{"id":22094,"date":"2024-04-02T10:29:23","date_gmt":"2024-04-02T10:29:23","guid":{"rendered":"https:\/\/www.nobraineragency.com\/?p=22094"},"modified":"2024-09-04T12:59:08","modified_gmt":"2024-09-04T12:59:08","slug":"google-eeat","status":"publish","type":"post","link":"https:\/\/www.nobraineragency.com\/seo\/google-eeat\/","title":{"rendered":"A complete guide to Google E-E-A-T"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"22094\" class=\"elementor elementor-22094\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-98d9b5b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"98d9b5b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7f5da50\" data-id=\"7f5da50\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5856bac elementor-widget elementor-widget-text-editor\" data-id=\"5856bac\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.23.0 - 05-08-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><b>The volume of content being produced across the internet continues to accelerate exponentially, whether it\u2019s written by people or generated by AI, all of which means that search engines face an ever-increasing challenge to deliver results to users that are highly relevant, accurate and trustworthy.\u00a0<\/b><\/p><p><span style=\"font-weight: 400;\">Google has taken steps to try and ensure quality search results, which is where E-E-A-T comes into play.\u00a0<\/span><\/p><p><b>In this guide, we\u2019ll explain everything about Google E-E-A-T and why it\u2019s important for every business or brand with a website. We\u2019ll also explore how to use this framework to help strengthen your website and provide even better-quality content for your users &#8211; ensuring you\u2019ll perform well on search.\u00a0<\/b><\/p><h2>What is Google E-E-A-T?<\/h2><p><span style=\"font-weight: 400;\">Google E-E-A-T is a framework that helps to signal to the search engine that a particular website offers quality content that is created by people who know what they are talking about and can be trusted on this topic.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">It stands for:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><b>E<\/b><span style=\"font-weight: 400;\">xperience<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>E<\/b><span style=\"font-weight: 400;\">xpertise<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>A<\/b><span style=\"font-weight: 400;\">uthoritativeness<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><b>T<\/b><span style=\"font-weight: 400;\">rustworthiness<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">More on those elements later, but to get a true idea of what E-E-A-T is and why it\u2019s important, we need to look at its origins and the context in which this framework has grown.\u00a0<\/span><\/p><h3>E-E-A-T for SEO: The origin story<\/h3><p><span style=\"font-weight: 400;\">Google Quality Rater Guidelines are a set of instructions that are provided to Google\u2019s human evaluators, called \u2018Quality Raters\u2019. They\u2019re used to review the quality of Google search results and help the search engine to improve and better understand what highly relevant and \u2018good\u2019 content looks like.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">These guidelines were first published online for the public to view in 2014 and contained something called E-A-T, which was the case until Google updated them in December 2022, to now include E-E-A-T (adding \u2018Experience\u2019 up-front).\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Essentially, E-E-A-T was designed to help ensure users are delivered valuable and reliable information when they use Google\u2019s search engine, so the framework outlines what that looks like and provides a concept that website owners and marketers can work towards.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Together with Google\u2019s recent <\/span><a href=\"https:\/\/www.nobraineragency.com\/seo\/googles-helpful-content-update\/\"><span style=\"font-weight: 400;\">Helpful Content Update(s)<\/span><\/a><span style=\"font-weight: 400;\"> and core updates, all of which centre around the creation of quality content that correlates with E-E-A-T principles, it\u2019s clear to see that Google is prioritising useful, reliable and trustworthy content.\u00a0<\/span><\/p><h3>Google\u2019s E-E-A-T is a framework, not direct ranking factors<\/h3><p><span style=\"font-weight: 400;\">It\u2019s a common misconception that producing a website that ticks as many E-E-A-T boxes as possible is a direct way to ensure your content ranks well in the search engine results pages (SERPs). However, Google representatives have repeatedly told the SEO industry that <\/span><a href=\"https:\/\/www.seroundtable.com\/google-eeat-factors-36879.html\"><span style=\"font-weight: 400;\">E-E-A-T is NOT a direct ranking factor<\/span><\/a><span style=\"font-weight: 400;\">. So, what is it then?