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E-E-A-T  and SEO in 2024

Now, E-E-A-T is also a holdover from last year – a significant one at that. It’s going to continue to play a very large factor in 2024 and beyond. E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. For full details on E-E-A-T you can find it in the Search Quality Raters Guidelines – a Google Document. This document is provided to individuals hired by Google to physically review websites. It covers various aspects, such as understanding search user needs, rating guidelines, and more.

E-E-A-T is mentioned in the document 116 times.

If you’re a web designer or involved in SEO, it’s essential to familiarize yourself with this document. It outlines exactly what Google wants and looks for in quality sites, including expectations for good sites and what constitutes bad or harmful practices. Essentially, it’s the blueprint Google has laid out for anyone aiming to have a quality website.

The first E – Experience

Now, let’s break down what E-E-A-T entails. First, there’s Experience. When it comes to users, Google values high-quality content produced by individuals with firsthand life experience on the topic at hand. For example, if I’ve been teaching SEO for 16 years and practicing it for 27 or 26 years, you’d likely find value in what I say because of my extensive experience. Users and Google expect content creators to have real-life experience with the topic they’re discussing whether through videos or written content.

Experience can also be gained through interactions with experienced individuals or visits to specific places. For instance, if I’ve traveled to Iceland and someone asks about my experience there, I can provide firsthand information about where I went, what I saw, and how amazing it was. This firsthand experience enhances trust and credibility.

The second E – Expertise

Moving on to Expertise, this aspect focuses on who you are and why people should trust your word. It’s about demonstrating the necessary expertise to create valuable content consistently. For instance, in the field of personal injury law, would you trust someone who just passed the bar exam or someone with 20 years of experience? While both individuals may be competent, the latter is likely to instill more confidence due to their extensive expertise.

The A – Authoritativeness

Authoritativeness involves showing that your site is an authority within your industry. Even if you’re not the top player, being referenced or linked to by other authoritative sites or authors in your niche can boost your credibility. For instance, when it comes to car rentals, people often visit well-known brands like Hertz or Enterprise because they’re considered authoritative in the industry.

Building authoritativeness involves creating great content, encouraging others to link to your site, and establishing your credibility within your niche

The T – Trustworthiness

Lastly, Trustworthiness is crucial for gaining users’ trust and ensuring they feel confident in your content. Users need to know that your site provides secure, reliable, and informative content that others value. Technical or security issues on your site can erode trust, even if you have positive reviews.

In Summary – E-E-A-T

E-E-A-T is essential for building trust and credibility with your audience. By focusing on Experience, Expertise, Authoritativeness, and Trustworthiness, you can create a website that users and search engines value and appreciate. Remember, building these qualities takes time and effort, but the payoff is worth it in establishing a reputable online presence.