Google’s E-E-A-T stands for Expertise, Experience, Authoritativeness, and Trustworthiness. It’s a framework used in Google’s Search Quality Evaluator Guidelines to assess the quality of content on a webpage, particularly for topics where accuracy and credibility are critical, such as health, finance, or news in search engine optimization.

What Does E-E-A-T Mean?
1. Expertise:
• Refers to the creator of the content being knowledgeable or skilled in the subject matter.
• High expertise is particularly important for “Your Money or Your Life” (YMYL) topics, which could affect someone’s health, finances, or overall well-being.
2.Experience:
• Google evaluates if the author has first-hand, real-world experience with the topic.
• Example: A travel blog written by a person who has visited the destination vs. an AI-generated article.
• Best Practice: Include personal stories, case studies, and real-life examples.
3. Authoritativeness:
• Indicates that the creator or the website is a recognized source on the topic.
• Authority is often established through credentials, endorsements, and external recognition (e.g., citations from other authoritative sources).
4. Trustworthiness:
• Focuses on the reliability and integrity of the website and its content.
• Includes factors like accurate information, transparency (e.g., about the authors and site ownership), secure connections (HTTPS), and a positive reputation.

Why it Matters:
Google uses E-E-A-T as part of its algorithmic process to rank webpages. While it isn’t a direct ranking factor, it heavily influences how Google’s algorithms evaluate the content and context of a website. Websites with higher E-E-A-T tend to perform better in search rankings overall.

How to Improve E-E-A-T:
• Showcase author credentials and expertise. Plugins such as All-in-One SEO offer the add on feature for this very reason.
• Provide accurate, well-researched, and cited information.
• Include an “About Us” and contact details for transparency.
• Ensure user reviews are positive.
• Regularly update content to maintain accuracy and relevance.

Big Shark Marketing Digital Marketing Manager

Sarah Adkins is a digital marketing expert with over 25 years of experience in the industry. Based in Orlando, Florida, she has been at the forefront of online marketing & website design since 1999.

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