Google’s E-E-A-T: What It Is And How To Optimize Your Content

There are many aspects you need to keep track of when running your website, creating content, and boosting SEO. When optimizing your content for your current and potential customers, it can get overwhelming trying to keep up with different metrics and boost your Google ranking. E-E-A-T is a term you might not be familiar with, but is important to know in order to make the most of your content.

What Is E-E-A-T?

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness, and is a summary of the key points in Google’s Search Quality Rater Guidelines. Previously just E-A-T, the extra “E” for Experience was added in 2022. Simply put, E-E-A-T helps Google evaluate the quality of the search results real people are looking for, and where your content falls on the scale. While this is not a direct ranking factor, it can make a big impact on where you show up on relevant searches. By understanding the different components of E-E-A-T, you can use them as a guideline to make the best content possible.

The Basics of E-E-A-T:

Experience, the newest element of E-E-A-T, refers to the experience that the writer has in the subject at hand. This can be shown in many ways- a detailed review of a product or service, an industry expert sharing advice, or anything else that demonstrates personal experience.

Expertise is the next element that is measured. It ranks the knowledge, qualifications, and credentials required to give reliable information. For example, if you are trying to learn how to build a website, you are likely to seek advice from a developer who has a deep knowledge of the topic. To show off your expertise, focus on your niche and find what your audience wants to know more about.

Authoritativeness shows how you rank against others sharing similar advice. Someone who has been successful in their field for 20 years is more likely to be sought out than someone who has recently graduated with a degree in the same field. The better your content does, the more authority you will gain. Even if you are new to your field, you can build authority by providing high-quality content on a regular basis, keeping up with trends, and finding ways to set you apart from others in your industry.

Trustworthiness is very important if you want to do well in your Google rankings, and with your business in general. There are many ways to build up your trustworthiness, starting with having a clean website with easy navigation and quick load times. If your pages are slow to load or information is difficult to find, your audience is going to give up on you. Any safety badges or certifications you have ensuring your customers the best possible experience should be displayed on your website, along with terms and conditions, contact information, and FAQ’s. Being open about who you are, what you do, and how to get in touch with you instills a sense of trust. Your audience wants to know that you want the best for them and that you are not trying to rip them off for profit.

Creating content full of E-E-A-T can be a challenge, but with practice, it will become a seamless process. Google analyzes the smaller details as well as the big picture, so be intentional with all of your content. Focus on your overall strategy and where you can build up all of the components of E-E-A-T. Once you have it down, your SEO will rise and your brand will grow!