E-A-T (Expertise, Authoritativeness, Trustworthiness) also known as E-E-A-T, is a framework employed by human quality raters to assess the effectiveness of Google’s search ranking algorithms. Initially, it encompassed three factors: expertise, authoritativeness, and trustworthiness.
However, in December 2022, Google introduced the additional criterion of “Experience” to this framework. Consequently, according to Google, certain types of content must be created based on firsthand experience to be deemed reliable. This holds significant implications for SEO strategies. Let us dive into the ultimate guide to Google E-E-A-T for SEO Campaigns to know more!
Table of Contents
- What is E-E-A-T?
- Does E-E-A-T Serve as a Ranking Signal?
- The Importance of Google’s E-E-A-T for SEO
- How Google’s Quality Raters Evaluate E-E-A-T
- What is YMYL?
- How to Improve Your Site’s E-E-A-T
What is E-E-A-T?
The concepts of Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) are integral to Google’s Search Quality Rater Guidelines, a manual utilized by human evaluators to assess the quality of search results. These evaluators, known as Quality Raters, provide feedback that assists Google in gauging the effectiveness of its algorithm updates.
Google typically updates its Search Quality Rater Guidelines approximately once a year. Here is a brief overview of the significant updates related to Google’s E-E-A-T:
- March 2013: Google officially releases its Search Quality Rating Guidelines.
- March 2014: Google incorporates E-A-T (Expertise, Authoritativeness, and Trustworthiness) into the guidelines.
- December 2022: Google introduces E-E-A-T, including an additional “E” for “Experience.”
While Google E.E.A.T itself is not a direct ranking factor employed by Google, the search engine aims to deliver results that exhibit robust E-E-A-T characteristics. As a result, Google E.E.A.T holds significant importance in the realm of search engine optimization (SEO).
Trust is a crucial aspect in assessing PQ rating, along with Experience, Expertise, and Authoritativeness (E-E-A-T).
The level of Trust required varies depending on the nature of the page. For instance, online stores necessitate secure payment systems and dependable customer service to instil confidence.
Honest product reviews are essential in aiding consumers’ informed buying choices rather than solely promoting the product. Informational pages addressing critical YMYL (Your Money or Your Life) subjects must be accurate to avoid potential harm to individuals and society. In contrast, social media posts on non-YMYL topics may not require an elevated level of Trust. This is especially true when their purpose is to entertain the audience without posing any risks.
Now, let’s explore the four aspects of Google’s E-E-A-T
1. Experience
Experience refers to the practical knowledge and firsthand understanding gained through real-world involvement and application within a specific field or industry. It complements expertise and contributes to the overall credibility and trustworthiness of a website or content source.
Evaluate the degree to which the content creator possesses firsthand or personal experience relevant to the topic.
Individuals with ample personal experience often create pages that exhibit trustworthiness and effectively fulfil their intended purpose.
For instance, when comparing a product review written by someone who has personally used the product versus a review by someone who hasn’t, which would you find more trustworthy?
The obvious answer is someone who has tried and tested it for more authenticity and assurance.
2. Expertise
Expertise refers to the knowledge, skills, and experience possessed by a website or content source. It involves demonstrating a deep understanding and proficiency in a specific subject matter
Assess the level of knowledge or skill that the content creator possesses in relation to the topic. Search quality raters are responsible for assessing whether authors possess expertise in the relevant topic.
They evaluate whether the authors have the necessary knowledge, qualifications, and credentials to provide reliable and trustworthy information.
Different topics necessitate varying degrees and types of expertise to establish trustworthiness.
For example, if we take the YMYL Topic on: “How to vote”, one would consider visiting the official government website to know the information about who is eligible to vote or how to register to vote. Instead of following a social media post by an ordinary citizen describing why they personally believe it’s important to vote in local elections, an authorised website gives more expertise.
3. Authoritativeness
Authoritativeness refers to the perceived expertise, influence, and reputation of a website or content source. It involves establishing oneself as a credible and reliable authority in a specific field or industry.
Authoritativeness pertains to your reputation within your industry, particularly among experts and influencers in your specific niche. Consider the extent to which the content creator or the website is recognized as a reliable source for the given topic.
Although most topics lack a single official and authoritative website or content creator, when such a source exists, it typically ranks among the most dependable and trustworthy sources.
For instance, the credibility of an article about abdominal pain from WebMD relies on the following factors:
- Many people widely recognize WebMD as a reputable source for medical guidance.
- The authors of the article, known as WebMD Editorial Contributors, are experienced professionals in the field of wellness.
- They take the necessary step of consulting an expert, often a doctor, to ensure the accuracy of their content.
