All about Google's EEAT: how to use 'experience' to engage

The rules of the SEO game are always changing, and Google dictates them. One of the latest changes, EEAT, is based on creating and sharing content that includes real experiences. Learn more about EEAT.

The world of SEO is dynamic, and to successfully navigate it, it’s important to understand fundamental concepts like EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness). Although not a direct ranking factor for Google, as emphasized in its Search Central, EEAT plays a vital role in determining a website’s quality and trustworthiness.

That is why, in this article, I will explore the meaning of this acronym, how brands can leverage this change to generate interest, and how to improve EEAT to optimize search results performance.

What is EEAT?

EEAT stands for Experience, Expertise, Authoritativeness, Trustworthiness and it is part of Google’s Search Quality Guidelines. This approach aims to ensure that users receive reliable content and a positive search experience.

Like various Google guidelines, this one has also evolved over the years, transitioning from EAT to EEAT or incorporating the “E” for experience in December 2022.

But what does each of these aspects refer to?

Experience: The introduction of the experience component shows that Google now prioritizes pages developed by experts in the subjects who have experienced and tested the insights they convey, proving their authenticity.
Expertise: It evaluates whether the content authors possess the knowledge and credentials to provide reliable information. Although experience intersects with expertise, they are different.
Expertise can be demonstrated by including relevant information about the content creator and highlighting their qualifications.

Authoritativeness: It analyzes the author’s authority, content, and site. Authority can be demonstrated through building a strong digital profile or personal brand that positions them as an expert in a specific area, collaborating with other experts, mentions or citations, and backlinks from relevant sites seen as authorities.

Authority is more easily achieved through a solid content strategy that ensures it addresses all the pain points of your potential customer. The more high-quality content successfully indexed by Google, the more authority the site will have.

Trustworthiness: This point includes information transparency, such as the author, citation of reliable sources, and a secure purchasing and browsing experience for the user.

Adding the experience element (the first on this list) is particularly relevant concerning content generated by artificial intelligence (AI), as an AI tool cannot provide true experiences and only makes assumptions about human experiences.

Therefore, content generated by AI will never be truly unique. Experience thus becomes the key element to distinguish between content written by humans and produced by AI.

Characteristics of high-quality and well-positioned pages on Google

Pages with good positioning in Google search results and consequently with a high level of EEAT exhibit the following characteristics:

High-quality content

Informative, accurate, and well-founded texts.
Original content that adds value to users.
Regular updates to maintain relevance.

Demonstrated experience

Authors demonstrate practical experience in the subject matter.
Real insights and experiences.
Inclusion of practical examples and case studies.

Confirmed expertise

A clear indication of the qualifications of the authors.
Comprehensive and in-depth approach to specific topics.
Use of indicators of expertise, such as certifications and professional experience.

Recognized authority

Mentions on other sites evidence the positive reputation of the author.
Links from reliable sources.
Participation in activities that reinforce their authority, such as guest posts.

Enhanced reliability

Clear information about the source and authorship of the content.
Non-adoption of deceptive practices, such as clickbait or dissemination of false information.
Accessible content without barriers that undermine user trust.

Clear content structure

Comprehensive approach to all relevant topics associated with a theme.
Simple and intuitive navigation.
The division into topics and subtopics to facilitate reading.

Positive user feedback

Positive reviews and constructive comments.
Frequent sharing of content on social networks.
Low bounce rate and high retention rate.

Transparency in information

Clear disclosure of authorship and affiliations.
Citation of sources and references, when appropriate.
Providing contact information for further clarification.

Characteristics of pages with low SEO quality

On the contrary, pages with a low level of EEAT exhibit the following characteristics:

Outdated or irrelevant content

Outdated information that needs to reflect current trends.
Irrelevant or valueless content for visitors.

Lack of transparency

Lack of information about the authorship or sources of the content.
Attempt to conceal identity or affiliations.

Absence of clear expertise

Authors without evident qualifications in the subject.
Superficial content that does not address specific details.

Negative user feedback

Frequent negative reviews and comments.
Very scarce or nonexistent sharing on social networks.

