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What is E-E-A-T for SEO? Insights for Marketers to Improve Organic Search

As a marketer, you might be familiar with Google’s E-A-T guidelines used to evaluate the quality of content that appears in search results. But did you know that Google recently added another “E” to the equation? At the end of 2022, Google E-E-A-T became the new standard for determining which content should rank higher on its search engine results pages. So, what is E-E-A-T, and how does it impact SEO? Keep reading to find out.

What Does the Google E-E-A-T Acronym Stand For?

Google's E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. This framework is used by Google's human raters to assess whether the search ranking systems are providing helpful and relevant information to the users. By understanding what raters look for in each category, you can ensure you’re creating content they deem valuable and, therefore, worthy of high rankings in SERPs.


Experience is the newest component added in December 2022. It focuses on the overall user experience provided by a website. Factors like page load speed, mobile-friendliness, and usability are considered under this aspect.


Expertise refers to the level of knowledge or skill required to create the content. This is particularly important for topics that require a high degree of expertise, such as medical or financial advice.


Authoritativeness refers to the credibility of the website publishing the content. Websites can establish their authority by being recognized as an expert source within their field, having a strong online reputation, or being cited by other reputable sources.


Trustworthiness relates to how reliable and honest a website is. Factors that can influence a website's trustworthiness include the quality of the website's information, the site's security, and the transparency of the site's ownership.

Google's E-E-A-T guidelines are not an algorithm or an update; they're a framework used by Google's human raters to assess the quality of search results. These guidelines help Google ensure that its ranking systems are providing helpful and relevant information to users.

How to Utilize E-E-A-T for SEO

By focusing on the components of E-E-A-T, you can demonstrate your expertise and authority in your field, build trust with your audience, and improve the quality of your content and SEO performance. Here are a few examples of how to do that.


Optimize E-E-A-T for SEO by improving your user experience in these ways:

  • Ensure your website is responsive and optimized for mobile devices.

  • Use tools like Google's PageSpeed Insights to identify issues that might be slowing down your site and address them promptly.

  • Keep your content clear, concise, and engaging; break up text with subheadings, bullet points, and images to make it more readable.

  • Make sure your website is accessible to all users, including those with disabilities, by using alt text for images, ensuring sufficient color contrast, and making your site navigable via keyboard.

Example: If you run an online clothing store, make sure the checkout process is streamlined and simple on mobile devices with autofill, digital wallets, and guest checkout options that help improve the mobile shopping experience.


Showcase your expertise and impact E-E-A-T for SEO in these ways:

  • Create content that demonstrates deep knowledge in your field; this could be in-depth guides, research papers, or white papers.

  • Use industry-specific language and terminology accurately.

  • Include the author's credentials, accolades, and experience in the field.

Example: If you own a health website, publish articles written by medical professionals with clear mention of their qualifications and experience in the particular area of health being discussed.


Build your website’s authority and speak to the “A” in E-E-A-T for SEO in these ways:

  • Invest in a comprehensive linking strategy to ensure your website links to reputable sources that support your content.

  • Include testimonials, reviews, and case studies that showcase your authority in your field.

  • Regularly update your content to reflect the latest information and trends in your industry.

Example: If you have a tech blog, regularly publish reviews of the latest gadgets backed up by links to the manufacturers' specifications and other respected tech websites.


Improve your readers’ experience and optimize E-E-A-T for SEO by increasing your trustworthiness in these ways:

  • Ensure the connection between your website's server and the user's browser is encrypted, protecting the data that is transferred between the two.

  • Be transparent about who you are and provide clear and easy-to-find contact information.

  • Show that you value your customers by addressing their concerns and feedback.

Example: If you have an e-commerce site, display its secure checkout process, customer reviews, clear return policies, and easily accessible customer service contacts.

Need Help Improving E-E-A-T for SEO?

If you’re looking to improve your company’s online presence, it's crucial to focus on enhancing Experience, Expertise, Authority, and Trustworthiness. By developing a content strategy, creating high-quality content, showcasing expertise through credentials and testimonials, and building authoritative backlinks, you can master the Google E-E-A-T rating system, improve SEO, and boost your search engine rankings. Let's collaborate to ensure your business not only thrives in the digital landscape but also establishes credibility and trust among your target audience. Contact me today to discuss how I can help you improve E-E-A-T for SEO success.


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