E-E-A-T is the New Ranking Signal: the Impact ‘E’ in SEO

In December 2022 google came up with the quality rater guidelines called E-E-A-T(Experience, Expertise, Authoritativeness, and Trustworthiness). This new concept aims to emphasize the importance of firsthand Experience in evaluating content for SEO. In this article we will understand E-E-A-T and how it doesn’t change the original concept E-A-T but adds ‘Experience’ in evaluating content for search rankings.

We are already familiar with the concept of E-A-T, which Google uses to evaluate our content in their search ranking system. Now Google has come up with its latest update to the quality rater guidelines, called E-E-A-T(or, Double-E-A-T). What does the Extra’ E’ bring to the table? In December 2022, Google introduced a new criteria, ‘Experience’ along with Experience, Authoritativeness and Trustworthiness.

The New Ranking Signal: E-A-T — or “Double-E-A-T”?

Google adding an ‘E’ or Experience to E-A-T doesn’t change the original concept of E-A-T.

Will Google now prioritize content created by individuals with Experience, such as those who have used a product, visited a place, or personally experienced the topic at hand? In certain situations, content produced by someone with firsthand Experience may be the most valuable.

Experience Vs Expertise
If you are looking for information on how to cure PCOS — here you want to see content produced by an expert in the medical field. But if you are looking for reviews of a health care center, you may be looking for different types of content- like a forum discussion from people with Experience in other health care centers.

E-E-A-T is now a part of the updated Search Rater Guidelines. The guideline clearly explains the importance of creating original and helpful content for people. You will also learn how informative content can come from different formats and searches.

Importance of Building Trustworthiness along with Other Criteria of E-E-A-T

Trustworthiness is the most crucial factor in E-E-A-T and can only build on Experience, Expertise and Authoritativeness in your content.

Experience: The credibility of a content creator dramatically depends on their firsthand or life experience in the topic they are discussing. Pages created by individuals with extensive personal Experience are typically reliable and successful in achieving their intended goal.

For example, which content would you trust, a review from someone who already has Experience with the product or someone who doesn’t?

Expertise: A content creator’s trustworthiness depends on their knowledge and skill level in the specific topic. Each topic requires different types and levels of expertise.

For example, whom would you trust for advice on filing your taxes, someone with a background in accounts or someone random?

Authoritativeness: When it comes to reliable sources on a particular topic, an authoritative website or content creator is the most trustworthy source.

For example, a restaurant’s business page or official social media account is authoritative to learn about their prices and offers.

Trustworthiness: It means to what extent a page is accurate, honest, safe and reliable to its users. It is the most essential criterion of E-E-A-T because an untrustworthy page will have low E-E-A-T.

The E-E-A-T assessment also depends on the following:

• What does the Website or the content creator say about itself, like the About Us page of the Website or the profile page of the content creator
• What other people are saying about your Website on reviews, references, news sites and other sources
• Whatever is visible on the page, including the main content and sections like reviews and comments.

The Website or the content creator may lose trust if there is an apparent conflict of interest. For example, a review from a person who has already used a product is more valuable and trustworthy than from the manufacturer calling their product remarkable!

The purpose of search quality rating is to help evaluate search engine quality worldwide; a good search engine is helpful; for its users in their search language and locale.

How to Successfully Implement ‘Experience’ into Your Content

As per Google, establishing Experience is almost crucial in every content.

Here are some ways you can implement firsthand Experience in your content. You may find other ways, but these are as per Google guidelines.

Personal Experience with the Topic
For example, in product reviews, google mentioned tons of affiliate websites hosting low-quality product reviews. Google’s review system will ensure that people see reviews that share in-depth research rather than vague content that simply summarizes a bunch of products and services. The system is designed to evaluate articles, blog posts, pages or similar stand-alone content written for recommendation, providing an opinion or analysis.

Although it’s not enough to prove you are an expert, you must show your firsthand Experience with the reviewed product. Evidence like visuals, audio or links of your own Experience with the products to support the authenticity of your review.

Explain the Process of Your Content Creation with Credible Sources
When producing content, it is advisable to refer to reliable sources for credibility. Be sure to include links to official sources, research papers, studies, and even tweets and blog posts by reputable experts in your field.

Additionally, it is essential to use trustworthy sources, which may vary by industry but could include academic databases, news publications, or established experts’ and agencies’ websites. This is especially important for YMYL SEO.

Show Your Experience on a Dedicated Page
It is not mandatory to show your Experience with the subject each time you write about it, as Google advises quality raters to look at what the author says about themselves.

Your personal Experience can play a pivotal role in establishing Experience for your content. Thus, explain your personal Experience with the subject on an about page and link your social media profiles if it provides additional evidence.

Your Reputation is Also Essential
Quality raters are encouraged to look outside your site, like independent reviews, references, news articles and other credible sources, to check out your Experience and trustworthiness.

The significance of links and mentions with the original E-A-T concept remains unchanged even with the introduction of ‘Experience’.

Invite Guest Authors with Experience
Just because the author of a webpage needs to display their Experience, it doesn’t necessarily mean that the website owner has to do the same. Therefore, you can still showcase expertise on specific topics by inviting guest writers or speakers even if you don’t possess it yourself.

Your Ultimate Aim Should Be to Make Your Website Trustworthy

When it comes to SEO through Google’s E-E-A-T rating system, trustworthiness is the key. To ensure a high rating, Quality Raters consider the author, content, and Website itself.It’s essential to be transparent about who wrote the content, fact-check it, and use reliable sources. Avoid hiding important information behind a barrage of ads. Remember, this applies not just to content marketing but to all aspects of your website. For example, an unsecured checkout page can lower your rating. A professional SEO agency can guide you the right way on search engines.

It is also crucial to provide contact information, especially for YML topics or online stores.The ranking system will also appreciate it if you can add other ways to demonstrate your trustworthiness. Also, you can not play games with the system; one piece of evidence for your Experience won’t hide other signals of untrustworthiness.

by Subhechha Guha
Content Writer, AVM Station
Hey, there! I like to create content around recent marketing trends, best practices and innovative ideas.