Google E-E-A-T: What It Means for SEO
Search Engine Optimization (SEO) is a constantly evolving field. With each new helpful content update, rules and practices are shifted to help ensure that valuable, quality content rises to the top of search engine result pages (SERPs). One of the notable changes this year is known as Google’s E-A-T which stands for Expertise, Authoritativeness, and Trustworthiness.
Although not a direct ranking factor, E-A-T plays a crucial role in Google's website evaluation process. First introduced in Google's Search Quality Guidelines in 2014, E-A-T has revolutionized the world of search engine optimization (SERP). The Google Medic Update in 2018 reinforced its significance, and now we've witnessed the evolution of E-A-T to include experience, resulting in the birth of Google’s E-E-A-T.
What Does the Transition to E-E-A-T Mean For Search Results?
Google's Search Quality Rater Guidelines were updated in December 2022 to focus on Experience, resulting in the acronym double-E-A-T. Quality Raters (actual people!), use this handbook to assess the quality of search results and their feedback helps Google gauge the effectiveness of its algorithm updates.
The inclusion of "Experience" refers to genuine content reflecting real-world familiarity and personal encounters, particularly for YMYL pages. For instance, when seeking information about purchasing prescription drugs, trustworthy content from reputable medical professionals or licensed pharmacies is essential. By incorporating experience into the evaluation process, search engines strive to provide users with more relevant and trustworthy results.
So, What Does E-E-A-T Mean?
When we talk about E-E-A-T, we refer to the guidelines that Google uses to evaluate web content. These guidelines are:
Experience: Authenticity (first-hand accounts) in content that emerges from personal encounters with the topic. This validates the advice and makes the insights relatable.
Expertise: Is the content written by an expert or enthusiast who knows the subject well? Google wants to ensure that the information provided is accurate and reliable.
Authoritativeness: This refers to the credibility of the website publishing the content. Is the site recognized as an authority in its field?
Trustworthiness: This boils down to the creator of the content, the content itself, and the website it's hosted on. It includes factors like site security and the accuracy of the content.
In short, Google E-E-A-T is all about providing high-quality content from reputable sources.
SEO Strategies for 2023 Also Include:
On-Page Optimization
Create high-quality, valuable content that demonstrates expertise, authority, and trustworthiness. Thoroughly research your topics and provide accurate, helpful information.
Ensure your website has a clean, user-friendly design optimized for mobile devices. Focus on site speed, security, and accessibility.
Include relevant keywords in your content and provide clear, concise meta descriptions for website pages.
Off-Page SEO Techniques
Build high-quality backlinks from authoritative websites to establish credibility.
Participate in online communities and forums, publish guest posts on authoritative websites, and promote your site through social media and digital marketing channels.
Establish a positive online reputation by monitoring and responding to customer reviews, and engaging with your audience on social media, and other channels.
The benefits = higher SERP rankings, increased visibility, and more qualified leads.
Supercharge SEO for Real User Value
Knowing and understanding the concept of Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) can help you create content that aligns with your online goals while delivering real value to users. Instead of simply striving, embrace the opportunity to optimize your website and harness the potential of E-E-A-T. If you don’t know where to begin, a professional Search Engine Optimization Agency can help get you off the ground.
