Are you wondering how to generate content that Google wants? That’s a common question that we often hear as digital marketers. While there’s no denying that your website runs on content, you must’ve heard about Google E-A-T (now E-E-A-T), have you? 

For the uninitiated, Google E-E-A-T convinces Google to rank your website by bringing Experience, Expertise, Authoritativeness, and Trustworthiness. And that’s what E-E-A-T stands for. In short, you need to make every ounce of the content count. 

Although the concept has been on the radar since 2018, it’s become one of the most pivotal SEO elements recently. Keep reading the guide below if you’re wondering what it is and how the latest Google E-E-A-T update has modified the concept. 

What is E-A-T and How Does it Work? 

E-A-T is one of the major guidelines through which Google determines if the content is rank-worthy and valuable for the readers. As mentioned, it stands for expertise, authoritativeness, and trustworthiness. Also, it’s a 168-page doc utilized by human quality raters to rate the quality of Google’s search results. 

The idea is to ensure you’re a trusted and reliable information source when they search for you online. With a prime focus on E-E-A-T, you can enhance your website’s quality and achieve a higher ranking on search engines.

Moving From E-A-T to E-E-A-T: Defining the New “E” in Google E-E-A-T Update 

While it only had a handful of mentions in the earlier version, an entire section has been dedicated to it in the newer one. Previously, E-A-T stood for Expertise, Authoritativeness, and Trustworthiness before Google added an extra “E,” making it complete with “Experience”. 

The interesting part is that the Quality Rater Guidelines are regularly updated to sustain the latest changes in digitalization. Unsurprisingly, E-E-A-T is one concept that made its way to that document due to the Google E-E-A-T update. 

The recent update keenly prioritises the following aspects, so try to get a hold of them when doing SEO for your website. 

• The website should serve a useful and notable purpose. 
• It must follow all four principles: Experience, Expertise, Authority, and trustworthiness. 
• The quality of the content must be up to the mark. 
• A description of the content creator must be present. 
• The website’s reputation and credibility must be sufficient to be eligible for ranking. 

E-E-A-T Checklist: How to Determine It? 

Now that we’ve moved past the basics, Let’s talk about how Google determines the E-E-A-T of a website. 

  1. Experience

Experience is a pivotal factor in SEO as it shows that someone has been trying to skyrocket their website’s success. Meanwhile, they’ve built themselves as an authentic source of information for the readers. 

Remember that the longer you work on something, the more valuable it becomes due to your command of the subject. Ultimately, it makes your website a more reliable and trustworthy platform. 

For instance, when a mom of two explains the best ways to burp a newborn baby, the content becomes as credible as a suggestion by a paediatrician. And that’s exactly what the latest Google E-E-A-T update wanted with the introduction of “Experience” to the tool. 

  2. Expertise 

Expertise refers to a creator’s academic skills and proficiency regarding the subject area. If a website creator appears highly self-assured in his decisions, they will likely be considered an industry expert. Ultimately, it gets them a higher position on SERPs. 

Therefore, if you’re developing updated content based on the latest modifications, Google can easily perceive your website as an upright platform.

  3. Authoritativeness 

As Google focuses on seeing if your platform is valuable for the readers, content authoritativeness is important as it showcases your website as a respected entity by well-known public figures and influencers in the digital industry. 

You can look into your website’s internal and external links and how well you’re doing among the competitors. These factors make a lot of difference in increasing your visibility in the SERPs. 

While preparing the checklist, see how often other websites want to connect to you by linking to your content. It’s a perfect opportunity to display your credibility to the users. 

  4. Trustworthiness 

When doing SEO for your website, trustworthiness showcases how much your readers believe in “YOU”. Also, see if they find it authentic enough to implement the learnings in their lives. 

By looking at factors like user reviews, client testimonials, and proven statistics, Google can declare your platform a devoted and decisive site. 

When adding this to the checklist, stay focused on the customer reviews, as they are the prime witness of your authenticity.

Importance of E-E-A-T for the SEO of a Website 

E-E-A-T guidelines notify real human reviewers of exactly the type of content considered exclusive. Per their suggestions, you become proficient in creating great content containing the following. 

• Content that helps users get immediate and workable solutions for their problems.
• Content that professional authors and writers curate. 
• Content that’s been posted on an authoritative website. 
• Content that comes from a trustworthy source of information in the market. 
• Content that keeps you updated with the latest trends and Google E-E-A-T updates.

The End!

To sum it up, trust is the most important aspect of their E-E-A-T algorithm. But that doesn’t make you take other factors for granted, particularly “Experience,” which they’ve mainly added to the update. Reading such content is as comforting as it’s authentic. And that’s what the latest Google E-E-A-T update is trying to work on. Overall, you must appear with content that stands out from the crowd.

For better results, consider getting a professional digital marketing agency on board. And for this, Zoom Digital has got you covered. Reach out to us now to have a stellar online presence for your business.