4. Trustworthiness
Trustworthiness is one of the key components of Google E.E.A.T and refers to the credibility and reliability of a website or content source. It encompasses various factors that contribute to the perception of trust by users.
Trustworthiness holds the utmost significance in Google’s EEAT SEO guidelines. When assessing the quality of a webpage, Quality Raters must consider the trustworthiness of the content creator, the content itself, and the website as a whole.
It is crucial to provide clear information about the authorship of your content, ensure factual accuracy through editing, cite reliable and credible sources, and refrain from obstructing content with excessive advertisements.
It’s important to note that trustworthiness goes beyond just content marketing.
For instance: Amazon (Social Proof): Amazon, the popular e-commerce platform, incorporates social proof to establish trustworthiness, such as:
- Displaying customer reviews and ratings for products, allows users to make informed purchasing decisions based on the experiences of others.
- Featuring “Verified Purchase” labels on reviews to indicate that the reviewer has actually bought and used the product.
Does E-E-A-T Serve as a Ranking Signal?
The answer is No, Double E-A-T is not a direct ranking signal. This remains consistent with the original concept of E-A-T. The guidelines are employed by search raters to assess the effectiveness of different search ranking systems, but they do not have a direct impact on ranking (source).
Google’s underlying principle is to prioritize and elevate the ranking of high-quality content that originates from reliable sources. Therefore, the credibility of the messenger is just as crucial as the content itself.
Google acknowledges in the mentioned whitepaper that it is impossible to assign a singular score to a piece of content that fully encompasses all aspects of E-A-T.
“Google is not in a situation to assess objectively, and at scale, the veracity of a piece of content or the intent of its creators. Further, a considerable percentage of content contains information that cannot be objectively verified as fact.
This is because it either lacks necessary context, because it is delivered through an ideological lens others may disagree with, or because it is constructed from contested data points.” according to research done by Search Engine Journal
Google is dedicated to removing harmful misinformation from its search index, indicating that the significance of EAT will continue to increase. Neglecting EAT can have serious consequences, so it should not be disregarded.
The Importance of Google’s E-E-A-T for SEO
The significance of E-E-A-T for SEO lies in its impact on a website’s visibility, credibility, and organic traffic. Websites that possess strong E-A-T are more likely to achieve higher rankings in search results, attract increased organic traffic, and establish themselves as authoritative sources in their respective fields.
Conversely, websites with low Double E-A-T may face challenges in gaining visibility, trust, and organic traffic, which can limit their potential for success.
To enhance E-A-T for SEO purposes, website owners and content creators should concentrate on the following:
- Creating content of exceptional quality that is accurate, relevant, and demonstrates expertise in the subject matter.
- Establishing the website’s authority by acquiring reputable backlinks and mentions from trustworthy sources.
- Building trust by fostering transparency, offering reliable sourcing, and practising ethical principles.
- Encouraging positive user experiences and soliciting feedback to enhance the website’s trustworthiness.
By prioritizing E-A-T within SEO strategies, websites can improve their visibility, attract organic traffic, and earn the trust and credibility of both users and search engines. Investing in E.A.T optimization is essential for long-term SEO success and establishing a reputable online presence.
How Google’s Quality Raters Evaluate E-E-A-T
The search quality rater guidelines of Google consist of various sections that assess E-E-A-T, ranging from a high level of evaluation to a lower level.
Chapter 4.5.2: Lowest E-E-A-T
In section 4.5.2 of Google’s search quality rater guidelines, it is mentioned that…
“If the E-E-A-T of a page is low enough, people cannot or should not use the MC of the page. If a page on YMYL topics is highly inexpert, it should be considered Untrustworthy and rated Lowest. Use the Lowest rating if the website and content creator has an extremely negative reputation, to the extent that many people would consider the webpage or website untrustworthy.”
Chapter 5.1: Lacking E-E-A-T
Low-quality pages often lack an appropriate level of EEAT for the topic or purpose of the page.
Here are some examples:
The content creator lacks adequate experience, e.g. a restaurant review written by someone who has never eaten at the restaurant
The content creator lacks adequate expertise, e.g. an article about how to skydive written by someone with no expertise in the subject
The website or content creator is not an authoritative or trustworthy source for the topic of the page, e.g. tax form downloads provided on a cooking website.
The page or website is not trustworthy for its purpose, e.g. a shopping page with minimal customer service information
It is crucial to note that a Low rating should be assigned when a page fails to demonstrate sufficient E-E-A-T (Expertise, Authoritativeness, and Trustworthiness) for its intended purpose. In such cases, other factors like positive reputation or the website’s type cannot compensate for the absence of E-E-A-T in relation to the topic or objective of the page.
