In 2022, Google introduced a noteworthy revision to its E-A-T guidelines by incorporating an 'Experience' component. This alteration stemmed from the recognition that 74% of businesses consider user experience as a pivotal factor for boosting sales. Now, the question arises: how will this impact your SEO endeavors? Before we can get into that, you need to know the concept behind the E-E-A-T guidelines.
What Is Google’s E-E-A-T?
E-E-A-T, an acronym representing Experience, Expertise, Authoritativeness, and Trustworthiness, forms a pivotal aspect of Google's Search Quality Rater Guidelines. These guidelines serve as a reference manual for Quality Raters, human evaluators tasked with assessing the quality of search results. Their evaluations provide Google with valuable insights into the effectiveness of algorithm updates.
Although E-E-A-T itself is not a direct ranking factor within Google's algorithms, it remains a significant concept in SEO. Google's objective is to present search results that exemplify strong E-E-A-T characteristics. As a result, comprehending and implementing E-E-A-T principles is essential for a robust SEO strategy.
Why is E-E-A-T Important?
Before discussing E-E-A-T, we must first examine E-A-T. Google evaluates the quality of websites and content using these criteria. Let's have a closer look:
Expertise: The degree of knowledge and experience displayed by the content producer. Google demands that material be written by people who have actual subject-matter knowledge.
Authoritativeness: The standing and reputation of the website or its content providers. A website or content producer has to be well-known and recognized in their industry in order to be seen as authoritative.
Trustworthiness: The integrity and accuracy of the data offered. Users and search engines are more inclined to trust material that is reliable, transparent, and accurate.
The new "E" stands for "experience," and it indicates that Google appreciates first-hand or real-world experience with the subject matter of a page. Plus, 34% of customers end up making an unplanned purchase after they experience personalized content. It is crucial because prospective customers frequently want to hear from actual users before making a decision on a product or service. This suggests that Google favors web pages whenever the author has first-hand knowledge of the subject being discussed.
The following are some instances of experience that can illustrate E-E-A-T:
Having a degree or qualification in the field
Long-term involvement in a single field
Having authored studies on the subject
Speaking about the subject in conferences or workshops
Being mentioned in news articles on the subject
Different Levels of E-E-A-T
Google's Search Quality Rater Guidelines classify E-E-A-T into different levels: "Lowest," "Lacking," "High Level," and "Very High Level." This means that websites vary in how well they meet Google’s standards.
These guidelines outline what E-E-A-T should ideally be at various levels. The aim is to elevate these aspects to their highest standards, which often requires several years of dedication.
Most websites shouldn't have low E-E-A-T, as long as they provide genuinely helpful content. Websites with the lowest E-E-A-T often look spammy, whereas achieving high E-E-A-T is usually quite challenging. Therefore, website owners should aim to share valuable information and create organized content that meets users' needs.
How To Improve Your E-E-A-T?
If your E-E-A-T score falls short of expectations, it's advisable to consider the following:
Tackle Knowledge Gaps
The vast majority of web content is just people repeatedly reposting the same material.
Each of us has encountered a scenario where we are looking into a subject and discover that the top SERP results are providing similar answers. Filling a knowledge gap by bringing something new to the table is a fantastic method to show Google that you are E-E-A-T.
This could be a unique fact that you haven't come across in any of the other top Google results. Or, you could offer a fresh viewpoint on a well discussed topic.
Link Semantic Content
To create meaningful connections with the relevant content on the website, make use of internal links. By doing so, you may create topic clusters that are interrelated and show Google how well-versed you are in the particular subjects you cover.
Team up With Experts
You should try to work with established professionals in your field. This could involve working together to review products, co-host webinars on your area of expertise, or co-author material.
Also, you need to include external links to cite authorities in your text. This is essential for YMYL material in particular.
Final Thoughts
E-A-T serves as a set of benchmarks used by Google's content quality assessors. However, it also serves as a valuable reference for marketers. This enables them to create content that stands a better chance of ranking high in SERPs.
In essence, the core principle of E-E-A-T is to produce content that genuinely benefits users. By adhering to this principle, you'll consistently find your content positioned favorably in search engine results.
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