What is EEAT in SEO?

Heard of this new EEAT concept but not sure what it is?

You’re not alone. “What is EEAT in SEO?” is a question everyone is asking at the moment.

In this article, we’ll unravel the mystery of EEAT, Google’s quality guidelines, and also show you how to use them to boost your website’s performance.

What is E-E-A-T?

E-E-A-T should not be confused with “eat” and the foods we put into our mouths. Although I have to admit, I’m suddenly feeling hungry.

EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

E-E-A-T is part of Google’s algorithm and baked into Google’s Search Quality Evaluator Guidelines and used to evaluate the quality of a webpage.

Ultimately, the introduction of EEAT demonstrates that first-hand experience is more important than ever for Google Search rankings.

So, if you’re looking to improve your site’s ranking understanding and implementing EEAT is key.

Why E-E-A-T in SEO is Important?

When you’re about to buy something or try out a new service, you would rather hear from someone who’s actually been there, done that? Well, Google understands that.

Therefore, Google tends to “reward” pages where the author has actually experienced the topic they are writing about.

So, let’s say you’re reading a review of the latest iPhone. Google wants to make sure that the person telling you all about it has actually used the phone, not just read about it somewhere.

Or if you’re hunting for the best restaurants in Mexico City, wouldn’t you prefer recommendations from someone who’s actually tasted the food?

That’s what Google thinks too, and that’s why they favor those real, hands-on experiences. It’s like getting advice from a friend who’s tried it all before!

In fields like medicine, finance, or legal matters, incorrect information isn’t just misleading; it’s dangerous.

EEAT ensures that the advice and information provided come from trained and certified professionals.

Breakdown of EEAT

Experience

Let’s think about it like this: You want to know the ins and outs of a product, right?

So, who would you trust more?

• Option A: A review from someone who’s actually taken that product home, used it, and really knows what it’s like.
• Option B: A “review” from someone who’s never even touched the thing.

You would go with Option A.

That’s because real, first-hand experience makes all the difference. It’s like getting advice from a friend who’s been there and done that, not your single friend that’s always giving relationship advice.

You know you can trust it because it comes from someone who’s lived it.

Whether it’s a product review or any other topic, that personal touch of experience can turn good content into something you can really rely on.

Expertise

Expertise refers to the level of knowledge or skill in a particular subject. Google wants to ensure that the content provided is accurate and comes from a knowledgeable source.

Imagine you’re looking to rewire your home’s electrical system. Who would you rather take advice from?

• Option A: A skilled electrician who’s been working with wires and circuits for years.
• Option B: Someone who loves antique homes but doesn’t know the first thing about electrical wiring.

You’d probably go with Option A, right?

That’s because when it comes to something as serious as electrical work, you want to know the person giving you advice has the right skills and knowledge.

It’s like asking a chef for cooking tips instead of someone who just likes to eat out a lot.

Different topics need different levels of expertise.

Whether it’s home repairs, health advice, or anything else, you want to know that the person behind the content really knows their stuff.

That’s what makes it trustworthy and valuable. It’s all about matching the right expertise to the right topic!

Authoritativeness

Being an authority in your field means that others recognize your expertise.

Do you know how there are just some people you trust without a second thought? That’s what authoritativeness is all about.

• Think about a local business you love. You follow them on social media, and when they post about a sale, you know it’s legit. They’re the authority on what’s happening in their store.
• Or consider something official, like getting a passport renewed. You wouldn’t go to just any website for that info; you’d head straight to the official government page. Why? Because it’s the unique, official, and authoritative source for all things passport-related.

It’s like having a favorite weather forecaster.

You trust their forecast because they’ve proven they know their stuff.

Authoritativeness isn’t always about being the one and only source; it’s about being a reliable and trusted source for a particular topic.

Whether it’s shopping, official documents, or anything else, knowing who to trust makes all the difference!

This can be demonstrated through credentials, awards, or even social proof like positive reviews⁶.

Trustworthiness

‘Experience, Expertise, Authoritativeness and Trust (E-E-A-T) are all important considerations in Page Quality rating. The most important member at the centre of the E-E-A-T family is Trust.

