Everything you need to know about Google E-E-A-T 

Today, people rely heavily on the internet for information. Search engines, like Google, know this, which is why they set ranking factors and guidelines to provide only high-quality content to their users. This is where the E-E-A-T guidelines come in. 

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. This is a part of Google’s search quality rater guidelines, a handbook that Google uses to weigh the quality and credibility of a website’s content. These guidelines are extremely crucial for websites that provide content related to YMYL (Your Money or Your Life) topics, such as health, finance, and legal issues. 

It was originally E-A-T only, but another E was added to it in December 2022 which stands for Experience. 

Now, let’s dive deep into what each component means and how it benefits your website. 

Experience (E)    

Experience refers to your first-hand or life experience with a topic. Content creators who display a wealth of personal experience about a certain topic are deemed trustworthy because they serve their purpose to the user: to provide high-quality content. The comments made by the content creator are tried and tested, which makes the content authentic. 

Tips for demonstrating experience: 

To prove you have experience on a topic, follow these tips: 

1. Include photos or videos of your personal experience about a particular topic. For example, you normally create content around sports, and you recently attended a football match. For people who regularly read your content, they’d want to know how your experience was. Narrate it with photos or videos as proof that you have attended the event. 

2. Leave an honest review about a product or service. Prospective buyers always look at reviews first before buying a product or service. Describe how the product or service met or didn’t meet your expectations, how it solved or didn’t solve your problem, and so on. Also include photos or videos to support your review. Doing so can help future customers make informed decisions.  

3. Add information about yourself or other content creators on your website. If a user is looking for health-related topics, then the best source would be someone in the medical field. To establish this, provide key information about yourself such as your qualifications, status or position, and other information about your career. 
    

Expertise (E)   

In the context of SEO and Google’s Quality Rater Guidelines, Expertise refers to your depth of knowledge and skills on a specific subject area. It demonstrates the ability to provide valuable insights, solutions, or information that’s accurate, trustworthy, and valuable to the audience. The highlight of this component is the practical wisdom and know-how you bring to the table. 

Tips for demonstrating expertise: 

To exhibit your proficiency in a particular field, adopt the following tips: 

1. Display authorship and author profiles. Clearly present the credentials and qualifications of content creators on your website. This helps build trust and highlights their expertise. 
2. Create high-quality content. Craft content that shows in-depth knowledge and accuracy. Be thorough and cite reputable sources to support your claims. 
3. Present case studies and portfolio. If relevant, share case studies or an online portfolio of your work to showcase real-world examples of your expertise. 
4. Share your guest posts and collaborations. Contribute guest posts to authoritative websites or collaborate with well-established platforms. These affiliations help enhance your credibility. 
5. Show your certifications and awards. Highlight any relevant certifications or awards you’ve received in your field. 
6. Use industry-specific terminology. Use industry-specific terminology and jargon appropriately in your content to demonstrate your fluency and familiarity with the subject matter. 

Authoritativeness (A)   

This guideline refers to how authoritative you are in a particular field or topic. But authoritativeness is not just about being an expert—it’s about being recognized as one. 

Tips for establishing authoritativeness: 

Explore these tricks on how to demonstrate your authoritativeness to your readers: 

1. Provide backlinks and citations. Earn backlinks from other authoritative or recognized websites. This vouching from respected sources can significantly boost your authority. To do this, ensure your content is citable and easily referenced. 
2. Collaborate with experts. Partner or collaborate with experts within your niche to enhance your credibility and authority. 
3. Reference credible sources. Reference and link to reliable sources when presenting facts or information. This shows you’ve done your research and adds weight to your content. 
4. Showcase peer recognition. Mention any awards, accolades, or recognitions relevant to your field to further validate your authority. 
5. Engage in peer reviews. If you’re in a field where peer-reviewed articles or research are common, consider submitting your work for review. This shows a commitment to rigorous evaluation and high standards. 
    

Trustworthiness (T)    

Trustworthiness, in the context of Google’s search quality guidelines, refers to your web content’s reliability and credibility. When your website is deemed trustworthy, users and search engines will see it as an authoritative source, ranking higher in search results. It’s about making your readers feel confident in your content. It’s what also compels users to turn to your website when they look for accurate information. 

