E-A-T, or “Expertise, Authoritativeness, and Trustworthiness,” has been a critical factor in Google’s algorithm since 2014. However, in recent years, Google has placed an even greater emphasis on E–E-A-T, or “Expertise, Experience, Authoritativeness, and Trustworthiness.” In this article, we will explore the evolution of E-A-T to E-E-A-T and the reasons behind this change. We will also discuss the implications of this shift for businesses looking to improve their digital marketing strategy.
What is E-A-T?
E-A-T stands for expertise, authoritativeness, and trustworthiness. This acronym is one of several guiding principles Google uses to determine if the content on the internet should be considered valuable. This concept first came into being in a 2014 update when Google created the concept of “Search Quality.” E-A-T is a guideline used to determine the quality of content and sites. The E, for expertise, refers to the qualifications of the content creator. This guideline asks, “is the creator qualified to speak on the subject of the content?” The A, for authoritativeness, asks if the site, content, and content creator should be considered a point of authority on the subject at hand. Finally, and perhaps most importantly, trustworthiness measures how much the average searcher can trust the content and creator.
When did it become E-E-A-T?
E-E-A-T is the successor of the E-A-T philosophy. In December 2022, Google announced the addition of the extra E: experience. This second E allows Google to determine if the content was written with some degree of experience rather than just research. It adds a new level of reliability to Google’s quality rater guidelines. Experience specifically refers to first-hand, real-world experiences. Recipes and product reviews are good examples of content with the experience.
Why is E-E-A-T Important?
E-E-A-T measures the accuracy and reliability of your site and your content. Google wants to ensure that accurate and helpful content circulates the internet. Since anyone can create a website or write a Wikipedia article, this makes Google’s job difficult. Experience is a standard the company can use to identify quality and compelling content.
Some articles, like those that have to do with finance and medicine, are held to the highest E-E-A-T standards. This content is called “your money or your life” (YMYL) because the stakes are very high. Misinformation may cost someone their livelihood or their life.
Is E-E-A-T a Ranking Factor?
Though it is important, E-E-A-T is not technically a ranking factor. On the other hand, site and content quality does contribute to search engine ranking. Quality content should also meet E-E-A-T guidelines.
How to Improve E-E-A-T
Luckily, there are several ways you can improve your content’s credibility and thus improve your site’s SEO. When creating content, be sure you are consulting professionals in the field. Google wants credible content. Try interviewing experts and doing high-quality research. Additionally, it is essential to regularly update your content, mainly if an article contains statistics.
Developing a solid link-building strategy is another vital way to improve the quality of your site and content. When linking to external sites, always make sure that you are using official sources that are trusted by professionals. Finally, build a content marketing strategy that centers around your expertise and digital marketing goals. The purpose of your content should always be clear to Google quality raters and searchers. Be sure your headings and titles match the subject of your content.
Understanding the importance of E-E-A-T is essential to creating a solid SEO strategy. By working with a digital marketing professional like KDGSWorks, you can be sure that your digital optimization is in experienced hands. Contact us today to learn more about our SEO and digital marketing services!