Googles EEAT and why is it important for SEO
Hello, hello and welcome to the What Matters Marketing podcast. If you’re not already familiar with Googles EEAT then you’ll absolutely want to listen in to todays show.
I’m going to dive into what Google’s E-E-A-T is why it’s important for your SEO
Specifically, we will look at:
* What does EEAT stand for
* How does Google use EEAT
* Why is EEAT important for SEO
* How you can optimise your website content for EEAT
Let’s dive in…
What Does E-E-A-T Stand For?
E-E-A-T is an acronym summarising the ranking factors Google uses to assess content quality and expertise according to its Search Quality Rater Guidelines.
We need to think about Google’s goal and the reason search engines exist - google defines this as:
Search engines exist to help people find helpful, relevant, and reliable information. To do that, search engines must provide a diverse set of high quality search results, presented in the most helpful way.
Search engines largely understand the quality of content through what are commonly called “signals.” You can think of these as clues about the characteristics of a page that align with what humans might interpret as high quality or reliable. For example, the number of quality pages that link to a particular page is a signal that a page may be a trusted source of information on a topic.
E-E-A-T is an acronym summarising the ranking factors Google uses to assess content quality and expertise - so what does EEAT Stand for:
E-E-A-T: Experience - Expertise - Authority and Trustworthiness
Expertise
Expertise refers to extensive knowledge about a topic that is conveyed through content. This can be demonstrated by:
* In-depth research and citing credible sources
* Using precise industry language and advanced terminology
* Quoting statistics and data to support claims
* Displaying credentials related to the field
Optimising for expertise establishes you as a trusted subject matter expert.
Experience
Experience involves first-hand knowledge and observations gained through real-world participation in an area. It can be shown by:
* Providing personal anecdotes and case studies
* Sharing insights from having actually done something
* Explaining step-by-step how to do an activity
* Including behind-the-scenes details beyond common knowledge
Conveying experience makes your advice more relatable and credible.
Authoritativeness
Authoritativeness evaluates how influential and trustworthy your content and brand are perceived to be. Signals include:
* High-quality backlinks from other authoritative sites
* A strong brand reputation and prominence
* References or mentions by industry experts
* Longevity and history of valued content
The more authoritative, the more weight Google will assign to your content.
Trustworthiness
Trustworthiness refers to how transparent, ethical, and honest Google perceives your content to be. It requires:
* Secure HTTPS encryption
* A professional website design
* Consistent NAP information (NAP is an acronym for Name, Address, and Phone number. The NAP for your business needs to be correct and consistent when optimizing your website and online presence for local search because Google values accurate information for its users.)
* Positive user reviews and responsiveness
* Avoiding misleading claims or sensationalism
* Regularly updating page information
* Disclosing owners, authors, and sources
Optimising for trust reassures Google your site offers a safe, credible experience.
How Does Google Use E-E-A-T?
Google first introduced E-E-A-T in its Search Quality Rater Guidelines in 2016. It provides guidance for human raters who evaluate the expertise, experience, authoritativeness, and trustworthiness of search engine results.
Although Google's ranking algorithms do not directly measure E-E-A-T, optimising for these principles will positively influence:
* How algorithms assess topical relevance and page usefulness
* Identifying reliable, factual information sources
* The overall quality perception of your site
* Meeting editorial guidelines for inclusion in search
By making E-E-A-T a priority, you can improve how Google perceives and ranks your webpages.
Why Is E-E-A-T Important for SEO?
Optimizing for E-E-A-T is fundamental for SEO success because:
1. Satisfies Google's Quality Standards
Google wants to display expert advice from authoritative, trustworthy sites. E-E-A-T optimization signals high value content.
2. Helps Rank Against Competitors
Expert content from respected sites performs better than lower quality competing pages targeting the same keywords.
3. Boosts Google's Evaluation of Your Site
E-E-A-T principles guide Google's overall perception of your domain's value and usefulness.
4. Provides Sustainable White Hat SEO
Generally, white hat SEO refers to any practice that improves your search rankings on a search engine results page (SERP) while maintaining the integrity of your website and staying within the search engines’ terms of service. These tactics stay within the bounds as defined by Google. Examples of white hat SEO include:
* Offering quality content and services
* Fast site loading times and mobile-friendliness
* Using descriptive, keyword-rich meta tags
* Making your site easy to navigate
Unlike manipulative tactics, E-E-A-T such as:
include purchasing links or using deceptive cloaking techniques. Any tactics that are considered deceitful or harmful for consumers would qualify as black hat. Black hat tactics are extremely risky and, as Google’s algorithms evolve, less and less likely to work. improves actual content quality to drive rankings.
5. Increases Keyword Rankings
E-E-A-T has an indirect but significant influence on your ability to rank for relevant keywords.
Properly optimizing for E-E-A-T demonstrates true expertise and authority to Google's algorithms.
How to Optimise For E-E-A-T
Now that you understand why E-E-A-T matters, here are 3 tips you can use to optimize your content:
1. Build Expertise Through High-Quality Content
2. Increase Authoritativeness with Signals
3. Strengthen Trust Factors
Build Expertise Through High-Quality Content
* Thoroughly research topics using credible sources.
* Cite references to verify claims and data points.
* Use precise terminology suited for the industry.
* Quote statistics, figures, and expert perspectives.
* Obtain credentials related to your field.
* Create comprehensive guides, comparisons, and how-tos.
Increase Authoritativeness with Signals
* Build backlinks from authoritative industry sites.
* Gain references or mentions by influential figures.
* Promote content on social media to drive engagement.
* Get interviewed as an expert in your field.
* Publish on reputable third-party sites.
* Obtain positive press coverage and reviews.
Strengthen Trust Factors
* Use HTTPS encryption and implement security best practices.
* Be transparent by listing available contact info.
* Maintain consistent NAP information across directories.
* Quickly respond to any negative user reviews.
* Ensure information is regularly updated and accurate.
* Disclose content authors, owners, and sources.
By applying these tips and making E-E-A-T optimisation standard for all of the content that is produced for your website will maximize your search rankings.
The impact of AI on E-E-A-T
As AI content generation tools like ChatGPT advance, the question is being asked if AI-created content can adequately satisfy E-E-A-T on its own however for now it is strongly recommended to conduct a human review before publishing because:
* AI lacks real world expertise and authority signals.
* It cannot convey E-E-A-T through authentic experience.
* AI content requires correction of inaccuracies and bias.
* Publishing unchecked AI content violates Google's guidelines.
While you can use AI for content ideas and content creation, it is important to add the human element ensuring your expertise and authority are captured within your content.
Recap:
I hope this detailed E-E-A-T guide provides you with an understanding of why optimising for expertise, experience, authoritativeness, and trust is crucial for content ranking success:
* E-E-A-T evaluates the quality of pages according to Google's guidelines.
* Optimizing E-E-A-T improves Google's assessment of your site.
* Create high-quality content and foster engagement and trust.
* AI content requires human review to satisfy E-E-A-T standards.
* Prioritising E-E-A-T results in higher keyword rankings.
Focus on E-E-A-T principles and combine them with proven SEO best practices for the best chance of ranking well on Google!
