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What is E-E-A-T: The New Standard for Online Credibility and Quality Content

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  December 21st, 2023

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In the ever-evolving world of search engine optimisation (SEO), staying ahead of the curve is crucial for businesses looking to thrive online. One of the latest buzzwords in the SEO community is E-E-A-T, an acronym that stands for Experience, Expertise, Authoritativeness, and Trustworthiness. But what exactly is E-E-A-T, and why is it so important for SEO? In this blog, we’ll delve into the concept of E-E-A-T, explore its significance for SEO agencies and professionals as well as DIY SEO-ers, and provide actionable tips for improving your site’s E-E-A-T score. Whether you’re a small business owner or a marketing manager seeking to boost your online presence, understanding E-E-A-T is essential for achieving success in the modern digital landscape.

E-E-A-T Is the New E-A-T. What the New “E” Means for SEO

E-E-A-T is an extension of the original E-A-T concept introduced by Google in its Search Quality Evaluator Guidelines

The new “E” for Experience is particularly important for content that requires first-hand experience and knowledge. Google values content created by authors who have personal experience with the subject matter they are writing about. This is important because searchers often want to know first-hand information before making decisions.

Here are some concrete examples of how the new “E” for Experience can impact SEO:

Product Reviews: If an author is writing a product review, they should have actually used the product. For example, a review of a new smartphone by someone who has personally used the device is more valuable than a review written by someone who has not. The firsthand experience adds credibility to the review and makes it more trustworthy.

Travel Blogs: If a travel blogger is writing about the best restaurants in Rome, they should have actually visited those restaurants. The firsthand experience adds authenticity to the content and makes it more engaging for readers.

Health and Wellness Blogs: If a fitness blogger is writing about the benefits of a particular workout routine, they should have actually tried the routine themselves. The firsthand experience adds credibility to the content and makes it more relatable for readers.

Personal Finance Blogs: If a personal finance blogger is writing about strategies for saving money, they should have actually tried those strategies themselves. The firsthand experience adds authenticity to the content and makes it more trustworthy.

The new “E” for Experience reflects the growing importance of firsthand or life experience in SEO. Google values content created by authors who have personal experience with the subject matter they are writing about. By providing content that reflects firsthand experience, you can enhance the user experience, build credibility and trust, and improve your site’s visibility and credibility in search results.

What is E-E-A-T?

E-E-A-T is an acronym that stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is a framework used by Google’s Quality Raters to evaluate the quality of a website’s content. E-E-A-T is not a direct ranking factor in Google’s search algorithm, but it plays a crucial role in assessing the expertise of content creators and the overall quality of a website’s content. Let’s take a closer look at each of these components:

Experience

The addition of the new “E” for Experience reflects the growing importance of firsthand or life experience on the topic a page is about. Google values content created by authors who have personal experience with the subject matter they are writing about. This is important because searchers often want to know first-hand information before making decisions. For example, a product review written by someone who has actually used the product is more valuable than a review written by someone who has not.

Expertise

Expertise refers to the level of knowledge and skill demonstrated in your content. Google’s algorithms assess the depth and accuracy of your content, as well as the credentials of the authors. Demonstrating expertise in your field is essential for establishing credibility and building trust with your audience. Content creators should have adequate experience and expertise in the subject matter they are writing about.

Authoritativeness

Authoritativeness is about establishing your site as a trusted and respected source of information in your industry. This is achieved through high-quality content, authoritative backlinks, and a positive brand reputation. Being recognised as an authority in your field can significantly boost your site’s visibility and credibility. Quality Raters look for evidence of authoritativeness, such as endorsements from industry experts, authoritative backlinks, and a strong online presence.

Trustworthiness

Trustworthiness is about building confidence and trust with your target audience. This includes providing accurate and reliable information, being transparent about your business practices, and ensuring the security and privacy of user data. Building trust is essential for fostering long-term relationships with your audience and driving conversions. Trust is the most critical component of E-E-A-T, as untrustworthy pages have low E-E-A-T no matter how experienced, expert, or authoritative they may seem. Quality Raters assess trustworthiness by looking at factors such as the accuracy of the content, the reputation of the content creator, and the security of the website.

Why Is Google’s E-E-A-T Important for SEO?

