The concept of EEAT is crucial for modern SEO. EEAT stands for Experience, Expertise, Authority, and Trustworthiness, which are criteria Google uses to assess the quality of website content. Initially introduced as EAT, the “E” for experience was added in 2022, highlighting the importance of demonstrable experience in the subject matter. Below, we explore the meaning of EEAT, its relevance for SEO, and how you can apply it to your website.
Google’s goal is to provide users with high-quality results. To achieve this, it uses EEAT as a guide to evaluate whether a website is trustworthy and if the content is backed by experts with experience in the subject matter. If your page demonstrates these values, it will be rated higher and can achieve better positioning in search results.
Google doesn’t use EEAT as a direct ranking factor, but it has a significant indirect impact. Sites that don’t meet EEAT standards may lose visibility, especially in sensitive topics such as health, finance, or news.
Now that we understand what EEAT means, let’s break it down:
Google wants to ensure that the content presented to users is written by people with experience in the subject. For example, if you’re looking for information about heart diseases, you’re more likely to trust an article written by a doctor rather than by someone without medical training. Experience shows that the content creator knows what they’re talking about, which builds user trust.
To ensure that Google recognizes experience in your content, it’s important to:
Expertise refers to the ability to show that the author or business has a deep understanding of the topic. This is crucial for more technical or complex topics. Google rewards content that is well-founded and shows that the person behind the text is a true expert.
Authority measures how respected and trusted a website or author is within their field. If your content is referenced or linked by other high-authority pages, it increases your reputation and improves your rankings in Google. External references like publications, interviews, and mentions can also strengthen your perception of authority.
Trustworthiness is essential for any website that handles sensitive topics or personal data. Users must feel that the site is secure and transparent. A lack of trust can cause both users and Google to hesitate in promoting or interacting with your content.
The concept of YMYL (Your Money or Your Life) includes topics that Google considers particularly sensitive, such as health, finance, and safety. For this type of content, the EEAT standards are even stricter, as any errors or false information can have a significant impact on people’s lives. This is why it’s crucial for websites that cover YMYL topics to rigorously adhere to EEAT principles.
Applying EEAT in your SEO strategy involves not only creating valuable content but also transparently demonstrating your site’s experience and trustworthiness. Here are some key tips:
Ensure that each author has a detailed biography that mentions their experience and credentials. If possible, link to their professional networks like LinkedIn or past publications so that Google and users can clearly see their expertise.
Including reliable sources in your articles is essential to support your claims. This is especially relevant if you cover YMYL topics. Google rewards sites that link to trusted content and cite studies, research, or statistics.
Using HTTPS is crucial to ensure that the information exchanged on your site is secure. Additionally, having clear and easily accessible privacy policies generates trust among your users.
EEAT is fundamental in today’s SEO strategy. Google seeks to promote sites that not only offer valuable information but are also created by experts in their field, with authority in their sector, and are trustworthy. By working on improving the user experience, offering high-quality content backed by experts, you’ll be in a better position to rise in Google’s search results.
Implementing a strategy that prioritizes EEAT will not only help you achieve better results on Google but also build greater trust with your audience. Experience, expertise, authority, and trustworthiness should be pillars in the creation of your digital content.
EEAT also applies to user-generated content. Although UGC is created by users, Google evaluates whether the contributions come from people with experience or authority in the topic. Platforms should moderate and highlight reliable UGC to meet EEAT criteria and avoid misinformation.
E-commerce sites offering products or services must comply with EEAT. For Google, experience and trust are key in commerce. Displaying verified reviews, having clear return policies, and certifications or security seals contribute to improving the perception of authority and trustworthiness in online stores.
Although EEAT has a greater impact on sectors like health and finance (YMYL), it’s relevant to any niche. Google prioritizes content quality and trust in all topics, from entertainment to technology. Any site seeking better visibility should follow EEAT practices to provide accurate and reliable information.
