To ensure relevant and reliable results, Google uses the E-E-A-T concept: Experience, Expertise, Authoritativeness, and Trustworthiness. These criteria help assess a site’s credibility and directly influence its ranking in search results.
What is E-E-A-T and why is it essential for SEO?
The concept is a fundamental criterion used by Google to evaluate the quality of online content. It plays a key role in SEO by helping search engines distinguish between reliable, relevant sources and less credible content. Understanding these criteria and knowing how to apply them is essential for optimizing a website and improving its ranking.
Definition of E-E-A-T
Google uses E-E-A-T to assess content quality based on four essential pillars:
- Experience: Does the content author have direct experience with the topic? This criterion highlights the importance of testimonials, hands-on tests, and real-world experiences.
- Expertise: Is the content written by someone knowledgeable in the field? Expertise is especially crucial for technical, medical, or financial topics.
- Authoritativeness: Are the site and author recognized as references? Strong authority is built through reputation, citations, and links from trustworthy sources.
- Trustworthiness: Is the site secure, transparent, and trustworthy? Google values verifiable sources, clear privacy policies, and factual content.
Initially integrated into the Search Quality Evaluator Guidelines, E-E-A-T has evolved over the years to adapt to increasing demands for quality and transparency on the web.
Why does Google use E-E-A-T to evaluate page quality?
Google implemented E-E-A-T to combat misinformation and improve the relevance of search results. This system filters out misleading content and prioritizes reliable sources, especially for sensitive topics.
- Fighting fake news and misleading content: By strengthening quality criteria, Google reduces the visibility of inaccurate information and favors precise, verified content.
- Impact on search rankings: A website that demonstrates strong expertise and reliability has a better chance of ranking well. Conversely, a lack of authority or transparency can lead to lower rankings.
- Importance for YMYL (Your Money, Your Life) sites: Websites related to health, finance, or law are closely monitored, as inaccurate information in these areas can directly impact users’ lives.
Thus, E-E-A-T is a key factor in establishing a site’s credibility in Google’s eyes and improving its long-term visibility.
How does Google measure each E-E-A-T criterion?
Google does not merely analyze content at surface level; it evaluates multiple factors to determine a site’s quality and credibility. Each E-E-A-T criterion is measured through specific signals that help Google assess whether content deserves a high ranking.
Experience: A new key factor
Experience is one of the most recent additions to E-E-A-T. Google distinguishes between two types of experience:
- User Experience (UX): Interaction with the site, time spent on the page, engagement.
- Author’s Experience: Has the author personally lived or tested what they are discussing? For example, a product review written by someone who has actually used it holds more value than a generic summary.
User testimonials, case studies, and product tests are concrete examples that showcase genuine experience and strengthen content credibility.
Expertise: Why should the author and content be qualified?
Expertise is crucial, particularly for technical or sensitive topics. Google analyzes several elements to determine whether a content author is competent:
- Qualifications and expertise: A doctor writing about health has more credibility than a casual blogger.
- Concrete examples: In the legal field, a well-known lawyer is seen as more reliable than an anonymous site.
- Proof of expertise: A detailed biography, certifications, or academic references reinforce credibility.
Content written by an expert is more likely to rank well because it provides added value to users and ensures accurate information.
Authority: How to become a reference in your field?
Authority is a crucial element of E-E-A-T. A website or author recognized as an industry leader gains an SEO advantage. Authority is built on several factors:
- Site and author reputation: The more a site is cited by reliable sources, the more credibility it gains.
- Backlinks and expert citations: Links from influential sites (media, institutions, industry leaders) are a strong authority signal.
- Notoriety and recognition: An author who regularly publishes on reputable platforms enhances their expert image.
Google favors content from authoritative sources because it is perceived as more reliable and relevant.
Trustworthiness: The key element of confidence
Trustworthiness is arguably the most important E-E-A-T criterion. If a site or content appears untrustworthy, it risks losing visibility. Google considers several aspects to assess a site’s reliability:
- Website security: A site using HTTPS is essential for protecting user data.
- Source transparency: Citing verifiable references, displaying identified authors, and providing factual evidence enhance trust.
- Privacy policy and legal mentions: A serious site should clearly display its legal information to reassure visitors.
A site deemed unreliable or lacking transparency may be demoted in search rankings or even penalized. Google prioritizes solid sources that offer real value to users.
Conclusion
E-E-A-T has become a crucial criterion for improving SEO and strengthening a site’s credibility. Google favors content created by experienced, recognized, and transparent authors. By producing high-quality content, proving expertise, and building authority, websites can improve their rankings and gain user trust.
Optimizing for E-E-A-T means adopting a sustainable SEO strategy and adapting to Google’s evolving requirements to ensure better long-term visibility. 🚀
