Why E-E-A-T is the Future of SEO and How to Stay Ahead of the Game


Google’s got a new toy to play with – an extra “E” in their E-E-A-T search quality standards!

It stands for “experience” and joins the original E-A-T crew – expertise, authoritativeness, and trustworthiness.

So, if you want to show up on Google’s SERPs, you’ve got to have some E-E-A-T going on in your content strategy. This blog will give you the full lowdown on what it actually means, why it’s crucial for SEO, and how to use it to stay ahead of the curve.


What Is E-E-A-T?


What feels more reasonable than a unicorn wearing a top hat? E-E-A-T as a quality signal in SEO!

In the real world, we trust qualified sources who know what they’re discussing.

If you want financial advice, you won’t ask your neighbor’s cousin’s sister, who saw a 20-second video on finance on her mobile phone. No, no, no. You want a financial advisor or accountant, someone with experience, expertise, and authority on the subject.

Google gets it. In fact, they recently wrote about it on their Search Central Blog.

They pointed out that “if you want to find financial information, you’re better off finding content produced by an industry expert.”


Because they know their stuff! And you can be sure that what they’re saying is accurate and trustworthy.

So, if you want your website to climb to the top of the search engine results pages (SERPs), you must show Google that you’ve got E-E-A-T.

That means demonstrating your experience, expertise, and authority in your niche.

Let’s break it down even further.


1. Experience


Picture this, you’re scrolling through the interwebs, looking for the best cat videos ( because, let’s be honest, that’s what the internet is really for), and you come across some content that just doesn’t quite hit the mark. It could be too robotic, too stiff, or too…AI-generated. That’s where experience comes in.

Sure, robots can make assumptions about the human experience, but they’ll never truly understand the trials and tribulations of being a cat owner. That’s why Google added “experience” to its search quality guidelines. It’s all about the human touch.

So, how can you show off your experience?

Simple – show your audience that there are real people behind your website who know what they’re talking about. Create an “About us” page highlighting your team’s expertise and trustworthiness. Think of it as a digital resume but with more cat memes.

After all, when spending your hard-earned cash, you want to know you’re getting the real deal. The same goes for online content. Let your audience know you’re the real deal by showcasing your experience and expertise.


2. Expertise


This is like having a black belt in your chosen field. It means you know your stuff, you’re not just winging it, and you have the skills to pay the bills. So, if you’re running a website about cooking, it helps if you know how to cook. It could be a better look if your recipes always come out burned and your kitchen is a disaster zone.


3. Authoritativeness


Think of it like being the expert judge on a cooking competition. You’re the go-to source for information in your industry or niche, and people trust your judgment. If you say something is delicious, people will believe you.


4. Trustworthiness


This is like having a reputation for being honest and reliable. You don’t make stuff up, you don’t spread rumours, and you don’t have any skeletons in your closet. If you say you’re going to do something, you do it. If you promise your readers a recipe for the best lasagna ever, you damn well better deliver.

Now, you might be thinking!


Why Does E-E-A-T Matter for SEO?


The answer is simple. It affects your search rankings. Websites with strong E-E-A-T are more likely to rank higher in search results than weak ones.

But don’t just take my word for it.

Let’s look at some examples in action.

Take, for example, a website like WebMD.

WebMD has a strong E-E-A-T because it’s an authority in the healthcare industry. It has a team of medical experts with years of experience who create high-quality content that’s trustworthy and informative. As a result, WebMD ranks highly in search results for healthcare-related queries.

Now that you understand why E-E-A-T is essential!


Let’s Talk About How You Can Improve Your Own Website’s E-E-A-T.


Here are a few strategies:


1. Focus on Your Niche


Establish yourself as an expert in your niche by creating high-quality, informative content relevant to your audience.


2. Build Your Reputation


Invest in building your reputation by becoming a thought leader in your industry. Publish articles, speak at conferences, and network with other experts in your field.


3. Show Your Credentials


Display your credentials and certifications prominently on your website to establish your expertise and build trust with your audience.


4. Be Transparent


Be transparent about your affiliations, sponsorship, and any conflicts of interest. This will help build trust with your readers.


5. Provide Value


It’s all about providing value to your readers. Focus on creating informative, helpful, and relevant content for your audience.


6. Stay Up-to-Date


SEO is constantly evolving, and so is E-E-A-T. Make sure you’re keeping up with the latest developments and best practices.


7. Embrace Change


Be bold and adapt to changes in the industry. Stay nimble, and be ready to pivot when necessary.


8. Test and Iterate


SEO is a long game, and it’s all about testing and iterating. Don’t be afraid to experiment and try new things.


9. Be Patient


SEO takes time, and so does building E-E-A-T. Be patient, and keep working on improving your website’s E.


How Can You Adapt to These Changes and Stay Ahead of Your Competitors?


Here are a few tips!


1. Keep Improving Your E-E-A-T


Focus on improving your website’s E-E-A-T by following the earlier outlined strategies.


2. Invest in Video


Video is becoming an increasingly popular way to consume content and a great way to build your E-E-A-T. Invest in creating high-quality, informative videos to help establish your expertise and build trust with your audience.


3. Embrace Voice Search


Voice search is becoming more popular, and optimising your website for it is crucial. Ensure your content is written in a conversational tone, and optimize for long-tail, conversational keywords.


4. Improve Page Experience


Focus on the page experience and ensure your website functions well by reducing 404 errors, improving the crawl rate, and adding alt text to images.


5. Showcase Your Experience


Include an About Us or Team page to showcase your expertise, credentials, and professionalism.


6. Link to the Authoritative Sources


Ensure to link to credible resources to show that you have done your research and to provide additional value to users.


7. Add or Update Content Regularly


Add fresh and updated content regularly to show that your website is active and in business.

Build topical clusters: Create a series of content to demonstrate your expertise in a particular area.


8. Use Internal Links


Link relevant pieces of content together to help users navigate and find additional information.


9. Include Different Content Types


Diversify your content by adding videos, podcasts, webinars, and other types of content.

Try for a Wikipedia page: A Wikipedia page can help you appear more authoritative and earn a knowledge graph in the SERPs.


10. Engage Experts


Feature content from experts or have them write content to showcase your credibility.


11. Encourage Reviews


Reviews provide social proof of your expertise, which can enhance your E-E-A-T.


In Summary,


E-E-A-T is the future of SEO, and it’s not going away anytime soon. If you want to stay ahead of the game, focus on improving your website’s E-E-A-T, optimize for user experience, invest in video, and embrace voice search. And remember, SEO is a long game, so be patient and keep improving your website.


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Question 1) What is E-E-A-T Google guidelines?


E-A-T, which stands for Expertise, Authoritativeness, and Trustworthiness, is a set of guidelines used by Google’s search quality evaluators to assess the quality and effectiveness of search results.

These evaluators are people who determine how well Google’s search results meet users’ needs, according to the Search Quality Rater Guidelines.


Question 2) How can I demonstrate my experience and expertise on my website?


You can demonstrate your experience and expertise on your website by creating an “About us” page that highlights your team’s credentials and experience. You can also create high-quality, informative content that showcases your knowledge and expertise in your niche.


Question 3) What is the meaning of “E-E-A-T”?


“E-E-A-T” stands for “Experience, Expertise, Authoritativeness and Trustworthiness”. Essentially, it refers to Google’s preference for displaying websites it deems trustworthy and valuable to readers. The E-E-A-T guidelines help Google assess the quality and reliability of the content.










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