Deceptive practices

Use of clickbait to attract clicks without delivering value.
Misleading or promotional information without a solid basis.

Low-quality links

Backlinks from unreliable or spammy sites.
Absence of links from relevant and authoritative sources.

Confusing content structure

Poorly structured pages that hinder reading and navigation.
Lack of logical organization of content architecture.

Conflicts of interest

Excessive promotion of products or need for more transparency about the services presented.
Undeclared affiliations that compromise impartiality.

Failure to adhere to security practices

Lack of security certificates on sensitive pages.
Pages with insecure content or questionable privacy practices.

what is YMYL, and why is it important regarding EEAT?

YMYL stands for Your Money or Your Life. However, the M in the acronym does not only refer to money. It covers anything that affects an individual, group, or society’s health, well-being, safety, or financial stability.

These sectors are generally easy to identify:

Insurance
Credit cards
Banking
Medical advice
Law
Retirement planning
Loans
Investments
News on important topics such as politics or business
Social services
E-commerce

Google guides itself in two ways to determine if something can affect someone’s health, well-being, safety, or financial stability:

The topic itself is harmful or dangerous. For example, there is clear and immediate harm directly associated with topics related to self-harm, criminal acts, or violent extremism.
The topic can cause harm if the content is not accurate and reliable. For example, inaccuracies or content from less reliable sources can significantly impact someone’s physical, mental, and financial health or safety or impact society. It covers topics such as heart attack symptoms, how to invest money, what to do in case of an earthquake, who can vote, or qualifications required to obtain a driver’s license.

Google’s guidelines are so important in YMYL, and why Google tends to be much stricter and impose new regulations is that these YMYL sites profoundly affect important areas of people’s lives. Therefore, it is essential that the sites Google provides in response to YMYL queries are reliable, specialized, and of high authority.

Here is where EEAT comes in. A trustworthy subject is in line with the concept.

how to Improve EEAT?

First and foremost, make sure your site functions properly and securely. At the most basic level, you need an SSL certificate so your site’s URL starts with HTTPS (secure protocol) instead of HTTP.

At a more advanced level, it’s about ensuring that your site is hosted on protected servers and provides a secure experience for users (especially regarding payments).

Then, it’s crucial to ensure that both the site and the content are easily accessible on different devices and according to different needs. Consider this as the technical fundamentals of website usability.

Present relevant and quality content. It doesn’t mean you need to create new content constantly, but rather audit existing content regularly to ensure it’s up to date and addresses your audience’s pain points. And if that means simplifying the complexity of the content, do it. Remember, people read online content very differently from how they read a book or a report, so simplify and highlight the most important points.

However, note that simplifying doesn’t mean making it superficial. As an expert in your field, you should be able to address topics in an easy-to-understand manner.Otherwise, you may contact an SEO consultant to help you with that.

Pages are also considered low quality if they are created without adequate time, effort, expertise, talent, or skill or if they present a small amount of content for their purpose.

The links pointing to your site (backlinks) are a key factor in how Google perceives your site’s authority. Therefore, it’s important to maintain a profile of quality sites relevant to and authoritative in your niche rather than resorting to buying or exchanging links.

how to Incorporate EEAT into a Brand's Strategy

Including the Experience (E) component in Google’s Search Quality Guidelines highlights the importance of demonstrating theoretical knowledge and practical experience. For brands, this change offers a unique opportunity to stand out, as they are now encouraged to present not only information but also real experiences in their respective fields of operation.

The trick for brands is to integrate the experience of their experts into the content strategy. And that involves highlighting professionals, their specialized knowledge, stories, case studies, and concrete examples, thus creating an authentic connection with the audience.

Additionally, brands can explore content formats that allow for more effective transmission of experience, such as explanatory videos, testimonials from real customers, and articles with lessons learned.

Integrating the dimension of experience not only aligns with Google’s guidelines, but also establishes a relationship of trust with the audience. It demonstrates that the information presented is based on real experiences rather than just theories. This is a strategic opportunity for brands to elevate the quality and authenticity of their online content.

SEO Consultant

Magda santos

Do you want to increase sales, position yourself at the top of search engines or attract more potential customers?