As Google's algorithms become increasingly sophisticated, content quality and credibility are becoming increasingly crucial, especially for websites covering important topics like health, finance, and law. Google categorizes these websites as YMYL (Your Money Your Life), where misinformation can significantly impact the lives of those who consume the content.
Therefore, it's crucial for you to understand and implement the EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) principles, which are key to building trust and SEO rankings.
In the world of SEO, we often hear the term E-A-T, which refers to Expertise, Authoritativeness, and Trustworthiness. However, developments in Google's algorithm have given rise to a new concept: E-E-A-T or EEAT. Curious about what E-A-T is and why it's important in SEO strategy? Let's dive deeper....
What is E-A-T?
E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is the framework Google uses to evaluate the quality of content appearing in search results. This concept is explained in Google's Search Quality Evaluator Guidelines (SQEG), which are used by quality raters to provide feedback on the relevance and credibility of search results.
In 2022, Google introduced a major change by adding the element Experience to the E-A-T acronym, thus becoming E-E-A-T. This step highlights the importance of hands-on experience in demonstrating relevant expertise, making content more valuable and trustworthy.
Thus, the EEAT principles help ensure that Google provides more useful, safe, and relevant search results to its users, while protecting them from potentially harmful or inaccurate information.
Is E-E-A-T a ranking factor?
While Google doesn't publicly disclose all the details of its ranking algorithm, E-A-T has been stated as a crucial factor in assessing content quality. Google strives to provide users with accurate and useful search results. By considering E-A-T, Google strives to ensure that the content that appears highest in rankings is reliable and relevant.
This is especially important in niches like health, finance, and law, where inaccurate or unverified information can have a serious impact on users. Therefore, websites providing content in these areas need to pay closer attention to E-A-T.
Why is EEAT Important in SEO?
Now, you might be wondering, why is EEAT so important in SEO? The answer is simple. Google continuously strives to provide the most relevant and useful search results to its users.
While EEAT doesn't directly affect search rankings, implementing these principles is crucial in building Google's trust in a site's quality. For website owners or content creators, understanding and implementing the EEAT principles is crucial to ensuring they meet Google's quality standards.
This will significantly help increase user trust and visibility in search results. By implementing the EEAT principles, Google strives to ensure that the information appearing in search results is the most credible, accurate, and useful. Here are some reasons why EEAT is so influential in SEO strategy:
- Increasing User Trust: Content that demonstrates expertise, authority, and experience tends to be more trusted by visitors. Visitors who feel confident in the information you provide are more likely to return to or even share your website.
- Demonstrating Credibility: The more credible your website is, the more likely it is to receive backlinks from trusted sources. This will certainly help improve your website's authority and position in search results.
- Meeting Google Standards: Google places great importance on content quality, especially for topics related to health, finance, or safety, known as "YMYL" (Your Money, Your Life). For topics like these, EEAT is crucial to ensure your website is perceived as authentic and trustworthy.
What is the concept of E-E-A-T?
EEAT consists of four important elements that you need to understand and implement in your SEO strategy. Each of these elements has a different role, but they support each other to ensure that the content you create is well-received by Google and visitors. Let's discuss each in more detail:
1. Expertise
Expertise, in the EEAT concept, refers to the depth of your knowledge and expertise related to the topic you're discussing. For example, if you're writing an article about health, Google will prioritize content written by professionals in that field, such as doctors or medical experts.
So, if you have relevant qualifications or certifications, make sure they're clearly visible in your content. If not, make sure you rely on valid research and reliable sources to support the information you provide.
2. Experience
Experience refers to how relevant and authentic the experiences you share in your content are. Google assesses whether the content creator truly has firsthand experience with the topic. For example, if you're reviewing a product or talking about a tourist attraction, have you ever used or visited it?
Firsthand experience can show that you truly know what you're talking about, rather than just writing based on theory. Genuine and credible experience will certainly be more valued by Google.
3. Authoritativeness
This concept relates to the reputation or recognition a website or author has in their field. Google will look to see whether your content is considered authoritative by other relevant websites. For example, if a large or trusted site cites or backlinks to your content, this indicates that they consider your content to be high-quality and credible.
So, to build authority, you need to ensure that your content is recognized by others in the same industry, whether through collaborations, publication on trusted platforms, or references from reputable sources.
4. Trustworthiness
Trustworthiness is the most important factor. Google wants to ensure that the websites appearing in search results are secure, credible, and provide accurate information. This includes several aspects, such as whether your website uses secure HTTPS, whether the content presented is factual and accountable, and whether there are clear policies regarding privacy or product returns if you sell goods.
If visitors feel your site is safe and reliable, they are more likely to return or share your content with others.
How to build E-E-A-T?
According to Semrush.com, to ensure your site meets EEAT criteria and can compete with other sites, here are some practical steps you can take.
1. Create Useful Content
Create content that is useful to your audience and demonstrates your brand's expertise. This will increase your authority in your field and make visitors more likely to trust the information you provide.
2. Follow Strict Editorial Standards
Adhere to high editorial standards to ensure that every piece of content you create is consistently high-quality. For example, ensure each article has been verified and reviewed by third parties, and use credible references.
3. Build Brand Reputation
Brand reputation influences the level of trust in your content. You can gain positive exposure through various tactics such as digital PR, influencer marketing, or posting on other websites in the same niche.
4. Give Credit to Content Creators
Giving credit to content creators can help build trust with readers. Be sure to credit the author and contributors on every article you publish on your blog.
5. Use Credible Sources
Ensure that the information you provide comes from credible sources. Avoid spreading misinformation that could damage your site's E-A-T.
6. Leverage User-Generated Content
User-Generated Content (UGC), such as reviews or photos shared by users, can increase trust in your site. For example, Amazon displays videos, photos, and reviews from its users for certain products, which helps increase credibility.
By implementing these steps, you can improve your site's E-A-T and ensure the content you create can compete effectively in Google search results.
Conclusion
E-E-A-T is the four main pillars Google uses to assess content quality: Experience, Expertise, Authoritativeness, and Trustworthiness. These principles are crucial because Google wants to ensure users receive accurate and reliable information, especially for sensitive topics like YMYL.
Implementing E-E-A-T will help your content rank higher, attract quality traffic, and build brand credibility. So, E-A-T is a very important concept in SEO strategy, especially if you want to ensure that your website or blog appears on the first page of Google search results. By understanding and implementing E-A-T principles, you can increase the credibility and visibility of your site in the eyes of Google and users.
