Demonstrating Google E-E-A-T For SEO

Demonstrating Google E-E-A-T For SEO

E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is a framework that Google’s human reviewers use to assess content quality. It’s defined in Google’s Search Quality Rater Guidelines, which is the handbook that reviewers (known as Quality Raters) use to provide feedback on search results.

In December 2022, Google changed E-A-T to E-E-A-T. In other words, it added an “E” for “Experience.”

Google likely did this so that Quality Raters could better evaluate the quality of search results. Because it recognizes the value that first-hand experience can add to content.

E-E-A-T is important for search engine optimization (SEO) as it helps you create quality content that performs well in Google results, valuing the content creator’s credentials, reputation, and direct, real-world experience with the topic. E-E-A-T is not a confirmed direct factor in Google’s ranking formula, but it improves your E-E-A-T helps you align with Google’s definition of a google search result.

Benefits of E-E-A-T

E-E-A-T provide users with higher-quality search results and benefits brands and content creators who invest in building genuine expertise and authority in their field. It is especially critical for YMYL brands and topics. E-E-A-T is closely associated with YMYL topics because, should these pages offer misinformation, they could cause harm to the people reading the content and those affected by said person. Quality Raters use their judgment when deciding what qualifies as YMYL content. However, these pages must demonstrate the highest levels of E-E-A-T to be deemed YMYL topics.

E-E-A-T is important for any website, but it’s especially important if your site features YMYL content, which, depending on your industry, such as financial services, could be very likely.

How To Demonstrate E-E-A-T for Your Brand

To demonstrate a high level of E-E-A-T, brands and content creators should focus on each of the four components:

• Experience demonstrates that the authors of your content have direct, first-hand knowledge of the subject. Author bios, “behind the scenes” content, or direct references to personal experiences within the content itself could all be used to accomplish this.
• Expertise cites reliable sources and research to show off your subject-matter experience, as well as the breadth and correctness of your writing and author credentials.
• Authoritativeness develop your brand’s authority by regularly releasing top-notch content, receiving attention and mentions from reputable websites, and expanding your standing in your sector.
• Trustworthiness maintains a good reputation, be open about who is responsible for your material, give clear contact and customer service details, and adhere to ethical content practices.

E-E-A-T and AI Generated Content

How AI-generated content aligns with E-E-A-T guidelines

Google appears to be increasingly focused on rewarding original, high-quality content while devaluing generic or low-quality AI-generated content. For instance, Google’s March 2024 Core Update, resulted in the deindexing of hundreds of websites, many of which were found to contain significant amounts of AI-generated content.

Search engine is actively combating the rise of low-quality, generic AI content that doesn’t meet E-E-A-T standards. For brands and content creators, the key is to use AI to assist and enhance human-created content, not replace it entirely.

AI can assist with research, outlining, and even drafting, but a human expert with practical expertise should always review, revise, and improve the final product. The strategy preserves Google’s E-E-A-T values while utilizing the efficiency advantages of AI.

Websites Demonstrating E-E-A-T

• Dogster
• GadgetMates
• Homesteading Family

Dogster

Experience: In Dogster, articles are written by authors with relevant credentials and experience, like veterinarians, certified dog trainers, and other canine experts. Content is informed by real-world, first-hand knowledge.

Expertise: The breadth and depth of topics covered on the websites indicate a high level of subject matter expertise. Website provides detailed, informative content, addressing common questions and concerns.

Authoritativeness: The website is reputed as a leading resource for dog owners, with the use of expert authors, and securing interviews with recognized figures in the dog.

Trustworthiness: Clear author bylines, links to additional resources, and disclaimers where appropriate, as this transparency helps in building trust with readers. The fact that veterinarians review content enhances credibility.

Final Thoughts

E-E-A-T Is A Sustainable, Long-Term Approach To SEO

Google’s transition from E-A-T to E-E-A-T represents an increasing focus on first-hand knowledge when assessing the quality of information, entailing a renewed emphasis for SEO specialists on producing content that exhibits real knowledge, experience, authority, and trust.

Key points:

• Optimization for E-E-A-T can indirectly boost search performance over time, although it is not a direct ranking factor.
• E-E-A-T demonstration through author expertise, citing reputable sources, building brand authority, and maintaining transparency.
• Use of AI tools enables human experts to review and enhance content for maintaining E-E-A-T.
• Search visibility and user trust can be enhanced by considering the E-E-A-T principles and consistently creating content exuding E-E-A-T.

Investing in E-E-A-T is a sustainable, long-term approach to SEO, as search engines prioritize quality and credibility.