\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Essentially, E-E-A-T is a \u2018human-friendly\u2019 set of guidelines that tends to correlate with some of the things that Google\u2019s algorithm really does look for in a \u2018good\u2019 website to help determine where it should rank in search results.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Instead of being a direct ranking factor for Google, E-E-A-T is actually a framework of things that make a website and its content better for the people using it rather than trying to influence the search engine.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">You can read more about this and other E-E-A-T misconceptions in an article written by <\/span><a href=\"https:\/\/twitter.com\/RyanJones\"><span style=\"font-weight: 400;\">Ryan Jones<\/span><\/a><span style=\"font-weight: 400;\"> on <\/span><a href=\"https:\/\/searchengineland.com\/google-eeat-misconceptions-437445\"><span style=\"font-weight: 400;\">Search Engine Land<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The bottom line is that implementing E-E-A-T principles on your site is better for your audience and potential customers, so it is absolutely worth doing, even though it\u2019s not a direct ranking factor or guarantee of success.<\/span><\/p><h2>The different elements of Google E-E-A-T<\/h2><p><span style=\"font-weight: 400;\">So, let\u2019s dig into the four different components of Google E-E-A-T and what they actually mean.<\/span><\/p><h3>Experience<\/h3><p>A piece of high-quality content should demonstrate the writer\u2019s own real experience of the topic. This gives more credibility to any insights or suggestions in the content. As AI content tools can never have real experience of anything, this is one area in which the human writer stands out and adds real value. The experienced author can describe things that are genuine and unique; AI can only reinvent the wheel.\u00a0<\/p><h3>Expertise<\/h3><p>Expertise and experience in the context of E-E-A-T are often thought to overlap, but there are differences. Expertise is all about the depth of knowledge that the writer can bring to the content, which helps the reader to have confidence in the accuracy of what is being communicated. Someone can be experienced in \u2018doing the do\u2019 without being an expert, and someone can have loads of theoretical knowledge but very little actual experience of using their knowledge in the context of the topic being written about. Having both is optimal!<\/p><h3>Authoritativeness<\/h3><p>Authoritativeness is all about the reputation of the writer or website in the relevant industry\/area and the degree to which they are considered an authority in the field. Are they cited and\/or linked to by other relevant and authoritative websites? Do they have an extensive body of published content already on various aspects of the wider topic? Do they have a strong personal digital brand?<\/p><h3>Trustworthiness<\/h3><p><span style=\"font-weight: 400;\">All of the other components feed into developing trust with those finding and engaging with the content. If content shows experience, expertise and authority on the topic, it\u2019s much more likely to be considered trustworthy and reliable by users. In a world that is rife with online misinformation, low-quality content and the ability for anyone to have a platform, knowing who is creating trustworthy content is more important than ever for users.\u00a0\u00a0<\/span><\/p><h2>The different levels of E-E-A-T<\/h2><p><span style=\"font-weight: 400;\">By its very nature, E-E-A-T is a spectrum rather than being binary. The ultimate goal for every website will be to bring everything up to the highest level possible, but this can\u2019t happen overnight because genuine E-E-A-T doesn\u2019t have shortcuts and requires a long-term content strategy to build up your levels of E-E-A-T over time. Google\u2019s <\/span><a href=\"https:\/\/guidelines.raterhub.com\/searchqualityevaluatorguidelines.pdf\"><span style=\"font-weight: 400;\">search quality rater guidelines<\/span><\/a><span style=\"font-weight: 400;\"> include some guidance on these levels and what they might look like.\u00a0<\/span><\/p><h3>Lowest E-E-A-T<\/h3><p><span style=\"font-weight: 400;\">If your website already creates unique and useful content for your audience, and prioritises the user experience on your site, it\u2019s likely that you\u2019ll already have bypassed this first level. Websites with the lowest E-E-A-T could include:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pages that look and feel \u2018spammy\u2019 to human users<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pages that have a poor page experience for users<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pages that don\u2019t have adequate information about the website or content creator for its purpose<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pages that seem to intentionally deceive, manipulate or cause harm to users or other groups<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pages that include malicious downloads, scam characteristics or other things that could harm users<\/span><\/li><\/ul><h3>Lacking E-E-A-T<\/h3><p><span style=\"font-weight: 400;\">The most common level will be websites that lack E-E-A-T in certain areas, despite getting it right in others. It might be that the site publishes useful and unique content, but has no details on who created the content and their expertise, experience or authority in this specific area or topic.