Google's E-E-A-T principles: Elevating your SEO
For businesses striving to optimise their online presence, understanding and incorporating these principles into their SEO strategy is paramount. Here, Liam Hayward, digital marketing executive at our sister agency The Bigger Boat, explains exactly what’s meant by Google E-E-A-T, and highlights how you can leverage these principles.
What is E-E-A-T?
E-E-A-T (previously known as Google E-A-T), stands for experience, expertise, authoritativeness, and trustworthiness. Introduced by Google in its Search Quality Evaluator Guidelines, these principles serve as a foundation for evaluating the quality of web pages. While not a direct ranking factor, E-E-A-T plays a crucial role in determining a page's overall quality and, consequently, its search engine ranking. Let’s look at each principle in more detail.
Experience: Demonstrating real-life familiarity
There are instances where the most valued content is that generated by individuals possessing genuine, real-life familiarity with the subject matter. So, does the content reflect a level of expertise derived from practical experience, such as hands-on usage of a product, firsthand visits to a location, or direct communication of personal encounters?
How to leverage this principle: Mix up different types of experience content for different customer needs. For instance, let’s say a new business-owner is seeking guidance on accurately completing tax returns. In this case, it’s crucial for them to access content crafted by an expert in the field of accounting. On the other hand, if their goal is to find reviews for tax preparation software, they might lean towards a different type of information—perhaps engaging in a forum discussion involving individuals with hands-on experience using various services.
Expertise: Establishing subject authority
Expertise is a measure of the content creator's knowledge and proficiency in a particular field. For businesses, this means creating and curating content that showcases their expertise. Whether it's blog posts, whitepapers, or industry insights, the goal is to position the brand as an authority in its niche.
How to leverage this principle: Investing in content that demonstrates in-depth knowledge not only caters to Google's algorithms but also engages and educates the target audience. Share insights, case studies, and research findings to substantiate your claims and reinforce your standing as an industry expert.
Authoritativeness: Building digital influence
Authoritativeness goes beyond expertise and delves into the digital influence a brand holds. This is determined by the quality and quantity of backlinks, brand mentions, and citations across the web. Google perceives a page as more authoritative when reputable websites link back to it, essentially vouching for its reliability.
How to leverage this principle: To enhance authoritativeness, focus on building a robust backlink profile through guest posts, collaborations, and creating shareable, link-worthy content. Participate in industry events, get featured on reputable platforms, and cultivate relationships within your industry to amplify your digital influence.
Trustworthiness: Cultivating user confidence
Trustworthiness is the cornerstone of any successful online presence. Google aims to deliver reliable information to its users, and for this reason, it places a high value on trustworthy content. To convey trustworthiness, businesses must prioritise factors such as website security, transparency, and user feedback.
Why E-E-A-T matters for SEO
Google's algorithms are becoming increasingly sophisticated, and getting better at understanding content quality. Pages that align with E-E-A-T principles are more likely to be rewarded with higher search rankings. By optimising for E-E-A-T, businesses can create a robust foundation for their SEO strategy, driving organic traffic and improving online visibility.
Embracing E-E-A-T principles isn't just about pleasing search engines; it's about building a solid reputation in your industry, establishing trust with your audience, and becoming a recognised authority in your niche. As the digital landscape continues to evolve, businesses that prioritise E-E-A-T will undoubtedly stand out and thrive in the competitive online space.