E-E-A-T is a component of Google’s Search Quality Evaluator Guidelines, found here. They are a factor in Page Quality (PQ) rating as determined by Google Quality Raters who reference the Evaluator Guidelines as they rate websites. Reviewing your own website for E-E-A-T can help you improve your SEO quality over time.
E-E-A-T stands for:
- Experience: The extent to which the creator of the content in question has first-hand knowledge of the topic it is about. For example, a product review is more meaningful when someone has actually used the product.
- Expertise: The extent to which the creator of the content in question has the education, knowledge, or skills necessary to speak on it. For example, information on animal caretaking is much more meaningful coming from a trained veterinarian than someone with no knowledge of pet rearing.
- Authoritativeness: The extent to which the creator of the content in question is considered the most reliable source. For example, a weather channel’s website is an authoritative source on the weather. A business is an authoritative source on its own sales.
- Trust: The extent to which the content and content creator in question are considered honest and safe choices for information or doing business.
According to Google’s rater guidelines, the concepts of Experience, Expertise, and Authoritativeness support the most important concept: Trust. Because Trust is impacted by E-E-A, untrustworthy websites are basically guaranteed to have a low overall E-E-A-T.
According to Search Engine Journal, Quality Raters – the ones who use E-E-A-T to determine PQ ratings – likely influence the algorithm that determines site rankings across Google, so it’s important to make sure your site is a cut above the rest. Following Google’s E-E-A-T recommendations is a great way to do that.
Google provides its Quality Raters with tips on what to look for when assessing E-E-A-T. Based on these, here are a few ways to ensure that your site receives a higher ranking.
- Create a detailed “About Us” page: Make it easy for Quality Raters and regular users to find out who you are. Create a detailed About page, and if you’re the face of the company, make sure any public information about you is accurate and up to date. Basically, if you’re a reliable source, say so, and back up that claim with as much relevant detail as possible. This will help raters and users determine whether you are a trustworthy source of information.
- Build a good reputation: Perhaps more important than what you say about yourself is what others say about you. There are several ways to build up your reputation. Encourage customer reviews, both good and bad. Be responsive to customer complaints or criticisms. Search for Backlink opportunities from reputable review sites and news organizations. All of these will help to boost your credibility.
- Showcase your strengths: Make sure that the content on your website is a strong representation of your brand and your products/services. Publish high-quality blogs, photos, videos, and testimonials that will give users a real sense of what you do and what your strengths are.
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