What Is E-E-A-T? Why Is it Important for SEO?

What Is E-E-A-T
Experience, Expertise, Authoritativeness, and Trustworthiness, or E-E-A-T, are criteria used by Google to evaluate the quality of websites and their contents. Google’s search algorithm determines the ranking of websites based on the credibility and worth of their content. In short, E-E-A-T is an inseparable aspect of Google’s search algorithm and optimisation from the August 2023 Core Update. This blog will discuss various aspects of E-E-A-T and strategies to rank through it.

E-E-A-T: An SEO Acronym

At first, in 2014, it was just Expertise, Authoritativeness, and Trustworthiness, i.e., E-A-T. Later, in May 2021, Google extended it with another E in front, making it E-E-A-T.

  • E for Experience: Refers to the degree to which the writer has the experience and knowledge or life experience required to present and discuss that topic.
  • E for Expertise: The author’s status of wisdom or skill on the topic or field of study is set as a standard of ranking. Expertise also helps Google algorithms filter out good human-written and AI-written content.
  • A for Authoritativeness: Google measures the degree to which the website is known as a go-to source and respected in the field. Gain this reputation in the eyes of Google and users to easily get ranked for any post from your website.
  • T for Trustworthiness: With ‘Trustworthiness’, google means accuracy, honesty, safety, and reliability of your content. Build Google’s credibility with good backlinks and directory references.

Why Is E-E-A-T Important for SEO?

E-E-A-T is not only a ranking determinant but also an important part of Google’s Search Quality Evaluator Guidelines. By incorporating principles into SEO, website owners can stay sure that their websites are adhering to Google’s stated criteria for relevance and quality. If the success of your digital marketing depends on search engine optimization, then E-E-A-T ought to be your first concern.

Google has been working to improve the user experience, as you may have noticed if you have been following core algorithm updates like the March 2024 core update and the August 2024 core update. These updates targeted low-quality, unoriginal content and aimed to reduce spam by identifying content that needs to be more helpful and poorly designed. When assessing a website’s legitimacy, E-E-A-T is essential.

How to Improve Your E-E-A-T in SEO?

You may make several efforts to improve your website’s content and ensure that it looks trustworthy for both Google and its users. The following are some methods to raise your website:

  • Make logically structured content that is easy to read.
  • Make sure the author of each post has a biography and their name is specified in the byline.
  • Put in place an SSL certificate to verify the security of your website for visitors.
  • Create Meet-the-Team and contact pages to build the E-E-A-T of the website.
  • Obtain and encourage internet reviews for your goods or services.
  • Examine your contents by adding, removing, and combining them with relevant sites.

E-E-A-T Vs. Website UX/UI

User experience is another key feature that determines E-E-A-T. Google also considers the website’s overall satisfaction and UX to rank its content. Here are some tips for excellent user expectations and overall performance:

  • Design of the website
  • Easy to read Contents
  • Website’s loading speed
  • Mobile-friendliness
  • Site navigation
  • Usable for people with disabilities
  • Security
  • Interactive elements
  • Performance Across Browsers

E-E-A-T Vs. Artificial Intelligence

These days, publishers often choose to play the smart game by relying on AI to create website content. AI saves a lot of human labour and time by making any desired content within seconds. When Google announced to completely and directly its rank only based on its E-E-A-T policy, it was like a downfall of the websites with poor AI-generated content. Here are some answers to related queries:

Can AI Have Experience?

AI can never have first-hand experience and thus can never prove that. However, when trained and taught in-depth details and knowledge, it could generate content reflecting content and wisdom shared like a human. These might not be real human-like content, but they can or sure imitate humans. AI can only imitate humans. Of course, it can act like having the experience but can never have actual experiences.

Can AI Show Expertise?

AI can never replace human expertise, even though it can generate and give information on any field when trained. In short, AI lacks practical knowledge from life. Thus Google always prefers human-written content over AI-created one. In this way, Google also approves of humans’ expertise as superior to artificial intelligence.

Can AI Prove Authoritativeness?

We are unsure whether citing someone in AI results, such as Google’s SGE, will grant authority to the recipient. It is unknown whether AI returning entities as results will be interpreted as a vote for their competence. Meanwhile, it is difficult to accept artificial intelligence as an expert source because it is essentially an error-prone combination of training data.

Can AI Demonstrate Trustworthiness?

AI’s potential to contaminate the internet with low-quality content and erode public confidence in search engine results is a major worry for many SEOs. Because of these trust concerns, even those sources trying to find a method to include AI into Google’s E-E-A-T standards advise publishers to declare any instances in which AI has been used to create the website content. Despite the temptation to employ automation as a shortcut, publishers must be strict in offering a true, accurate, and good user experience on their sites, keeping in mind that Google considers Trustworthiness the most significant E-E-A-T criterion.

Conclusion

For a long time, Google has promoted its quality ratings through a strong appreciation for human experience, expertise, authoritativeness, and Trustworthiness. Google has now started to lean toward AI by allowing publishers to automate content creation, too. In short, Google wants credible information to present to its users. So, if you are into SEO, your primary objective is to develop a credible website and its content. Wondering how to improve the traffic with zero effort? Just contact us, Rankingeek Marketing Agency, for premium SEO solutions.

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