What it is and how it impacts SEO

What is EEAT?

EEAT (Experience, Expertise, Authoritativeness, and Trustworthiness) is a framework used by Google reviewers to evaluate the quality of content.

This is defined in Google's Search Quality Rater Guidelines, which is a handbook that reviewers (called quality raters) use to provide feedback on search results.

Reliability is a central concept.

We want EEAT to provide powerful search results, protect our users from harm, and give them the best experience possible.

This is especially important when it comes to YMYL topics, that is, topics that may affect the user's well-being, such as health and finances.

So, if quality raters find a result to have a low EEAT, Google may try to improve its ranking algorithm.

What is the difference between EEAT and EAT?

In December 2022, Google changed E-A-T (Expertise, Authoritativeness, Trustworthiness) to E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).

That means adding an E, which stands for Experience.

Google likely did this to help their quality raters better assess the quality of search results, as they recognize the value that first-hand experience can add to content.

For example, product reviews are more trustworthy when the reviewer has actually used the product.

We next discuss the various elements of the EEAT in more detail.

Why is EEAT important for SEO?

EEAT is important for search engine optimization (SEO) because it helps you create quality content that performs well in Google search results (and performs well for users).

To be clear, EEAT has not been confirmed as a direct factor in Google’s ranking methodology.

But improving your EEAT can help you come into line with Google's definition of great search results.

Let’s take a closer look at the elements of the EEAT guidelines and why they are important.

experience

Our direct subject matter experience allows us to provide:

Proven advice. Real insight. Original opinions.

So, this becomes very important in creating quality content.

Read our review of the board game “Wingspan.”

The author shares his experience and provides unique product photography.

This experience allows us to create more insightful and unique content.

If the writer hasn’t played the game, users won’t trust the writer’s opinion about the game, and Google won’t want to rank the writer’s review highly.

Expertise

Expertise refers to knowledge, skills and qualifications.

For example, this health article has been reviewed by a doctor.

As a result, users are more likely to trust the information and advice provided, and Google will be more confident in ranking your content higher.

The level of expertise required to create quality content will vary depending on the topic and purpose of your page.

For example, people looking for money-saving tips aren't necessarily looking for advice from a financial advisor (expertise). Sometimes they're looking for real-world examples of strategies that have worked for their peers (experience).

That's one reason why pages like this one (from Reddit, a popular forum-based social media site) rank so highly:

Authoritative

Authoritativeness refers to a reputation as a trustworthy source of information.

One of the ways Google determines authority is by looking at your backlinks (links from other sites to yours). The more quantity, quality, and relevance of your backlinks, the more authority your site will be perceived to have.

For example, WebMD is a highly reputed medical site.

According to backlink analytics data, we have backlinks from over 616,000 domains, including reputable sites like apple.com and bbc.com.

Semrush’s Authority Score (AS) metric can help you understand your authority: the higher your score out of 100, the stronger your backlink profile will be.

Enter your domain into Backlink Analytics and click “Analyze.”

Next, look at the Authority Score section.

One of the easiest ways to get more high-quality backlinks is to use Semrushs link building tool.

Note: Backlinks are an important way to assess the authority of a website, but not the only way. For example, quality raters may be instructed to look at what others are saying about the authority of a website.

reliability

Credibility is determined by experience, expertise, and authority, but it also means protecting your visitors from potential harm and giving them confidence in your website and content.

Therefore, you need to check the following:

Your website is secure. Your content is accurate, truthful, and up-to-date. Users can get support when they need it. You have any relevant certifications or qualifications, etc.

Let's take AnnualCreditReport.com as an example.

This site is the only one authorized by the Federal Trade Commission (FTC) to provide free credit reports, and they take many steps to keep you safe.

This helps your website establish a high level of credibility.

How to improve EEAT

Here are six actionable ways to improve your site’s EEAT for SEO.

Create helpful content

Create content that is helpful to your target audience and showcases your brand's expertise.

This will help you become an authority in your field.

For example, REI is an outdoor apparel retailer, but they also offer a ton of valuable advice on camping, hiking, climbing, and more.

As a result, REI strengthened its reputation as an outdoor specialty store.

You can use Semrush’s topic research tool to find content ideas for your site.

Enter a topic related to your area of ​​expertise. Then, select your country and click “Get content ideas.”

This tool will give you a list of content ideas.

When you click View details for any idea, you'll see:

Subtopic Volume: The average number of monthly searches for the subtopic keyword Difficulty: How difficult it is to rank for the subtopic keyword (percentage scale) Topic Efficiency: A relative measure of subtopic volume to difficulty (higher is better) Headlines: Titles of popular web pages related to this subtopic Questions: Commonly searched questions related to the subtopic We follow strict editorial standards

Editorial standards are the rules you follow when creating content for your site. It's wise to design with EEAT in mind, so you can create consistently high-quality content.

For example, here is a snapshot of the editorial standards of the Semrush blog:

Here are some quick tips to help you succeed:

Make sure content is fact-checked and proofread by someone other than the writer Create a style guide that defines the writing style you want to adopt Define how information will be sourced and cited Decide how often content will be reviewed and updated Make sure creators are making good use of the tools available to them Make sure everyone on the team is aware of the editorial standards

Semrushs SEO Writing Assistant helps you ensure that your content is well-written, properly optimized, and original.

The tool scores your draft based on readability, originality, SEO, and tone, and also highlights any issues that may need to be addressed.

If you need help improving your score, Smart Writer offers a range of AI-powered features.

Build your brand reputation

Your brand reputation affects the credibility of your content and your site as a whole, so work hard to earn positive online exposure.

There are a few tactics you can try:

Digital PR: Creating stories about your brand and getting journalists to cover it Influencer marketing: Encouraging influencers to promote your brand to their audience Guest posting: Writing expert articles for other sites in your niche Social media management: Building relationships with your audience through social platforms Link building: Encouraging relevant, high-quality sites to link to your content

For example, Patagonia launched a wetsuit recycling program and received positive coverage on reputable websites.

This will help users and Google see your brand as more trustworthy.

To track perceptions about your brand online, use a brand monitoring app that finds mentions of your brand name and categorizes them based on sentiment.

Sign up for alerts on new negative mentions so you can take corrective action immediately.

To learn more about protecting your brand image, read our guide to online reputation management.

Content creator credits

Crediting the people who create your content is a great way to build trust with your readers.

For example, list the authors and contributors of each blog post:

These names link to bio pages with more information.

like this:

These pages allow us to showcase the qualifications and past work of our team, so their experience and expertise is apparent.

If your writer doesn’t have the necessary knowledge to create quality content on the chosen topic, ask other members of your team to contribute.

Or consider seeking outside help: experts might be willing to share their insights in exchange for exposure on your site.

Use trusted sources

Get your information from trusted sources – the internet is full of misinformation and spreading it will harm EEAT.

It's also best practice to link to your sources so readers know you've done your research and can verify your claims for themselves.

For example, Healthline cites the journals they use as follows:

Leverage user-generated content

User-generated content (UGC) is content created by users of a website/platform, rather than by a brand.

For example, Amazon displays videos, photos, reviews, and Q&As from customers.

UGC helps build trust by providing proof that your customers are satisfied, and it also allows visitors to learn from each other's experiences.

You can encourage users to create UGC in the following ways:

Build a UGC interface on your website (e.g. a Q&A section on Amazon) Email customers asking for reviews Run a contest that asks users to create content Start building an EAT

Building an EEAT can be a daunting task, but there are many tools available to help.

With a free Semrush account, you can:

And many more!

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