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Examples of this could include:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A content creator reviews a product, but hasn\u2019t got extensive experience of using that product (lack of experience)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A content creator writes a superficial article on a topic that requires a greater level of depth and insight to be really useful (lack of expertise)<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A content creator publishes content that is not related to the website\u2019s core topic or theme (lack of authoritativeness in the relevant area)<\/span><\/li><\/ul><h3>High level of E-E-A-T<\/h3><p><span style=\"font-weight: 400;\">This is a website that demonstrates all four E-E-A-T components through its high-quality content. The experience, expertise and authoritativeness shown will result in pages that are considered trustworthy.<\/span><\/p><h3>Very high level of E-E-A-T<\/h3><p><span style=\"font-weight: 400;\">This is a website that not only does everything in the previous level, it also looks good to the user, provides a positive page experience and satisfies the intent of searchers. This can look different, depending on the type of website involved. For example:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-checked=\"false\" aria-level=\"1\"><b>On news websites<\/b><span style=\"font-weight: 400;\"> \u2013 this is likely to look like accurate, in-depth and original investigative reporting, full and accurate referencing of sources and meeting professional standards for journalism.<\/span><\/li><li style=\"font-weight: 400;\" aria-checked=\"false\" aria-level=\"1\"><b>On artistic websites<\/b><span style=\"font-weight: 400;\">, such as video, photography, illustrations, writing etc \u2013 this is likely to look like original and unique content that demonstrates the artist\u2019s high level of talent\/skill and effort.<\/span><\/li><li style=\"font-weight: 400;\" aria-checked=\"false\" aria-level=\"1\"><b>On informational websites<\/b><span style=\"font-weight: 400;\"> \u2013 this is likely to look like unique, accurate, comprehensive and clearly communicated content that demonstrates the various components of E-E-A-T and meets high standards for the topic or field involved.\u00a0<\/span><\/li><\/ul><h2>YMYL and E-E-A-T<\/h2><p><span style=\"font-weight: 400;\">Your Money or Your Life (YMYL) refers to Google\u2019s understanding of topics and fields that can affect the health, wellbeing, happiness, safety or financial security of people. Google essentially has special rules for websites and content that fall under YMYL, which includes:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Insurance<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Consumer finance, including banking, credit cards, loans, BNPL, pensions, investments etc<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Health, safety, wellbeing, fitness and medical advice<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Law and legal advice<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Political news<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Business news<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Civic issues, such as about voting, social services etc<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ecommerce<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Google treats websites and pages differently for YMYL topics because if the information provides poor advice, it can result in harm. This is why Google holds YMYL content to higher standards.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">E-E-A-T comes into it because Google wants to ensure it delivers content that is high-quality and trustworthy for YMYL search queries, which is what E-E-A-T is all about.\u00a0<\/span><\/p><h2>How does E-E-A-T impact Google\u2019s guidelines for content writing?<\/h2><p><span style=\"font-weight: 400;\">In partnership with <\/span><a href=\"https:\/\/developers.google.com\/search\/docs\/fundamentals\/creating-helpful-content\"><span style=\"font-weight: 400;\">Google\u2019s guidelines for creating helpful content<\/span><\/a><span style=\"font-weight: 400;\">, it\u2019s important to take E-E-A-T into account when planning and writing new content, as well as evaluating content you have already published, to see if it needs bringing up to higher standards.