This means having a secure website, citing credible sources, and being transparent about who you are and what you offer.

The type and amount of Trust needed depends on the page, for example:

• Online Stores: You wouldn’t hand over your credit card to just anyone, right? So, online stores need to have secure payment systems and customer service you can count on.
• Product Reviews: Imagine chatting with a friend about the latest gadget. You’d want the real scoop, not just a sales pitch. That’s why product reviews should be honest and aimed at helping you make a smart buy, not just pushing you to hit the “purchase” button.
• Informational Pages on Serious Topics (YMYL): This is where things get serious. If a page is talking about stuff that can affect people’s lives, like health or legal advice, it’s got to be spot-on. Any wrong info here could actually hurt people.
• Social Media Posts on Lighter Topics: Now, not everything needs to be super serious. If a post is just there to give you a laugh or entertain you, and it’s not going to harm anyone, then it doesn’t need to be held to the same high standard of trust.

Experience, Expertise, and Authoritativeness may overlap for some page types and topics.

For example, someone might become an expert in a subject because of their extensive personal experience with it.

Different topics and types of content might require different combinations of Experience, Expertise, and Authoritativeness.

When evaluating content, it’s important to think about what the page is trying to achieve and what makes the creator of the content trustworthy in that context.

It might be their personal experience, their professional expertise, their reputation as a reliable source, or a combination of these factors.

E-E-A-T And AI Generated Content

With the rise of AI like ChatGPT, which uses information from the web, content is becoming less unique.

It’s akin to having many shops selling the same copied goods.

EEAT helps maintain the integrity and originality of online information by promoting content that is well-researched, original, and backed by expertise.

Since the first “E” in E-E-A-T means “experience,” AI can’t meet the quality threshold for certain types of content that require experience.

Google is internally discussing this issue and has yet to arrive at a policy.

What we know so far is Google advised against publishing automatically generated AI content using tools like ChatGPT without review by a human editor before publication and released guidance about AI-generated content which says:

“Appropriate use of AI or automation is not against our guidelines.“

What is EEAT in SEO

Together, the EEAT elements of Experience, Expertise, Authoritativeness, and Trustworthiness play a pivotal role in how search engines like Google evaluate and rank webpages.

EEAT is more than just a set of guidelines; it’s a crucial factor to consider when planning your SEO strategy.

You might have a flawless on-page SEO setup and a plethora of backlinks, but if you’re writing about topics you don’t know or understand, your efforts may fall short.

Without genuine expertise and credibility in the subject matter, even the most well-optimized pages may struggle to rank.

In essence, EEAT emphasizes the importance of content quality and authenticity, reminding us that true SEO success goes beyond technical optimization and requires a deep connection with the subject matter.

How to Implement EEAT in Your SEO Strategy

Understanding “what is EEAT in SEO” is just the beginning. Implementing these principles requires a thoughtful approach. Use the checklist below to start aligning your website with Google’s quality guidelines¹¹.

Checklist to Improve EEAT on Your Website

• Create High-Quality Content: Write in-depth, well-researched articles that showcase your expertise.
• Schema Markup: So the content of the page can be easily understood
• Display Credentials: If applicable, show your qualifications, certifications, or awards.
• Build Backlinks: Collaborate with reputable sites to build your site’s authority.
• Encourage Positive Reviews: Provide excellent service to earn positive reviews and testimonials.
• SSL Certificate: Implement HTTPS to ensure user data is secure.
• Cite Reliable Sources: Link to official sources, studies, and research papers to back up your points and show you do know what you are talking about.
• Maintain Transparency: Clearly state who you are, what you offer, and how you handle user information.
• Include a Bio: Share information about yourself and your background.
• Have a Great About Page: List information about you, your achievements, and your team.
• Show Your Work: Include case studies or a portfolio showing the work you have done.
• Create a content hub: Showcase your expertise with a content hub
• Update Content Regularly: Keep your content accurate and up to date by including content updates in your SEO strategy.

By focusing on Experience, Expertise, Authoritativeness, and Trustworthiness, you can align your website with Google’s quality guidelines and climb the search engine rankings. Start implementing EEAT today, and watch your online presence grow¹².