What is E-E-A-T and How Does it Impact SEO

In the ever-changing landscape of search engine optimization (SEO), one thing is clear: Google’s algorithm is constantly evolving to provide users with the most accurate, relevant, and trustworthy results. Over the years, we’ve seen numerous updates and tweaks aimed at improving the quality of search results, from Panda to Penguin, and from RankBrain to BERT. However, one factor has emerged as a critical component of Google’s algorithm: E-E-A-T.

What is E-E-A-T?

E-E-A-T is an acronym that stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a set of guidelines developed by Google to help evaluate the quality of content on the web. The E-E-A-T criteria are used by Google’s quality raters to assess the credibility and reliability of online content, particularly in the context of search engine results.

The concept of E-E-A-T was first introduced in Google’s Search Quality Evaluator Guidelines in 2014. However, it gained significant attention in 2018 when Google updated its guidelines to emphasize the importance of E-E-A-T in evaluating content quality. Since then, E-E-A-T has become a critical factor in Google’s algorithm, influencing how content is ranked and displayed in search engine results.

Breaking down E-E-A-T

Let’s dive deeper into each component of E-E-A-T:

1. Experience: This refers to the creator’s or author’s hands-on experience in the subject matter they’re writing about. Google wants to see that the author has practical experience and a deep understanding of the topic.
2. Expertise: This relates to the author’s credentials, qualifications, and reputation in their field. Google looks for authors who are recognized experts in their industry or niche.
3. Authoritativeness: This measures the credibility and trustworthiness of the website or publication itself. Google evaluates the website’s reputation, awards, recognition, and reviews to determine its authoritativeness.
4. Trustworthiness: This assesses the website’s transparency, accountability, and reliability. Google looks for clear contact information, a physical address, and a transparent approach to content creation.

How E-E-A-T impacts SEO

E-E-A-T has a significant impact on SEO, particularly in the areas of content ranking, content quality, link equity, and content promotion, as it influences how search engines evaluate the credibility and trustworthiness of a website and its content.

Content Ranking – E-E-A-T plays a crucial role in content ranking, as search engines use these factors to evaluate the credibility and trustworthiness of a website and its content. When a website demonstrates high levels of E-E-A-T, it is more likely to rank higher in search engine results pages (SERPs) for relevant keywords. This is because search engines prioritize content from trusted sources, and E-E-A-T provides a framework for evaluating that trustworthiness. By optimizing for E-E-A-T, websites can improve their chances of ranking higher in search results and increasing their online visibility.

Content Quality – E-E-A-T also has a significant impact on content quality, as it encourages websites to produce high-quality, well-researched, and accurate content. When a website prioritizes E-E-A-T, it is more likely to create content that is engaging, informative, and valuable to its audience. This, in turn, can lead to increased user engagement, higher conversion rates, and a stronger online reputation. By focusing on E-E-A-T, websites can improve the overall quality of their content and provide a better user experience.

Link Equity – E-E-A-T affects link equity, as search engines use these factors to evaluate the credibility and trustworthiness of a website’s backlinks. When a website has high levels of E-E-A-T, it is more likely to attract high-quality backlinks from other trusted sources. This can lead to increased link equity and improved search engine rankings. Conversely, websites with low levels of E-E-A-T may struggle to attract high-quality backlinks, which can negatively impact their search engine rankings.

Content Promotion – Finally, E-E-A-T influences content promotion, as it affects how content is shared and promoted on social media and other channels. When a website has high levels of E-E-A-T, its content is more likely to be shared and promoted by users, as they are more likely to trust and value the content. This can lead to increased social media engagement, higher conversion rates, and a stronger online reputation. By prioritizing E-E-A-T, websites can improve their content’s promotion and reach a wider audience.

Best practices for improving E-E-A-T

To improve your website’s E-E-A-T, follow these best practices:

1. Establish author expertise: To establish author expertise, make sure to clearly showcase the author’s credentials, qualifications, and experience in the subject matter they’re writing about, and include a brief author bio at the end of the article or on the website’s “About” page to provide context and credibility.
2. Create high-quality content:To create high-quality content, focus on producing well-researched, accurate, and engaging content that provides value to your audience, and use clear and concise language, relevant examples, statistics, and visuals to support your arguments and make the content easy to understand.
3. Build a strong brand: To build a strong brand, develop a clear and consistent brand identity, including a unique voice, tone, and style, and ensure that your website’s design, layout, and navigation are professional and easy to use, and that your content is consistently high-quality and engaging to build trust and credibility with your audience.
4. Demonstrate transparency: To demonstrate transparency and accountability, be open and honest about your content creation process, including your sources, methods, and biases, and establish clear policies for handling corrections and updates, and provide clear contact information, including a physical address, phone number, and email address, to show that you’re committed to transparency and accountability.
5. Monitor and respond to reviews: To monitor and respond to reviews, keep track of customer feedback and reviews on your website, social media, and other channels, and respond promptly and professionally to both positive and negative feedback, using it as an opportunity to show your commitment to customer satisfaction and continuous improvement, and to demonstrate your brand’s values and personality.

Example of E-E-A-T being demonstrated

Let’s take a closer look at EconoShield Windows and Doors’ website and see how they demonstrate E-E-A-T.

Experience

• Highlighting their presence in multiple locations (Calgary, Medicine Hat, and Maple Creek), suggesting established operations.
• Mentioning their “experienced team” with years of experience in the industry.
• Offering free in-home consultations, indicating hands-on experience with customer needs.

Expertise

• Detailing their knowledge of energy-efficient windows and doors, including double and triple pane options.
• Emphasizing adherence to Alberta’s building codes and regulations.
• Providing comprehensive support from consultation to final inspection.
• Offering customized solutions tailored to individual client needs.

Authoritativeness

• Positioning themselves as a local authority in window and door solutions for the Canadian Prairies.
• Highlighting their trained teams in multiple locations.
• Offering a workmanship guarantee and lifetime warranty, suggesting confidence in their products and services.
• They showcase their awards and recognition, such as being a “BBB A+ Accredited Business” and “The Best of Calgary”.
• Their website also features a section on “Testimonials” which showcases reviews and ratings from satisfied customers, demonstrating their expertise in delivering high-quality window and door solutions.

Trustworthiness

• Providing transparent information about their products, services, and processes.
• Offering a lifetime guarantee on their products.
• Mentioning that their entire staff is insured and licensed.
• Including a detailed FAQ section addressing common customer concerns.
• Providing clear information about financing options and terms.
• Offering free quotes and in-home consultations, indicating transparency in their pricing and services.
• They provide a physical address and contact information, including a phone number and email address, making it easy for customers to get in touch.

Overall, Econoshield Windows and Doors’ website demonstrates a strong E-E-A-T profile, showcasing their experience, expertise, authoritativeness, and trustworthiness in the window and door industry. By doing so, they establish credibility and trust with potential customers, increasing the likelihood of converting them into leads and customers.

E-E-A-T is a critical component of Google’s algorithm, and its impact on SEO cannot be overstated. By understanding and implementing E-E-A-T best practices, an SEO expert can help improve your website’s credibility, trustworthiness, and ultimately, its search engine rankings.