What is Google E-E-A-T?

Google E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is the concept that forms the backbone of Google’s search engine optimisation. Understanding this concept is essential for every web content creator and SEO expert, as it directly affects how high a site ranks in Google search results.

Definition and importance of E-E-A-T in SEO

E-E-A-T is an extension of the previous E-A-T concept with the addition of ‘Experience’. This change emphasises the importance of personal experience in the reliability and value of content. E-E-A-T consists of four main elements:

• Experience: personal experience and direct contact with the subject matter.
• Expertise: in-depth knowledge and understanding of the field, often evidenced by professional qualifications or significant achievements.
• Authority: the recognised status of the content and its producer in the field, as reflected, for example, by references and citations in other reliable sources.
• Trustworthiness: open and transparent information about the content provider and the site administrator, which increases trust among users.

Google stresses that reliability is key to identifying high-quality content. A site and its content must demonstrate all four elements of E-E-A-T to be successful in search results. This not only improves the visibility of the site, but also strengthens its position as a leading voice in its field.

Why is E-E-A-T important?

Compliance with the E-E-A-T helps ensure that the content on the site is not only informative, but also accurate and reliable. This is particularly critical for YMYL (Your Money or Your Life) sites, where content must be absolutely reliable and accurate. Sites that provide health, financial and safety information require the highest level of E-E-A-T compliance, as the information they provide must support the well-being and safety of users.

E-E-A-T four pillars

Experience: how first-hand experience improves the quality of content

Google E-E-A-T’s first pillar, experience, emphasises the personal touch and direct experience of the content provider on the topic at hand. Experience adds authenticity and credibility to the content, which is particularly valuable for users looking for reliable information.

• Real experiences: the quality of content is improved when the author shares personal experiences and observations.
• Credibility: readers appreciate writers who can prove their experience on the subject.

Expertise: the role of education and skills

Expertise is the second pillar of E-E-A-T. It refers to the in-depth knowledge and understanding of the subject matter by the writer or content producer, often justified by education and professional qualifications.

• Qualifications: highly qualified experts produce respected and accurate information.
• Deep understanding: expertise enables complex concepts to be explained in an understandable way.

Authority: how to build and demonstrate authority

Authority refers to the recognised status of the content and its producer in the industry. This pillar helps sites and individuals build trust and respect.

• Recognition and mentions: authority is built by gaining recognition from other respected bodies.
• Publications and citations: dissemination of content and citations in other reliable sources strengthen the position in the field.

Reliability: the importance of trust at the heart of the process

The last pillar, reliability, is the foundation on which the whole E-E-A-T concept is built. It includes openness and transparency in all communications.

• Transparency: sites that provide clear information about the origin of content and the authors are more trusted.
• Ethical practices: honesty and ethics in all content production builds trust.

Summary

These four pillars – experience, expertise, authority and reliability – form a solid foundation that allows businesses and individuals to improve their website’s visibility and achieve higher rankings in Google search results. When content is enriched with these elements, it not only appeals better to the target audience, but also builds long-term trust and respect in the industry.

How Google evaluates E-E-A-T

Google assesses the quality of web content through quality reviewers, who use strict criteria and processes to determine how well a site complies with the E-E-A-T principles. This process is a key part of Google’s efforts to provide its users with high-quality, reliable information.

Criteria used by quality assessors

Quality assessors look at a number of factors when determining the E-E-A-T level of a site:

• Content experience: assessors will check whether the content is produced on the basis of personal experience and conveys genuine information on the subject.
• Expertise: checking the accuracy of the content and the qualifications of the author or sources.
• Authority: the extent to which a site or author is widely regarded as a reliable source of information.
• Reliability: the transparency of the site, the availability of contact details and the ability of users to identify content providers are assessed.

Evaluation process

The assessment process used by quality assessors is a multi-stage process and includes:

1. Review of documents and guidelines: evaluators use detailed guidelines produced by Google that define how each E-E-A-T element should appear on the site.
2. In-depth analysis of the site and content: assessors will examine the content and structure of the site, including author information and sources, to ensure that they meet the required criteria.
3. Feedback and scoring: at the end of each review, reviewers score the site according to how well it meets the E-E-A-T criteria.

Why is this important?

The work of quality reviewers helps Google maintain the quality and relevance of its search results. This not only improves the user experience, but also helps ensure that trustworthy and authoritative content reaches a wide audience. Sites that optimise their content according to Google E-E-A-T can achieve higher visibility and thus increase their traffic and credibility.

Tips for optimising E-E-A-T

Updating content and showcasing expertise

Updating digital content and emphasising expertise are key strategies to improve E-E-A. Here are some practical tips to help raise your site’s profile in Google’s eyes:

• Regular content updates: make sure your content stays up-to-date and relevant. Update statistics, remove outdated information and add new information regularly.
• Use of experts: make use of the knowledge of experts in the field. Clearly present the authors and their qualifications so that readers can assess the reliability of the information.
• Use of studies and sources: demonstrate a deep understanding of the topic by linking to reliable studies and sources, which will also add credibility to your content.

Building and maintaining reliability

Reliability is one of the pillars of E-E-A-T. Building it requires a consistent effort and strategy:

• Transparency: be open about contact details and delivery processes. Transparent transparency on content delivery: be transparent about who produced the content and how the public can contact the authors.
• Making the most of user feedback: actively receive and make use of user feedback. Show that you value their opinions and are willing to improve your content based on them.
• Security and privacy: make sure the site uses modern security protocols to protect user data, which increases trust.

Practical examples of companies that have made a success of E-E-A-T

Many companies and websites have succeeded in improving their visibility and reliability by using the E-E-A-T principles:

• Expert blogs: many companies in the health and finance sector use blogs written by experts who provide in-depth information on specialised topics.
• Case studies: technology companies, such as software developers and IT service providers, publish case studies that demonstrate the effectiveness and reliability of their solutions.
• User reviews and testimonials: e-commerce sites emphasise customer reviews and testimonials, which add credibility to products and services.

Frequently asked questions

What is E-E-A-T?

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is a model used by Google to assess the quality and trustworthiness of web content.

How is E-E-A-T different from E-A-T?

E-E-A-T adds an ‘Experience’ element to the original E-A-T model, emphasising the importance of the personal experience of the content producer for the quality and relevance of the content.

Why is E-E-A-T important for SEO?

E-E-A-T is important because it helps Google identify high-quality and trustworthy content, which affects a site’s ranking in search results. A better E-E-A-T can lead to better visibility and user experience.

How can I improve the E-E-A-T on my website?

You can improve E-E-A-T in several ways:

• Experience: share genuine experiences and show that the content is based on a real understanding of the topic.
• Expertise: use qualified authors and refer to reputable sources.
• Authority: build and demonstrate authority in your field by publishing quality content and gaining recognition from others in the industry.
• Reliability: make sure that the site and its content are transparent, honest and easy to check.

What are YMYL sites and how are they linked to E-E-A-T?

YMYL stands for “Your Money or Your Life” and refers to websites that provide information or services that may have a significant impact on the financial stability or health of the user. Google sets higher E-E-A-T standards for these sites because their content must be particularly reliable and accurate.

How does Google rate E-E-A-T?

Google uses quality reviewers who follow detailed guidelines to assess how well sites and their content meet the E-E-A-T requirements. They look at factors such as the expertise of the authors, the accuracy of the content and the reliability of the sources.