Not all the content is created equal.

The internet is flooded with information. 

It becomes essential to differentiate trustworthy and reliable sources from misleading ones.

Google the search engine giant recognises the key pillars contributing to exceptional content are- Expertise, Authoritativeness, and Trustworthiness, collectively known as EAT.

EAT first showed up in Google’s search quality guidelines in 2014. And in 2022 Google added an extra E for “Experience”.

Whether you’re a curious reader seeking reliable information or a content creator aiming to stand out, understanding E-A-T is crucial.

This blog will help you understand the EEAT concept and how it helps SEO efforts.

Basics of EEAT

EEAT represents a set of essential guidelines outlined in Google’s search quality evaluator Guidelines. 

At the core of EEAT lies the notion that valuable content should be effortful, original, skillfully crafted, and reliable. 

This emphasis of Google on content quality ensures that content creators deliver credible and trustworthy information to users, resulting in a more satisfying online experience.

Experience

The newest addition to the EEAT guideline is “Experience”. 

Imagine seeking advice on gourmet cooking from someone who has never set foot in a kitchen. 

It’s the experience that adds depth and authenticity to the knowledge we share. 

When creating content, demonstrating personal experience with the topic instils confidence in the audience. 

Tell me which would you trust the most- A product review from someone who has personally used the product or someone who has not? 

The former holds more weight as it is backed by real-life experience. 

For instance, a health blog is more credible if it’s authored by a certified nutritionist who has years of experience working with patients.

Expertise

With articles penned by industry experts and thought leaders, Hubspot’s blogs not only offer in-depth insights but also dive into the nuances of digital marketing strategies.

Expertise is the golden ticket that opens doors to authority. It signifies that you possess a deep, comprehensive understanding of a subject matter. 

Expertise complements experience, requiring content creators to showcase their proficiency in a specific field or industry. 

There are other ways to showcase your expertise and trust among the audience-

Authoritativeness

The digital realm is filled with voices, but not all voices carry weight. 

It’s about what you say, backed by accomplishments and contributions to your niche. 

Being an authority in your niche involves receiving backlinks and mentions from other reputable websites and experts within your industry. 

Gaining backlinks and mentions from established sites further solidifies your content’s trustworthiness. 

Trustworthiness

Would you lend your ear to someone who has a track record of misinformation?

It’s the promise that the information shared is accurate, unbiased, and has the audience’s best interests at heart. 

Trustworthiness is cultivated through consistent, honest content creation. It’s admitting mistakes, correcting errors, and staying transparent about affiliations. 

Why Is EEAT Important? 

Although EEAT is not a direct ranking factor in Google’s search algorithm, it significantly influences search rankings and user experience. 

High EEAT content is more likely to receive positive behavioural metrics, such as a longer time on the page, increased click-throughs, social shares, and backlinks. 

These metrics, in turn, contribute to improved search engine rankings, increased organic traffic, and long-term success in a competitive online landscape.

EEAT and YMYL Sites

EEAT holds particular importance for “Your Money or Your Life” (YMYL) pages, which encompass topics with significant impacts on users’ financial, medical, and safety well-being. 

Websites providing YMYL content must uphold high EEAT standards to ensure accuracy and credibility. 

This is to guarantee that users receive credible advice when making life-altering decisions. 

For instance, if a website claims to provide investment guidance, it must showcase expertise, authoritativeness, and trustworthiness to avoid misleading users into financial pitfalls.

Best Practices for EEAT in Your Content

Now that we understand the significance of EEAT, let’s explore some practical strategies to incorporate it into your content creation process:

• Cite Credible Sources

When presenting facts, statistics, or claims, always attribute them to reputable sources. This not only adds authority but also allows readers to verify information independently.

• Expert Contributors

Collaborate with experts in your field to contribute to your content. Their association lends credibility and offers diverse insights.

• Transparent Authorship

Clearly showcase the author’s background, experience, and qualifications. An ‘About’ page that outlines the author’s journey builds trust.

• Regular Updates

Keep your content current. Outdated information can erode trust and authority.

People consult an average of 10.4 sources of information before making a decision.

• Backlinking

Link to high-quality external sources that complement your content. This demonstrates research and adds depth.

• Engage with Your Audience

This is a must-practice! Respond to comments, questions, and feedback from your audience. Engaging with them builds a sense of community and trust.

E-E-A-T in Your SEO Efforts

While E-E-A-T does not directly impact SERP rankings, it significantly influences a website’s value and user experience. 

Google’s Quality Rater Guidelines help assess whether a site offers a quality online experience and meets users’ needs. 

Websites with high E-E-A-T signals are more likely to be perceived as reputable and earn higher rankings in search results. 

Understanding the role of E-E-A-T is crucial for content creators and website owners who want to establish a strong online presence.

High-quality content that supports E-E-A-T can improve your chances of scoring prime SERP.

Google’s algorithm favours content that promotes a site’s E-E-A-T, ultimately leading to higher search engine rankings and increased visibility.

Content that reflects a high level of E-E-A-T tends to generate increased user engagement, such as longer time on the page and click-throughs to other pages on your site. 

Content that is highly relevant, trustworthy, and demonstrates expertise is more likely to be featured, providing a significant boost to your website’s visibility.

Parting Thoughts

EEAT—Experience, Expertise, Authoritativeness, and Trustworthiness—is the foundation of exceptional content and SEO success. 

By prioritizing EEAT, content creators can deliver valuable, credible, and reliable information to their audience. 

As we navigate the digital landscape, let’s remember that E-E-A-T isn’t just a set of checkboxes; it’s a commitment to delivering valuable, accurate, and reliable content that empowers users. 

So, whether you’re writing a blog post, conducting research, or seeking information, remember the power of EEAT in shaping a trustworthy online world.

Just like EEAT forms the solid foundation of online credibility, your digital presence deserves a solid foundation too. 

At Nico Digital, we’re not just another agency; we’re your partners in crafting content that resonates with EEAT principles.

Ready to elevate your online game? Reach out to us today!