Google’s E-E-A-T is important for SEO because it provides a comprehensive framework for evaluating the quality of a website’s content. Google’s Quality Raters use E-E-A-T to assess the expertise of content creators and the overall quality of a website’s content. While E-E-A-T is not a direct ranking factor in Google’s search algorithm, it plays a crucial role in determining the credibility, trustworthiness, and authority of a website. Here’s why E-E-A-T is important for SEO:

Enhancing User Experience

The addition of the new “E” for Experience reflects the growing importance of user experience in SEO. Google values content created by authors who have personal experience with the subject matter they are writing about. This is important because searchers often want to know first-hand information before making decisions. Providing content that reflects firsthand experience enhances the user experience and can lead to higher engagement and conversions.

Building Credibility and Trust 

Demonstrating expertise, authoritativeness, and trustworthiness in your content is essential for establishing credibility and building trust with your audience. Trustworthy content is more likely to be shared, linked to, and engaged with, which can improve your site’s visibility and credibility in search results.

Improving Search Rankings

Google’s algorithms assess the quality of your content, the credentials of the authors, and the overall user experience on your site. By focusing on E-E-A-T, you can improve the quality of your content, establish credibility, and enhance the user experience, which can ultimately lead to higher search rankings.

Attracting High-Quality Backlinks

Authoritative and trustworthy content is more likely to attract high-quality backlinks from reputable websites in your industry. Backlinks are a key ranking factor in Google’s search algorithm, and attracting high-quality backlinks can significantly boost your site’s visibility and credibility in search results.

Driving Conversions

Building trust and credibility with your audience is essential for driving conversions. Trustworthy content is more likely to resonate with your audience and persuade them to take action, such as making a purchase or signing up for a newsletter.

How to Improve Your Site’s E-E-A-T

Improving your site’s E-E-A-T score is crucial for enhancing your online presence and achieving success in the digital landscape. E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness, and it provides a comprehensive framework for evaluating the quality of a website’s content. By focusing on these components, you can improve the quality of your content, establish credibility, and build trust with your audience. Here are some actionable tips to help you improve your site’s E-E-A-T score:

Create High-Quality Content

High-quality content is the cornerstone of E-E-A-T. Your content should be well-researched, accurate, and informative, showcasing your expertise in your field. Consider a travel blogger who provides detailed insights into the cuisine, ambience, and prices of the best restaurants in Rome, drawing from personal dining experiences.

Provide Author Info and Transparency

Establish credibility and expertise by including author bios and credentials on your website. Let your audience know who is behind the content and why they should trust your insights. A fitness blogger, for instance, could highlight their qualifications as a certified personal trainer and share personal experiences of trying out the workout routine they’re recommending.

Use Credible Sources

Support your claims with evidence from reputable sources. Your content should be underpinned by credible research and data. A personal finance blogger discussing money-saving strategies could reference studies and statistics from respected financial institutions and government agencies.

Create a Positive Brand Reputation

Cultivate a strong online presence and reputation through positive reviews, testimonials, and authoritative backlinks. Monitor your online presence, respond to customer feedback, and address any negative reviews or comments. A positive online reputation can enhance your credibility and trustworthiness, and help establish your site as an authoritative source of information.

Monitor and Leverage User-Generated Content

Encourage and leverage user reviews, testimonials, and other user-generated content to enhance your credibility and trustworthiness. User-generated content offers social proof and adds authenticity to your brand. A travel blogger, for instance, could invite readers to share their travel experiences and photos on the website.

Build Authoritative Backlinks

Secure backlinks from reputable industry websites to bolster your authority. Authoritative backlinks can significantly enhance your site’s visibility and credibility in search results. A health and wellness blogger, for instance, could contribute guest posts to respected health websites and earn backlinks to their site.

Get Good Reviews

Solicit positive reviews from your customers on your website and third-party review platforms. Positive reviews can boost your credibility and trustworthiness, leading to increased conversions. 

Get Mentions on Authoritative Sites

Gaining mentions on authoritative sites can significantly boost your site’s E-E-A-T score. When respected websites in your industry mention or link to your content, it signals to Google that your site is a trusted and authoritative source of information. You can achieve this by creating high-quality content that others find valuable, engaging in industry forums and discussions, or collaborating with influencers in your field.

Be Trustworthy

Trustworthiness is a fundamental component of E-E-A-T. Ensure that your website is secure, protect user data, and be transparent about your business practices. Provide accurate and reliable information in your content, and avoid making exaggerated claims. Being trustworthy fosters long-term relationships with your audience and drives conversions.

