What is E-E-A-T?
E-E-A-T stands for Experience, Expertise, Authority, and Trust, which are the four pillars Google uses to assess the quality and credibility of web content. E-E-A-T plays a crucial role in determining a website’s ranking on search engine result pages (SERPs), as Google aims to provide users with trustworthy and accurate information.
Experience: Experience refers to the overall user experience on a website. It encompasses factors such as page load speed, mobile-friendliness, intuitive navigation, and engaging design. Google recognises the importance of delivering a seamless user experience and rewards websites that prioritise user satisfaction. Providing a positive and user-friendly experience enhances the chances of higher rankings and increased organic traffic. To enhance experience:
- Optimise page load speed and ensure mobile responsiveness.
- Implement intuitive navigation and user-friendly design.
- Focus on delivering engaging and visually appealing content.
Expertise: Expertise refers to the knowledge and skills possessed by the content creators or the website as a whole. Demonstrating expertise means showcasing a deep understanding of the subject matter and delivering comprehensive, accurate, and insightful information. Expertise can be showcased through qualifications, credentials, relevant experience, or certifications. Content that is well-researched, authoritative, and provides unique perspectives can significantly impact a website’s rankings. To enhance expertise:
- Conduct thorough research and provide accurate information.
- Showcase the expertise of content creators through author biographies.
- Produce comprehensive and insightful content that adds value to users.
Have a read of Google’s own content guidelines on what kinds of questions you should ask yourself when writing E-E-A-T compliant content.
Authority: Authority pertains to the reputation and influence of the website or its authors within a specific niche or industry. It is assessed based on factors such as backlinks from other reputable websites, mentions by industry experts, and social media engagement. An authoritative website is seen as a reliable source that offers valuable insights and trustworthy information. To enhance authority:
- Build a strong backlink profile by earning high-quality backlinks from reputable sources.
- Network with industry influencers and seek opportunities for collaboration.
- Engage in guest posting on reputable websites to showcase expertise and expand reach.
- Earn links through online PR, from reputable newspapers and magazines such as The Guardian, The Times, Bloomberg, The Telegraph, GQ, Vogue etc.
Trust: Trustworthiness evaluates the reliability and integrity of the website, ensuring that users can place confidence in the content provided. Trustworthiness is determined by factors like transparency, accurate citations and references, user reviews and ratings, privacy policies, and secure transactions. Websites with a strong emphasis on user safety and privacy tend to earn higher trust ratings. To enhance trust:
- Clearly state privacy policies, terms of service, and other legal information.
- Enable user reviews and ratings to showcase positive feedback and social proof.
- Implement secure transactions and display trust badges.