Nowadays it is really important to show that you have actually done things when it comes to getting a good place on Google Search. Google has made some changes to its rules for people who rate the quality of search results. They have listed very specific things that Google cares about when it comes to showing the best results. And Google is now putting even more importance on something called E-A-T, which stands for Expertise, Authoritativeness, Trustworthiness. They were adding an extra “E” to it (Google E-E-A-T), which means they are giving a lot of value to practical “experience.”
What is Google E-E-A-T?
Google “E-E-A-T” stands for Experience, Expertise, Authoritativeness, and Trustworthiness.
It’s important to know that Google E-E-A-T is not something Google uses directly to rank websites. Instead, it’s a part of Google’s guidelines that help people assess how good content is. These assessors called “Quality Raters,” use E-E-A-T to check if the content creators know what they’re talking about and if the information can be trusted.
Why Google E-E-A-T is Important?
Whether you are a doctor in Los Angeles, a personal injury lawyer in Seattle, or a cleaning service in Florida, your website needs to be unique and authoritative. As we understand correctly, Google cares a lot about E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. They want to give people good and reliable information. When they look at these things, they want to make sure the info comes from trustworthy places. This helps stop wrong or bad info from spreading. While E-E-A-T doesn’t decide how high a website shows up in search results, following these rules can make a website more respected, trusted, and liked by people. This makes the internet a better and more reliable place for everyone.
According to Google, trust is the most vital part of E-E-A-T. They say, “Pages that can’t be trusted have low E-E-A-T, even if they seem Experienced, Expert, or Authoritative.”
Let’s discuss the example that illustrates Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) principles in action:
You are looking for financial advice online because you’re planning to invest a significant amount of money. You come across two financial websites:
- The website is a well-established financial institution with a history spanning several decades.
- The articles on investment strategies are authored by experienced financial analysts and certified financial planners.
- The content includes detailed analyses, historical data, and insights from renowned experts in the finance industry.
- The website prominently displays its regulatory certifications and affiliations with industry associations, demonstrating compliance and professionalism.
- The website is a relatively new blog with no information about its institutional background.
- The articles offer generic investment advice but lack in-depth analysis or citations to support recommendations.
- There are no author profiles, and it’s unclear if the authors have financial expertise or credentials.
- The website does not provide any information about regulatory compliance or professional affiliations.
In this example, Website A demonstrates a high level of E-E-A-T:
- Experience: The website’s long history and established reputation in the financial industry showcase its experience and reliability.
- Expertise: Articles are authored by certified financial professionals, indicating a high level of expertise in the subject matter.
- Authoritativeness: The content includes comprehensive analysis and references from authoritative financial sources, reinforcing the website’s authority in financial matters.
- Trustworthiness: The transparency about regulatory compliance and professional affiliations adds to the website’s trustworthiness.
Conversely, Website B lacks E-E-A-T:
- Experience: The website’s newness and lack of institutional background raise concerns about its track record.
- Expertise: The absence of author credentials or qualifications casts doubt on the credibility of the financial advice.
- Authoritativeness: Generic advice without authoritative references diminishes the website’s authority in the financial domain.
- Trustworthiness: The lack of transparency regarding regulatory compliance and affiliations makes it difficult for users to trust the advice provided.
In this example, users are more likely to trust the information from Website A due to its higher E-E-A-T score, aligning with Google’s guidelines for delivering reliable content, especially on YMYL (Your Money or Your Life) topics like finance, medical advice and investment.
What Is YMYL?
YMYL stands for “Your Money or Your Life,” and it represents a category of web content that Google considers to have a significant impact on users’ financial well-being, health, safety, or overall quality of life. Examples of YMYL topics include medical advice, financial guidance, legal information, and news related to important life decisions.
Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) guidelines are closely related to YMYL content because they are the criteria Google uses to evaluate the quality and trustworthiness of YMYL pages. Here’s how they connect:
Expertise (E): YMYL content should be created and, when applicable, reviewed by individuals or organizations with expertise in the respective field. For example, medical advice should come from qualified healthcare professionals, financial guidance from certified financial experts, and legal information from legal experts. Demonstrating expertise is essential to meet Google’s guidelines for YMYL content.
Authoritativeness (A): To be considered credible, YMYL content needs to establish authoritativeness within its niche or industry. This involves citing reputable sources, referencing official guidelines, and demonstrating a history of reliable information. Google expects YMYL pages to be authored by entities with a recognized and authoritative presence.
Trustworthiness (T): YMYL content should prioritize user trust. This means being transparent about the source of the content, disclosing any potential conflicts of interest, and providing accurate, well-researched, and up-to-date information. Trustworthiness is paramount, particularly when users’ health, financial decisions, or personal safety are at stake.
In summary, YMYL content must adhere to Google’s E-E-A-T principles to rank well in search results. Google uses these guidelines to assess the reliability and quality of content in sensitive areas that directly impact users’ lives. Adhering to E-E-A-T standards helps content creators and website owners ensure that their YMYL content is considered trustworthy and authoritative by both users and search engines. Failure to meet these criteria can lead to lower search rankings and decreased visibility for YMYL pages.
How to Improve Your Site’s E-E-A-T
If you want to improve your site’s E-E-A-T—Experience, Expertise, Authoritativeness, and Trustworthiness—there are some things you can do:
- Expertise: Show that you know what you’re talking about. Share your qualifications, experience, and knowledge on the topic.
- Authoritativeness: Be seen as a trusted source. Get reputable websites to link to your content, and make sure your content is accurate and well-researched.
- Trustworthiness: Make people believe your information is reliable. Use trustworthy sources, cite your information, and be transparent about who you are.
- Content Quality: Create high-quality content that’s helpful and valuable. Make sure it’s well-written and organized.
- User Experience: Make your website easy to use and navigate. A good user experience shows that you care about your visitors.
- Reviews and Testimonials: If applicable, showcase positive reviews and testimonials from real customers. This boosts your credibility.
- Regular Updates: Keep your content up-to-date and relevant. Outdated info can harm your reputation.
- Social Proof: Be active on social media and engage with your audience. This can show that people find your content helpful.
Remember, improving E-E-A-T takes time and effort, but it can make your website more trustworthy and valuable to your audience.
E-E-A-T And AI Generated Content
The combination of E-E-A-T (which stands for Expertise, Authoritativeness, Trustworthiness) and AI-generated content is making people talk. E-E-A-T now has an “E” for “experience,” and this makes us wonder if AI-created content fits well with Google’s quality standards. People are trying to figure out how to balance AI making content automatically with the need for it to be trustworthy and expert.
What is clear is that Google is advising against directly publishing content solely generated by AI tools like ChatGPT. They stress the necessity for human review by an editor before publication. Their guidance on AI-generated content states: “Using AI or automation reasonably does not violate our guidelines.”
Danny Sullivan, representing Google, has affirmed that AI-generated content is not inherently in opposition to the company’s principles. However, it is permissible only if it undergoes thorough scrutiny by an editor and passes fact-checking standards.
How Noxster SEO Los Angeles Can Help Your Company
Noxster, a top SEO company in Los Angeles, can help you navigate Google E-E-A-T in a way that works for you. We offer different ways to make your online presence better, like creating unique, high-quality content and tracking how well you’re doing. By teaming up with us, you can understand how to increase your organic traffic, make your content better, and build a strong online image. Our SEO experts can help you connect with your audience and show Google that you are trustworthy and authoritative.
Don’t miss this chance to improve your online strategy – work with Noxster Los Angeles to get the most out of Google E-E-A-T. Do not miss out – team up with us and make your online strategy work even better.