Demonstrate Your E-A-T with Schema Markup

Schema markup is a type of structured data that helps search engines understand the content of your website. By implementing schema markup, you can provide additional information about your content, such as author credentials, publication dates, and reviews. This can help demonstrate your E-A-T and improve your site’s visibility in search results.

Show Evidence of Personal Experience

Personal experience adds authenticity and credibility to your content. Share your firsthand experiences with the subject matter, and provide insights that only someone with personal experience can offer. Whether you’re writing a product review, a travel guide, or a how-to article, your personal experiences can add value to your content and resonate with your audience.

Explain How You Created the Content

Transparency is key to building trust with your audience. Explain the process you followed to create your content, including the research methods you used, the sources you consulted, and the steps you took to ensure accuracy. This can help establish your expertise and credibility, and show your audience that you are a reliable source of information.

Demonstrate Your Experience on a Dedicated Page

Create a dedicated page on your website to showcase your expertise, credentials, and experience. This could be an “About Us” page, an “Author Bio” page, or a “Credentials” page. Highlight your qualifications, industry recognition, and any other evidence of your expertise. This can help establish your credibility and demonstrate your E-E-A-T to both your audience and search engines.

If You Lack the Experience, Invite Someone Who Has It

If you lack personal experience or expertise in a particular subject, consider collaborating with someone who does. Invite subject matter experts, guest authors, industry experts, or influencers to contribute to your content. Their insights and firsthand experiences can add credibility and value to your content, and help establish your site as an authoritative source of information.

Consider Page Experience

Page experience is a crucial factor in your E-E-A-T score. Ensure that your website is user-friendly, mobile-responsive, and fast-loading. Optimise your site’s navigation, layout, and overall website design to provide a seamless and enjoyable experience for users. A positive page experience can enhance user engagement, reduce bounce rates, and improve your site’s visibility in search results.

Get Technical

Technical SEO is an essential component of E-E-A-T. Optimise your technical site health by looking into meta tags, schema markup, and site structure. Ensure that your site is secure, mobile-friendly, and accessible to search engines. Technical optimisation can improve your site’s visibility in search results and enhance the user experience.

Add or Update Content Regularly

Regularly adding or updating content on your website can improve your E-E-A-T score. Fresh and relevant content signals to search engines that your site is active and up-to-date. It also provides value to your audience and keeps them engaged. Whether you’re adding new blog posts, updating existing content, or creating new landing pages, regular content updates can boost your site’s visibility and credibility.

Build Topical Clusters

Topical clusters are groups of related content that are organised around a central topic. By creating topical clusters, you can demonstrate your expertise in a particular subject and provide comprehensive information to your audience. Topical clusters also help search engines understand the structure and relevance of your content, which can improve your site’s visibility in search results.

Use Internal Links

Internal links are links that connect different pages on your website. By using internal links, you can guide users through your content, improve the user experience, and enhance the visibility of your pages in search results. Internal links also help search engines understand the structure and relevance of your content, which can improve your site’s E-E-A-T score.

Include Different Content Types

Diversify your content by including different content types, such as blog posts, videos, infographics, and podcasts. Different content types can appeal to different audience segments and provide value in different ways. By offering a variety of content types, you can engage your audience, demonstrate your expertise, and improve your site’s E-E-A-T score.

Try for a Wikipedia Page

Having a Wikipedia page can significantly boost your site’s E-E-A-T score. Wikipedia is considered an authoritative and trustworthy source of information, and having a Wikipedia page can enhance your credibility and give you a positive reputation. However, creating a Wikipedia page requires meeting certain notability criteria and adhering to Wikipedia’s guidelines. If you meet the criteria, consider creating a Wikipedia page to improve your site’s E-E-A-T score.

Go Easy on the Display Ads

While display ads can be a source of revenue for your website, it’s important not to overdo it. Too many ads can be distracting and detract from the user experience. Moreover, excessive ads can make your site appear less trustworthy and authoritative. Balance your ad placements with high-quality content that provides value to your audience.

Promote Offsite

Promoting your content offsite is a great way to increase your reach and visibility. Share your content on social media platforms, engage in industry forums and discussions, and collaborate with influencers in your field. Offsite promotion can help establish your credibility, build authoritative backlinks, and drive traffic to your site.

Perform a Content Audit

A content audit involves evaluating the content on your website to identify strengths, weaknesses, and opportunities for improvement. As part of your SEO strategy analyse your content for relevance, accuracy, and quality. Identify any gaps in your content and areas where you can provide more value to your audience. A content audit can help improve your E-E-A-T score by ensuring that your content is high-quality, relevant, and valuable.

