What is E-E-A-T in Google’s algorithm?
Google introduced a game-changing update in December 2022, expanding E-A-T (Expertise, Authoritativeness, Trustworthiness) to include ‘Experience.’ This transformation brought forth E-E-A-T, affectionately known as ‘Double-E-A-T.’ It plays a pivotal role in Google’s evaluation process, particularly within Search Quality Raters’ assessments.
So, what is EEAT?
EEAT encompasses Experience, Expertise, Authoritativeness, and Trustworthiness. Embracing EAT for SEO entails crafting credible content. Google initially introduced EAT in its updated Search Quality Guidelines back in 2014, later adding the extra ‘E’ to the mix. It’s continuously evolving, especially with the rise of AI chatbots and manual content reviewers.
Google constantly seeks to enhance the user experience by aligning content closely with search queries. False, low-quality, or unhelpful content undermines both Google and its users. EEAT ensures that trustworthy content takes center stage, promoting accurate and reliable information for users.
Imagine searching for critical medical advice, only to find the top result from a questionable, untrustworthy source. Without EEAT guidelines, some users might take this misleading information as truth, potentially resulting in harm.
EEAT is set to become a cornerstone of the new Search Generative Experience, as Google aims to deliver relevant, well-cited information in generative AI responses. Collaborating with an EEAT-specialised agency can benefit businesses in the long term.
Let’s explore each facet of E-E-A-T:
- Experience (First ‘E’): This pertains to the content creator’s firsthand experience with the topic they’re addressing. Credentials, qualifications, industry experience, and positive feedback all contribute to establishing experience. For instance, content authored by a seasoned health and fitness professional carries more weight than content from someone outside the field.
- Expertise (Second ‘E’): Expertise revolves around the knowledge and experience of the content creator. High-quality, comprehensive, accurate, and well-referenced content reflects expertise. Subject matter experts are deemed more reliable and trustworthy, leading to better search rankings.
- Authoritativeness (‘A’): This signifies the overall credibility of a website or content creator. The number and quality of inbound links, mentions in reputable sources, social media presence, user engagement, and peer recognition all contribute to authoritativeness. Authoritative websites are recognized as leaders or reliable resources in their niche.
- Trustworthiness (‘T’): Trustworthiness reflects how secure and reliable a website appears to users. Factors such as clear contact information, privacy policies, secure connections (HTTPS), good user reviews, transparency, objectivity, independence, and adherence to ethical standards contribute to perceived trustworthiness.
By adhering to EEAT principles, website owners can optimize their content and structure to align with Google’s guidelines, improving their search engine rankings.
Remember that EEAT SEO is crucial, especially for YMYL (Your Money, Your Life) content, which affects users’ financial livelihood and well-being. Google places significant emphasis on EAT for YMYL articles or websites. If your site deals with medical or financial advice, maintaining authority and truth is essential.
Staying on top of Google’s updates is paramount. Google continually adapts to user behavior and updates its search engine. Partnering with an SEO agency can help you navigate these changes and ensure your content remains reliable and helpful for your audience.”
Please note that this condensed version provides the key points while making it more concise.
