With the increasing sophistication of Google’s algorithms, understanding and implementing E-E-A-T is crucial for enhancing your online presence in 2024.
In this guide, we’ll look at the following:
E-E-A-T is like the quality check for your website’s content in the eyes of Google.
The E-E-A-T framework essentially checks if you know your stuff, if you have real-world experience, if others think you know your stuff, and if you’re reliable.
Google then uses this to decide if your content is good enough to recommend to others.
But, it wasn’t always E-E-A-T!
In March 2014, Google introduced the concept of E-A-T which was the original version of the framework, as part of its Search Quality Rater Guidelines.
This release stood for Expertise, Authoritativeness, and Trustworthiness.
Then, in a significant update in December 2022, Google expanded this framework to include the additional ‘E’ for Experience, transforming E-A-T into the E-E-A-T framework we know today.
This addition aimed to further refine content quality assessment by considering the real-world experience of content creators alongside their expertise, authority, and trustworthiness.
This evolution was Google’s ongoing commitment to refine the user search experience, marking a pivot from traditional, keyword-focused SEO tactics to a more comprehensive, quality-driven approach.
Psst… You may find our previous blog on, The Evolution of SEO, Interesting.
So, now we have the E-E-A-T framework, which officially stands for:
Expertise, Experience, Authoritativeness, and Trustworthiness.
This set new standards for content quality and website credibility which goes further than just these four headings, as you will find out below.
So, let’s kick this guide off with a deep dive into what the first E stands for…
Expertise refers to the depth of knowledge and proficiency demonstrated by the content creator in their specific field. But how can you showcase this on your website?
This can include professional certifications, academic degrees, or other recognisable accolades within the field.
This includes using clear, accessible language and providing helpful, detailed insights rather than broad generalisations.
In fields that experience frequent updates and changes, regularly revising and updating content can demonstrate an ongoing commitment to knowledge and expertise.
The second E…
Experience reflects the practical application of expertise.
It shows that the content creator not only knows the topic well but also has real-world experience in applying this knowledge.
Now for A…
Authoritativeness assesses the credibility of the website and the author.
It is influenced by the external perception of the website and the author in the wider internet community.
This can increase your visibility and establish you as a thought leader in your field.
And finally, T…
Trustworthiness is the foundation of E-E-A-T, affecting both the perception and security of your website.
This transparency helps build trust with your audience.
Misleading information can severely damage your website’s trustworthiness.
A secure site protects your users’ information and improves trustworthiness in the eyes of both users and search engines.
Adapting to E-E-A-T requires a holistic approach to your SEO and content strategy.
Here are actionable steps to integrate these principles:
Engage with your audience by responding to comments and feedback.
Use the information from feedback to continuously improve and adapt your content and strategies.
Adopting E-E-A-T is not about quick fixes or gaming the system.
It’s about building a lasting, credible online presence that serves your audience’s needs and interests.
By focusing on expertise, authoritativeness, and trustworthiness, you can create a website that not only ranks well in search engines but also genuinely helps and informs your visitors.
In doing so, you will not only meet Google’s standards but also build a stronger, more meaningful connection with your audience.
For content creators and website owners, adapting to E-E-A-T means investing in authoritative content that showcases genuine expertise and earns trust through accuracy and transparency.
It involves a more thoughtful approach to content creation, emphasising quality over quantity, and ensuring that all information is verifiable and well-supported.
Kent, United Kingdom