In 2022, Google updated its search quality guidelines to include a new element called “Experience” (E) to the existing E-A-T (Expertise, Authoritativeness, Trustworthiness) framework. The updated framework is now known as E-E-A-T, emphasizing the importance of first-hand experience in addition to expertise, authoritativeness, and trustworthiness.
The E-E-A-T framework is a set of guidelines used by Google to assess the quality and reliability of web content. It is designed to help Google provide users with accurate, trustworthy, and helpful information. In this guide, we’ll cover:
1. What E-E-A-T is and what it stands for
2. The core elements of E-E-A-T
3. Different levels of E-E-A-T
4. How to demonstrate and improve your website’s E-E-A-T
What is E-E-A-T?
E-E-A-T is an acronym that stands for:
– Experience: The first-hand knowledge and practical understanding of the subject matter.
– Expertise: The depth of knowledge, skills, and experience a content creator or website demonstrates.
– Authoritativeness: The credibility and reputation of the website and its content creators.
– Trustworthiness: The reliability, accuracy, and integrity of the website and its information.
Google’s search quality rater guidelines state that establishing first-hand experience, expertise, and authoritativeness is crucial for earning user trust. The addition of “Experience” to the framework emphasizes the importance of real-world, practical knowledge, especially in a digital landscape where AI-generated content is becoming more prevalent.
Core Elements of E-E-A-T
1. Experience:
– First-hand experience and practical knowledge of the subject matter
– Showcasing the credentials and qualifications of the content creators
– Demonstrating a history of applying SEO strategies and techniques
2. Expertise:
– Depth of knowledge and proficiency in the subject matter
– Keeping up with the latest trends and developments in the field
– Applying SEO best practices and understanding search engine algorithms
3. Authoritativeness:
– Credible and reputable website and content creators
– Earning high-quality backlinks from authoritative sources
– Receiving mentions and citations from respected industry sources
4. Trustworthiness:
– Providing clear, accurate, and up-to-date information
– Ensuring website security and user privacy
– Maintaining transparency and ethical practices
Levels of E-E-A-T
Google’s guidelines outline different levels of E-E-A-T, ranging from the lowest to the highest:
1. Lowest E-E-A-T: Websites with little to no credibility, inaccurate or superficial content, and a poor user experience.
2. Lacking E-E-A-T: Websites with some credentials and passable content, but lacking in overall credibility and authority.
3. High E-E-A-T: Websites recognized as reliable and authoritative, with a strong backlink profile and a reputation for producing high-quality content.
4. Very High E-E-A-T: Websites that are visually appealing, meet search engine criteria, and contain well-written, superior content that demonstrates the author’s expertise and experience.
Demonstrating and Improving E-E-A-T
To demonstrate and improve your website’s E-E-A-T, consider the following strategies:
1. Showcase your experience:
– Highlight your team’s credentials and qualifications
– Provide details about your first-hand experience in the industry
– Demonstrate your SEO expertise and track record of successful campaigns
2. Establish your expertise:
– Produce high-quality, well-researched, and comprehensive content
– Develop a reputation as a subject matter expert in your niche
– Obtain relevant certifications or industry recognition
3. Build authoritativeness:
– Earn high-quality backlinks from reputable websites
– Secure mentions and citations from respected industry sources
– Leverage social proof, such as follower counts and positive reviews
4. Enhance trustworthiness:
– Ensure your website is secure and has a clear privacy policy
– Maintain transparency about any potential conflicts of interest
– Provide accurate and up-to-date information, backed by reliable sources
By implementing these strategies and continuously improving your website’s E-E-A-T, you can increase your chances of ranking higher in Google’s search results and build trust with your audience.