The Role of E-E-A-T in SEO: How to Build Trust and Authority

When Google's quality raters review any online content, they assess it based on the E-E-A-T principles, as part of the Search Quality Rater guidelines. While quality raters cannot impact ratings, they do provide Google's algorithms with information, that helps them understand your reliability and trustworthiness. This shows that these principles are essential to a successful SEO strategy. 

• Experience – Experience was introduced to evaluate first-hand experience of the content creator. Google values people-first content, reflecting real-world experiences. Include personal examples, show first-hand insights, such as images, and use “I” and “we” to clarify the content is based on personal experience
• Expertise – Expertise is the skill and knowledge of the content creator. This is essential for topics that require qualifications and a deep understanding of the topic. You can showcase your credentials, link to other articles, and reference authoritative sources, supporting your statements.
• Authoritativeness – This is what Google uses to measure the credibility of the content creator. This evaluates to see if the site or author is a trusted source. To achieve this, you can build a strong back link profile, earn mentions from trusted sites, and provide a detailed bio
• Trustworthiness – This is a very important part of the E-E-A-T principle. Trustworthiness includes accuracy, high content quality, and transparency. To achieve this, use HTTPS to secure your site, ensure your content is well researched and accurate, and always include an “about us” page or an author bio.

Tips to Improve E-E-A-T for SEO Success

Improving E-E-A-T is not a quick fix, it needs a strategic approach in order to be effective. At Genie Crawl, we have put some effective tips in place that you can use to improve your E-E-A-T, and ultimately, your SEO success:

• Update existing content
• Highlight author credentials
• Improve website security with HTTPS
• Engage with industry communities, take part in forums and provide guest posts
• Optimise your “About Us” page

Conclusion

When you understand and implement E-E-A-T, you can build a strong SEO strategy that provides long-term and sustainable results. Focus on Experience, Expertise, Authoritativeness, and Trustworthiness when creating content. Content should be user-focused, focusing on search intent. You should use the E-E-A-T principle as a roadmap when creating content. If you want to take your SEO strategy to a new level, get in touch with the expert team at Genie Crawl today.