Understanding Google's E-E-A-T Concept to Boost Your SEO

How much thought do you put into your website’s ranking on Google? 

In today’s oversaturated online marketplace, it might seem futile to aim for a page one ranking, but with a keen understanding of Google’s E-E-A-T concept and a little bit of effort, that goal can be within your reach.

New to the SEO game? Start here: What is SEO? A Guide to Driving Website Traffic

How Does Google Rank Websites?

Google has been around for over 26 years, and in that time, it’s become a linchpin of modern society. 

“Google it” is the first thing most people think when seeking information, and it shows. According to statistics, there are a whopping 5.9 million search queries every minute.  

91.54% of all search engine usage is with Google, far outpacing competitors like Bing and Yahoo. 

So it comes as no surprise that websites appearing on the first page of results enjoy a nice boost in visibility and increased traffic. 

Though SEO might seem like some mysterious, incomprehensible algorithmic puzzle, it is actually organized in a relatively easy-to-conquer manner: the E-E-A-T concept.

What Does E-E-A-T Stand For?

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. 

The first E, Experience, was added to the ranking in late 2022. Later, as we examine each of these components, we’ll discuss why Experience became a necessary addition. 

These four principles play an important role in how Google assesses the quality of content on the web. 

Let’s explore each one.

Experience

Google wants to make sure you have the firsthand knowledge and experience to be a trusted authority in your field.

This important piece of the E-E-A-T puzzle was added to the search engine algorithm in late 2022 to amplify content created by real people with authentic, high-quality information. 

When Google announced this change, they put it this way: “Does content also demonstrate that it was produced with some degree of experience, such as with actual use of a product, having actually visited a place or communicating what a person experienced?”

Obviously, a travel blogger who spent a month in Italy has more experience with the topic than a content creator who researched the country but never visited. 

As a business owner, how can you demonstrate your real-life Experience to rank higher on Google? 

Here are a few practical strategies to use: 

1. Display Case Studies and Real-Life Examples. Share case studies, personal experiences, or examples that demonstrate your hands-on knowledge.

2. User-Generated Content. Encourage satisfied customers to share their stories and experiences with your products or services. Highlight testimonials and reviews on your site. 

3. Behind-the-Scenes Content. Showcase behind-the-scenes processes, which can add authenticity and a personal touch to your content. Sharing photos, videos, and podcast appearances can demonstrate your experience. 

4. Share Your Personal Story. Relationship marketing is the name of the game these days, so don’t hesitate to share personal details that speak to your experience in your field.

Expertise

Expertise involves clearly showcasing your knowledge and skills in your industry. Google prioritizes websites and content that show you have the necessary credentials, education, and experience to speak as an authority on a topic. 

Here are a few ways you can demonstrate Expertise on your website: 

1. Showcase your credentials by including a detailed bio, details on your professional background, and any published work you can point to. 

2. Create high-quality content including comprehensive articles, detailed guides and collaborations with other industry experts. 

3. Build a strong online presence. Maintain an active, up-to-date presence on Linkedin, write for industry publications and share social proof such as endorsements, recommendations and testimonials.

Authoritativeness

This piece of the E-E-A-T framework is about being seen as a leading, reliable source of information that others acknowledge and reference.

Authoritativeness is established when your content and website are recognized as a go-to source within your industry. This is often built over time through consistent, high-quality content and authoritative backlinks.

Here are some ways you can develop Authoritativeness: 

1. Earn Backlinks: Focus on earning backlinks from reputable sites within your niche.

2. Get Featured: Seek opportunities to be featured in respected industry publications or platforms.

3. Build a Strong Online Presence: Maintain active social media profiles and engage with your audience to build a robust online reputation.

4. Develop and Maintain a Strong Personal Brand: Consistency across platforms and within your industry helps you become known as an authority.

Trustworthiness

Of all four pieces to the E-E-A-T framework, a lack of Trustworthiness has the greatest potential to tank your website. If your site is seen to be unreliable, scammy, or misleading, you’ll find your site deprioritized in the rankings.

In general, Trustworthiness means that your content and website are reliable, safe, transparent and accurate. 

How to Implement Trustworthiness:

• Cite Sources: Always back up your claims with credible sources and provide references.

• Use HTTPS: Ensure your website is secure by using HTTPS encryption that protects user data and provides a secure browsing experience.

• Transparency: Be transparent about your business practices, privacy policies, and terms of service. 

• Disclosures: Be up front about any affiliations, sponsorships or conflicts of interest that may influence your content. 

• User Experience: Make sure your website is designed to be mobile-friendly, easy to navigate and professional looking.

General Tips to Enhance Google’s E-E-A-T for SEO

There is quite a bit of overlap in the four pieces to the E-E-A-T puzzle. Here are some general guidelines that remain good practice across the board: 

1. Regularly Update Content: Keep your content up-to-date with the latest information and trends.

2. Engage with Your Audience: Respond to comments, reviews and queries promptly to build trust and authority.

3. Showcase Reviews and Testimonials: Display customer reviews and testimonials to add credibility and social proof.

4. Optimize Author Pages: Create detailed author pages that highlight the expertise and experience of your content creators.

5. Conduct Regular Audits: Regularly audit your site for content quality and accuracy, and make necessary improvements.

6. Maintain a Professional Website Design: Make sure your website can capture visitors’ attention in seconds and guide them intuitively through the content with no broken links, dead ends or lagging load times.

Conclusion:

Understanding and implementing Google's E-E-A-T principles is an important part of boosting your SEO and increasing your website ranking. 

By focusing on Experience, Expertise, Authoritativeness, and Trustworthiness, you can create high-quality content that not only satisfies Google's algorithms but also provides real value to your audience. 

If you stay committed to these principles, you'll see a significant improvement in your SEO efforts. If you need help creating a strategy, optimizing your website or developing content that grows your brand, our team is ready to help. 

Our goal is to be your partner in managing your brand visibility so you can focus on driving the initiatives for your mission and making a positive difference in the lives of your clients. If that is something you are looking for, get in touch! Our team of heart-centered marketers looks forward to getting to know you and your brand better.