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Our top-line checklist can help you quickly evaluate this on pages across your website:<\/span><br \/><br \/><br \/><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-22100\" src=\"https:\/\/www.nobraineragency.com\/wp-content\/uploads\/2024\/04\/Helpful-content-update-planning-checklist-graphic.jpg\" alt=\"\" width=\"1557\" height=\"850\" \/><\/p><h2>Can you fake E-E-A-T?<\/h2><p><span style=\"font-weight: 400;\">As with any changes or updates to the ways that search engines work or the guidance that they provide, some people will always look for shortcuts to try and \u2018game the system\u2019 or trick Google. For something like E-E-A-T specifically, doing things the right way takes time, effort, patience and human resource, so is Fake E-E-A-T a thing and what might it look like?\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">It has been known for some sites to claim they are implementing the principles of E-E-A-T under false pretences. Some of the ways in which some websites have been found to be trying to \u2018fake\u2019 E-E-A-T include:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creating fake authors for their content, who don\u2019t really exist or work for the business. Often, these are accompanied by profile pictures generated by AI.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Giving authors of site content, whether real people or fake profiles, credit for expertise or experiences that they don\u2019t actually have.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Labelling content as having been checked by a qualified expert or fact-checked, when it hasn\u2019t been.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Trying to give search engines (and users) false signals is playing a <\/span><b>very<\/b><span style=\"font-weight: 400;\"> dangerous game, and <\/span><a href=\"https:\/\/blog.google\/products\/search\/google-search-update-march-2024\/\"><span style=\"font-weight: 400;\">recent updates<\/span><\/a><span style=\"font-weight: 400;\"> and communications by Google indicate that they are serious about not rewarding this kind of activity. Google seems to be starting to tangibly penalise this type of online behaviour in their updates from autumn 2023 onwards, alongside improving their spam and low-quality content detection.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Can Google actually tell a fake author profile from a real one? Probably not in such a black-and-white sense at this time. However, Google will be able to detect that \u2018real\u2019 signals are <\/span><b>not<\/b><span style=\"font-weight: 400;\"> present in sites that are faking E-E-A-T, e.g:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The author profile has no depth of information or relevant details of topic expertise.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">There are no links to established and active social profiles for this individual, posting on relevant topics.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">This individual is not cited as an expert or authority on the topic elsewhere online or on any other relevant and high E-E-A-T sites.<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">The takeaway from this is that trying to take shortcuts to establishing high levels of E-E-A-T on a website is not advisable and will likely bring more trouble and SEO pain in the future than actually taking the time to build E-E-A-T in the right way in the first place. We would say that having fake E-E-A-T on your website is worse than having no E-E-A-T at all.\u00a0<\/span><\/p><h2>How do you implement E-E-A-T in your marketing &amp; SEO strategy?<\/h2><p><span style=\"font-weight: 400;\">We\u2019ve established that there is no such thing as an E-E-A-T checklist, as there is a spectrum for E-E-A-T and so many variables for different industries and contexts, but that doesn\u2019t mean that you can\u2019t effectively incorporate the principles of E-E-A-T into your SEO and wider marketing strategy.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">These could include:<\/span><\/p><h3>Considering the technical aspects of E-E-A-T<\/h3><p><span style=\"font-weight: 400;\">As user experience is part of E-E-A-T, it\u2019s important to look at how you can improve this with clear navigation and an intuitive menu structure, alongside fundamental technical SEO and trust-building signals such as:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Having a valid SSL certificate in place<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Correct cookie implementations<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Accessibility across devices and for users with various different needs<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ensuring the site is easily crawlable by search engines<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Correct formatting of sitemaps<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Using <\/span><a href=\"https:\/\/www.searchenginejournal.com\/google-eat\/structured-data\/\"><span style=\"font-weight: 400;\">structured data\/Schema<\/span><\/a><span style=\"font-weight: 400;\"> when appropriate.