Imagine you’re looking for information on how to take care of your new houseplant.
You come across two articles: one written by a hobbyist who recently started their plant collection, and another penned by a professional botanist with years of experience.
Which one would you trust more?
The answer is obvious, isn’t it? And Google knows this. It’s why they’ve added this crucial “experience” aspect into its algorithm.
Understanding and implementing “E-E-A-T” (Experience, Expertise, Authority, and Trustworthiness) can significantly increase the chances of ranking higher on Google search results while also gaining credibility with your target audience.
In today’s post, we’ll discuss the importance of E-E-A-T in SEO and how you can implement it in your content to improve your placement in the search rankings.
We’ll also explore how focusing on it enhances your overall user experience, which is crucial for retaining and attracting users.
EXPERIENCE
Personal experience is a crucial component of E-E-A-T. When you share your own experiences with your readers, it not only adds authenticity but also helps to make your content more engaging and relatable.
Here are a few points to consider:
- Share your first-hand knowledge of the topic, such as trying out a new product or experiencing a specific situation.
- Give real-world examples to back up your suggestions, demonstrating that they’ve been tested and proven to work.
- Make your content more accessible by sharing personal experiences, which provide context and make it easier for beginners to understand.
When writing about your experiences, be sure to strike a balance between sharing personal anecdotes and providing practical advice backed by research and data.
EXPERTISE
Expertise is the second component of E-E-A-T.
Search quality raters use two main criteria to determine if your content meets this requirement:
- Do you demonstrate expertise in the topic area (ie. “how much do you know about this subject?”)
- Do you demonstrate authoritativeness of the source (ie. “where did you learn all this?”)
As a simple example, if someone searches “how to make a peanut butter and jelly sandwich,” they would expect to find information from an expert who has made PB&Js before. Search engines would theoretically be skimming your content to be looking for proof that this isn’t your first time.
To demonstrate your expertise, include personal anecdotes and internal links to other relevant content about making peanut butter and jelly sandwiches that showcase your knowledge and expertise.
Cite any credentials, certifications, or relevant education that support your expertise on a topic. This adds credibility to your content and helps establish you as an authority in your field.
At the same time, prioritize user experience, as a positive experience will keep users engaged and encourage them to explore more of your content.
AUTHORITY
The “A” in E-E-A-T, authority refers to your overall reputation in your industry, particularly among experts and influencers in your niche. To establish authority, demonstrate that you are an expert on your topic by researching, writing articles (on high domain authority sites), and having your name mentioned along with this topic elsewhere as much as possible.
For example, you can attain this by contributing content regularly on authoritative sites in your niche, either by guest blogging or getting a part-time job submitting content on a publication or two in your field.
Pro Tip: Build relationships with experts and influencers in your niche through networking and collaborations. This not only helps establish your authority but also increases your reach and visibility.
Enhancing your website’s user experience can also contribute to a more positive perception of your expertise, as users are more likely to trust a site that is easy to navigate and provides valuable information.
TRUSTWORTHINESS
Trustworthiness is the most critical aspect of E-E-A-T. To create trustworthy content:
- Be transparent about your author’s identity (ie, in an author bio clearly labeled on your page)
- Fact-check and cite trustworthy sources (don’t just use whatever ChatGPT tells you — be sure you’ve got a source for what you’re saying)
- Avoid hiding content behind ads and paywalls. Ensure readers have access to all the information without clicking on additional links. Things like “clear here to find out the answer” can be seen as deceptive.
In addition to these points, consistently producing high-quality content is essential for building trust with your audience.
By offering valuable, well-researched information, you can demonstrate your commitment to providing reliable content, both to your audience and Google alike.
Pro Tip: The combination of a great website user experience with high-quality, well-researched content further reinforces your authority and credibility. Create a strong “About” page on your website, outlining your credentials, background, and expertise. Additionally, make user experience a priority by ensuring your website is easy to navigate, responsive, and fast-loading.
Leveraging Personal Experience
Sharing personal stories that illustrate a point can be a powerful way to establish trust in your content. It establishes a connection with the reader while also demonstrating exactly why they should trust you on this matter.
Describe your experiences and how they relate to the topic, helping readers understand your perspective and feel more connected to your content. It’s not just good for user experience — it’s what Google wants you to do, too.
Pro Tip: Engage with your target audience on social media and online forums. Answer questions and share valuable insights to showcase your expertise and build authority within your community.
Just be sure you’re using the same name/brand name whenever you do so that you’re properly associated with your contributions elsewhere across the web.
Enhancing Transparency
Creating trustworthy content involves citing credible sources, establishing a positive brand reputation, and being as transparent and relateable as possible.
For example: when writing about the best restaurants in your town, include reviews from Yelp users who have dined at those establishments, include photos of the food you ate there, and tell a story from first-hand experience what you liked and didn’t like, what you’d get next time, etc.
Alternatively, collaborate with other content creators who have previously written about these restaurants and link back to each other’s content.
This mutual support enhances trustworthiness for both parties.
Conclusion
In this post, we’ve covered the four components of E-E-A-T and how they apply to SEO.
By leveraging personal experience, establishing expertise, developing authority, and creating trustworthiness, you can improve your search rankings and credibility with your target audience.
Keep in mind that high-quality content and an emphasis on user experience are essential components of E-A-T that can significantly impact your website’s success. Keep learning, keep growing, and keep putting E-E-A-T principles into practice to ensure your content’s success.
Remember, if you have any questions or feel that we’ve missed something important, don’t hesitate to reach out.
-Justin
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