relevant qualifications in the said field. Remember to make sure the content you produce is reliable and backed up by credible sources.
If your business operates in the medical, legal, journalistic, safety, or governmental industry, also commonly known as ‘your-money-or-your-life (YMYL)’ sectors, you will need to provide official proofs of expertise and skill. For example, licensed marriage and family therapist businesses should show the license number of the practitioner on the website, to prove to both users and Google that they are, in fact, a legitimate expert.
That said, even if your website covers topics of lesser impact, it’s still important that you strive to demonstrate how and why you are an expert in your field. For example, for non-YMYL websites, you can demonstrate your expertise by adding content such as how-to blogs/videos, before-and-after completed project content, and perhaps the results of original studies that you’ve carried out.
2. Experience
Experience is the most recent ‘E’ Google added to its search quality guidelines, and it means that Google values first-hand or real life experience on the topic or field you’re discussing.
Showcasing a high level of experience is important because often customers want to know first-hand information before they purchase something online or use a certain service.
This implies that Google typically “rewards” pages where the author has actual real-life experience of the topic they are writing about.
Demonstrating these real-life experiences will of course require a different approach for each industry and niche, however one of the most common examples that is applicable to all enterprises surrounds reviews/testimonials of both businesses and products.
With almost every purchase, customers are looking for proofs of the experiences of other people with your brand, instead of what your brand might say about itself or its products, which is why ensuring that you’ve got Google Reviews, product reviews or even a TrustPilot page is crucial for demonstrating experience.
Another example could be if your company sell products and services from other manufacturers. You can show experience by personally testing those offerings. For example, if a supermarket is recommending three different brands of orange juice, it could hold a customer taste test and publish the results , using the data collected to identify what attributes each brand offers, including things like price, quality, quantity, taste, provenance and ecological status, for example.
3. Authority
Authoritativeness indicates the reputation and authority of the author/creator, the website, and the overall content.
For example, an article on stomach pain from WebMD is authoritative because WebMD is a well-known publication for medical information and advice, the authors writing the articles are wellness professionals and they will always ask an expert (usually a doctor) to check their content for accuracy prior to publishing.
You can also establish a high level of authority when your work receives mentions within your industry or niche. The goal is to get related websites with established authority in your field promoting your content and linking back to it. This will enable you to establish a strong online presence and build credibility.
It’s also a good idea to create an About Us or Our Team page to introduce your team (if applicable), and individual author pages to highlight specific writers and their credentials/ past work.
4. Trust
Trustworthiness is one of the most important parts of E-E-A-T for SEO and it is all about building trust with your audience and establishing credibility.
Some direct signals Google’s search quality evaluators look at for trustworthiness are customer reviews, comments on forums and customer comments on your website pages. In short, aim to get as many any positive user feedback about your product/service, your company or yourself that proves your credibility in the eyes of your users or customers.
If you want a trustworthy site, you should also provide transparent, reliable and honest information on your website. For example, stating the physical address/location of your business (if you can), having a Terms and Conditions page, ensuring the security of your website’s domain (Google values HTTPS implementation to protect users’ data) and citing all sources when providing expertise.
Why is E-E-A-T Important for Your Website?
E-E-A-T is incredibly important for your website for a number of reasons, including:
1. Increased Chances of Ranking Higher on Search Engines
As we mentioned previously in this blog, E-E-A-T is not a direct Google ranking factor. That said, Google wants to serve results which show a strong E-E-A-T, so it can certainly influence your website’s rankings.
For example, demonstrating expertise (E) means creating highly relevant, knowledgeable, and high-quality content that aligns with user queries, and search engines will prioritise content that provides this kind of value.
Additionally, users are much more likely to click on search results from sources they trust, so if your website is seen as an authoritative and credible source due to E-E-A-T compliance, it can lead to higher click through rates, which can influence your rankings.
At Lumen SEO, we pride ourselves on delivering quality results for our clients, helping their websites rank higher on search engines. To learn more about the SEO services we provide at Lumen SEO, contact our experts today.
2. Improved Customer Trust & Loyalty
Establishing experience, expertise, authority and trust in your content is instrumental when it comes to building customer trust and loyalty.
As we touched on above, people are much more likely to trust and engage with reputable sources of information, and purchase from brands that other people have had a positive experience with.
Whether this be through positive customer reviews, positive mentions on forums or providing accurate, transparent and valuable information on your website, happy customers are more likely to trust your brand and remain loyal.
Learn about the importance of customer reviews for SEO here.
3. It Gives You a Competitive Edge
Websites that invest in demonstrating expertise, experience, authority and trust will naturally gain a competitive edge on search.
This is because E-E-A-T leads to higher customer trust, higher credibility and ultimately more organic traffic, which can outrank competitors who haven’t established strong E-E-A-T. Adhering to E-E-A-T guidelines also leads to a better user experience, which keeps users engaged and therefore more likely to choose your brand over other competitors in your industry.
This brings us nicely onto our fourth point…
4. Improved User Experience & Reduced Bounce Rates
E-E-A-T plays a crucial role in improving user experience and reducing bounce rates on your website. This is because E-E-A-T encourages the creation of relevant, high-quality, and informative content, and therefore when users find valuable information on your website, they are more likely to stay longer and engage with your content.
With more people staying on your website, bounce rates will reduce, which can in turn positively impact SEO. This is because lower bounce rates indicate that visitors are staying on your website longer and exploring a number of different landing pages. This increased engagement is a positive signal to search engines, as it shows that users are finding your content relevant and most importantly, valuable.
5. Adoption to Algorithm Changes
Lastly, search engine algorithms are constantly evolving and improving to prioritise quality, value and relevance. By following E-E-A-T guidelines, you can be rest assured that your website is well-aligned with these algorithmic changes and remains resilient to updates.
Following E-E-A-T guidelines therefore helps protect your website from algorithmic penalties that often target low-quality, misleading, or spammy content. A penalty from search engines can significantly impact your website’s visibility and rankings, so ensuring you stay compliant with E-E-A-T guidelines is key.
And there we have it! We hope this has helped your understanding of E-E-A-T, why it’s important, and how to demonstrate it across your website.
How We Can Help
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Written by Kate, for Lumen SEO.