<\/span><\/li><\/ul><h3>Complete an audit of existing content for demonstrating E-E-A-T<\/h3><p><span style=\"font-weight: 400;\">Auditing your existing content may be a major undertaking, depending on the size and age of your website, and your <\/span><a href=\"https:\/\/www.nobraineragency.com\/content-marketing\/\"><span style=\"font-weight: 400;\">content marketing<\/span><\/a><span style=\"font-weight: 400;\"> and SEO strategies to this point. This can look a bit different for every unique site, but a certain amount of manual review is needed so you can assess whether your existing pages and articles best serve your target users.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Some of the E-E-A-T red flags to look out for include thin content, where topics are covered superficially or very generically. This doesn\u2019t demonstrate expertise on the subject.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Google\u2019s Quality Rater Guidelines also state that pages with one or more of the below characteristics would only achieve a low E-E-A-T rating:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">An inadequate level of expertise, authoritativeness, and trustworthiness is demonstrated in the content.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The quality of the main content is low.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">There is an unsatisfying amount of main content in relation to the purpose of the page.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The title of the content is exaggerated, shocking, \u2018clickbaity\u2019 or misleading.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Any ads or supplementary content on the page distract from the main content.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">There is an unsatisfying amount of website information or information about the creator of the content.<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A mildly negative reputation for a website or creator of the main content, based on extensive reputation research.\u00a0<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Once you have audited and flagged any existing content that seems to be letting the site down in terms of E-E-A-T, you can make a plan for reworking or replacing this content, as well as planning new content while making sure that E-E-A-T is firmly front of mind.<\/span><\/p><h3>Demonstrating expertise in content for E-E-A-T<\/h3><p><span style=\"font-weight: 400;\">In a practical sense for your website content, you\u2019ll need to look at how the brand\u2019s expertise credentials are being demonstrated through it and whether you\u2019re utilising external links to high-quality and high-authority sources (where information is already considered trustworthy) when appropriate. In the UK, examples of these sites could include the NHS website for health or medical references, government websites for statistics and academic reports for research information.<\/span><\/p><p><span style=\"font-weight: 400;\">For blog posts or articles authored by individuals, how are they being represented on the page? Do they have an author bio box on the page that links to an author page with considerably more detail about what qualifies them to write on this kind of topic? What about links to social profiles to support their expert status and links to other content on different aspects of the wider topic to show they have depth of knowledge?<\/span><\/p><p><a href=\"https:\/\/www.nobraineragency.com\/seo\/google-authorship-seo\/\"><span style=\"font-weight: 400;\">Authorship in SEO<\/span><\/a><span style=\"font-weight: 400;\"> is important in relation to E-E-A-T, but creating author bios and pages isn\u2019t enough on its own, especially in YMYL spaces.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">If the YMYL piece of content has been fact-checked or reviewed by an expert, how is that being communicated on the page? For example, in an article giving information on a specific medical condition, does the page say that a named \u2018medical reviewer\u2019, with their own profile page, has checked it for accuracy?\u00a0<\/span><\/p><h3>Building authoritativeness in content<\/h3><p><span style=\"font-weight: 400;\">In the same way that building authority in a wider SEO sense is greatly helped by a natural and healthy backlink profile, similar principles apply to E-E-A-T. Content that is linked to by high-quality, relevant, trusted and authoritative websites gives very positive signals that the content is useful and trustworthy.