What Exactly is E-E-A-T and Why It’s Important for SEO

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness and the concept comes from Google’s Search Quality Rater guidelines. E-E-A-T is one of many guidelines Google uses to determine whether the content is valuable to readers. However it is important to note that E-E-A-T is not an official ranking factor. But using its principals as a guideline when creating content will demonstrate to Google that you are meeting their stated definitions of quality and relevance which in turn should help with rankings. 

So, remember these four key points when creating content:

• The expertise of the creator of the content.
• The experience of the creator. Do they have first-hand or real-world experience on the topic?
• The authoritativeness of the creator of the content, the content itself, and the website.
• The trustworthiness of the creator of the content, the content itself, and the website.

In other words, E-E-A-T is a characteristic that suggests if a page is high-quality, making it helpful to users.

Why is E-E-A-T important for SEO?

We all know that a good user experience and high quality content are essential when it comes to SEO and ranking highly on serps, but what exactly is high quality content? Google has given us some insight on what it considers high-quality content to be, which can have huge implications for content marketing and SEO professionals.

According to Google’s guidelines, great content should:

• Help users
• Be created by an expert
• Be posted on an authoritative site
• Be trustworthy
• Be updated regularly

E-E-A-T helps determine credibility and enables you to establish brand authority and enables you to create real value for your users through the content you’re producing. Google wants to serve up the pages with the most value in relation to a specific search query, because that’s what keeps people coming back and therefore helps with your search engine rankings.

E-E-A-T should play a big part in your SEO strategy as it will help you create a more enjoyable user experience by producing content that is helpful, trustworthy and authoritative.

If you found this useful and would like to know more about Google Ads, SEO, Google Analytics and more check out the GlowMetrics Digital Marketing and the Glowmetrics Digital Analytics blogs. Or if you would rather get GlowMetrics updates Sign Up for our Newsletter!