In the same way that it is called the web, there are many intricately woven aspects to SEO and behind-the-scenes forces, to grant websites and digital platforms the recognition they seek. Whether you’re part of an agency or an in-house digital marketing team, you’ll likely have heard about Google E-E-A-T and may have nibbled on the edges of what exactly this means.
E-E-A-T stands for “Experience, Expertise, Authoritativeness, Trustworthiness”. This framework, used by Google, evaluates the quality and credibility of online content. Creating and sharing content that meets E-E-A-T standards should be high on your priority list. If you’re seeking SEO results, this framework is particularly useful and must be remembered.
Why E-E-A-T Matters
In recent years, AI-generated content has taken over the internet. While artificial content is useful for numerous and repetitive daily tasks, it lacks creativity and out-of-the-box thinking. Ai-content doesn’t reflect your brand tone and cannot express personality traits and unique perspectives. On the same note, the availability of AI contributes to lazy writing, as copywriters become reliant on it to perform functions they no longer need to.
Google has the ability to detect AI-generated content, and its March 2024 Search Update was specifically designed to deter AI-style “copycat content”. This type of content is not original or valuable and doesn’t follow the E-E-A-T framework. While not all AI content is bad content, the availability of AI during content creation should serve as a resource rather than a copy-paste version of your finished project.
People want to read what people have written, and people-first content can only be achieved by a human. E-E-A-T highlights exactly what Google wants in its SERPs (Search Engine Ranking Pages). A source of online content that users will eat and enjoy, rather than avoid altogether like a poorly prepared dish. If Google is the restaurant, consider E-E-A-T its Michelin Star Rating.
Try thinking of it from the perspective of a Google user, seeking trustworthy information from authoritative experts with experience. Google prefers content that entices users, informs them, and holds their interest. Use a checkbox of content quality questions to guide your content production, in order to achieve what you’re working towards.
E-E-A-T Breakdown
Experience: Think of real first-hand experiences that share your unique take on a subject. This is much preferred to the same information already shown elsewhere on the internet, rephrased. Online users want authenticity and to gain value from your acquired experience. Moreover, your experience provides value and stands out from other sources.
Expertise: Connecting with readers through trusted content comes down to the expertise presented in it. Google’s quality assessors are meant to determine the expertise behind the content itself. Content that demonstrates your industry expertise will make a favourable impression. From YMYL categories to more chilled themes, your expertise should be evident and without question.
Authoritativeness: Building authoritativeness strengthens your reputation, through strong foundations in experience and expertise. Being referenced and trusted by others will only come once you’ve established your authority on a topic. If other reputable sites make mention of you or have links leading to your website, Google is more likely to respect what you have to say.
Trustworthiness: Without a doubt, trustworthiness is essential in the quality control measures in place by Google when ranking content. It is one of the most important factors online users seek in their quest for a brand or business they can count on. For this reason, you should always publish accurate and up-to-date information that is honest, reliable, and safe. If your website offers online sales, ensure secure payment systems and provide sincere product reviews.
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