Chapter 7.3: High Level of E-E-A-T
The level of E-E-A-T (Expertise, Authoritativeness, and Trustworthiness) required for a page to achieve its purpose effectively and be classified as high quality can vary depending on factors such as
- the page’s purpose, topic,
- and type of website.
Pages that possess a high level of E.E.A.T are considered trustworthy or highly trustworthy.
Chapter 8.3: Very High Level Of E-E-A-T
The presence of extremely high E-E-A-T (Expertise, Authoritativeness, and Trustworthiness) serves as a distinguishing characteristic of the highest-quality pages.
When a website or content creator is deemed as the unparalleled, authoritative source for a specific topic, they possess very high E-E-A-T. Similarly, for topics where experience plays a crucial role in establishing trust, a content creator with extensive experience may be attributed with very high E-E-A-T.
An exceptionally elevated level of expertise can warrant a very high E-E-A-T evaluation.
Websites and content creators with very high E-E-A-T are regarded as the most trusted sources on the internet for their respective subjects.
Here are some examples of highest quality pages:
- Medical Research Institutions: Websites affiliated with reputable medical research institutions, such as the Mayo Clinic or Harvard Medical School, that provide accurate and up-to-date information on medical conditions, treatments, and health-related topics.
- Government Websites: Official government websites, such as the Centers for Disease Control and Prevention (CDC) or the National Institutes of Health (NIH), offer reliable and authoritative information on public health, safety regulations, legal matters, and civic topics.
- Financial Institutions: Websites of well-established banks, financial advisory firms, or government regulatory bodies that provide trustworthy information on financial planning, investing, and banking services.
- Government Agencies: Websites of governmental agencies responsible for specific areas, like the Environmental Protection Agency (EPA) or the Food and Drug Administration (FDA), offer authoritative information on environmental issues, food safety, regulations, and more.
These examples illustrate the types of pages that are often considered to have the highest quality in terms of EEAT, as they exhibit expertise, authoritativeness, and trustworthiness in their respective domains.
What is YMYL?
YMYL stands for “Your Money Your Life,” an abbreviation used to describe content that can have a significant impact on an individual’s overall well-being. Such content encompasses medical, financial, and legal topics that possess the potential to cause harm.
Due to the potential for adverse consequences, YMYL content necessitates a higher level of expertise, authority, and trustworthiness (E-E-A-T) compared to other types of content. Consequently, it becomes crucial for YMYL websites to establish clear guidelines regarding EEAT.
To facilitate the assessment of your website’s e.e.a.t by users and make it simpler for them to determine that your site is indeed an expert, authoritative, and trustworthy source, certain steps can be taken.
Although it may sound simple, it actually requires a significant amount of effort. Therefore, let’s discuss various approaches to help you initiate the process.
Google has identified various YMYL (Your Money Your Life) subjects in the Search Quality Evaluator Guidelines (SQEG). These include:
- Current news and events
- Topics related to civics, government, and law
- Finance-related information
- Shopping and e-commerce
- Health and Safety
- Content that pertains to specific groups of people
While there are numerous YMYL topics beyond the ones mentioned, Google emphasizes that quality evaluators must exercise their judgment in determining whether a page falls under the category of YMYL content. Such pages are expected to exhibit the highest levels of E-E-A-T (Expertise, Authoritativeness, Trustworthiness).
Although Google EEAT and YMYL are not direct SEO ranking factors, they remain significant considerations when it comes to producing high-quality content. Ensuring strong EEAT and addressing YMYL factors contribute to the overall quality and credibility of the content, ultimately enhancing its value to users.
How to Improve Your Site’s E-E-A-T
Implementing these strategies and continuously improving your website’s EEAT will contribute to long-term SEO success and the development of a reputable online presence.
1. Focus on Expert High-Quality Content:
Ensure that your website delivers people-centric content, which entails providing answers to questions, offering valuable advice, and leaving readers with a sense of satisfaction.
Focus on delivering content that demonstrates expertise in your niche, ensuring accuracy, comprehensiveness, and reliability.
Conduct thorough research and source information from trustworthy and credible sources.
In one of its daily updates, Google has introduced the Helpful Content Update which is aimed at guaranteeing that content is:
- Authentic and unique
- Valuable and useful for users
- Authored by individuals,
- catering to the needs of people
2. Establish Authoritative Backlinks:
Earn backlinks from reputable websites within your industry or niche to establish authority.
Seek opportunities to contribute valuable content on trustworthy sites through guest posting and content marketing.
