Everyone knows that search engines exist to help us find relevant, reliable, and genuinely helpful information. We can ask them anything. What is this specific medical condition? Where is the nearest yoga studio? Why is jogging a good exercise?
Search engines may not directly solve our problems, but they can show us ways to do so. Google, in particular, is constantly evolving its algorithm to better serve users. And as a digital marketer, you probably always pay attention to SEO trends. Have you come across the acronym E-E-A-T yet?
E-E-A-T stands for experience, expertise, authoritativeness, and trustworthiness. It is not a specific ranking factor, but a collection of signals that Google uses to determine whether your content is actually helpful or just online noise.
No, it’s no longer enough to simply publish something. E-E-A-T is shaping brands’ approach to digital content and visibility. We’ll reveal how to prioritize it in your marketing strategy.
Let’s break down what each letter in E-E-A-T means in more detail.
The E-E-A-T concept has not always had two E’s. Back in August 2018, Google rolled out what became known as the “Medic Update” and heavily impacted sites in health, wellness, and finance. It introduced the importance of expertise, authoritativeness, and trustworthiness (E-A-T).
Fast forward to December 2022, and Google added another E for experience, highlighting that first-hand knowledge matters. After all, how else would you gain expertise and authoritativeness without it?
Then, in February 2023, Google’s Product Reviews Update further rewarded reviews written by people with genuine experience, boosting their ranking.
August 2023’s Core Update reinforced the importance of E-E-A-T, lauding websites that consistently exhibit these qualities. And in September 2023, the Helpful Content Update doubled down on the idea that content should be truly valuable, people-first, and aligned with E-E-A-T.
That said, when you prioritize E-E-A-T in SEO, you play by Google’s rules and give what users want. What happens next? Your content ranks higher, earns more trust, improves engagement, and ultimately increases conversion rates.
Google works with around 16,000 search quality raters — human evaluators who provide feedback that refines the algorithm based on an entire system of Quality Rater Guidelines.
The raters do not decide rankings; they assess whether content demonstrates strong E-E-A-T and then let Google do the ranking. They first assess Page Quality (PQ), which determines whether the page achieves its intended purpose. Next, they check whether Needs Met is met or how handy the result is for a search.
The factors that influence E-E-A-T include the credentials of the content creator. Who are they, and how do they back up what they say?
Moreover, website reputation tells people you are taking up space on the internet to serve them, and reviews prove you do. Backlinks from other authoritative sites and the accuracy of the information you present confirm your commitment to your mission.
While E-E-A-T carries weight across all niches, it is especially critical for what Google calls “Your Money or Your Life” (YMYL) topics. These subjects impact someone’s health, finances, or safety. So, when publishing content about managing diabetes, repaying loans, or moving forward after a cyclone, keep the acronym in mind.
Outside YMYL, weaving E-E-A-T into your strategy allows you to reap its benefits. You could be writing about the newest restaurants in the neighborhood or the latest fashion trends; building website trustworthiness would still matter.
How do you exhibit E-E-A-T in SEO and other digital marketing strategies? Let’s start with the two E’s.
Google’s updated Search Quality Rater Guidelines ask, “Which would you trust: a product review from someone who has personally used the product or a ‘review’ by someone who has not?”
The answer to this simple question is obvious. As such, showcase your personal processes and share the insights you gained from them.
One of the fastest ways to strengthen E-E signals is to leverage qualified authors and contributors and introduce them to your readers. Remember, people want to hear from those who have earned their credibility.
Maximize everything that reinforces your knowledge and effectiveness. You could share how your team solved a client’s problem and what results you delivered through a case study. Support your claims with data, either complex numbers or original research.
If your team is certified in anything, present it. Lastly, allow happy clients to vouch for your expertise in their own words through testimonials.
Now, moving on to A-T.
Again, expertise and authority in digital marketing build trust.
A in E-E-A-T is not something you achieve in just a week. When you consistently produce valuable content, others will reference you. Earn domain authority by focusing on backlinks and partnerships, and keep doing it.
The more transparent you are, the more others will trust you. Display clear business information, and have a visible privacy policy. Building website trustworthiness is also feasible through HTTPS, making users feel safe and secure when engaging with your brand.
Getting customer reviews and feedback is one thing; managing them is another. To attain and maintain a good online reputation, monitor and respond to everything you receive. Demonstrate that you value your audience by being professional, especially when it comes to criticism.
Accuracy is non-negotiable in a world where everyone is allowed to speak. It’s what stops misinformation in its tracks. So, cite credible sources and link out to original studies or trusted industry publications. Empower your audience to verify your claims.
The value of E-E-A-T in SEO is undebatable. It’s now behind every digital marketing success! Search engines anchor on experience, expertise, authoritativeness, and trustworthiness when ranking because they are what users deserve.
Your homework, then, is to ensure your content embodies all four. Do you have the expertise and authority in digital marketing? Are you actively building website trustworthiness?
At Connection Model, we offer comprehensive content audits and personalized digital marketing plans. We’re all about results, covering everything from websites to social media. Together, we can discover gaps in your strategies and place E-E-A-T at the center.
Your audience needs you. It’s high time for Google to understand and convey that. Contact Connection Model today and boost your brand!