Contents:
- What is E-E-A-T?
- Why is E-E-A-T important for SEO?
- Understanding E-E-A-T
- Experience
- Expertise
- Authoritativeness
- Trustworthiness
- Why E-E-A-T Matters for Your Website
- How To Strengthen E-E-A-T on Your Website
- Contact Page for E-E-A-T Support
What is E-E-A-T
If you’ve spent a little time online looking at how to get your content to perform better, we bet good money that you will have come across E-E-A-T (formally E-A-T), but you may be left thinking – what?
SEO can be complex, but if you take the time to understand the fundamentals, it doesn’t have to be. Credibility and trust are crucial to how well a website performs in search results. One of the key concepts behind this is E-E-A-T, which stands for Experience, Expertise, Authoritativeness and Trustworthiness. (Fun fact, the E for Expertise was added in December 2022 after a switch was made for more first-hand experience being important.)
Initially introduced in the Google Search Quality Rater Guidelines back in 2014 and updated since then, E-E-A-T helps assess the quality and reliability of online content.
Why is E-E-A-T important for SEO?
E-E-A-T is important for SEO and your online visibility because it helps to establish credibility, relevance and trust for both users and search engines. Remember that for every search conducted, Google wants to provide the most accurate and helpful content to its users, the first time. When your website and its content demonstrate strong E-E-A-T signals, it could be more likely to:
– rank higher in SERPs
– see increased engagement and conversions due to user trust
– stand apart from competitors who have lower quality or credible content
– build a long-term reputation for trust and reliability
Understanding E-E-A-T
Experience
Experience means having a direct, personal understanding of a particular subject. Content from people who have personally used a product, worked in a particular field, or finished a specific process becomes more trustworthy.
For example, a mortgage adviser who explains home-buying steps to clients can do so with a deeper level of specific knowledge that standard content lacks.
Expertise
Expertise refers to the depth of knowledge and qualifications that underpin the content. The requirement for high accuracy is strongest in the financial, healthcare, and legal services sectors.
For example, a website that provides mortgage or financial advice needs to display content written or approved by experts in their field or financial regulatory bodies.
Authoritativeness
Authoritativeness shows the extent to which a source establishes itself as an authoritative, trusted source. The establishment of credibility occurs through positive internet reviews, media coverage from trustworthy sources, and references from authoritative websites. Google verifies your website as a reliable source through links from trusted websites that point to your content or include your information.
For example, a mortgage advisor would be linked or listed on the FCA or Mortgage Advice Bureau websites.
Trustworthiness
Trust is the foundation of E-E-A-T. A trustworthy website is secure, transparent and credible. The website needs to use HTTPS encryption when displaying company credentials and contact details, and to maintain accurate, up-to-date content.
For example, the management of user data falls under trust considerations, as UK businesses must comply with the UK General Data Protection Regulation (UK GDPR).
Why E-E-A-T Matters for Your Website
The online presence of UK businesses operating in finance and other regulated sectors depends on their ability to demonstrate E-E-A-T. Organic traffic will increase when websites demonstrate their expertise and build trust, according to SEO sources, which also leads to higher client conversion rates.
Google requires content that delivers precise, useful information, created by experts who demonstrate authentic knowledge in their field. Issues that affect people’s lives, finances or health are held to higher standards (so-called “YMYL” – Your Money or Your Life).
How to Strengthen E-E-A-T on Your Website
- Show credentials: Include author bios with qualifications and relevant experience.
- Earn authority: Build quality backlinks and encourage mentions from reputable UK publications or industry bodies.
- Build trust: Secure your website with HTTPS, provide transparent business information and keep content factually accurate.
- Comply with regulations: Create and follow clear data protection and privacy practices which meet all UK GDPR requirements.
Contact Page for E-E-A-T Support
Building E-E-A-T into your SEO strategy is one of the most effective ways to help your long-term visibility and increase your share of search.
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