Google originally introduced E-A-T (Expertise, Authority, and Trust) in 2014 to evaluate the overall quality and credibility of web content, but in typical Google fashion, the concept has evolved since then.

In December 2022, the search engine added Experience to the evaluation criteria in its push for “helpful, reliable, people-first content” to improve search results. Let’s explore the concept and tips for building your SEO E-E-A-T strategy.

Is E-E-A-T an SEO Ranking Factor?

No, but it is relevant for successful SEO. Google’s Search Quality Raters uses E-E-A-T to assess the quality and purpose of web content. It’s one way that Google ensures it provides accurate, truthful, safe, and useful information to searchers. 

Although E-E-A-T isn’t a direct ranking factor, websites demonstrating high levels of E-E-A-T are more likely to rank well in search engine results. This is because they provide valuable, trustworthy, and relevant information that meets the needs of users.

Understanding the Components of E-E-A-T

Before we get into tips for your SEO E-E-A-T strategy, it’s vital that we examine each component so you can see how they relate to people-first content.

Experience

The experience component refers to whether the content demonstrates firsthand experience with the subject being covered. Not only does demonstrating experience make content more helpful, but it also serves as a differentiator between you and competitors.

You can achieve this by providing first-hand or life experience on the topic at hand. For example, if you’re writing an iPhone review, it’s beneficial to have actually used the product.

Expertise

Google examines expertise to evaluate the level of knowledge and expertise demonstrated in the content. It assesses whether the content is created by individuals or sources with a substantial understanding of the subject matter.

Demonstrate expertise in your SEO E-E-A-T strategy by providing accurate and reliable information that showcases your knowledge and understanding of the topic. Additionally, collaborate with industry experts through guest posts or research to help establish expertise.

Authoritativeness

Authoritativeness considers the authority and reputation of the content creator or the website. It looks at factors such as the credentials, expertise, and recognition of the author or the website in that field.

Establishing authority involves building a strong reputation in your industry, particularly among experts and influencers in your niche. This can be accomplished by consistently producing high-quality, well-researched content supported by credible sources.

Trustworthiness

Lastly, trustworthiness involves establishing trust with the audience by providing accurate, up-to-date, and reliable information. Trust can be built through various factors like transparency, citations, references, and the overall reputation of the website.

You can enhance trustworthiness by clearly communicating who you are and what your website is about, such as an About page. In addition to accurate and reliable information, keep your content up to date to increase trust.

11 Tips for Your SEO E-E-A-T Strategy

Incorporating E-E-A-T into your SEO strategies is crucial for websites, especially those in health, finance, legal, or any critical topic that can impact people’s lives or money. According to Backlinko’s “How to Create People-First Content” guide, here are some actionable ways to build an SEO E-E-A-T strategy:

1. Leverage Experts: Use knowledgeable individuals within your business or outside to author content.
2. Add Unique Value: Fill knowledge gaps and offer something new to stand out from competitors.
3. Establish Brand Reputation: Gather positive reviews and testimonials to build trust.
4. Diversify Content: Explore avenues beyond written content, such as podcasts, webinars, and videos.
5. Create Author Profiles: Display authors’ credentials and expertise, and use schema markup to share author information with search engines.
6. Engage in Digital PR: Get featured in reputable publications to enhance credibility and earn backlinks.
7. Optimize About Us Page: Showcase your brand’s story, team, achievements, unique selling points, and testimonials.
8. Include Trust Factors: Ensure essential pages like terms of service, privacy policy, returns policy, and contact information are easily accessible.
9. Cite Sources: Provide references for claims and statistics to enhance your content’s credibility.
10. Use Original Media: Display your own images and videos to demonstrate firsthand experience.
11. Regularly Update Content: Keep your content fresh and accurate by updating it periodically and indicating the last review date.

Implement these tips to strengthen your website’s E-E-A-T and improve its reputation and trustworthiness. However, remember to consider Google’s other quality factors in your SEO E-E-A-T strategy to maximize results.

Set Your Website Apart with an SEO E-E-A-T Strategy

Building an SEO strategy that focuses on E-E-A-T and people-first content is essential for online success. Not only will it enhance your website’s visibility and credibility in Google’s eyes, but also foster trust and loyalty among your audience.

Uncover organic traffic and competitor insights that can elevate your SEO E-E-A-T strategy. Contact us for information!