What is E-E-A-T & How E-E-A-T is determined by Google?

Introducing E-E-A-T

Google's new quality rater guidelines update of E-E-A-T, which stands for,

E-Experience

E-Expertise

A-Authoritativeness

T-Trustworthiness

Google updated its quality rater guidelines on December 15, 2022. The concept of E-A-T, or experience, authority, and trustworthiness, now has an additional criterion, E- experience, which means that a content creator's experience will also be a quality rating factor in search rankings.

The word "experience" has been included to highlight that the level of the content creator's first-hand understanding of the topic can also be used to evaluate the quality of the content. This set of criteria is intended to help ensure that the content presented in search engine results is of the highest quality and provides a positive experience for users. The higher the level of skill of the content creator, the better the E-E-A-T rating of your website.With this reformation of E-E-A-T, Google also states that "trust" is the "most crucial member of the E-E-A-T family" and is at the core of this idea.

The best way to understand what Google looks for is to look at each element individually,

Experience

In December 2022, the new "E" for Experience in E-E-A-T was introduced, adding another component to Google's quality rater guidelines. This most recent change simply indicates that Google is looking for content that clearly reflects a level of experience relating to the good, knowledge, or service being offered. Therefore, content from a source that has experience in trekking should be promoted on the search engine page results (SEPRs) if someone is looking for information about trekking. Similar to this, Google wants to make sure that if someone is looking for a specific product or service, it shows them content that was written by someone who has direct, first-hand experience with that.

Expertise

To be an expert, you should have the extensive practical experience and/or formal training. The expertise of the author is determined by their reputation and the quality of their work. Expertise simply implies that the writer is an expert on the topic at hand; for instance, someone who blogs about photography without having any training in photography is unlikely to score higher than a reputable photography professional or service provider. In spite of this, Google's guidelines verify that expertise can be demonstrated in less formal ways, such as in-depth reviews or forums. However, this is less likely in YMYL (Your Money or Your Life) topics, depending on the content's objective.

Authoritativeness

Proving your website is an authority in your field is the key to authoritativeness. The number of backlinks you have from relevant, authoritative sites contributes to the authority of your site. For example, if your website provides marketing services and marketing blogs, articles, and magazines start mentioning your brand online and linking to your website, your authority will grow as search engines begin to recognize your site as recommended and trustworthy.

Trustworthiness

Trustworthiness simply refers to how trustable your website is. Positive customer feedback and a secure domain that safeguards users' personal information can serve as examples of this. It's important to note that if your website receives an excessive number of negative comments, search engines will consider it to be of low quality, which will affect how it ranks in the SERPs.

How E-E-A-T is determined by Google?

Let's discuss how Google determines a page's E-E-A-T. The Google search quality rater guidelines describe four main elements at a high level:

• Personal knowledge of the subject
• The expertise of the Main Content creator.
• Authoritativeness of the website, the Main Content itself, and the author of the Main Content.
• A website's credibility as well as the main content and  creator

Google uses the acronym E-E-A-T to help ensure that the results of searches are accurate, truthful, secure, and useful. A website can be made by anyone, and anything can be published on it.

This is a big challenge for Google. Based on the information they find in search results, people make major decisions. Google aims to ensure that such decisions are based on the trustworthy information provided

Google considers the experience, expertise, authority, and trustworthiness of the individual content provider, the content itself, and the entire website. In an effort to improve search engine results and provide the most up-to-date, relevant information to users.

 Working on your E-E-A-T can increase the online visibility of your business and result in more leads and revenue. Our SEO specialists at Yurik Technologies help you increase your brand's E-E-A-T in order to assist you in achieving your goals.