What is E-A-T-E and Why is it Important?
In the ever-evolving world of online content, it’s crucial to keep up with the latest strategies and techniques for optimizing your search engine rankings. One of the most important concepts to understand is E-A-T-E, which stands for Expertise, Authoritativeness, Trustworthiness, and Experience. Google recently updated its search rater guidelines, adding Experience to the already established E-A-T criteria, to better assess the value and relevance of content. This change reflects the growing importance of providing helpful, original, and people-first content in various formats and from diverse sources.
Expertise, Authoritativeness, and Trustworthiness (E-A-T)
E-A-T has long been a critical component of content evaluation in Google’s search ranking systems. The objective is to ensure that the information provided demonstrates expertise, authoritativeness, and trustworthiness in the subject matter. This means that content creators must showcase their knowledge, present reliable information, and establish themselves as credible sources.
Adding Experience to the Mix
With the introduction of the updated search rater guidelines, Google has incorporated Experience into the E-A-T criteria, creating the E-A-T-E formula. This addition emphasizes the importance of content that reflects first-hand, life experiences on the topic at hand. For example, while you may seek expert advice from an accountant for tax preparation, you might value the experiences of other users when looking for tax preparation software reviews. In this case, a forum discussion from people who have tried different services would be highly valuable.
How to Craft E-A-T-E-Driven Content
To create content that meets the E-A-T-E standards, follow these guidelines:
- Demonstrate your expertise: Clearly showcase your knowledge in the subject matter, and support your content with credible sources when necessary. If you have professional qualifications or personal experiences related to the topic, be sure to mention them.
- Establish authoritativeness: Build your reputation as a reliable source of information by providing accurate, relevant, and helpful content. This may include linking to reputable sources, citing industry experts, or referencing well-respected publications.
- Ensure trustworthiness: Create a strong foundation of trust by being transparent about your intentions and affiliations. Be honest about your expertise and experience, and provide a clear means of contact for readers who may have questions or concerns.
- Incorporate experience: Include insights based on your own first-hand knowledge or experiences whenever possible. Share anecdotes, personal stories, or testimonials that can enhance the overall value and authenticity of your content.
- Be original and people-first: Strive to create unique, helpful content that serves your readers’ needs. Consider a variety of formats (such as articles, videos, or podcasts) and diverse sources to cater to different preferences and learning styles.
E-A-T-E in Practice
By incorporating the E-A-T-E formula into your content strategy, you can better meet the needs and expectations of your target audience, while also improving your search engine rankings. Remember that the search rater guidelines do not directly influence ranking, but they can help content creators understand how to self-assess their work for success in Google Search. As you create and refine your content, keep the E-A-T-E principles in mind to provide accurate, relevant, and helpful information that truly serves your readers.
Read more about EEAT here. https://developers.google.com/search/blog/2022/12/google-raters-guidelines-e-e-a-t