Google explains “Many creators are familiar with the concept of E-A-T, which is used in how we evaluate if our search ranking systems are providing helpful, relevant information.
Would ordinary people feel the results they get demonstrate E-A-T, that is: expertise, authoritativeness, and trustworthiness?
Now to better assess our results, E-A-T is gaining an E: experience. Does content also demonstrate that it was produced with some degree of experience, such as with actual use of a product, having actually visited a place or communicating what a person experienced?”
What does E-E-A-T mean?
Google introduced their (updated) concept of E-E-A-T, which stands for
However, Trust is the most critical component of E-E-A-T, Google says, “because untrustworthy pages have low E-E-A-T no matter how Experienced, Expert, or Authoritative they may seem.”
Search Engine Land wrote a great post on why E-E-A-T matters for SEO ( Search Engine Optimisation)
“Google recently added an extra “E” to the search quality standards of E-A-T to ensure content is helpful and relevant. The extra “E” stands for “experience” and precedes the original E-A-T concept – expertise, authoritativeness and trustworthiness.
We know that E-A-T was already of high importance. Hyung-Jin Kim, VP of Search at Google, confirmed this at SMX Next:
“E-A-T is a template for how we rate an individual site. We do it to every single query and every single result. It’s pervasive throughout every single thing we do.”
To rank at Google’s SERPs, you must demonstrate E-E-A-T in your content strategy. …
Google wants to provide accurate information to its users, so to gain traction in SERPs and get your site to the top spots, you need to demonstrate E-E-A-T.
Demonstrating E-E-A-T to Google
SEO is highly accountable for delivering what’s needed to meet E-E-A-T standards, but what does it mean exactly and how do you prove experience, expertise, authoritativeness and trustworthiness?
The good news is most conscientious website administrators, SEOs, and marketing teams are already doing what they need to and developing E-E-A-T right now.”
Search Engine Journal expands further on the whole concept and what comes into play:
Experience, expertise, and authoritativeness support a quality rater’s trust assessment.
If you’re following Google’s guidance regarding E-A-T up to this point, you’re well on your way to building the level of trust Google’s quality raters are looking for.
Here’s how to ensure you maintain that trust by demonstrating first-hand experience.
How Google’s Quality Raters Evaluate E-E-A-T
Google’s search quality rater guidelines have multiple chapters evaluating E-E-A-T, from a high to a low level.
Chapter 4.5.2:Lowest E-E-A-T
Chapter 4.5.2 of Google’s search quality rater guidelines states:
“If the E-E-A-T of a page is low enough, people cannot or should not use the MC of the page. If a page on YMYL topics is highly inexpert, it should be considered Untrustworthy and rated Lowest. Use the Lowest rating if the website and content creator have an extremely negative reputation, to the extent that many people would consider the webpage or website untrustworthy.”
Chapter 7.3: High Level of E-E-A-T
Chapter 7.3 of Google’s quality rater guidelines has information regarding the criteria for achieving a high level of E-E-A-T.
Regarding demonstrating experience, Google says:
“Pages with High E-E-A-T are trustworthy or very trustworthy. Experience is valuable for almost any topic. Social media posts and forum discussions are often High quality when they involve people sharing their experience. From writing symphonies to reviewing home appliances, first-hand experience can make a social media post or discussion page High quality.”
Ahrefs blog post explains more about “Experience” vs “Expertise” in E-E-A-T
Google’s general idea here is to reward (rank higher) quality content that comes from trusted sources. So the messenger is at least as important as the message.