Google’s EEAT framework stands for experience, expertise, authoritativeness, and trustworthiness; these pillars have become a ranking criterion for SEO (search engine optimisation). These categories should be integrated into your shared and written content and digital marketing.
The standards were originally pitched as EAT, before Google added ‘experience’ in 2022 to reflect the importance of first-hand knowledge and authenticity for online content creators. Understanding these standards can help improve your SEO and overall digital marketing strategy by enhancing your website’s visibility and credibility and boosting user engagement.
This article outlines what each category means and how to meet them to strengthen your brand’s online presence.
Experience
The first (and newest) category, ‘experience’, refers to whether the content creator has first-hand experience with the subject matter. This category demonstrates how content that presents familiarity can be more valuable, as it is more appealing to audiences who trust information rather than pure theory.
Tips on how to achieve this:
- Showcase topics you have lived experience with. Use your personal stories or anecdotes to support the point of your content.
- Include visuals and evidence if you have any. Any behind-the-scenes insights will prove your experience.
- Encourage user content like reviews or client feedback. This lets readers see how other clients or customers have experienced your products or benefitted from your advice or services.
At a time when scam websites are on the rise and AI content creation is increasingly believable, having this human-made content establishes to audiences that you are real and your company is authentic.
Expertise
‘Expertise’ is about your correct knowledge of a particular topic and how that reflects in your content.
Tips on how to achieve this:
- Highlight any credentials you have. For example, if your company is in the medical field, highlight that the author of your content has medical qualifications.
- Cite credible sources throughout your content. Make sure your links direct readers to reliable and factual sites.
- Make sure your content is up-to-date and that none of the information has become incorrect over time. If you leave outdated information, it could invalidate other correct content you have made.
Authoritativeness
‘Authoritativeness’ emphasizes that your brand should be clear and reliable, so it is perceived as a respected opinion leader in its field. If this is integrated well, people will return to the website for more information.
Tips on how to achieve this:
- Use reliable facts and figures. This makes your website trustworthy, but it also means you’re more likely to get mentions or backlinks from other websites, boosting your authority.
- Highlight any positive reviews or customer feedback.
- Develop a consistent brand voice and ensure all content aligns with your company’s expertise.
Trustworthiness
Ensuring your company is seen as trustworthy is essential to meeting the rest of the EEAT standards. Without trust from your readers, the content will not do well.
Tops on how to achieve this:
- Use secure and recognised website practices, such as HTTPS encryption and clear privacy policies. This will show anyone who clicks on your website that their data is safe and protected.
- Be clear and honest about who makes up your company so the customer knows who’s behind the screen. Add contact details and names of company members in a section on your website dedicated to presenting the team. Equally, any content should clearly show the name of the author.
- Depending on the sector, you may want to include feedback or review systems. This lets customers know they will be heard and their experience will impact your business.
Meet the EEAT standards
These standards are established as part of a whole picture, meaning the pillars should work together to support your brand. If you are unsure where to start, digital marketing experts or SEO professionals can guide you through the process so you reap the benefits as soon as possible.
Apply these tips to your content and web design and see your company flourish.
Photo by Firmbee.com; Unsplash
