The Extra “E” in EAT Provides a Fresh Opportunity to Improve Search Results
Google constantly changes, updating its search algorithm to provide its users with the best search results. Recently, there has been buzz about an update to Google’s EAT algorithm, which has now become EEAT. This article explains what the additional “E” means, why Google implemented it, and how it connects to website ranking.
A Refresher About EAT
First, let’s have a quick refresher in case anyone forgets what EAT signifies. EAT stands for Expertise, Authoritativeness, and Trustworthiness. The Google algorithm uses these three main factors to evaluate the quality of content and websites. EAT ensures that high-quality, reliable, and trustworthy content appears at the top of search results.
So, what does the extra E in EEAT stand for?
The extra E stands for “Everday Expertise,” or more to the point, “Experience.” It means that Google is now looking for content that demonstrates expertise in a particular field and provides everyday solutions to users’ problems. Google wants to ensure that content is high-quality, trustworthy, practical, and valuable for its users.
The reason for this update is simple. Google’s ultimate goal is to provide the best possible user experience. By emphasizing the importance of everyday expertise, Google is pushing websites to create content that is not only informative but also actionable. It means that content that provides users value will earn higher rankings.
How to Increase EEAT
So, how can writers achieve the goals of EEAT?
Creating well-researched, informative, practical, and actionable content is the first step. That means writers should solve users’ problems clearly and concisely. In addition, writers should focus on building their expertise in a particular field by regularly producing high-quality content.
The following sections further explain each letter of the acronym.
Everyday Expertise (Experience):
Experience, or everyday expertise, refers to demonstrating the real-life application of a subject matter. How do you showcase your experience?
- Share original research or case studies.
- Provide examples of past work.
- Share personal experiences or anecdotes.
- Include references, testimonials, or endorsements.
- Write and share information about current industry trends.
For instance, a personal finance blogger could write about how to save money on groceries, then provide valuable applied information on the cashback apps they use to save cash.
Expertise:
Expertise refers to the knowledge or skills of the content creator in a particular field. To demonstrate expertise on a website, a writer could provide in-depth topic analysis, share original research, or offer unique insights based.
For example, a food blogger could showcase their expertise by creating recipes that highlight unique flavor combinations or by sharing cooking techniques that are not widely known.
Authoritativeness:
Authoritativeness refers to the credibility of the content creator. Relevant credentials, such as academic degrees or professional certifications, can demonstrate this.
Additionally, the writer can build authoritativeness by contributing to reputable publications, having a large social media following, or having testimonials from satisfied clients. For example, a healthcare writer could establish authoritativeness by having a medical degree and publishing articles in respected medical journals.
Trustworthiness:
Trustworthiness refers to the reliability and honesty of the content creator. A writer could use citations and links to credible sources to establish trustworthiness, provide accurate and up-to-date information, and disclose potential conflicts of interest. Additionally, including an about page on the website can be an incredible way to build trust with readers. An about page should include information about the writer’s experience and qualifications, as well as their personal values and mission statement.
The Value of Testimonials and Reviews for EEAT
Testimonials are a great way to build trust with potential clients and demonstrate the quality of your services. Be sure you place them in a location on your website that is easily visible to visitors.
Typically, the best place to showcase testimonials is on your website’s homepage or “about” page. That’s because these pages often receive the most traffic and are where potential clients go to learn more about your services, experience, and expertise.
On the homepage, display testimonials prominently to build trust with visitors immediately. You can create a dedicated section highlighting your most impressive testimonials or incorporate them into other elements on the page, such as a slideshow or pop-up.
On the “about” page, use testimonials to support your credentials and demonstrate your expertise. They give readers a sense of your personality and approach to client work. Place them throughout the content or showcase them in a dedicated section.
In addition to the homepage and “About” page, include reviews on other pages of your website, such as service pages or pricing pages. The key is ensuring they are prominently displayed and easily accessible to visitors.
10 More Things Every SEO Writer Should Know About EEAT
- EEAT is not a standalone algorithm: Rather, it is an update to Google’s existing search algorithm, specifically its EAT (Expertise, Authoritativeness, and Trustworthiness) component. This update emphasizes the importance of expertise and everyday expertise–experience!
- The update rolled out in 2021: While relatively recent, it has significantly impacted search results and website rankings.
- EEAT relates to user intent: Google now weighs user intent when displaying search results. Google seeks to provide users with informative, practical, and valuable results by focusing on everyday expertise.
- It affects all types of content: The update affects all types of content, including blog posts, articles, and product descriptions. Any content you hope will rank well in the SERPs should consider these factors.
- It requires ongoing attention: Achieving and maintaining high rankings on search engines requires ongoing attention and other important SEO factors. These include regularly creating high-quality, informative, actionable content, optimizing your website for keywords, and building high-quality backlinks.
- EEAT is not the only factor that affects website ranking: While it’s a component of Google’s search algorithm, it is not the only thing affecting website ranking.
- This algorithm is not a fixed standard: Instead, it is a general concept open to interpretation. What constitutes “everyday expertise” may vary depending on the niche, topic, or audience.
- EEAT is not a replacement for good content: While it’s a crucial component of creating high-quality content, it is not a replacement for good content. Content that is poorly written, uninformative, or lacks practical solutions will not rank well on search engines, even if it meets the criteria of this Google algorithm update.
- EEAT is not a one-time fix: Achieving high search rankings requires ongoing attention to this update and other important SEO factors.
- It is not a substitute for brand building: Developing a strong brand requires a consistent voice, message, and visual identity across all channels and platforms.
Summing It Up: EEAT Is Already Here
EEAT is already here, but many content creators seem unaware. While these SERP ranking factors are essential to creating high-quality content and achieving high search rankings, it’s not the only factor affecting website ranking. Achieving high rankings requires ongoing attention to EEAT and other important SEO factors and building a brand. So keep up all your good habits with the new Google algorithm update in mind.