What is EEAT?

When it comes to ranking on Google, it is an extremely complicated and guidelines-based approach. You follow the guidelines and Google will appreciate you by ranking your website higher and higher.

The widespread adoption of these guidelines led to a scenario where even minor adjustments, measured in mere micro-points, could alter the ranking landscape significantly.

Even for Google, this had become a challenge to show high-quality and consistent search results for its uses. This is where Google introduced the E-A-T, a search quality guideline in 2014.

Since its inception in Google’s Search Quality Guidelines, the E-A-T has become a prominent guideline for ranking higher on Google SERPs.

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

In August of 2018, Google Medic Update hit the internet which was highly impactful for “Your Money, Your Life” websites which include medicine, finances, safety, etc. related website.

Recently, Google added the Experience parameter to the search quality guidelines and added an “E” to the acronym, making it E-E-A-T.

Experience, Expertise, Authoritativeness, and Trustworthiness—or E-E-A-T.

To enhance your EEAT scores, it is essential to furnish evidence demonstrating your Experience, Expertise, Authoritativeness, and Trustworthiness within the domain of your website.

This article aims to provide you with a comprehensive guide on EEAT, offering insights into how you can effectively integrate EEAT guidelines into your website and more.

What is EEAT?

As per the Search Quality Guidelines, Google will rank the website higher if they can show a level of Experience, Expertise, Authoritativeness, and Trustworthiness in the field in which they work.

Google prioritizes high-quality content that is not only relevant to users but also enhances their overall experience. The understanding is that such content is most effectively produced by individuals with firsthand experience, expertise in their respective fields, authoritative knowledge, and a level of trustworthiness among their audience.

For instance, let’s consider a comparison between a recently started medical blog by a college student aiming to rank for keywords related to healthcare and disease, and a medical blog operated by a hospital.

Which one do you think should rank higher?

The hospital’s blog, right?

That’s precisely what Google does—ranking high-quality websites. That’s what E-E-A-T is all about

Let’s dissect EEAT further to better understand this acronym.

Experience

Experience is the latest addition to EEAT, essentially embodying the depth of your knowledge and proficiency in your field.

Your experience serves as a tangible demonstration of your expertise, affirming that your content is not only genuine but of high quality.

It stands as a testament to your competence and assurance that what you create is backed by a wealth of firsthand knowledge and skill.

For example, when someone comes to us with their digital marketing requirements, they are very convinced when they know that we have over a decade of experience.

Expertise

The expertise embedded in your content is manifested through your credentials and deep comprehension of the technical intricacies within the subject matter.

For instance, consider a health coach writing about obesity. here, a nuanced understanding—from the formation of fat cells to optimizing lifestyle for optimal fat cell burning—is crucial.

Demonstrating your expertise required you to present content in a scientific yet engaging manner. This acronym sets a high standard, expecting a profound level of proficiency and knowledge from you.

Authoritativeness

Your brand reputation or personal branding plays a pivotal role in establishing authority. Two individuals with identical levels of experience, degrees, and locations can differ significantly based on the branding they have cultivated around themselves.

This authority, Google expects you to build for yourself or your brand within the field, involves having a substantial influence in the market.

Trustworthiness

Trust is a fundamental value within the fabric of human society. Doubtful? Consider our economy, a critical component for sustaining life. The money you possess is an expression of trust extended to the government, and it is this trust that ultimately determines the value of the currency.

The U.S. dollar, recognized as the world’s most trusted currency, holds its value in international commerce due to this inherent trust.

Applying a similar principle to the online realm involves adhering to Google Guidelines. This necessitates the creation of high-quality content that can be trusted by both users and Google alike.

Why Does Google Consider EEAT Important?

EEAT serves as a quality guideline rather than a direct search signal, underscoring the importance of distinguishing between the two to mitigate potential complications.

Quality guidelines represent the criteria Google encourages websites to follow, ensuring a high standard of content. In contrast, search signals are algorithms employed by Google to evaluate a website’s ranking.

Through quality guidelines, Google aims to establish industry standards for SEO. It’s important to note that adherence to these guidelines may not guarantee exponential ranking growth. However, optimizing for search algorithms can enhance your chances of achieving higher rankings on Google SERPs.

Despite following best practices, there remains a certain level of uncertainty in Google’s ranking system. It’s possible to execute all the correct strategies and still not secure the top position in search results.

Nevertheless, it is crucial to conduct a comprehensive SEO evaluation rather than adhering blindly to the guidelines. Guidelines are not direct ranking factors, rather, they serve as suggestions that become crucial to implement at certain times.

Examining the EEAT guidelines reveals a bias toward promoting legacy businesses over new startups, which creates an uneven playing field for businesses.

