To keep up with the latest trends in Search Engine Optimization (SEO), it’s important to comprehend the criteria that search engines such as Google utilize to evaluate and select the most suitable content for their users.
Experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) are essential elements that Google considers when ranking websites and content. Google’s goal is to provide high-quality search results that are accurate and trustworthy for users. Therefore, understanding how Google assesses and ranks content based on E-E-A-T factors can help improve your website’s visibility and credibility.
Why E-E-A-T is Important
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Suppose you’re searching for pictures of cute rabbits. E-E-A-T may not be so critical because the topic is subjective.
The role of E-E-A-T is crucial when searching for appropriate exercises for managing diabetes. In order to display relevant and reliable content, Google does not include information from untrustworthy sources or unreliable websites. Given the critical nature of health-related topics, accuracy is of utmost importance as misleading information can have fatal consequences.
E-A-T is a critical ranking factor that Google uses to evaluate the quality and relevance of content. By focusing on improving your experience, expertise, authoritativeness, and trustworthiness, you can improve your website’s visibility and credibility in search engine rankings.
Similarly, financial topics are also critical. If someone wants to know the importance of keeping a high credit score, then Google must show content from a reliable expert.
Such topics are known as “Your Money or Your Life” (YMYL) subjects. They can affect your future financial stability, happiness, or health, and the information must be reliable.
Here is a breakdown of each of the E-E-A-T factors to demonstrate their importance:
Experience
People will trust content from someone with first-hand experience. If you show that in your content, Google will rank it highly. For instance, a product review looks genuine if it came from someone who has used the product before.
Having prior experience is crucial in nearly every profession. When someone searches for information on climbing Mount Everest, Google aims to suggest a webpage authored by an individual who has personally accomplished the feat. This firsthand experience enhances the credibility of the content.
Expertise
Google takes into account the expertise demonstrated by content creators regarding a specific topic or skill. The content must showcase the necessary proficiency to rank well. Content generated by a subject matter expert is more likely to attain a high ranking.
By taking into account the expertise of content creators, Google aims to ensure that users are provided with the most relevant and reliable information possible. This helps to create a better user experience and encourages content creators to continue producing high-quality content that is useful to their audience.
Your education, qualifications, and formal expertise are critical if you write about YMYL topics. For instance, a certified nutritionist will more accurately write about healthy eating habits than someone who has only read several posts online. YMYL topics include medicine, finance, and legal advice.
Someone may not have the required training but still write reliable content on a YMYL topic. For instance, a terminal disease patient may write about living with the disease better than a qualified doctor.
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Authoritativeness
Google considers the overall reputation of a website when ranking. It includes what other experts and industry influencers say about your content. You can demonstrate authority in a particular field if others visit your website for information.
Frequent visitors to your website show that they are satisfied with the content you provide. Google wants to ensure that the articles it brings at the top of the search results satisfy the users by meeting their query intent. The content must also answer the users’ questions.
Encouraging visitors to leave reviews on your website can be an effective way to establish your authority in your industry. Positive reviews can help to build trust with potential customers and can demonstrate to them that your products or services are of high quality and worth considering.
Trustworthiness
The extent to which a website shows accuracy, honesty, and reliability will determine its trustworthiness. Your website should indicate who is responsible for the published content. You can consider including your contact information.
Individuals can easily access your contact information whenever they require assistance. For instance, if you operate an online store, a customer may need to inquire about the status of an order. Timely responses to inquiries can foster trust and credibility.
How to Ensure your Website Observes E-E-A-T Guidelines
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As a website owner, you want your content to reach your target audience. Thus, you must follow the Google search rater guidelines.
- Promote your content on other authority websites ─ Getting featured on other websites in your industry shows that other experts trust you. It is an ideal way to show your authority in the field.
- Get reviews ─ Online reviews help you demonstrate authority and trust. Customers can leave reviews on your website, social accounts, and other reliable review sites in your industry. For instance, Tripadvisor is a reliable review site for restaurants and travel.
- Attach faces to your content ─ List their qualifications and credentials. Having someone take responsibility is a good sign to Google and your customers that the company is reliable, especially for medical and financial content.
- Ensure you post detailed content ─ The content should be in-depth and from an expert in that field. You can hire field-specific experts to write the content. Remember to counter-check the facts to ensure all information is factual. If you cite some sources in your content, ensure they are legit.
- Update your content regularly ─ Keeping your content up-to-date helps you avoid misleading people with outdated content. Check for developments in your industry. It doesn’t matter whether your site is YMYL-based or not.
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