What is E-E-A-T? Why is E-E-A-T Important for SEO?

E-E–A–T stands for “Experience, Expertise, Authoritativeness, Trustworthiness.

What is E-E-A-T?
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is a framework used by Google to assess the quality of content on websites. E-E-A-T is an essential aspect of Google’s search algorithm, as it helps determine which websites should rank higher in search results based on the credibility and value of their content.

E-E-A-T for your content and site UX/UI

User experience (UX) encompasses various aspects of a website’s overall satisfaction and effectiveness. By focusing on these elements, you can create a website that meets and exceeds user expectations, leading to higher satisfaction and better overall performance. If you review our Internet Marketing Services page, you can understand what we can provide to create the perfect E-E-A-T for your content and site UX/UI

Key elements include:

1. Page speed: How quickly a website loads, as faster loading times lead to a better user experience.
2. Mobile-friendliness is how well a website functions and displays on mobile devices, ensuring users can easily navigate and consume content regardless of their device.
3. Site navigation: The website’s clear menus, categories, and links make it easy for users to find the information they want.
4. Accessibility: Making sure a website is usable for people with disabilities, such as those using screen readers or having difficulty with certain types of navigation.
5. Content readability: Ensure the content is easy to read by using appropriate font sizes, colors, and spacing, as well as clear, concise language.
6. Visual design: When done well, the website’s overall aesthetic and design can contribute to a positive user experience.
7. Security: Ensuring the website has a secure connection (HTTPS) and proper security measures in place to protect user data and privacy.
8. Interactivity: Interactive elements, such as forms, buttons, and feedback mechanisms, should be intuitive and responsive. This includes providing immediate visual or textual feedback to user actions, which enhances engagement and usability.
9. Performance Across Browsers: A website should perform consistently across different web browsers. Cross-browser compatibility ensures all users have a uniform and functional experience regardless of their browser preference.
10. Performance Across Browsers: A website should perform consistently across different web browsers. Cross-browser compatibility ensures all users have a uniform and functional experience regardless of their browser preference.

---

• “Experience” – Google considers user experience an essential factor when ranking websites in search results. Optimizing your website for user experience can improve your chances of ranking higher and provide a better experience for your users. In May 2021, Google introduced the Page Experience Update, which emphasizes user experience even more by including Core Web Vitals metrics in its ranking algorithm. Core Web Vitals measure factors such as loading speed, interactivity, and visual stability of a website.
• “Expertise” refers to the content creator’s level of knowledge or skill in a specific subject area. Someone with relevant expertise in the topic being discussed should create high-quality content.
• “Authoritativeness” refers to the credibility of the content and the website it is hosted on. Authoritativeness can be established through the quality of the content, the site’s reputation, external links and citations, and the credentials of the content creator.
• “Trustworthiness” refers to the overall trustworthiness of the content and website. Trustworthiness is determined by factors like the accuracy of the information, transparency about the content’s creation and sources, the site’s security, and the user experience it provides.

---

E-E-A-T is an SEO acronym for Experience, Expertise, Authoritativeness, and Trustworthiness.

Google added the extra E, Experience, in May 2021. In 2022, Google confirmed that E-E-A-T is rated for every search query. The concept of E-E-A-T is discussed in great detail in Google’s Quality Raters’ Guidelines. Google’s documentation tells us, “If you understand how raters learn to assess good content, that might help you improve your content.”

We first saw this acronym when Google’s Search Quality Guidelines were leaked in 2014. But with Google’s official 2020 release, we now know just how vital E-E-A-T is. So this year, E-E-A-T is set to be a huge deal—our SEO Services deal with getting your site to comply with Google’s E-A-T most essential factors. Google states that E-E-A-T is among the top 3 considerations for Page Quality. So, if you haven’t been paying attention to E-E-A-T content before, you should start doing so immediately.

Why is E-E-A-T So Important for Your Web Pages?

Think of E-E-A-T as why users would choose your site over your competitors. As a result, E-E-A-T could directly impact how Google receives — and ultimately ranks —  your website.

“Your Money or Your Life” or YMYL

So, how does E-E-A-T affect visitors to your site? E-E-A-T is closely related to Google’s “Your Money or Your Life” (YMYL) pages. YMYL pages have topics on medical advice, legal advice, financial advice, etc. Anything that could positively or negatively affect a user’s happiness, health, and wealth. Examples include:

• An online store asking for your credit card info
• A mommy blog giving parenting advice
• A financial institution blog offering legal advice
• A medical health page listing symptoms for a rare disease

High-ranking YMYL pages will show a high level of E-E-A-T. That’s because the safer a user feels while visiting a page, and the more the content meets their search query, the more it will meet the needs of E-A-T. Sites offering helpful advice or solutions to problems will meet these needs more readily than sites that try to game Google’s system.

Wrapping up:

Your site will only be as valuable as what you put into it. Since E-E-A-T is on both the page and site levels, you need to ensure every part of your website is trying to meet Google’s requirements. And if your pages qualify as YMYL pages, this is even more important.

But don’t just take our word for it. Google says a page or site lacking in E-E-A-T is a “sufficient reason to give a page a Low-quality rating.” So if you aren’t an expert, provide a good user experience, are an authority in your field, or are trustworthy, your site page could be considered low quality.

You have to craft engaging, helpful, and accurate content and use E-E-A-T to meet the needs of both quality raters and actual users. Do that, and you’ll be doing what Google wants.

Keep this page bookmarked – you never know when you need a reminder to implement E-E-A-T correctly.