This is precisely why Google does not categorize Quality guidelines as a ranking algorithm but rather as a standard for webmasters to follow.

How EEAT is Going to Change SERPs?

The most significant impact of EEAT on Google SERPs is anticipated for websites operating in YMYL niches, where YMYL stands for Your Money, Your Life. This category encompasses websites that directly influence both financial and personal well-being, such as finance blogs and healthcare blogs.

Following the EEAT update, websites within these niches are expected to achieve higher rankings by presenting higher-quality content and upholding elevated standards of branding compared to other websites.

Affiliation with trusted certifiers, acknowledgment through awards, transparency about their identity, a showcase of values, and the telling of their brand story are crucial points of distinction that brands must emphasize to stand out from the crowd.

Doing so would place your brand higher in EEAT signals.

How to use EEAT to your Advantage?

EEAT is an important guideline that if used correctly, would make you rank higher. Here are some of the strategies that you can use to implement EEAT on your website-

Content Marketing

Content marketing is increasingly becoming a vital component of SEO, with Google placing more emphasis on content quality.

Enhancing content quality can be easily achieved by relying on personal experiences, sharing relevant insights, and adopting a comprehensive approach to content generation.

These nuances contribute to creating engaging and insightful content, enabling your content to stand out.

Google values user-oriented content that aligns with its algorithmic search signals. In content marketing, the goal is to mimic this approach, establishing a conducive and consistent content strategy.

If you examine it closely, content marketing embodies all the quality guideline signals in EEAT- Experience, Expertise, Authoritativeness, and Trustworthiness.

Collaborate with Experts

Expertise is a significant component of EEAT, therefore, having an expert is essential to meet EEAT guidelines. This can be accomplished by either hiring a subject matter expert or by developing expertise yourself.

Collaborating with an expert to create content helps in establishing authority, expertise, and trustworthiness with your audience. This, in turn, positively impacts your adherence to EEAT guidelines.

Investopedia’s approach to content development serves as an excellent model. By examining their process, you’ll notice a clear structure in the article creation. For instance, each article is attributed to an author, in this case, Joseph Nguyen, reviewed by Doretha Clemon and fact-checked by Marcus Reeves.

To replicate this, consider establishing a dedicated content team for your articles. You may assign authorship to one or more content creators, ensure a thorough review by you or another team member, and enlist a subject matter expert for fact-checking.

This meticulous process not only aligns with industry best practices but also contributes to the credibility and accuracy of your content.

Work on Personal Branding and PR Strategy

In this digital era, where people have an attention span of less than a second, personal branding emerges as a powerful means of creating an aura around oneself, attracting an increasing number of individuals.

Personal branding and public relations play pivotal roles in carving out a distinct space, facilitating the establishment of a business around your persona. It is the medium through which you present your confidence and strengths to the world.

By applying branding principles, you can not only build your business but also assert authority and expertise within your niche.

This approach significantly impacts your EEAT standards, positively influencing your audience to engage with the content you create and the products you sell

Create an About Page and Author Section

In the EEAT acronym, it is not to say that T for trustworthiness can be replaced with T for Transparency. If you want people to connect with what you represent then you’ll have to be transparent.

Google values your commitment to maintaining complete transparency with your audience, contributing to the establishment of authority.

To enhance trustworthiness and transparency, it is imperative to include an About page and an Author Section on your website.

These pages serve as essential tools for informing your audience about yourself and providing reasons why they should trust you.

Introduce your Team Panel

In Addition to the About page and Author bios, consider incorporating a Team page where every member of your team is showcased.

For larger teams, featuring top management along with a group photo engaging in a team activity can be effective.

A dedicated team page serves the dual purpose of aiding Google and providing your audience with insights into your business structure. This not only enhances trustworthiness but also showcases your team’s expertise.

Conclusion

The future of SEO is all about creating rich and high-quality content for your audience. There are no shortcuts to this but implementation strategy.

Developing experience, expertise, authoritativeness, and trustworthiness can be a challenging journey, but with consistent efforts over time, it becomes achievable.

Incorporating strategies such as collaborating with experts, focusing on personal branding, and creating an informative About page can contribute significantly to organically growing your brand and cultivating a positive online image.

While the development of EEAT requires time and sustained dedication, Once you establish a strong EEAT foundation, it becomes exceedingly difficult to dislodge yourself from the top ranks of Google.

The investment in building these crucial elements pays off in the long run, solidifying your position and influence within your industry.

If you’re facing challenges with your EEAT or SEO, consider consulting Nebula Infotech, recognized as the best Digital Marketing company in Rohini.

We specialize in analyzing, strategizing, and implementing effective online marketing campaigns tailored to elevate your brand’s Google ranking.

Our expertise ensures comprehensive support in enhancing your online presence and achieving optimal results.