Having a well-known image in search engines can be a tough task, especially when there are already tons of websites covering every topic you can think of, so what makes yours worthy of ranking on the first page of results, let alone in the top 3 positions? Each website is eager to get the attention of people. It’s like lighting a candle in a storm, only for the wind to snuff it out instantly. But what if I tell you, there’s a way to stand out in search engines and build trust? Yes, you read it right! E-E-A-T: Experience, Expertise, Authority, and Trustworthiness are the ways that can increase the chances of high rankings in search engines. When your content shouts that “I am trustworthy, valuable, experienced, and don’t provide any incorrect information,” it will become impossible for search engines not to notice you!
So, this blog goes through every part of E-E-A-T in detail, explains why these guidelines matter, and gives practical tips on how to apply them to your website content.
What Is E-E-A-T and Why Does It Matter?
E-E-A-T stands for Experience, Expertise, Authority, and Trustworthiness. It’s a set of principles Google uses to judge how reliable and useful a website’s content is. These principles are not made to complicate things, but to help Google decide which content is worthy of a high ranking in search engines. When your content adheres to E-E-A-T policies, search engines recognise it as valuable, useful, and free from harmful misinformation. While E-E-A-T may not directly influence rankings, it helps Google pick which page deserves the highest rank in search results.
Google is like a go-to place for anything you want to search, whether a restaurant or a spa, cheap or expensive. Its purpose is to gather and arrange all the information globally, allowing everyone to access and locate it easily. Google strongly favours content that:
- Effectively meets user needs: Users must have confidence that the information they encounter is precise, dependable, and beneficial.
- Addresses misinformation: E-E-A-T promotes greater visibility for trustworthy sources in a time of false news and questionable assertions.
- Quality of rewards: Sites that showcase genuine expertise and authority are prioritised over misleading or low-quality material.
Understanding E-E-A-T guidelines will help enhance search engine rankings and user experience.
Breaking Down E-E-A-T
1. Experience
The first element of E-E-A-T, Experience judges whether the content creators have experience in the topic they are writing about. Experience is especially important for topics like product reviews, travel blogs, and personal advice.
The content that is written through experience comes out more natural and appealing and users are more likely to trust natural and real content.
For example, suppose you are writing a travel blog but have not experienced yourself or haven’t visited some places. In that case, your content might sound robotic or unreal, “Why?” because you won’t be able to share personal stories or what food you like and dislike, what type of people you met, and what languages people speak over there. Personal stories make your content natural and tell people that “ yes I have experienced it.”
Here’s an extra tip: even if you don’t have enough experience with some specific topics, you can contact or ask someone around you who has experience, that might help you!
How to show Experience:
- Use real-life examples: Share personal stories from your own life or examples of how your topic works in the real world. This way people might relate to it and understand it easily.
- Multimedia content: Share some pictures, videos, or recordings that show that you have been there or experienced what you wrote; this will surely build trust.
- Customer Testimonials: Share the feedback or comments about products that you wrote about; this will show that people have used and liked the product, enhancing trust.
By following these steps, you can show people that you have both the experience and the insight to provide valuable and reliable content.
2. Expertise
Now, let’s talk about Expertise, which shows the depth of knowledge that creators have on a given topic. Expertise is not just telling people that you know this or that; it’s about showing people how deeply you are aware of a topic! This is important specifically for YMYL (Your Money or Your Life) topics that can harm a person’s health, finances, or safety.
Google prefers content that experts write because if someone without knowledge writes, he may provide incorrect information, that can harm people and damage the trust that people have in Google. Google wants to be the Go-To platform that people can trust to get the information they need in the fastest and easiest way.
For example, a gym trainer wants to show that he’s a really good gym trainer. What he can do is show his qualifications and certificates, make diet charts for people, tell them the effective diet according to their weight, and tell them what exercise they need to do, how many reps, and how to do it. These things will show that a gym trainer is an expert. However, if a doctor starts training people at the gym, he might tell them the wrong things to follow, that shows that he is not an expert. Now, scroll down, and I’m going to tell you how to show people that you are an expert in your field!
How to show Expertise:
- Author bios: include the qualifications, degrees, or certificates that show you are an expert and people can trust you.
- Cite reliable sources: Back up your claims with references from reputable organisations or industry leaders.
- Educational content: Develop in-depth guides, tutorials, or whitepapers to showcase comprehensive knowledge on your topic.
By emphasising your qualifications and providing authoritative sources, you can position your content as a valuable resource that is both knowledgeable and reliable.
3. Authoritativeness
Authoritativeness refers to how reputable and respected your website is. It reflects how others talk about your content and link to your site. Google takes these signals into account, viewing your website as a trustworthy source of valuable information.
Building authority is all about earning trust from both your audience and other experts in your field. This can be done by creating high-quality content, sharing knowledge, or collaborating with others.