Tips for establishing trustworthiness 

Follow these tips to show proof your website is trustworthy:  

1. Provide accurate, up-to-date information. Your visitors are more likely to trust a website that provides them with the latest information about a topic. Plus, search engines also factor in the freshness of content as a ranking factor.  
2. Avoid misleading content. It’s difficult to trust a website if it’s filled with errors or misleading content, especially when critical topics are discussed. Provide authentic information and cite its sources whenever necessary.  
3. Encourage user-generated content. Promoting user-generated content (UGC) can do wonders for your website. UGC is created by real people, which makes it highly authentic and relatable. Encourage your users to leave reviews on your website or social media profiles to enhance your trustworthiness to other visitors.  
    

How does E-E-A-T affect your business  

For small businesses, demonstrating expertise in their niche is a critical strategy if they want to gain traction online.  

When small businesses offer valuable, well-informed content and products or services (while observing E-E-A-T guidelines), they establish themselves as credible sources. This not only attracts potential customers but also helps in local SEO, making it easier for local audiences to find them.  

With the tight online competition, you need authority to build trust. E-E-A-T influences search visibility, and since consumers increasingly rely on online reviews and recommendations, having a strong E-E-A-T can make the difference between thriving in eCommerce and lagging behind. 

So, how does E-E-A-T give you a competitive edge? 

Google highly values E-E-A-T as a ranking factor. Websites that exhibit these qualities are more likely to rank higher in search results. When your website excels in E-E-A-T, it not only attracts organic traffic but also establishes a reputation for credibility and trustworthiness. 

The more trust your business can cultivate, the more loyal customers it can attract. E-E-A-T isn’t just about pleasing search engines—it’s about winning the trust of your audience. As users find your content and offerings to be expert, authoritative, and trustworthy, they’re more likely to become devoted customers. 

How to improve your website’s E-E-A-T score  

To bolster your website’s E-E-A-T, consider these practical and actionable recommendations: 

1. Quality content creation. It all starts with content. Strive for high-quality content that demonstrates expertise and knowledge in your field. Whether it’s blog posts, product descriptions, or any web content, ensure it’s accurate, well-researched, and valuable to your audience. 
2. Author information. Clearly display author information on articles or posts. This builds transparency and shows that real experts create your content. If applicable, include author credentials and background in a dedicated About the Author section. 
3. In-depth about page. Have a comprehensive About Us page detailing your organization’s history, mission, and key team members. Highlight your expertise, experience, and qualifications to increase authoritativeness. 
4. Gather reviews and testimonials. Whenever you can, encourage satisfied customers to leave reviews and testimonials. Genuine positive feedback from real people can significantly improve trustworthiness. You can display these on relevant product or service pages. 
5. Regular updates. Keep your content up to date. Outdated information can erode trust and credibility. Regularly review and refresh your content, particularly in fast-evolving industries. 
6. Technical aspects. Address technical aspects like site security (HTTPS), mobile-friendliness, and fast loading times. A smoothly functioning website provides a positive user experience, which helps contribute to trust.  
7. Inbound and outbound Links. Incorporate relevant outbound links to authoritative sources, which can boost your website’s trustworthiness. Additionally, monitor inbound links to look for any spammy or untrustworthy backlinks. 
8. Social proof. Showcase social media shares, likes, and followings. An active presence on social media platforms not only demonstrates your expertise but also increases brand trust. 
9. Customer support. Provide accessible customer support. Make it easy for users to contact you with questions or concerns.  
10. Privacy policy and terms. Ensure your website includes a privacy policy, terms of service, and any relevant legal documentation. Matters of transparency regarding data privacy and legal matters can significantly improve trustworthiness. 
     

Establish your online presence now 

Search engines always prioritize high-quality content to give their users the best experience. By complying with ranking factors and guidelines, like E-E-A-T, you’ll increase your chances of ranking and getting noticed by your audience.  

Aside from observing E-E-A-T, consider Web.com‘s SEO Services to let SEO professionals get your website the online visibility and exposure it deserves. All you have to do is focus on your website and leave the nitty-gritty to us. Explore our services today and get started!