Experience, Expertise, Authority and Trust (E-E-A-T)

The "Google" acronym E-E-A-T stands for Experience, Expertise, Authority, and Trust. It is a crucial method that Google uses to evaluate the quality and reliability of website content.

Breakdown of E-E-A-T Components

Experience - This refers to the practical or life experience that the content creator has regarding the topic at hand. For instance, a product review written by someone who has personally used the product will appear more credible to both users and Google than a description written by someone without direct experience.

Expertise - This indicates the level of knowledge or skills the content creator possesses about the subject matter. Different topics require varying levels and types of expertise to ensure reliability. For example, would you trust car repair advice from a qualified mechanic or from an interior designer with no automotive knowledge?

Authority - This measures how well-known the content creator or website is as a primary source of information, being well-established, respected, and reliable in its field. For example, a store's social media profile can be an authoritative and trustworthy source for information about discounts.

Trust - This E-E-A-T criteria assesses the accuracy, security, and overall reliability of the website's content. Here are several factors that Google considers when evaluating a website's trustworthiness:

HTTPS Protection: Ensures that data is transmitted securely.
Elimination of Technical Issues: Websites should be free from technical problems.
Clear Business Information: Contact details and other important business information should be provided.
Author Pages: The website should describe its authors, their qualifications, and experience.
Privacy Policy: A clear privacy policy informing users about data handling is essential.
Verified and Accurate Content: Content must be precise and free from factual inaccuracies.

According to the Google Search Quality Evaluator Guidelines, the most critical aspect of E-E-A-T is trust. Regardless of the authority and competence of the website's content, if trust is lacking, it will not be positively evaluated by Google.

How to Write Trustworthy SEO Content

Create Useful Content

Producing high-quality, user-friendly content increases organic traffic to your website. By employing external SEO strategies, you can build your page's authority. Expertise and experience should be reflected in the content you create, which must provide value to the reader and answer their pressing questions.

To demonstrate to Google that your content is of high quality, ensure you focus on the following key aspects:

Write Something New - Maintain originality and uniqueness in your content.
Focus on Sharing Experience

Practical Tips for Content Creation:

Conduct Thorough Research on Your Topic: Gather information from primary sources to collect valuable insights. This method ensures the authenticity and originality of your content.
Pay Attention to Details. Provide in-depth analysis and practical advice. Offer your readers something they cannot find on other websites. For example, include detailed instructions, unique images, and personal insights that can be valuable to readers.
Regularly Update Content. Continuous content updates help achieve better SEO results. Additionally, updating content ensures that readers always access the latest and most relevant information.
Include Author Information. By providing author details (e.g., name, credentials), you contribute to the E-E-A-T aspects of expertise and experience, thereby enhancing the website's trustworthiness. Create dedicated pages for content authors and describe each of them, including their experience and skills in a specific field. This allows readers to know they are reading text written by a reliable professional in the field.

The Connection Between YMYL and E-E-A-T

Certain website topics can significantly impact readers' personal lives, such as finance, health, or safety. These topics fall under the YMYL (Your Money, Your Life) category. Content in this category must be of exceptionally high quality to provide accurate and reliable information to the reader without compromising their well-being.

Examples of YMYL Pages:

News Pages: Pages reporting on global news, politics, and science.
Legal Pages: Websites informing readers about voting and offering legal solutions.
Financial Pages: Sites discussing investing, taxes, and banking.
Health Pages: Websites providing information about medicine, physical, and mental health.
E-commerce Sites: All online platforms where purchases can be made.

Google applies stricter E-E-A-T requirements to YMYL pages to ensure that users receive reliable, safe, and high-quality information.

Creating YMYL Content:

Topics that fall within the YMYL should be written by professionals/experts in the field. Google aims to provide users with content that is not only factually accurate and high-quality but also created by a subject matter expert with relevant experience.
Verify Information Sources. If you find information on a particular website, be sure to check the sources from which it was gathered. YMYL pages must not contain factual errors; otherwise, they will not be positively evaluated by Google.
Cite Sources. This can enhance the level of authority and trustworthiness for readers.
Update Content with New Information. Always ensure that your content reflects the latest information available.

Conclusion

Adhering to E-E-A-T principles is a crucial factor in creating high-quality and reliable content that is valued by both the Google system and the readers themselves. It is especially important to pay attention to YMYL topics, which can directly impact individuals' financial, psychological, and emotional well-being—making E-E-A-T principles even more significant in these contexts.

F.A.Q

What does E-E-A-T mean?

E-E-A-T stands for "Experience, Expertise, Authority, and Trust." It is a framework Google uses to assess the quality and reliability of the web content.

What does YMYL mean?

YMYL, or "Your Money, Your Life," refers to topics that can significantly impact users’ lives, such as health, finance, and legal matters.

What topics go into YMYL?

YMYL includes topics - medicine, finance, legal advice, news portals, e-commerce, and politics.