In the evolving digital landscape, Google constantly updates its guidelines to ensure users get the most reliable, accurate, and relevant content. The E-E-A-T framework—Experience, Expertise, Authoritativeness, and Trustworthiness—is Google’s cornerstone for content evaluation, playing a significant role in how search results are ranked. For us as content creators for our SEO clients, understanding and aligning with E-E-A-T principles is essential, as it can significantly impact search visibility, especially for sensitive or critical topics like health, finance, and legal information.
What is E-E-A-T?
Initially introduced as E-A-T (Expertise, Authoritativeness, and Trustworthiness), Google recently added Experience to the mix, recognizing the value of firsthand knowledge in creating trustworthy content.
Here’s a breakdown of each component and its role in content quality:
Experience
This new element evaluates the content creator’s firsthand experience on the topic. For instance, a travel blog written by someone who has visited the destination will likely provide deeper, more authentic insights than one written based on research alone. Google values content that draws from real-life experiences because it tends to be more engaging, reliable, and useful for readers.
Expertise
Expertise assesses the depth of knowledge on a topic, particularly for YMYL (Your Money, Your Life) topics, which include areas where misinformation could significantly affect users’ lives, such as healthcare, financial advice, and safety information. Google rewards content that demonstrates a high level of knowledge and specialization in the subject, as it is more likely to offer value to users.
Authoritativeness
This aspect examines whether the creator or website is widely recognized as a reputable source within its industry. Indicators of authority include credentials, industry recognition, or backing from trusted sources through backlinks or endorsements. For example, medical advice from a certified healthcare provider holds greater weight than similar information from an uncertified source.
Trustworthiness
The foundation of E-E-A-T, trustworthiness is essential to all content Google ranks highly. Trustworthiness comes from transparent information, accurate content, secure website practices, and positive user reviews. Establishing trust is especially critical for websites that handle user information or provide guidance on important decisions.
Why originality matters to Google
In addition to meeting the E-E-A-T standards, Google increasingly values originality in content. Duplicate or overly generic content fails to provide unique insights, which diminishes its value to users and to Google. As search algorithms evolve, Google rewards content that is original, insightful, and adds a new perspective to existing conversations. Original content offers more than just facts; it includes fresh viewpoints, firsthand experiences, and nuanced explanations that resonate with readers and keep them engaged.
For instance, Google’s algorithms recognize when content is simply copied or rephrased without adding meaningful value. Original content should showcase the author’s unique voice, perspective, or professional insight, which cannot be found elsewhere. This not only helps brands stand out but also reinforces trust and authority by demonstrating expertise and authenticity.
How we apply E-E-A-T and originality in your content
To create content that meets Google’s E-E-A-T and originality requirements, here are some of the strategies that we implement for our clients:
Showcase personal experience
We aim to incorporate firsthand insights into client content where relevant. This adds depth and makes the content more relatable.
Highlight credentials
We make it clear why our client or our clients’ brand is an authority on the topic. Information that we include covers qualifications, awards, or mentions from reputable sources. We link to industry publications, showcase client testimonials, or provide author bios that reflect subject matter expertise.
Ensure accuracy and transparency
We ensure client content is accurate and cites reliable sources when necessary. Transparency builds trust, so we aim to be clear about who created the content and any affiliations that may influence perspectives.
Avoid duplicate content
We find ways to bring a fresh angle to popular topics, whether by exploring less-known aspects, providing updated information, or using a unique storytelling style.
Prioritize user experience
We structure content to be easy to read and navigate, with clear headings, visuals, and concise language. It is a priority that visitors to our clients’ websites leave a page having found valuable, trustworthy information without excessive ads or irrelevant links.
Final thoughts
If you would like to discuss your SEO strategy with our team, feel free to reach out to us through our Contact page.
