In the ever-changing world of search engine optimization (SEO), factors that influence search engine rankings are constantly being refined and keeping up can be a challenge. Among these factors, Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) guidelines have emerged as a crucial determinant of a website’s ability to excel in search results. E-E-A-T significantly impacts how Google perceives the credibility and value of a website, ultimately influencing its position in search rankings.

Google’s search generative experience (AI) is set to be released in March 2024. Google places a strong emphasis on the E-E-A-T quality of a website’s content and this will be significant in qualifying your results on Google search moving forward.

Understanding E-E-A-T and why it matters:

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness, a set of criteria that Google employs to evaluate the quality and trustworthiness of websites. These elements collectively determine how reliable and valuable a website’s content is to its users. E-E-A-T should also be utilised in your off-page (meta title and description) content and should reflect the same expertise displayed in your on-page content.

Experience

Experience refers to the track record and history of a website or author in their field. A website with a long history of producing high-quality content and providing valuable information to users demonstrates a proven level of expertise and understanding in its niche. Google feels sites are often more trustworthy when the content writers have direct experience of the subject. Have you purchased and used the item you’re writing about? Did you go to the hotel or venue you’re recommending?

When writing copy for your website, make sure you express your personal experience and offer your own thoughts. You can bring a new perspective to a topic that others may not have. As well as writing about your own personal experiences, back yourself up by including visual proof too, such as your own images or a video that proves you have lived the experience.

Consider creating an about or profile page that outlines your experience and expertise. Then link to it from your content so users can easily see who is writing the content and the credentials they have.

Expertise

Expertise encompasses the depth of knowledge and understanding that the creators of a website possess in their sector. This can be demonstrated through educational qualifications, professional experience, or relevant publications. This looks at individual pages as opposed to the full website. Has the page been written by someone who is an expert on the subject? Does the content demonstrate that?

Make sure every item of content includes an author biography that describes their experience and helps Google understand why this content should be trusted over others on a similar topic. Also think about including a photo (which is titled with the author’s name and add alt text) and links to the author’s social profiles.

Authoritativeness

Authoritativeness implies credibility that a website or author has created within their industry. This can be established through endorsements from reputable sources, awards, or mentions in industry publications. Link building plays a major part in authoritativeness. You want to have trusted and relevant websites link back to your content, either because you provide informative content that they refer to, or because they recommend you as an expert in your field.

Internal linking can help direct website users to other topics you have created on your site. This encourages more engagement by keeping people on your site for longer and demonstrates further expertise in your field.

Trustworthiness

Trustworthiness refers to the overall impression of a website or author that indicates their credibility and reliability. This can be cultivated through transparency in content creation, avoiding plagiarism or misleading information, and maintaining consistent quality.

What is your brand’s reputation across the internet? What do people say about you, your product, and your people? Google is looking at a general sentiment, so your aim is to provide an overall positive vibe. It’s not necessary to worry about eliminating every single negative opinion.

This element in particular demonstrates how far-reaching E-E-A-T is. It’s not just about hitting certain SEO goals, but about making sure your business has a positive footprint across the internet. You can have excellent content, but if your customer service isn’t up to scratch, then you could lose out on top rankings.

Summary

By utilising E-E-A-T principles in your content creation and user engagement strategies, you can establish your website as a trustworthy and authoritative source of information. Remember, E-E-A-T is not a quick fix but a continuous process of building credibility and value for your website and business.

• Accumulate positive reviews and display them within your content.
• Encourage user interactions and gather feedback.
• Keep your website content clear and easy to find through navigation.
• Display contact information prominently and make sure policies are easy to access.
• Avoid click-bait and misleading title and content.
• Promote your content through social media and relevant channels.
• Continuously update content to reflect the latest developments in your field.