Is Google’s E-E-A-T for SEO Basic?

Technology and the world of SEO often seem complex, and at the heart of recent discussions is the concept of Google E-A-T. E-A-T is part of Google’s algorithm system—a core factor in its page ranking guidelines.

But many misconstrue or overstate this principle due to a lack of understanding or perhaps overthinking. In reality, Google’s E-A-T for SEO is quite basic.

Let’s dive into its simplicity.

What is E-A-T?

Google tells us that E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. It’s a vital framework Google employs to evaluate the quality of content across the web. Google’s primary goal is to provide users with relevant, high-quality content in search results.

Why? Because it wants to create a satisfying and seamless experience for its users. Google EAT encapsulates this very goal. When it comes to the content on your site, Google just wants to ensure that it is developed with a level of expertise, is authoritative on the topic, and exhibits trustworthiness based on its content quality and source reliability.

This principle is crucial, particularly with YMYL (Your Money Your Life) pages—sites containing content that can directly impact a person’s health, happiness, safety, or financial stability. Yet, despite this importance, many businesses and SEO marketers seem to misunderstand the Google EAT algorithm, distorting it into something more convoluted than necessary.

Let’s break down these three components to understand their role in SEO.

Expertise

Google values content created by individuals or organizations with expertise in their respective fields. This emphasizes the importance of demonstrating your knowledge and proficiency on a given topic.

Whether you’re a seasoned industry veteran or a newcomer, showcasing your expertise can significantly impact your search rankings.

Authoritativeness

Being an authority in your niche is a surefire way to climb the SEO ladder. Google looks for signals that establish your website or content as a reliable source of information.

This includes backlinks from reputable sites, positive reviews, and mentions from industry experts. Building authoritativeness requires a strategic approach to content creation and networking within your industry.

Trustworthiness

Trust is the currency of the online world. Google prioritizes content that users can trust. This involves maintaining transparency, citing credible sources, and providing accurate information. Earning trust is an ongoing process that involves consistency and reliability in delivering valuable content to your audience.

Exploring the Extra E

The concept of E-E-A-T was introduced to enhance the pre-existing EAT framework by adding “Experience”.

E-E-A-T is not a distinct ranking factor in Google’s search algorithm. However, it significantly influences search results by guiding Google’s evaluation of content and web pages. The intention behind E-E-A-T is to provide users with quality content that’s relevant, trustworthy, and valuable.

The “Experience” in E-E-A-T pertains to the author’s experience. It adds another dimension to assessing the quality of the content. Google uses Experience to evaluate the first-hand experience of the author on a specific subject. The addition of Experience to the EAT criteria means that practical knowledge on a topic demonstrated through the content is valued alongside formal credentials or authoritative status.

E-E-A-T is essential in SEO because it assesses the quality of your website’s content and decides if it’s worth displaying high in the search results.

Consider this scenario: with the sheer volume of information available on the internet, it becomes crucial for Google to rank content that’s not only factually correct but also narrated from a place of experience, expertise, and trustworthiness.

Using E-E-A-T as a guiding principle will ensure the content you produce is of high quality, which will increase the likelihood of it ranking higher in search results. Hence, understanding and implementing E-E-A-T is of great importance for SEO.

Subjectivity in EAT

Although Google’s algorithms are designed to be as objective as possible, subjectivity inevitably plays a part in ranking and E-A-T determinations. Google’s E-A-T focuses on providing quality content for users; however, these criteria can sometimes be subjective and vary from one person to another.

Some users may find certain content valuable and pertinent based on their personal preferences or needs, while others may not. So, what Google identifies as valuable or high-quality is inherently subjective to some degree.

The subjectivity arises not due to the algorithm but from the human quality raters that guide the algorithm. Google instructs these raters through the Search Quality Rater Guidelines, a 168-page document that is also the basis of the E-A-T concept. These guidelines provide raters with diverse scenarios and examples to assess the quality of Google’s search results.

Google has stated in its white paper on “How Google Fights Disinformation,” that human review has considerable significance in its rankings. This assessment by human raters can vary from person to person, introducing a level of subjectivity to the overall evaluation process.

As E-A-T provides principles rather than strict rules, understanding, and interpretation can be subjective depending on context and users’ needs. As a result, while focusing on improving E-A-T signals, it’s essential to keep in mind the potential subjectivity and prioritize readers’ needs over algorithmic preconceptions.

The Impact of EAT on Search Results

Understanding EAT is not merely a theoretical exercise; it directly influences where your website appears in search results. Google employs a vast army of human raters who assess websites based on the EAT framework. These raters follow guidelines provided by Google, and their feedback helps refine the search algorithm.

For businesses, this means that investing in EAT can lead to improved visibility, increased organic traffic, and ultimately, a stronger online presence.

Misconceptions about EAT

While Google’s EAT for SEO is straightforward, it’s often misconstrued, leading to unnecessary panic and misinformation. The misunderstanding lies in viewing EAT as some form of a strict set of laws enforced by Google rather than seeing them as guiding principles aimed at enhancing the user search experience.

Many forget that Google’s algorithm isn’t a ‘content appreciation engine’ but a search engine designed to cater to a variety of user perspectives and interpretations of ‘quality.’

Google’s Guidance on EAT

Google has provided explicit guidelines on EAT, clearly stating their purpose in the broader context of how the search engine functions.

Elevating these guidelines to an infallible rulebook that must be rigidly adhered to is unnecessary and misses the point.

Working within these expectations without overcomplicating or deviating from the main intent (to produce high-quality content) will ensure that you meet Google’s EAT standards.

How to Boost Your EAT Score

Now that we’ve unraveled the layers of EAT, let’s explore practical steps to enhance your website’s Expertise, Authoritativeness, and Trustworthiness.

1. Content Quality Matters

   Craft content that not only aligns with your business goals but also provides real value to your audience. High-quality, informative content establishes your expertise and builds trust among your users.

2. Showcase Your Credentials

   Whether it’s through author bios, certifications, or case studies, make sure to highlight your team’s expertise. This gives your audience a clear understanding of the knowledge backing your content.

3. Cultivate Backlinks from Authority Sites

   Building a network within your industry and earning backlinks from authoritative websites can significantly boost your authority. This demonstrates to Google that your content is recognized and respected by others in your field.

4. User Experience Matters

   A seamless and positive user experience contributes to your website’s trustworthiness. Ensure that your site is easy to navigate, mobile-friendly, and provides a secure browsing environment.

In Conclusion

Google’s EAT guidelines aim to ensure that users find valuable and reliable content in their search results. However, unlike the common narrative, EAT isn’t as complex as it might appear. It simply compels businesses and marketers to produce high-quality content that breathes expertise, authority, and trustworthiness.

So, keep the focus on creating content that appeals to your users and answers their questions accurately and thoroughly. That’s the hallmark of quality in the eyes of Google’s EAT.

Remember, EAT is not a one-time effort but an ongoing commitment to delivering value and building trust within your industry. Take the reins of your SEO strategy, embrace EAT, and watch your business soar in search rankings.

Reference:

https://primaryposition.com/blog/google-eat-for-seo-is-this-basic/