When you search for something online, Google wants to show you the best possible answer. That’s why they favor websites with high-quality content, the kind that directly answers your question. 

Here’s how Google figures out which content is best: Google EEAT and YMYL. E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Basically, Google wants to see content written by people who know what they’re talking about and who you can trust for accurate information. This is especially important for topics that could affect your health, money, or safety (those are called YMYL topics, by the way). 

In this blog, we’ll break down everything you need to know about E-E-A-T so you can write the kind of high-quality content that Google loves (and that helps users find what they’re looking for).

The Power of Google EEAT for Higher Search Rankings

The term “E-E-A-T” stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s worth noting that E-E-A-T isn’t directly part of Google’s search algorithm but a component of Google’s Search Quality Rater Guidelines. These guidelines are followed by Quality Raters, who assess how knowledgeable content creators are.

Google wants to connect you with the most reliable information, especially for important topics like health or finance. These are called Your Money or Your Life (YMYL). Websites that excel in experience, expertise, authoritativeness, and trustworthiness are more likely to rank higher in Google’s search results, especially for these types of searches.

Who are Search Quality Raters 

Search Quality Raters are a team hired by Google to check the quality of search results. They use Google’s E-E-A-T Guidelines, like the EEAT guidelines, to judge if the content in the search results is relevant, accurate, and helpful. Their feedback helps Google make its algorithms better and give users better search results.

It’s key to understand that these raters don’t directly affect site rankings. Instead, Google uses its evaluations to understand how to improve its ranking algorithms.

Tips to Improve Your EEAT

How to improve Google EEAT score should be a core part of your Content Strategy and your team’s efforts. To achieve this, we need to explore ways to enhance our EEAT. Here, we’ll outline 8 steps to help you do just that.

1. Get Strong Backlinks

Getting good quality backlinks shows how reliable and knowledgeable your business is. Work with your SEO, PR team, or an agency to build links by sharing content that positions your website as a leader in your industry. Being seen as authoritative happens when other experts or respected websites mention your brand. It’s not about having lots of backlinks, but about having high-quality ones. For example, when a trusted website talks about your site as an expert in its content, that’s a valuable backlink. Backlinks from images or buttons don’t add authority and aren’t as good. Getting strong backlinks is a solid first move in boosting your site’s authority.

2. Keep Your Content Updated 

Research proves the importance of regularly reviewing and updating the content on your website. When you do this, look at your content through the lens of Google EEAT. Search Raters want to see top-notch content that reflects time, effort, expertise, and skill. It’s a smart move to revise your content several times to ensure it stays accurate and up-to-date, which could also signal to Google that you’ve put in the effort.

To demonstrate “experience” in your content updates, we suggest showcasing the author’s expertise. This could mean adding details about how long they’ve used a product or featuring them in a video. Doing this can build trust with your visitors and enhance your credibility.

3. Highlight Happy Customers

To gain trust, show off positive reviews or testimonials from users. Share stories of real customer experiences, giving potential users an insight into what they can expect. And it doesn’t end there; make sure your team interacts with reviews on other websites too. Respond to both good and bad reviews to show that you’re attentive and willing to listen to feedback.

4. Partner with Industry Pros

To be seen as experts, you need to make sure your site or authors showcase their expertise. Start by updating your “about us” page to highlight your knowledge and skills. Also, team up with established experts in your field to enhance your credibility.

We often come across websites where blog posts are credited to the business name, which isn’t ideal. If a team of writers is behind the posts, make sure to mention who they are. You can share details about the teams involved and their combined years of experience to build trust with your audience.

5. Share Author and Business Details

Adding author bios or business information can help establish expertise and credibility. An author bio should explain why the person is an expert in the topic or provide details about the author group. Business credentials should include how long the business has been operating, its affiliations with organizations, any awards received, and the mission behind its work.

While anonymity might be fine in certain cases, like on Reddit, it’s not suitable for YMYL topics. It’s important for users to know who is behind the content, whether it’s an organization or an individual.

6. Be Accessible and Helpful

On eCommerce sites, and really on any site, it’s crucial to show people that they can reach out for support if they need it. Make sure your contact information is easy to find, and consider including helpful support articles too. When users see that they can get assistance or find answers to their questions, it builds trust in your site. They feel reassured knowing there’s help available if they run into any issues or need assistance.

7. Say No to Clickbait

Avoid using clickbait content at all costs. It’s dishonest and misleading. If you prioritize the user’s experience, you won’t fall into this trap. Remember, damaging your reputation is much easier than fixing it. We firmly believe that content should always be useful, so let’s steer clear of clickbait.  

8. Keep an Eye on Your Business Reputation

To understand your business’s online reputation, start by searching for your organization on Google. Check sources like Wikipedia, the Better Business Bureau, Yelp, and other review sites. Take note of what people are saying about your business and develop a PR plan to address any issues and improve your reputation.

You can also collaborate with Off-Page SEO experts to manage your online reputation. We can help with strategies such as getting news outlets to cover your business, appearing on podcasts, and more.

Conclusion

As Google keeps cracking down on spam and misinformation, Google EEAT remains super important for SEO success. It’s crucial to know how to show EEAT effectively on your websites. By focusing on boosting EEAT, website owners, SEO experts, and content creators can boost their site’s trustworthiness, authority, and user satisfaction. This means better rankings on search engines, more organic traffic, and a stronger online presence in their fields.

Don’t forget that improving EEAT is a continuous effort. Keep updating your content, build relationships with credible sources, engage with your audience authentically, and stay updated on industry changes to maintain a solid online reputation.

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