What is E-A-T and why does it matter for SEO?

Staying ahead in digital marketing means mastering the latest strategies and algorithms that influence online visibility. One such essential concept that has gained prominence is E-A-T. Let's delve into what E-A-T is all about and why it matters for your digital marketing success.

What is E-A-T?

E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. It comes from Google’s Search Quality Rater Guidelines—a 168-page document used by human quality raters to assess the quality of Google’s search results. Google published this document online in 2013 to “help webmasters understand what Google looks for in a web page.” And with 92.96% of global traffic coming from Google Search, Google Images, and Google Maps, it’s worth paying attention to!

Side note: Google updates the Search Quality Rater Guidelines approximately once per year and in December 2022, Google introduced E-E-A-T, adding an extra “E” for “Experience.”

How important is E-E-A-T?

E-E-A-T is important to SEO for all queries, but some more so than others. If you’re just searching for pictures of cute puppies, then E-E-A-T probably doesn’t matter that much. The topic is subjective, and it’s no big deal if you see a puppy you don’t think is cute.

If you’re searching for the correct dosage of paracetamol to give to a child, on the other hand, then E-E-A-T is undoubtedly important. If Google were to surface content on this topic written by a clueless writer, published on an untrustworthy website that lacks authority, then the probability of that content being inaccurate or misleading is high. Given the nature of the information being sought here, that’s not just mildly inconvenient—it’s potentially life-threatening!

E-E-A-T is also important for queries like “evacuation routes for a tsunami.” Here, advice from the clueless and unauthoritative is unlikely to be legit and shouldn’t be trusted. Google refers to these kinds of topics as YMYL (Your Money or Your Life) topics. Some types of pages or topics could potentially impact a person’s future happiness, health, financial stability, or safety and if your site is built around a YMYL topic, then demonstrating E-E-A-T is crucial.

How is E-E-A-T evaluated?

1. Experience: Quality content often demonstrates the creator’s first-hand experience with the subject matter. This helps prove that suggestions are tried and tested. And that your insights are authentic.
   
   
2. Expertise: By showcasing expertise in your field, you can demonstrate a deep understanding of the subject matter, whether it's through content creation, industry certifications, or a team with proven expertise. Establishing your business as an authority in your niche is key to gaining the trust of both users and search engines.
   
   
3. Authoritativeness: Building authority goes hand-in-hand with expertise. It's about becoming a go-to source for reliable and accurate information. High-quality backlinks, positive reviews, and mentions from other authoritative sources contribute to establishing your agency as an authoritative figure in the digital realm.
   
   
4. Trustworthiness: Trust is the bedrock of any successful client-agency relationship. To enhance trustworthiness, your agency's online presence must be transparent, and your content should reflect accuracy and honesty. Highlighting client testimonials, industry partnerships, and adherence to ethical practices all contribute to building trust.

Practical tips for enhancing E-E-A-T

The encouraging news is that you don’t need to overhaul your SEO strategy to improve your E-E-A-T and take YMYL into consideration. Let’s uncover five practical steps to improve your site’s E-E-A-T SEO:

1. Create high quality content
   Invest in creating high-quality, authoritative content that addresses your audience's needs.
   
   
2. Adopt a backlink strategy
   Develop a robust backlink strategy to earn links from authoritative and relevant websites in your industry.
   
   
3. Prioritize professionalism
   Showcase the professionalism and expertise of your team through bios, certifications, and industry recognitions.
   
   
4. Provide transparency
   Be transparent about your business practices, policies, and client success stories to build trust. Be sure to create an ‘About Us’ page to introduce your team (if applicable). And individual author pages to highlight specific writers.
   
   
5. Utilize client testimonials
   Feature client testimonials prominently on your website to demonstrate your agency's positive impact.

E-E-A-T is not just an acronym!

In conclusion, E-A-T is not just an acronym; it's a guiding principle for digital marketing success. By prioritizing experience, expertise, authoritativeness, and trustworthiness in your strategies, your business can build a resilient online presence, gain the trust of your audience, and stand out in a crowded digital landscape.