Why does EEAT stand for Expertise, Experience, and authority? Google EEAT SEO Checklists to Maximize Your Tropical Authority and Trust So today, I’m going to teach you about EAT. Is this still relevant? Should we still care? If you want to rank on Google, EAT is going to be more important for those topics. SEO professionals have been going bonkers over this content.
Google Eat is easily the most confusing, frustrating, and poorly explained topic in SEO today. And let me tell you, you’re probably doing it wrong, and this could be costing you a lot of traffic with the recent core updates. But don’t worry, we’re fixing it today. I’m about to give you the most practical Blog article on the topic, and I guarantee you’ll take at least three things from this that you want to run and implement on your site right away.
Here you must follow my other post on WordPress SEO Tutorial 2024. In this post, I have all the SEO about WordPress.
Do you know Doing E-E-A-T wrong could be costing you a LOT of traffic in recent core updates, as per Google? You know it’s difficult to get it right when it’s easily the most frustrating and poorly explained topic in SEO right now. But we’ll fix that today with the most practical blog article on E-E-A-T out there. In this article, I will tell you exactly what you need to do to master E-E-A-T. You’ll want to implement this on your site right away!
According to Google’s latest update to the quality rater guidelines, they said:
“Many creators are familiar with the concept of E-A-T, which is used in how we evaluate if our search ranking systems are providing helpful, relevant information. Would ordinary people feel the results they get demonstrate E-A-T, that is expertise, authoritativeness, and trustworthiness?”
Google EEAT Seo Checklists in the Google search quality rater guidelines
In case you don’t know, EEAT stands for Expertise, Experience, Authority, and Trust, and it’s mentioned 126 times in the Google search quality rater guidelines, which is the document that Google uses to train people to give feedback so that it trains future algorithms.
And in a nutshell, EEAT is Google’s attempt to make sure your content is not full of shame. There’s been a growing gap between large sites that have gotten better and better at displaying their authors’ credentials, their editorial guidelines, or in-field reviews, while most small site owners have kept doing things as we’ve always done, and they’ve paid the price every time a new update is announced. For now, let’s jump into the content and start with trust.
Google EEAT: Trust
According to Google, trust is the most important EAT factor, but it’s also very nebulous in the way they explain it. It’s part of experience, expertise, and authority. The way they define it is the extent to which a page is accurate, honest, safe, and reliable. So how does Google make sure you’re honest, safe, and reliable?
Well, first of all, you can’t really hide who you are anymore when you publish a website. You need to share a lot more information about who you are as a publisher. The error of running your site with a fake persona using a stock photo and the only way to contact you is a dirty contact 7 form on a sloppy contact page is slowly ending as EEAT is gaining ground and you’re either playing along or you’re going to have to accept that one day you will wake up to an 80 % traffic drop.
Sharing this information helps Google clearly identify who is responsible for the content, and this way they can check on your online reputation. Actually, when you read the Google search quality guidelines, they tell you exactly how they check for that reputation. They literally tell their quality raters to go on Google and type site.com minus site, column, site.com so that they actually get the results about the website minus the actual website’s pages.
You can run this query for your website and see if the results are either positive or negative because that’s how quality raters evaluate your website. They also use Wikipedia pages and articles on reputable sites if any cover what you do.
The good news is some of these are gameable, and they’re likely to increase your trust score. But going back to the idea of sharing more information about yourself, when I observe large sites, you need to share these elements.
The name of a registered company name, an address, a phone number, a contact page that goes beyond a simple contact form and has multiple email addresses, different departments, and also, obviously, your address.
More information on your About page with things like your company’s mission, the story behind the business, who is behind the content with detail about each creator, sharing the editorial principles of your website and how you create content and what your company stands for.
If you’re a review site, also has to add pages on how you select the products that you insert in your articles and how you review and select them when you add them to your pages, as well as all the official pages you may be missing on your site, like an affiliate disclosure or terms and condition page.
The goal here is to make your site look as official as possible. And you should not just add this information to the content of your pages. You should also add it to the schema of your website. So for example, one thing that most SEO plugins would let you do is insert your company’s detail inside their interface so that they can put it on the HTML of your pages through schema.
And I like to use the same as property, which is where they often ask you for other profile URLs to link my website directly to the government page that represents my company.
Think about it, only real companies that are registered with governments can have a URL on a. Gov website, right?
So if your schema helps Google link the two and understand that your website is associated with a real company, what do you think that does to your trust score with Google?
Another thing that I’ve noticed on the. D ash Merredit websites, which is sites like verywellhealth.Com, for example, is that they use the publishing principle schema. And that lets you on any piece of content give the URL of the editorial guideline used to create this content.
So you can directly communicate to search engines how the content was created and what rules you follow to create that page. And I think that’s a pretty good help for search engines to evaluate how accurate, honest, safe, and reliable your content is.
- Now, you probably have a million questions based on what I just said.
- How do I get an address and phone number for my website?
- How do I set up my SEO plugin to do all that schema work for me?
- Or what content exactly do I put on these new pages to make Google like them?
