Google’s search algorithm is like a secret sauce that keeps changing, constantly evolving to improve the user experience. If you’ve been following SEO trends over the last few years, you’ve probably heard of Google’s E-A-T (Expertise, Authoritativeness, Trustworthiness) guidelines. But do you really know what these words mean for your SEO strategy? And more importantly, how can you use them to make Google love your content?
In this article, we’re going to break down E-A-T in a fun and easy-to-understand way. We’ll look at what each component means, how it affects your website’s rankings, and what you can do to boost your E-A-T score. Let’s dive in and turn your content from good to Google-approved!
What is E-A-T?
Alright, first things first: what does E-A-T actually stand for? Let’s break it down:
- Expertise: This is all about having knowledgeable, well-informed content creators. Google wants to ensure that the content you’re reading on a topic is written by someone who knows their stuff, not just a random blogger.
- Authoritativeness: This refers to how well-known and respected the content creator or the website is within its niche. For instance, a medical article written by a well-known doctor is going to have much more authority than a general blog post by someone with no medical background.
- Trustworthiness: Google doesn’t want to send users to shady websites. So, they look at how reliable and safe your website is. Does it have secure pages (HTTPS)? Are the authors credible? Do you provide accurate information?
E-A-T is like a report card for your website. The better your score, the higher your chances of showing up on that coveted first page of search results.
Why E-A-T Matters for SEO
Let’s get to the good stuff: how E-A-T actually affects SEO. We all know that SEO is all about rankings, right? And with Google’s focus on E-A-T, it’s clear that your website’s credibility and trustworthiness are major ranking factors. Here’s why:
- Higher Rankings: Google’s algorithm uses E-A-T to determine which pages should rank higher in search results. The more expertise, authority, and trustworthiness you have, the better your chances of ranking.
- User Experience: When you provide well-researched, accurate, and trustworthy content, your users are more likely to engage with it. This means longer session times, lower bounce rates, and more people sharing your content — all things that Google loves.
- Building Trust with Your Audience: A website that’s seen as an authority in its field is more likely to gain trust from its visitors. This trust leads to better conversion rates and a loyal audience.
In fact, according to a 2023 survey by Backlinko, 72% of marketers believe that Google’s algorithm now prioritizes E-A-T as one of the top three factors for SEO success. That’s huge!
Expertise in Content Creation
Let’s get one thing straight: Google wants to see content written by people who actually know what they’re talking about. It’s like going to a doctor for health advice. Would you trust someone who doesn’t have any medical credentials? Probably not. And Google thinks the same way.
Here’s what you need to know about expertise:
- Highly Specialized Content: Some topics require high levels of expertise. Think about medical, legal, or financial content. In 2020, Google made it clear in their Search Quality Evaluator Guidelines that YMYL (Your Money, Your Life) content, such as health or finance websites, needs to be written by real experts.
- Credentials Matter: Including author bios is crucial. Let’s say you’ve written a health article. If it’s written by a doctor with 20 years of experience, you’re sending a powerful message. On the flip side, an article with no clear author or qualifications can make Google (and your users) skeptical.
To illustrate, take WebMD. They’re a massive authority in the health space. Why? Because they have qualified medical experts writing their content, making it one of the most trusted resources online for health-related queries.
Authoritativeness and Building Authority
Being authoritative isn’t just about having expert authors; it’s about gaining recognition from others in your field. Google looks at how much respect and credibility your website or authors have in their industry.
Here’s how you can increase your website’s authority:
- Backlinks: Links from other authoritative websites (think universities, popular blogs, or industry leaders) signal to Google that your site is reputable. In 2022, Ahrefs reported that backlinks remain one of the top-ranking factors for SEO.
- Mentions from Industry Leaders: Being quoted or mentioned in credible news sources, journals, or blogs can increase your perceived authority. For instance, if a well-known tech expert references your blog, Google takes note.
- Consistent Quality: It’s not enough to just have one good article. Google prefers websites that regularly publish high-quality, authoritative content. Regular updates and fresh perspectives are key to maintaining that authority.
Let’s use Moz as an example. They’ve spent years building their authority in the SEO world. Today, their website ranks for highly competitive keywords, and their blog is one of the most respected resources in the SEO community.
Trustworthiness in SEO
Trust is probably the most important of the three E-A-T components. If Google can’t trust your website, it’s not going to send traffic your way. Here’s what you need to know about building trustworthiness:
- Secure Your Site: In 2014, Google officially confirmed that HTTPS is a ranking signal. If your site isn’t secure, Google might penalize it, which is a massive red flag.
- Accurate Information: Providing misinformation not only harms your credibility, but it can also hurt your rankings. Google regularly updates its algorithms to penalize sites with misleading or false information.
- Transparent and Clear About Who You Are: Users need to trust you. Make it easy for them to find your contact information, your privacy policy, and details about your authors. Websites with clear author bios, certifications, and secure payment systems are far more trustworthy in Google’s eyes.
A great example is Amazon. Their product reviews, secure payment methods, and transparent return policies have earned them a huge level of trust with both users and search engines.
Practical Steps to Improve E-A-T for Your Website
Now that we understand E-A-T, let’s talk about what you can do to improve your own website’s E-A-T score. Here are some practical tips:
- Conduct an E-A-T Audit: Regularly review your content to ensure it meets E-A-T standards. Are your authors experts in their fields? Does your content come from credible sources?
- Build Author Credibility: Ensure your authors have bios that highlight their qualifications. Add links to their social media profiles or other articles they’ve written to prove their expertise.
- Gain High-Quality Backlinks: Backlinks are crucial for both authority and trust. Reach out to other trusted websites in your niche and ask for backlinks. In 2021, SEM Rush reported that sites with strong backlink profiles tend to rank higher in search results.
- Ensure Your Site is Secure: Switch to HTTPS if you haven’t already. Google has confirmed that secure websites are favored in their rankings.
- Optimize for User Experience: Google values websites that are easy to navigate. A clean, fast, mobile-friendly website that delivers a good experience to users will earn Google’s trust.
E-A-T and YMYL Content
If you’re in the health, finance, or legal industries, you need to pay special attention to YMYL (Your Money, Your Life) content. YMYL topics require the highest level of expertise and trustworthiness.
For example, a 2020 update from Google revealed that websites offering financial advice were under heavy scrutiny for their E-A-T scores. NerdWallet, an authoritative financial website, ranks high in searches due to its commitment to expert-driven, trustworthy content.
If you’re in a YMYL niche, you’ll need to focus even more on proving your expertise, building authority, and establishing trustworthiness with both users and Google.
Conclusion
In 2023, E-A-T has become a critical part of SEO. Whether you’re running a blog, an e-commerce site, or a YMYL page, focusing on expertise, authority, and trustworthiness will help you rank higher, drive more traffic, and build a loyal audience.
If you haven’t started optimizing for E-A-T, it’s time to begin. Audit your content, add expert bios, gain quality backlinks, and make your website a trusted resource for your niche. With these steps, you’ll be on your way to navigating Google’s guidelines and boosting your SEO to new heights.
So, what’s stopping you? Start implementing E-A-T best practices today and watch your rankings soar!
Author: Den Mohyla (SEO-specialist in digital agency “SEO.UA”)