What is Google E-E-A-T?

If you are a business owner or someone who is learning about digital marketing, keeping up with Google algorithm updates is one of your major tasks while promoting your business or learning how search engine optimization works. ‘Google E-E-A-T’ might be one of the terms you have encountered regarding Google's latest algorithm updates. The search quality evaluator guidelines (SQEG) of Google define E-E-A-T as a set of factors that help Google's quality raters assess the quality of search results. In this article, we will discuss Google E-E-A-T, how it works, and its significance in improving your website's performance.

Google E-E-A-T

Google’s E-E-A-T is an acronym that stands for Experience, Expertise, Authoritativeness, and Trustworthiness. In simple terms, it's a set of guidelines that Google uses to evaluate the quality of content on the web to improve the quality and relevance of Google’s search results. So essentially, E-E-A-T helps Google's algorithm better understand the credibility and reliability of various types of content that are posted online.

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

Google E-E-A-T is not a separate algorithm; it is like an extension of Google's existing algorithm, so it is designed to work in conjunction with other ranking factors.

Experience

This factor assesses whether the content is written with hands-on experience about the topic they're writing about. Google wants to know if the author has:

• A deep understanding of the subject matter
• Practical experience with the topic
• The ability to explain complex concepts in a clear and concise manner

For each type of business, this works differently. But in general, content written by real users or clients is likely to help you establish credibility among your targeted audience. For example, if the content is about a product, someone who has used it can give believable reviews and better insights that resonate with the audience.

Expertise

The second E in E-E-A-T is expertise, and it is a factor that evaluates whether the content creator is an expert in their field. Here Google looks for:

• Credentials, such as degrees or certifications, that demonstrate the author's expertise
• A track record of producing high-quality content on the topic
• Recognition from others in the industry as an expert

There are levels to this scale of expertise; for example, if your business is in domains such as medicine, safety, law, etc., the content posted on your website can have a huge impact on the reader's life, so you will need higher levels of expertise and credentials behind it to ensure quality and accuracy. But if your business is in a domain that has a lesser impact on people’s lives, you should still strive to demonstrate your expertise on the subject to your audience.

Authoritativeness

The third factor, authoritativeness, assesses the credibility and trustworthiness of the source of the content. Here Google considers:

• A website's reputation and history of producing high-quality content
• A website's online presence, including its visibility in search results and social media
• credibility of the website

For example, if you are publishing content on a website that has been around for a while and has a strong reputation and history of publishing high-quality content consistently, Google is more likely to consider that content authoritative.

Trustworthiness

Trustworthiness evaluates the transparency, honesty, and integrity of the content, and it also protects the user from unsecured pages. Here Google looks for:

• Web security
• Accurate and up-to-date content
• Relevant credentials and transparency

Conclusion

Google's E-E-A-T guidelines can have a great impact on your SEO strategy; you can improve search rankings, increase credibility, and evaluate content quality more accurately using these guidelines. To optimize your content according to E-E-A-T principles, you need to focus on creating high-quality content, establishing author credibility, and building a strong online presence by regularly updating content to maintain accuracy and relevance.

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