Imagine that your car is your pride and joy but disaster struck and it won’t start. You need to find a mechanic quickly whom you can trust to fix your ailing car properly.
It makes sense that you’ll choose someone with E-E-A-T which stands for “Experience, Expertise, Authoritativeness and Trustworthiness”.
Likewise when you’re searching for something online, you are more likely to want to do business with a site that demonstrates E-E-A-T.
E-E-A-T is not about moving text, flashing headlines or keyword stuffing; it’s about proving your experience, building genuine expertise, establishing authority, and earning the trust of your audience.
Why E-E-A-T Matters:
Google favours well-researched, valuable information. E-E-A-T acts as a quality filter, separating trustworthy sites from those that might look good but really don’t have the goods. In technical terms E-E-A-T is not a ranking factor but it can have an indirect impact on your search rankings.
In today’s digital landscape Google and your customers and clients crave reliable information and authentic connections. By focussing on your E-E-A-T you are signifying that your website offers more than just content – it offers knowledge and expertise and trust. This translates into:
- SEO Supremacy: Google rewards websites with high E-E-A-T scores with higher rankings. This translates to increased visibility, organic traffic, and ultimately, brand success.
- Credibility and Loyalty: Strong E-E-A-T signals expertise and reliability, attracting discerning audiences and fostering long-term loyalty. Your website becomes a trusted source.
- Combating Misinformation: In an era of fake news and clickbait, E-E-A-T acts as a shield, differentiating your content from unreliable sources and establishing you as a reliable resource in your niche.
The Four Pillars of E-E-A-T:
- Experience: Show that you have first hand experience with the products, services or information shown on your website.
- Expertise: Offer proof that you have a history of success and accomplishment in your field. Here’s how:
Feature content by you as a proven expert or by qualified professionals in your field.
Cite reputable sources and academic research to validate your claims.
Showcase your experience with case studies, client testimonials, or awards. - Authoritativeness: Build a reputation that echoes through the jungle. Here’s the path:
Guest blog on reputable websites in your niche, becoming a trusted voice.
Get your content featured on established publications or news outlets.
Earning industry recognition and awards solidifies your authority. - Trustworthiness: Be a beacon of transparency and user-friendliness. Build trust by:
Disclosing affiliations and potential biases openly.
Providing accurate and verifiable information with clear citations.
Always prioritise your customer’s experience with a clean, well-structured website and easy navigation.
E-E-A-T isn’t a one-time compass calibration; it’s a constant journey towards high-quality content.
Here are some practical tips for your quest:
- Niche Focus: Continue to focus on your niche and further develop and show your expertise.
- In-Depth Content: Offer valuable insights, data-driven arguments, and unique perspectives.
- Source and Cite: Every claim needs a trusted map reference.
- Clarity and Accuracy: Write in a clear, concise style, ensuring factual correctness.
- Audience Engagement: Respond to comments, address concerns, and build a community around your content.
Remember, E-E-A-T isn’t just about ranking algorithms; it’s about building genuine trust with your audience. By focusing on experience, expertise, authoritativeness, and trustworthiness, you can create content that not only delights Google but also inspires, informs, and engages your target audience.
YMYL!
Highwaymen aside, YMYL stands for Your Money Your Life and refers to websites where information could have a substantial effect on a visitor’s health, wealth and safety. If you’re a lawyer, health professional, accountant, financial advisor or a trainer, your E-E-A-T becomes more important than if you’re selling dog treats! If your site has YMYL topics its a good reason to give greater attention to E-E-A-T
Contact us for more information and answers to your questions.
