EAT SEO: Why does EAT matter to Google?

EEAT: what does it all mean?

EEAT: what does it all mean?

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness.

These are the key factors that Google’s quality raters consider when assessing the quality of a web page or website… and its really important that you know about them!

These four little letters have a big effect on what you see on search engines. They should also act as a barometer, steering the tone and direction of your own content.

Experience: refers to the level of relevant experience the website or content creator has on the topic.

Expertise: refers to the level of formal expertise or qualifications the content creator has on the topic.

Authoritativeness: refers to the reputation and authority of the website, content creator, or information source.

Trustworthiness: refers to the level of trust users can place in the information provided based on factors like accuracy, objectivity, and transparency.

But Google’s jargon and technical SEO language can sometimes seem like an impenetrable and alien language. Thankfully, you’re in the right place.

Here, we’ll give you a breakdown of what e-e-a-t actually means, how it works with Google’s quality rater guidelines and other key practices and what this all means in real-life terms.


Google’s quality rater guidelines, E-E-A-T & YMYL

Before we get into the nitty-gritty, there are a few key terms that need to be explained.

Search Quality rater guidelines are a set of instructions, which Google’s teams of human raters work with. These guidelines assess the overall quality of search results. The guidelines themselves help these raters evaluate web pages within an e-e-a-t framework. Ultimately affecting how well the page matches any given user’s search intent.

So, the search quality rater guidelines operate within the broader e-e-a-t framework. The overall goal of both e-e-a-t and quality rater guidelines is to ensure that Google search results are providing users with high-quality content that is relevant to their search intent. It is trustworthy under YMYL benchmarks and its content is either an authoritative source in its own right or backed up by references to authoritative or trustworthy source/sources.

YMYL stands for ‘your money or your life’. YMYL defines categories of websites that can impact the happiness, health, financial stability, or safety of a user. Some of the more typical YMYL brackets

·       Financial information

·       Medical information

·       Legal information

·       Official news sources

·       Information on people

·       Government and civics

These kinds of websites are held to particularly stringent e-e-a-t guidelines, as the potential negative implications of misleading or false content could have severe ramifications on the lives and livelihoods of the readers.

Ultimately these measures combine with e-e-a-t to improve the overall search experience. The number one goal of Google is to determine whether websites or web pages meet the needs of users.

It’s important to note, that when we talk about online content and SEO, we often refer to ranking factor. Ranking factors are the metrics Google search rankings use to bump you up or down in a search result. Now it might sound odd but e-e-a-t technically, isn’t a ranking factor.

But that should undermine its importance. Google uses e-e-a-t as a guideline to determine which content is high-quality. It is more of a concept that represents accurate signals that Google evaluates for the purpose of ranking. You should look at e-e-a-t as more of an aspirational factor.

So, with this in mind, how can you use your content efforts to manipulate search engine rankings in your favour?

Showing your worth to Google

You need to show Google and its search ranking systems that when you are creating content it is filled with expertise authoritativeness and trustworthiness. Sounds simple, but

How to create content of high-quality

Create content Google will love.

It’s no secret that higher-quality content will rank more easily than content that is below standard. Google loves content from people who know what they’re talking about. High-quality pages with accurate and clear information will help demonstrate your level of expertise on your chosen topic.

High-quality links

Link building is an incredibly important way to demonstrate e-e-a-t . Relevant, high-quality links add value to your website and help your website rank higher for related search queries. SEO experts say that the third most important factor for SEO is external linking.

Accurate and up-to-date content

Google loves fresh and factually accurate content. In fact, keeping your website up to date is one of the best ways to improve your search engine ranking. This is especially true if your website content includes medical or scientific information that’s based on the latest research.

More reviews

In the age of transparency, reviews are more important now than ever before. In Google’s eyes, positive reviews are an important factor in helping to build your website’s e-e-a-t .

If you have reviews across sites such as Google and TrustPilot, your website becomes more trustworthy to consumers. If your customers are happy and Google can see this in the data or entities related to your website (like your Google Business Profile) this will massively play in your favour

Perform regular content audit

Older content with information that’s no longer accurate may be doing harm to your search engine rank. A content audit is the best way to understand if your website matches the needs of your audience.

Include your physical address

It might seem small, but including contact details on your website is a great way to demonstrate e-e-a-t.

It shows that you’re a real organisation with real people, and it also shows that you care about your audience.

Keep your content visible

Be sure you aren’t hiding your content behind too many ads, popups, or other elements that create a poor user experienceon your website.

Stay in your lane

If you’re an expert in FinTech, then there’s little value in offering content on HealthTech or AgriTech. That being said, this can present businesses with a significant challenge when it comes to venturing into new sectors. But it’s nothing that can’t be overcome with a robust adjacent content strategy.

The Rise of AI

This is the big hot potato. The topic is on everyone’s lips. How will AI content affect search engines and results?

Google has come down pretty hard on AI content.

According to Google, AI content does not meet quality rater guidelines or e-e-a-t guidelines. Because AI tools make too many mistakes. We all know AI-generated content isn’t perfect, Google knows it better than most, given what happened in the wake of their Bard launch.

But, what seems to be the case, is that Google is rolling out testers in order to tweak Gemini – the AI platform formerly known as Bard – to make it accessible for all searches in the future.

This raises an ethical question. Is Google going to disbar AI content created on any AI platform that isn’t its own?

In Summary

When it comes to your PR and content efforts, your goal is to maintain an organically growing brand with a positive online presence. The way you do this is by creating content that serves the needs of your audiences.

Within this content, the more you can show your expertise authoritativeness and trustworthiness, the more Google will reward your efforts with higher placement within the SERP. So it really is a virtuous circle.

Google’s e-e-a-t criteria are some of the most important considerations when creating your content strategy. Even though it’s not a direct ranking factor, the implications of doing anything otherwise would likely result in your brand sliding down the search pages… where no one wants to be.

Google’s ability to find your site is no longer just about keywords. In fact, if you try to game your content by stuffing keywords in at the risk of overall form and function, you’re likely to be penalised. This becomes even more important and risky for businesses looking to venture into new sectors, fields and verticals.

Providing trustworthy and authoritative content, from an experienced source and expert voice is the way!

If you’d like to work with us; to explore how to enrichen your content and SEO strategies, we’d love to hear from you. So get in touch now