E-E-A-T and SEO: Building Trust and Authority in Google’s Eyes

It is a component of Google Search Quality Evaluator Guideline (SQEG). It is not a high ranking but also a good component of SEO. It is very helpful in SEO techniques to rank higher and the quality user will come to your website and have a trustworthy experience which provides a good reputation but also provides genuine value to users.

Effectively incorporating E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness into your SEO strategy can significantly enhance your site’s credibility and search engine rankings.  

Origin of E.A.T

The concept of E-A-T, which means Expertise, Authoritativeness, and Trustworthiness, was first introduced by Google in its Search Quality Evaluator Guidelines in 2014. These guidelines are used by human raters to evaluate the quality of Google’s search results, helping the company to understand how well its algorithms are performing and doing well in the websites. 

In 2015-2017

Over these years, Google continued to clarify its guidelines, placing more emphasis on the importance of E-A-T. This was particularly relevant for “Your Money or Your Life” (YMYL) pages, which include content related to health, finance, and safety.

In 2018

The August 2018 core algorithm update, commonly known as the Medic Update, significantly impacted health and wellness sites, underscoring the importance of E-A-T. Many sites that lacked strong E-A-T signals saw in their rankings drop, while those with credible, authoritative content experienced gains​.

Addition of another E-E-A-T

In December 2022, Google expanded the concept of E-A-T by adding a fourth component, Experience, thus evolving E-A-T into E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). This addition was made to emphasize the value of first-hand, personal experience in content creation and provides value to users.

1.Experience – The topic of the content is based on life experience or not, if the content quality has real life experience then it has a great impact on users or target audience. It is also known as first hand experience. You can share success stories, original photos and real life experiences you faced Highlighting experience

 Example –  The reviews of the used is the best example of real or first hand experience which they provide or mentioned in the reviews .

2.Expertise – The things you do by showing your expertise then the user will understand the knowledge in your specified fields. You can show your expertise in whatever you do.  Provide accurate, detailed, and well-researched information.

Example – Like the doctors giving the advice which have great knowledge of the field and have expertise in our field. 

3.Authoritativeness – The website of the person is recognised?  or  is the reputation of the website reliable? Reliable source of information is available ? 

Example – Government websites will be considered to have more authoritativeness.

4.Trustworthiness – It means whether the site has trust or not in which the user can believe easily. Every website has its own trustworthiness because it depends on the quality of work provided to our users or not. It involves the reliability and honesty of the content and the site as a whole. It encompasses factors like the accuracy of information, transparency about sources, and the overall integrity of the website.

Example – An e-commerce site that provides clear contact information, detailed product descriptions, and genuine customer reviews is considered more trustworthy. 

For instance, Amazon’s comprehensive review system enhances its trustworthiness.

Practical Implications of E-E-A-T

1.Content Creation: Websites need to focus on creating content that shows both expertise and personal experience or you can say real life experience which you faced in your life. This means including the author ‘s own experience  that highlights qualifications and personal stories that add credibility and relatability.

2.Authoritativeness:Trying to build authoritativeness involves earning backlinks from reputable sites, all ranking of your website and providing organic search. which enhanced the over, guest blogging on high – authority platforms, and getting mentions in respected publications.

• • Backlink Examples: Visuals showing links from authoritative websites.
  • Guest Contributions: Images of guest authors or collaborative content with well-known experts.

3.Trustworthiness: Enhancing trustworthiness includes using secure website protocols (HTTPS), SSL certificate, providing transparent contact information, and maintaining a user-friendly, professional site design, which the users can easily go through your website.

• • Secure Website Badge: An image of an HTTPS secure lock symbol.
  • Customer Testimonials: Photos of satisfied customers along with their testimonials.
  • Transparency: Screenshots of detailed author bios, privacy policies, and contact information pages.

Conclusion – E-E-A-T has become a cornerstone of SEO, reflecting Google’s commitment to promoting high-quality, reliable, and user-centric content. Understanding and implementing the principles of Experience, Expertise, Authoritativeness, and Trustworthiness is crucial for anyone looking to succeed in today’s competitive search landscape. By prioritizing these elements, content creators and SEO professionals can create more valuable content that meets both user expectations and search engine criteria.