Michael Epps Utley {kind=image/jpg}
Google is highly focused on identifying content that demonstrates experience, expertise, authority, and trust (E-E-A-T) to serve up to its users. That is because it is battling sketchy material generated by artificial intelligence (AI) and untrustworthy operators.
This guide explains E-E-A-T and offers eight quick wins to help demonstrate it in your business's online materials.
E-E-A-T: The Basics
Here is what each of the letters in E-E-A-T must prove to Google.
Experience. You must show that you have experience in what you're writing. For instance, a medical professional must go into enough detail about procedures to prove they’ve done them.
Expertise. Expertise goes beyond experience, showing that you’re among the best at what you do. That same doctor may want to write about advanced emerging medical trends to demonstrate expertise.
Authority. Authority is all about getting respected websites to link to your content. The doctor in our example would have authority if the Mayo Clinic had links to her content on its website.
Trust. Trust is about reliability and credibility. You want to avoid mistakes on your website, including technical ones like 404 errors. Returning to our doctor, she wants to ensure blog images accurately reflect procedures.
Now that we’re set on E-E-A-T, let’s look at eight relatively easy things that you can do to help you demonstrate it to Google.
E-E-A-T Quick Wins
1. Use Real Authors
Turning to experienced authors to write content demonstrates to readers — and Google — that they know what they're talking about. If you don’t use identifiable authors, people can see it, and they may lose trust.
2. Include Writer Bios
Add a bio to blog content instead of just including an author’s name. Website visitors can read through and understand why they should trust the writer because of their experience and credibility.
3. Add Author Pages
Once you have authors in place, along with their bios, create author pages linked to that author’s website and social media profiles. These pages should also link to the content on your site and prominent pieces on other respected websites. They will signal to website visitors and Google that your company and its content are directly connected with experts in your industry.
4. Apply Schema Markup
Schema markup is strictly for Google optimization, not to benefit readers. Essentially, a schema markup is code that describes code. You use schema markup across your author pages to describe who the writer is so Google can better understand the individuals behind the content and what makes them credible.
5. Edit Time and Editor
When you edit content written by experts, it’s important to document when it’s edited and who did the revisions. It makes the historical timeline of that content clear to website visitors and Google, increasing trust in it. This is particularly important in rapidly changing industries like medicine. It helps people and search engines know that your material reflects your industry's latest thinking about a timely topic.
6. Use Unique Images
If you want to prove E-E-A-T to Google, it’s a good idea to use original photos instead of stock photography. Unique pictures and videos people won’t see elsewhere on the web will help build trust and engagement with visitors. They will also signal to Google that you go above and beyond by posting original images that reflect brand authenticity rather than generic stock photos.
7. Get Support from ChatGPT
Of course, ChatGPT is not practical when it comes to writing authoritative content. However, ChatGPT can help determine whether your content is optimized for E-E-A-T. Upload it to the platform, ask if it sends proper E-E-A-T signals, and request ideas for improvement.
8. Employ Experts
If you don’t already have respected industry authorities working for you or as part of your network, seek them out. It may be easier than you think. Mostly, local small businesses don’t need nationally recognized experts to generate E-E-A-T. People respected in your community and by the people you’re targeting should do the trick. Plus, you may not need to hire someone full-time. A part-time content development position is usually enough. Investing in top talent is foundational to demonstrating experience, expertise, and authority and earning trust.
E-E-A-T Quick Wins: The Final Word
Demonstrating E-E-A-T to website visitors and Google isn’t as difficult as you may think. Leverage the tips in this guide as you develop your website content. Incorporating them even one at a time will slowly build credibility, earning your website and its content improved search engine result page rankings over time.
