If you’ve ever wondered why some websites rank higher than others, the answer often lies in Google’s E-E-A-T guidelines. This stands for Experience, Expertise, Authoritativeness, and Trustworthiness — and it’s key to getting your website noticed in the ever-changing SEO landscape.
Alongside efforts such as implementing high search volume keywords/keyphrases appropriately, covering these bases crafts a winning strategy.
So let’s dive into what this is and how you can achieve it.
What is E-E-A-T?
E-E-A-T is Google’s way of assessing the quality of a website’s content and how much trust it deserves.
Simply put, Google wants to make sure users get information from reliable sources, especially on sensitive topics like finance, health, and law. But don’t let this intimidate you — demonstrating E-E-A-T isn’t just for the big players. Any business, from local shops to global enterprises, can benefit from aligning their site with these principles.
Let’s break it down by each consideration:
Experience:
The newest addition to Google’s algorithm is all about firsthand experience.
Can your content speak directly to what users are searching for? If you’ve done something, been somewhere, or used a product, showcasing that experience can make a big difference.
Google loves content that shares genuine insights.
Expertise:
This one’s a no-brainer. The more knowledge you have on your topic, the better your chances of ranking higher.
If your industry calls for expert advice, then the person writing or reviewing your content should be qualified.
For example, healthcare content written by a licensed professional will carry more weight.
Authoritativeness:
Who backs you up? Google measures authority based on who links to your content and how well-known your brand is in your industry.
Backlinks from trusted sites and recognition from others in your niche boost your site’s credibility.
Trustworthiness:
Trust is earned. From having a secure (HTTPS) site to clear contact information and privacy policies, making users feel safe and informed builds trust.
Reviews and testimonials also help show your business is reliable.
How E-E-A-T Affects SEO Rankings
Google uses E-E-A-T as part of its search algorithm to determine which content should rank higher, especially for Your Money, Your Life (YMYL) content. These are pages about sensitive topics — like healthcare, financial decisions, and legal advice — where accuracy and reliability are crucial.
Experience can enhance rankings when users are looking for reviews, how-tos, or personal insights. Whether you run a travel blog or a local business, showcasing real experiences (with photos or firsthand stories) helps demonstrate credibility.
Expertise is crucial for professional fields. For instance, financial or legal content coming from someone with certifications or professional standing will rank higher. But even in other industries, showcasing in-depth knowledge gives your content a competitive edge.
Authoritativeness is built by being recognized within your industry. That means gaining mentions, reviews, and backlinks from respected sites. Google trusts your content more when others do too.
Trustworthiness is about making sure your website visitors feel secure. Having an SSL certificate, displaying customer reviews, and providing clear, up-to-date information are key factors that help boost trust in your site.
How to Improve Your E-E-A-T
Improving your E-E-A-T is a gradual process, but here are a few practical steps to get started:
Showcase Experience: Share firsthand stories, real-life examples, or case studies that showcase your knowledge and involvement in your field. Whether you’re sharing client testimonials or your own experiences, letting your audience see how you’ve put your expertise into practice is key.
Highlight Your Credentials: Make sure your content comes from (or is reviewed by) experts in your industry. Include the credentials of your authors, and consider getting recognized by industry bodies or earning certifications that can enhance your credibility.
Earn Quality Backlinks: The more your website is cited or referenced by trusted sources, the better. Focus on building relationships within your industry that encourage natural linking. Guest blogging, collaborations, and earning mentions from reputable websites can strengthen your authority.
Maintain Trustworthiness: Have clear contact information, display customer reviews, and maintain transparent business practices. Also, keep your website’s security up-to-date—this includes an HTTPS certificate and clear privacy policies. Customers and Google alike will trust you more for it.
Update Content Regularly: Stay on top of changing trends in your industry and keep your content fresh. Updating older blog posts or adding new insights shows search engines that your content is current and relevant.
Why E-E-A-T Matters for Your SEO Strategy
By aligning your website with E-E-A-T, you’ll not only improve your rankings but also build lasting trust with your audience. Google’s ultimate goal is to provide users with reliable, high-quality information, and they reward websites that help them achieve this goal.
If you’re aiming for long-term growth and sustainable rankings, focusing on E-E-A-T is one of the smartest investments you can make in your SEO strategy.
Ready to Elevate Your SEO?
At Northnet Media, we specialize in creating content that checks all the boxes for Experience, Expertise, Authoritativeness, and Trustworthiness.
Let us help you refine your SEO strategy to align with Google’s guidelines and take your online presence to new heights. Book a free consultation call on Zoom or reach out to us.