Google EEAT: What It Is & Why It Is Important For SEO

If you’re into digital marketing, you’ve probably heard of E-E-A-T - an acronym for Experience, Expertise, Authoritativeness, and Trustworthiness: four qualities that, as an internet user, you expect to find in what you read (watch, or listen to) in websites and other channels across the web.

And so does Google.

Indeed, amidst 200 million active websites on the World Wide Web today, Google strives to showcase the best-in-class at the top places of its SERPs and filters them via its E-E-A-T quality standards.

As a website owner, understanding and cultivating your content’s E-E-A-T is increasingly vital for your SEO success and offers a valuable experience to your visitors.

That said, let’s dive right into the secrets of E-E-A-T.

What Is E-E-A-T?

E-E-A-T, meaning Experience, Expertise, Authoritativeness, and Trustworthiness, is the Google Quality Raters’ framework that helps them assess the overall quality of a piece of content within a website. Although E-E-A-T isn't a direct ranking factor, it heavily influences which content is prioritized in search results.

Before the consecutive Es came into play, Google’s quality ratings were based on the E-A-T standards that didn’t explicitly mention the element of Experience, though it was, nevertheless, accounted for in SEO since 2018.

Google’s Merdic core update (August 1st, 2018) heavily impacted the rankings of YMYL ("Your Money or Your Life") pages, in other words, websites touching on sensitive subject matters such as legal, financial, scientific, etc.

So, at that time, many YMYL websites experienced ranking shifts, underscoring the need for credible content in credibility-critical areas.

Why EEAT Matters For SEO

Even though EEAT doesn’t happen overnight, it influences your SEO long-term efforts in several ways.

Remember: Google's primary goal is to provide users with the most helpful, reliable, and trustworthy information. So, unavoidably, EEAT and SEO go hand in hand.

Here are some things to consider:

Making Content For People - Not Keywords

To upscale your E-E-A-T in SEO, enriching your pages with helpful and trustworthy information, where you include your target keywords naturally - and not the other way around - aligns with Google's ranking systems.

You basically need to create content to benefit people, not just to gain 1st page rankings.

More Topical Authority = More Backlinks

Expertise makes your content more accurate and more comprehensive, strengthening your topical authority. And, as we all know, authoritative websites attract more backlinks, a known ranking factor.

Building Trust In Your Brand = More Dwell Time & Shares

When your content showcases the E-E-A-T principles, people are naturally drawn to your website and have more trust in your brand.

As a result, they are more likely to browse through your pages for longer, share them, and come back for more - all of which can positively influence your search performance.

Respect Your YMYL Audiences

In "Your Money or Your Life" (YMYL) topics, such as those that could significantly impact a person's health, financial stability, safety, or well-being, Google’s E-E-A-T is even more crucial for SEO. Indeed, in these sensitive areas, users should be able to trust the information they find.

However, E-E-A-T extends beyond YMYL to virtually any topic where users value reliable information.

You’re Not Ranked By A Human

The evaluations provided by Google's Quality Raters, based on E-E-A-T guidelines, are used by Google to improve its search algorithms. So, even though raters don't directly rank websites, their feedback helps Google refine its systems to better identify and reward high-quality content.

But how do Google’s Quality Raters actually work?

How Google's Quality Raters Evaluate E-E-A-T?

Google's Search Quality Rater Guidelines (SQRG) provide detailed instructions for human raters to assess the quality of search results and determine if a webpage has a high or low level of E-E-A-T for its specific topic and purpose.

Raters consider various factors when assessing E-E-A-T, including:

Content Quality

Great content should be well-written, accurate, comprehensive, and, above all, helpful. It should provide original information, in-depth analysis, and insights beyond what’s obvious.

Creator's Reputation & Credentials

Content authors should be clearly marked, and their expertise or experience should be backed by their online presence, the site’s About page, their bio, their real-life achievements, etc.

Website's Reputation

This step considers whether a site is highly valued in its niche and whether other reputable sources or real user mentions ‘vouch’ for it.

Sourcing & Accuracy

Credible references and clear citations define the accuracy of the information presented.