Show Your Contact Details

Providing contact details on your website is a simple yet effective way to build trust with your audience. Display your physical address, phone number, and email address prominently on your website. Consider adding a contact form or live chat feature to make it easy for users to get in touch with you. Providing contact details shows that you are a legitimate and trustworthy business, and it can improve your E-E-A-T score.

Avoid Clickbait Content

Clickbait content is designed to attract attention and encourage visitors to click on a link, often with sensationalised or misleading headlines. While clickbait may drive short-term traffic, it can harm your site’s E-E-A-T score in the long run. Clickbait content can lead to high bounce rates, as users may feel deceived or disappointed when the content does not match their expectations. This can damage your site’s credibility and trustworthiness.

Instead of resorting to clickbait tactics, focus on creating high-quality, valuable content that genuinely addresses the needs and interests of your audience.

How does Google measure E-A-T algorithmically?

Google’s approach to measuring E-E-A-T algorithmically is similar to how it measures E-A-T, but with the added emphasis on “Experience.” While Google has not disclosed the exact details of how it evaluates E-E-A-T, it is known that the search engine uses various algorithms and machine learning models to assess the quality and credibility of content. Here are some of the ways Google may measure E-E-A-T algorithmically:

Content Quality and Experience: Google’s algorithms assess the quality of the content on a page, including its accuracy, comprehensiveness, and relevance to the user’s query. Additionally, Google considers the firsthand experience of the content creator on the topic. Content that provides valuable insights based on personal experience is more likely to be considered authoritative and trustworthy.

Author Credentials and Experience: Google may consider the credentials, qualifications, and personal experiences of the content creator when evaluating E-E-A-T. Content written by individuals with relevant qualifications and firsthand experience on the topic may be considered more authoritative and trustworthy.

Backlinks: Google’s algorithms consider the quality and quantity of backlinks to a page as a signal of its authority and credibility. Backlinks from reputable and authoritative websites can enhance a page’s E-E-A-T score.

Online Reputation: Google may consider a website’s online reputation, including customer reviews, ratings, and mentions on authoritative websites, when evaluating E-E-A-T. A positive online reputation can enhance a website’s credibility and trustworthiness.

User Engagement: Google’s algorithms may consider user engagement metrics, such as click-through rates, time on page, and bounce rates, as signals of a page’s quality and relevance. High user engagement may indicate that the content is valuable and meets the user’s needs.

Structured Data: Google may use structured data, such as schema markup, to assess the E-E-A-T of a page. Structured data provides additional information about the content and can help Google understand the context, credibility, and experience of the page.

Page Experience: Google’s algorithms consider the overall page experience, including factors such as site speed, mobile-friendliness, and security, as signals of a page’s quality and trustworthiness.

Topical Authority: Google may consider a website’s topical authority and the personal experiences of the content creators when evaluating E-E-A-T. Websites that consistently produce high-quality content based on firsthand experiences may be considered more authoritative and trustworthy in that field.

It’s important to note that E-E-A-T is not a standalone ranking factor but rather a holistic approach to evaluating the quality and credibility of content. Google’s algorithms consider a wide range of factors and signals when assessing E-E-A-T, and it is an ongoing process that evolves over time as the algorithm updates and adapts to new information.

Nail your E-E-A-T with Ape-X

In the ever-evolving world of digital marketing, E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) has become a crucial factor in determining the quality and credibility of your online content. With the addition of “Experience” to the traditional E-A-T framework, it’s more important than ever to demonstrate firsthand experience and expertise in your content. Ape-X is here to help you navigate this new landscape and implement E-E-A-T effectively.

At Ape-X, we understand the significance of E-E-A-T in yout content marketing strategy. We recognise that showcasing your experience, expertise, authoritativeness, and trustworthiness is essential for building credibility, enhancing your online presence, and driving organic traffic to your site. Our team is dedicated to helping you implement E-E-A-T in your SEO & content strategy. Request a free website & marketing review or contact us to discuss your digital marketing project.

ABOUT THE AUTHOR

Alyssa Jose

Alyssa started her digital marketing journey six years ago in social media management, later switching gears to focus on Search Engine Optimisation. As an SEO Content Coordinator, Alyssa combines her technical SEO knowledge, content writing, and graphic design skills to create engaging online content for Australian businesses

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