For example if people are looking for the best restaurant in the area, the first thing they’ll do is check how many good reviews the restaurant’s website has, whether any reputable websites link to it, and how qualified the chefs are. These factors help build trust and make people believe that the restaurant likely offers good food. Additionally, the restaurant owners can strengthen their credibility by sharing stories about collaborating with renowned chefs or sourcing ingredients from prestigious, well-known suppliers, further reinforcing their expertise in fine dining.
How to show Authoritativeness:
- Earn backlinks: Gain mentions and links from trusted websites in your industry, as these signal to Google that your content is valued by reputable sources.
- Guest posts and collaborations: Contribute to other authoritative platforms to build your credibility.
- Awards and recognition: Display any industry awards, certifications, or accolades prominently on your website.
An authoritative website will not only improve rankings but will also be seen as a reliable source in its field, making it a preferred choice for users.
4. Trustworthiness
The final element of E-E-A-T is Trustworthiness—the foundation of the entire framework. As we all know, without trust, you cannot go forward with anything, whether it’s a relationship or a website. Trust is what makes users comfortable and ensures their safety. Without trust, even the most authoritative or expert content will fail to build lasting relationships with users. 90% of users feel confident interacting with your content or website if you have earned their trust.
For example, if you want to buy clothes online and there are several online stores, including Amazon, which one would you choose? A random store without proper security measures and policies, or Amazon, a secure and trustworthy platform used by millions of people worldwide? Most likely, you would choose Amazon. The company has built such a strong reputation that people often shop there without hesitation, simply because of the trust it has earned over time.
How to show Trustworthiness:
- Secure your site: Make sure your website uses HTTPS (a secure connection) and has strong security measures in place to protect user information, like passwords or payment details.
- Transparent policies: Make your privacy rules, terms of service, and contact details easy to find. This helps users understand how you handle their information and builds trust.
- Accurate information: Check your content regularly to make sure it’s correct and up-to-date. If anything changes, update your website to keep it accurate.
- Customer service: Make it easy for people to contact you if they have questions or issues. Provide quick, helpful responses to show you care about their experience.
- Showcase the awards: mention your awards if you have won or any other accreditations, so people can look at your website as trustworthy.
Building trust is crucial in encouraging return visitors and fostering a loyal user base.
Incorporating E-E-A-T into Website Content
Content Creation
Aim for quality over quantity when creating content that aligns with E-E-A-T principles, meaning you should create content that is meaningful rather than stuffing keywords into your text. Let me elaborate a bit on how you can create content that is valuable to Google:
- Structure matters: Use clear headings to show the main sections of your content, include bullet points for lists or key details, and write short paragraphs so your content does not feel overwhelming.
- Visual aids: add images or charts to make it easy for people to understand and that also keeps them interested in your content.
Website Design
Create a design that looks good and works well with your content, making it enjoyable for visitors to use.
- User-friendly navigation: use a clear and simple menu layout so that users can easily find what they are looking for.
- Mobile optimisation: ensure that your website works well on smaller screens as in mobile phones and tablets. This not only helps users to have a good experience but also boosts rankings in search engines.
- About Us and Author Pages: Include detailed information about your organisation and contributors to establish credibility.
Reputation Management
Managing your reputation is essential in maintaining your E-E-A-T standing.
- Monitor reviews: Actively manage customer reviews and respond to feedback to show your commitment to user satisfaction.
- Engage on social media: Build a presence on platforms where your audience is active to foster trust and authority.
- Encourage user contributions: Create a community that shares and interacts with your content to increase trustworthiness.
Technical Considerations
Technical elements can affect how well Google understands and ranks your content.
- Page speed: ensure your website loads quickly because waiting decades for a website to load can be frustrating for users. When a website loads faster, people are more likely to stay longer on that site, enhancing user experience.
- Schema markup: Add structured data to your site. This is like giving Google a clear map of your content, helping it understand and display your pages better in search results.
- Accessibility: Design your site so everyone can use it, including people with disabilities. For example, add text descriptions for images and ensure navigation works with a keyboard.
Why E-E-A-T Is Essential for Long-Term Success?
Following E-E-A-T principles doesn’t just satisfy Google’s guidelines but also helps build a strong relationship with users. When your content aligns with E-E-A-T principles, both people and google trust it blindly because your content is simply high-quality and says “Hey there! I’m trustworthy, an expert in a field, and have experience and authority. Quality content attracts organic traffic meaning non-paid visitors, reducing the cost of advertisements and increasing the chances of ranking high in search engines.
Conclusion:
Google’s E-E-A-T standards seek to promote a reliable and user-focused internet by emphasising Experience, Expertise, Authoritativeness, and Trustworthiness. Following these principles boosts credibility, engagement, and search efficiency.
