Utilising EEAT to Boost Your SEO Rankings
Google’s algorithms are constantly evolving, becoming more adept over time at anticipating what the user is actually looking for and what web content is best placed to get them the answers they need. But with so much content available online, understanding how algorithms decide what to serve in the SERPs (search engine results pages) is key to boosting your SEO, providing more web visibility and an increase in traffic.
One critical aspect of Google’s approach is the concept of EEAT – Expertise, Experience, Authoritativeness, and Trustworthiness. Understanding what EEAT is, and how to apply it to your content strategy, is necessary for all marketers looking to get more mileage out of their SEO efforts.
Understanding EEAT
EEAT is a concept that uses four key pillars to discern how useful your content is to its intended audience. Google describes EEAT as “how we evaluate if our search ranking systems are providing helpful, relevant information.”
This is important to keep in mind as you craft content for your website. Whilst your goal should be to gain new website users, and move them further along your sales pipeline, you need to bear in mind that Google’s goal is quite different – namely, they want to provide an answer to satisfy the search query typed by the user as quickly and efficiently as possible. Therefore, in order to ensure your content is performing well in the SERPs, abiding by EEAT guidelines is essential.
But what exactly is EEAT, and how can you demonstrate each of its pillars in your content?
The Four Pillars of EEAT
There are four critical components that come together to form the basis of Google’s EEAT guidelines. Formerly known as EAT, the second “E” is a fairly recent addition, however, it is no less important for marketers creating content today.
The four pillars are: Expertise, Experience, Authoritativeness, and Trust. While there are other factors Google looks at, such as whether your content is original and helpful, it is EEAT that will help you perform better and trump the competition.
Expertise
Google prioritises content created by those with expertise in their respective fields. For example, if you’re writing a blog with medical advice, anything you put out into the web will be deemed more valuable if it comes from a qualified doctor or healthcare provider.
Experience
Semantically, the difference between expertise and experience can be negligible, but Google is actually looking for something entirely different when it comes to the second in EEAT. When thinking about experience, your content needs to demonstrate a degree of knowledge about the specific topic you are writing about. For example, if you’re trying to sell a product, have you actually used it? If you’re writing a travel blog, have you actually visited the place you’re writing about? When it comes to experience, Google is looking for content by someone who clearly has that first-hand knowledge, and can demonstrate this in their writing.
Authoritativeness
When it comes to content, how authoritative you are matters. Google will always value content that comes from what it perceives to be an authoritative source, as this makes it far more likely the content will actually be relevant, accurate, and useful. There are several different ways Google measures authority, including the quality of your backlinks, reference to reputable sources around the web, and positive reviews.
Trustworthiness
The final pillar is trustworthiness – are you credible, reliable, and creating truthful content? Accurate information and transparency with your intended audience will contribute to your trustworthiness, but you’ll also want to look at your technical SEO and ensure your site and its data is protected from cyber attacks. A secure website will improve your trustworthiness as well as ensure a safe browsing experience for your users.
Putting EEAT Into Action
Sites that meet the EEAT criteria are more likely to rank higher in search engine results pages. Therefore, you’ll want to create all future content with EEAT in mind.
The first step to conquering EEAT guidelines is to ensure your content is up to scratch – we’ve already touched on the importance of accuracy, relevancy, and helpfulness, but you’ll also want to ensure the quality of your content is up to scratch. It may be worth outsourcing your copywriting to a professional agency who can ensure well-written, useful content that will perform well in SERPs.
Once your content is written, consider attaching an author bio to your blogs and articles. We have these on all of our guides. By detailing the credentials of the author, you can effectively boost the authority of your content.
Off-site, you should analyse your backlink profile, as well as your larger web presence. If the majority of your reviews and backlinks are negative or spammy, it may be worth taking the time to clean up. We’ve already mentioned how signals from around the web such as backlinks or references contribute to your authority, and you want this to work in your favour rather than go against you.
Applying EEAT To Your Content
Google’s emphasis on EEAT reflects its commitment to delivering reliable and valuable content to users. Understanding the principles behind it is essential for content creators aiming to succeed in the competitive landscape of online search.
For more information, or to audit your content to ensure it abides by EEAT guidelines, why not get in touch with our team?
