Learn what Google E-E-A-T is, and why it matters for Search Engine Optimization (SEO) on your website. E-E-A-T in SEO is an important Google website quality principle that website owners, businesses, and marketing departments should understand.
What is E-E-A-T?
E-E-A-T means Experience, Expertise, Authoritativeness, and Trustworthiness.
The first time E-A-T is mentioned is in 2014 when Google added it to their Search Quality Rater Guidelines. In December 2022, Google updated the term E-A-T to include an additional "E" for "experience" making the acronym E-E-A-T or "Double-E-A-T," if you prefer. E-A-T plays an important part in Google's Search Quality Raters tests.
What are Google's Quality Rater's Guidelines?
The Quality Raters Guidelines, sometimes referred to as EAT Guidelines (now EEAT Guidelines), provide instructions to Google's "Quality Raters" on how to evaluate the quality of websites.
Using the Google Quality Raters Guidelines as a guide, Google "quality raters" (who are actual people, not an AI) perform Google searches and evaluate if the websites that are displayed in the results are helpful and relevant to people. The Quality Raters Guidelines are used in this process as a reference and guide.
In the Quality Raters Guidelines, when evaluating a website's E E A T, Google search quality raters are directed to pay attention to:
- Content produced with some degree of experience, such as with actual use of a product, having actually visited a place or communicating what a person experienced.
- The expertise of the creator/author of the main content.
- The authoritativeness of the creator/author of the main content, the main content itself, and the website.
- The trustworthiness of the creator/author of the main content, the main content itself, and the website.
The point of the Quality Raters program is to gain insight on the interpretation of website quality by humans in order to better train the Google algorithm to recognize it. The primary goal is to improve the Google search algorithm and understand how to offer searchers an even better user experience.
Video: Lily Ray talks about the Quality Rater Guidelines and why they are relevant to SEOs
Google E-E-A-T SEO FAQs
How to Improve Google E-E-A-T SEO
Remember that the main goal of the E-E-A-T principle is website quality. Use these best practices to improve the Google E-A-T SEO on your website:
Experience is all about if the content creator has the necessary first-hand or life experience for the topic. Many types of pages are trustworthy and achieve their purpose well when created by people with a wealth of personal experience. For example, which would you trust: a product review from someone who has personally used the product or a "review" by someone who has not?
Demonstrate experience by having content created by authors with real-world experience in a particular topic. Showing the first-hand experience through the use of images and video may be helpful here.
Expertise is all about who is behind the content. It's important to demonstrate the expertise of the authors of your website content, even if you are the only author.
Ways to demonstrate and signal expertise on your website include:
- Have content written by subject matter experts on your website.
- Publish content that aims to be useful and helpful to people.
- Include an author's bio box on articles.
- Publish SEO-friendly author profile pages for each author that details their experience and qualifications.
- Include clear sources and credits and link to them
The best way to improve the authority of a website is earn backlinks from other reputable websites. The best way to earn backlinks is to produce content to which others want to link.
Content that effectively answers a question that users are searching for, or provides useful information that others will link to can do well to attract links.
Review and Update Content Regularly
Include content updates in your SEO content strategy to keep existing high quality content up to date and accurate. Update statistics, best practices, and check for broken links at least every 2 years, especially on articles that rank well.
Some content, like the type where the upcoming year is mentioned, needs to be updated yearly. (Articles with titles like "Rank Higher on Google Maps Local 3-Pack in 2023", for example)
In the Quality Raters Guidelines, Google says "Understanding who is responsible for a website is a critical part of assessing E-A-T for most types of websites. High quality pages should have clear information about the website so that users feel comfortable trusting the site. "
To be clear about who is responsible for your website, address the following:
1. Tell People How to Reach You
Make sure contact information is clear, and that there is an easy way for people to get in touch. Include a Contact page with methods to get in touch such as a form, phone number and email address. We also recommend including contact information in the footer.
2. Tell People Who You Are
Include a compelling About Us page on your website. Include 'trust elements' such as badges for memberships in professional organizations or other affiliations.
Always show some faces of the people behind the company. Highlight their experience and qualifications. People do business with people, so we always recommend highlighting the people behind a business, even if it is just the leadership team.
3. Pay Attention to Your Online Reputation
Ask your clients to review your company online on your Google Business Profile, Facebook profile, business listing sites (such as Clutch.co and Expertise.com), and so on. Respond professionally to reviews on your Google Business Profile in a timely manner.
Third party reviews speak to the reputation and trustworthiness of your company. As a bonus, Google Business Profile reviews can help your company rank higher in the Google Local 3-Pack for local search queries.
4. Avoid the Following
These things can negatively affect the perceived trustworthiness of your website.
- Spammy excessive ad placements
- Out of date content - Review and update content regularly to ensure accuracy.
- Missing contact information
- Exaggerated or shocking titles (clickbait)
- Unsatisfying short content that doesn't adequately answer the question asked