\u00a0<\/span><\/p><p><a href=\"https:\/\/www.nobraineragency.com\/seo\/power-of-backlinks-in-media-coverage\/\"><span style=\"font-weight: 400;\">Incorporating digital PR into your SEO strategy<\/span><\/a><span style=\"font-weight: 400;\"> can be a great way to achieve this over time. Using content to tell compelling stories that are also newsworthy and highly relevant is one way that <\/span><a href=\"https:\/\/www.nobraineragency.com\/digital-pr\/\"><span style=\"font-weight: 400;\">digital PR<\/span><\/a><span style=\"font-weight: 400;\"> can contribute to your E-E-A-T and <\/span><a href=\"https:\/\/www.nobraineragency.com\/seo\/\"><span style=\"font-weight: 400;\">SEO<\/span><\/a><span style=\"font-weight: 400;\"> goals.<\/span><\/p><h3>Building trustworthiness for E-E-A-T<\/h3><p><span style=\"font-weight: 400;\">A very clear indicator of a business\u2019s trustworthiness is the online ratings and real user reviews they receive, so this can also be utilised to help achieve higher E-E-A-T.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Whether it\u2019s incorporating a platform such as Trustpilot, or using your Google Business Profile reviews to help provide proof that you\u2019re a business that can be trusted, this is a quantifiable way to demonstrate this to both users and search engines.\u00a0<\/span><\/p><h2>Measuring your website\u2019s E-E-A-T progress<\/h2><p><span style=\"font-weight: 400;\">As E-E-A-T isn\u2019t really something that can be easily or quickly measured by a specific score or a single metric or tool, proving the positive (or even negative) impact of activity that you\u2019ve carried out to level-up in this area can be a challenge.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">However, there are some trackable metrics that are likely to correlate with improving E-E-A-T on a website, so this can certainly be used as a guide.<\/span><\/p><h3>SERP rankings<\/h3><p><span style=\"font-weight: 400;\">While organic search rankings are not the be-all and end-all of a good SEO strategy (ranking well is only truly useful if it impacts your bottom line, after all), improving rankings can be a good indicator that your E-E-A-T activity is having an effect. This is because Google\u2019s perception of your website\u2019s usefulness to your target audience is influenced by how they view the components of E-E-A-T.\u00a0<\/span><\/p><h3>Organic traffic<\/h3><p><span style=\"font-weight: 400;\">When rankings improve, so do organic traffic levels, so this can also be a good indicator that you\u2019re moving the needle on your site\u2019s E-E-A-T.\u00a0<\/span><\/p><h3>Organic conversions and other engagement metrics<\/h3><p><span style=\"font-weight: 400;\">Primarily, all of the E-E-A-T changes you make are for the benefit of users, which then has the knock-on effect of being great for SEO too. When it comes to the user experience once a relevant potential customer lands on your site, websites with higher levels of E-E-A-T naturally make it more likely that users will stick around and engage with your content, and hopefully convert too.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Metrics such as time on page, engagement rate and conversion rate can be a direct reflection of how good your website experience is for users and how much they trust your brand.\u00a0<\/span><\/p><h2>Summary<\/h2><p><b>It\u2019s worth remembering that E-E-A-T is just one aspect of an effective SEO strategy and while it\u2019s important to consider how your site demonstrates experience, expertise, authoritativeness and trustworthiness throughout, there are many other elements that feed into success on organic search.<\/b><\/p><p><span style=\"font-weight: 400;\">If you\u2019re looking for some help with improving your website\u2019s E-E-A-T levels, or want some advice about your wider SEO strategy, we\u2019d love to hear from you. Get in touch using the form below.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>The volume of content being produced across the internet continues to accelerate exponentially, whether it\u2019s written by people or generated by AI, all of which means that search engines face an ever-increasing challenge to deliver results to users that are highly relevant, accurate and trustworthy.\u00a0 Google has taken steps to try and ensure quality search [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":22096,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[46,1],"tags":[],"class_list":["post-22094","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-popular","category-seo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>A Complete Guide to Google E-E-A-T - No Brainer Agency<\/title>\n<meta name=\"description\" content=\"In this guide, we\u2019ll explain everything about Google E-E-A-T and why it\u2019s important for every business or brand with a website. See more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.nobraineragency.com\/seo\/google-eeat\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A complete guide to Google E-E-A-T\" \/>\n<meta property=\"og:description\" content=\"In this guide, we\u2019ll explain everything about Google E-E-A-T and why it\u2019s important for every business or brand with a website. 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