Here are some steps you can take to optimize your link-building efforts:
- Develop valuable content assets that naturally attract links, such as informative infographics or video guides.
- Share engaging visuals or compelling data on social media, ensuring that you include links to your articles in those posts.
- Publish original research that others in your industry may find valuable and want to cite and link to.
- Create comprehensive how-to guides related to topics within your niche that provide genuine value to readers.
- Once you have created your linkable content, proactively reach out to relevant publications and websites to gauge their interest in linking to your piece.
By implementing these strategies, you can enhance your link-building initiatives and increase the chances of earning quality backlinks from authoritative sources.
3. Build up About Us and Author pages
The About Us and Author pages hold significant importance among the various pages on your website. These sections are where visitors anticipate finding information about the individuals responsible for the website. They serve as an excellent opportunity to present comprehensive details in a readily accessible location, showcasing your expertise and contributing to your E-A-T (Expertise, Authoritativeness, Trustworthiness).
Here are some tips for authors and about us pages to improve their pages according to Google E-E-A-T:
- Demonstrate your authority by highlighting previous achievements and impact, such as sharing case studies, testimonials, published works, speaking engagements, and participation in conferences.
- Establish credibility and foster trust among prospective clients and customers by openly sharing your company’s narrative, principles, and purpose. Enhancing transparency regarding your procedures and policies can further enhance visitor confidence in your brand.
- By showcasing these examples of past success and influence, you can effectively build your authority and credibility. Additionally, linking to reputable external websites that cover relevant subjects and featuring media mentions can further enhance the credibility of your website.
- To establish your website as a reliable and credible source in your industry, offer detailed profiles of your team members, services, and products. By providing comprehensive descriptions, you can build trust among your audience.
- Regularly update the About Us page to accurately reflect any modifications concerning your team, services, or company. Ensure that your mission statement is prominently displayed on the page and share recent news and updates to demonstrate your active and engaged participation in your industry. Make certain that this information is easily accessible and presented in a user-friendly manner.
4. Encourage Positive User Signals:
Foster positive user experiences on your website by optimizing navigation, loading times, and mobile responsiveness.
Encourage user reviews, testimonials, and feedback to demonstrate trustworthiness. Respond promptly and thoughtfully to user inquiries and comments.
5. Enhance Website Security and Transparency:
When developing content, it is advisable to seek information directly from authoritative sources to establish credibility. It is recommended to include links to official sources, studies, research papers, and even relevant tweets and blog posts shared by experts in your industry.
Implement website security measures such as HTTPS encryption to establish trust. Provide transparent information about your website, including contact details, privacy policies, and terms of service.
Disclose any potential conflicts of interest or sponsored content.
6. Cultivate a Strong Social Media Presence:
Maintain consistent branding across your social media platforms to establish a recognizable and cohesive identity. Use consistent logos, colours, and messaging to reinforce your brand’s authority and professionalism.
Actively engage with your audience by responding to comments, messages, and mentions. Encourage conversations, answer questions, and provide helpful information to demonstrate your expertise and build trust.
Engage with influencers, thought leaders, and experts in your industry. Share their content, participate in discussions, and build relationships. This can enhance your credibility and expand your reach within your target audience.
Consider utilizing social media advertising to increase your visibility and reach a larger audience. Target specific demographics or interests relevant to your industry to attract users who are more likely to engage with your content.
7. User-Generated Content:
UGC allows for real-time updates and feedback from users. This helps in keeping your content current and relevant, as users can contribute new information, insights, and experiences.
When users see that your website actively incorporates and values user contributions, it enhances the overall trustworthiness of your content. It shows that you are open to feedback and willing to include the voices of your audience.
An example of user-generated content (UGC) could be a customer posting a photo on social media showcasing themselves using a product from a particular brand. The customer may write a caption expressing their satisfaction with the product and tagging the brand’s official account. This UGC serves as an endorsement from a real customer, providing social proof and potentially influencing others to consider purchasing the product.
8. Build Relationships with Industry Experts:
Stay informed about industry trends and news to provide timely and relevant insights.
Collaborate with industry experts and leverage their authority to enhance your website’s credibility.
Remember that E-A.T optimization is an ongoing process that requires consistent effort to establish trust with both users and search engines.
Our take
E-E-A-T is a conceptual framework that lacks a specific numerical score for improvement. Enhancing the quality of your content and content creators involves a comprehensive approach without a singular focal point. Every aspect contributes to the overall improvement, making each element significant and impactful. Therefore, it is crucial to address all relevant factors and make continuous efforts to enhance your E.E.A.T, as every small improvement contributes to the overall advancement.