Transparency & Trust Signals

Trust signals play a crucial role in SEO and virtually all digital marketing channels. Google Quality Raters consider factors such as:

• Website security (e.g., HTTPS)
• Contact information (in plain sight)
• Clearly posted privacy policies and terms of service
• Transparent advertising practices
• Balanced and honest display of customer reviews

User Experience

Your website needs solid UX. It should be easy to navigate and use, and demonstrate excellent responsiveness and accessibility. In short, it should provide a good overall experience for visitors.

So, consider all these factors when working on your website’s SEO, and also try to limit the use of AI.

Google's Stance On AI-Generated Content

Google recently announced that its Quality Raters now assess whether content is AI-generated. They also downgrade those automatically created pages that appear rich but, in reality, lack valuable content.

It’s not that AI-generated content is totally ‘prohibited’, but, according to Google, it shouldn’t aim to manipulate search rankings or users, and it should not replace human expertise.

While Google expresses confidence in its ability to demote low-quality AI-generated content, many SEO professionals remain cautious.

Furthermore, disclosure of AI-generated content is not mandatory but is recommended in certain cases where it would be reasonably expected.

Ultimately, Google prioritizes high-quality content, and seems to be pretty much ok with a balanced and fair use of AI-assisted and human-created content.

However, content produced primarily by automation with the main goal of manipulating search rankings seriously violates Google's spam policies.

That said, let’s take a closer look at how to pair Google E-E-A-T with SEO.

What Are E-E-A-T Signals & How To Leverage Your SEO

Here are a few ways to strengthen your website’s E-E-A-T signals using good SEO practices.

Experience

Consider these SEO content writing ideas to enhance your content’s experience signals:

• Share personal experiences; use first-person narration and a conversational tone. Cite collaborators (e.g., by linking to their LinkedIn profile) or quote other experts in your topic field.
• Provide cited reviews or recommendations of people who have actually used your product or service.
• Compile real-world case studies from your own clients or partner with an external website to borrow theirs.
• Write up step-by-step guides on how to perform a task, including troubleshooting and workarounds.
• Enrich your texts with high-quality and original photos or videos that showcase first-hand involvement with the subject matter.

Expertise

Expertise signals demonstrate a high level of knowledge and skill in your chosen topic. Some things to consider include:

• Author credentials and qualifications - properly presented and cited.
• Well-researched articles that contribute new knowledge to the field or lay out credible resources to thoroughly cover a topic.
• Original research and data are a great way to rank your website in the top places, though it can be far from the average SMB’s scope and resources.
• Prompt updates to your core content keep it fresh and aligned with the latest information in the field.
• Content reviewed by recognized experts adds a vital 'expertise badge' - highly valued by Google’s Quality Raters.

Authoritativeness

Website authority and quality backlinks are core aspects in any search engine optimization strategy and coincide with E-E-A-T’s authoritativeness signals. These include:

• High-quality backlinks from other reputable and authoritative websites in your industry.
• Brand mentions by other credible sources, like established websites, news outlets, or industry publications - even without a direct link.
• Guest posting on other prominent websites in your niche, including a link to your bio page.
• Share of voice enhancement via awards, positive press coverage, or mentions by thought leaders in your field.
• Strong topical authority that’s built up via an all-rounded coverage on different subjects related to your niche.

Trustworthiness

Trustworthiness signals convey the legitimacy, reliability, and security of your website and content. So, make sure you have:

• Website security via HTTPS to protect user data.
• Clear contact information readily accessible on your site’s footer and contact page.
• Transparent "About Us" page clearly outlining who you are, what your brand’s mission and story are. You can also present your partners and/or staff, along with a short bio.
• Privacy Policy and Terms of Service are not merely a Google thing but also a legal obligation in many countries.
• Real and fair reviews, including negative reviews and handling from your part, enhance the trust in your brand.
• Clear advertising disclosures offer transparency about any advertising or sponsored content.

Is E-E-A-T More Important For Some Organizations Than Others?

Google E-E-A-T is important for all types of websites and organizations.

Regardless of your niche and size, demonstrating the E-E-A-T qualities helps build credibility with users, partners, and search engines. Even for topics that aren't strictly YMYL, people need to trust you in order to interact or do business with you.

And that’s what we aim for at Atropos Digital SEO Agency. For us, SEO is not merely lifting your pages to the top of SERPs. It’s about building a positive experience that your potential clients (and Google!) will love.

We see SEO as an art - the art of offering true value to our clients and their users around the world. Call us today to find out more!