Google EEAT: Expertise
Expertise is the formal side of trust, meaning it’s proven by hard facts like a degree, a certification, or being associated with an entity that is an authority in your industry. Now, for that part, a lot of people imagine that Google is all-knowing and has some AI private investigator who will figure out everything about your authors and appropriately judge their expertise without your input. And I disagree with that.
If you think about it, right now, Google is struggling to index all the pages that they should index. So I doubt that they have the resources to spare to investigate your insignificant website. Here I recommend you to know what you should do to index your pages fast to Google.
So what you need to do is you need to put and feed them information about your content creators so that they understand that Mark Webster, an authority hacker, is not Mark Webster, the famous dot player. And if you don’t, they just assume you have no expertise. Case closed. So how do you do that?
Well, to start with, having content creators that are credible within your industry helps a lot. But if you don’t, I’m going to be sharing a trick to solve that in a minute. So the first thing you need to do is you need to display a lot more information about your art and others on your website to help Google identify who they are and link back to every other online presence that they may have.
You do that by overholding your author pages on WordPress. That’s the nicest way to do it, but it’s a little bit complicated. By default, we had to write the custom code that we provided in a Blueprint. If you use Elementor, you don’t need that. You can actually do it by default.
The template that we use is actually based on the Very Well Fit.Com author template. We display the author’s name, the photo, their job or function, their specialties, their education, and their social profiles.
And then under that, we have some unique, original content that highlights where they’re qualified, then their experience and expertise. And after that, we have agreed with all the posts that they wrote. This helps Google find an article on the web, follow the author’s link, land on that page, and know exactly who’s behind the content.
Then through the name, the job, the photo, the social profiles, etc, they can identify who that person is if they have more information about them and link back to all the work they’ve done online related to your industry. But again, you can also share a lot of that information on your articles directly through schema marker.
Google identifies sameAs Property
One thing I haven’t seen talked about a lot, but that helps Google identify the same As Property who your authors are and how qualified they are is the same as property. That property allows you to give any URL back to Google that matches the content creator online.
Say you have a brand new site in the paintball niche and you’re trying to establish some trust with Google. You go on the top paintball sites, you find the authors, and you hire them for a couple of articles, regardless of how much money they’re asking, because then through the same ad’s property, you’re able to link back to their author pages on the most prolific websites in your industry.
And now Google understands the same person who wrote these articles and associates your website with the most authoritative site in the industry through your authors.
Knows about Property
How do you think that impacts the trust Google has in your website? You can use a lot of other schema properties to give more information about your authors, like the nose about the property that lets you tell Google exactly what your authors specialize in, or the alumni of property that allows you to link back your authors to their universities and to their university website through the degrees they have.
Now, the only problem is most SEO plugins don’t do this out of the box and you need to dabble a little bit with them, build custom templates, or you can join the EEAT blueprint where we do all the templates for you. But let’s go back to a problem we just raised earlier.
Authors Without Expertise
What if your authors don’t actually have expertise, which is something I noticed as I worked on some of our sites? Well, you can actually use reviewers and associate their EEAT with your article. There’s even a schema for it called reviewedby that allows you to associate a second person to an article and borrow their EEAT without them having to write the article.
So you can say have a freelance writer write an article where they don’t necessarily have really strong AT on the topic, but then have a reviewer that says a doctor that will read the content, make amendments if they think it needs to be amended, and put their name behind that piece of content, so they’re reviewed by schema and or some front end display of them reviewing the article.
And that’s exactly what Forbes does. Let’s take this article ranking for a very YMYL keyword, how to lose weight fast.
If you look at the author Kimberley and click on her profile, you see that she has a degree in journalism.
Okay, she does have a certification as a fitness professional and she’s a yoga instructor. But if you ask me, it’s a little light to talk about a topic like fast weight loss.
I think Forbes agrees because they’ve added a reviewer called Dr. Seppulva Acosta, who is a real doctor this time. When you look at his profile page, you see that Forbes is pushing the EEAT very hard, showcasing his expertise and experience. This does not look like the average WordPress author page, hence the custom pages that are needed for expertise.
When you’ve implemented all that stuff on your site, this is going to make you think differently about the way you hire authors on your site. You’re going to think about collecting them like Pokémon so that you can associate their EEAT and online presence with your brand.
And even if the authors are a little bit out of your budget, you’re going to want to get some of these qualified people so that you can showcase them on, say, your About page where you show your content creators, and they will all have a dedicated page that shows off exactly what they do and why they are qualified to Google.
Again, I could talk about that stuff for hours, but we have to jump to experience. But here you can see another post about some Common SEO mistakes that prevent to from completing your Google EEAT.
Google EEAT: Experience
Experience is basically the trust that you acquire from being in the field. There’s no degree or no official recognition. It’s a lot less official than expertise when you implement that on your website. You basically show experience in three different ways.
- One, your author’s reputation and proof of experience through the author’s history
- Two, through the language that you use in your content.
- And three, through sharing unindexed media in your content.
Number one is basically your author’s history doing numbers one and two. So let’s focus on number two right away, and that’s conveying experience through your content.
Now, to illustrate this point, I went to my favorite niche, paintball, and searched for a single review for a popular marker, the tip man corners. I’ll ignore the Amazon filter snippet because it doesn’t serve the purpose of this demonstration. But let’s compare the number one and two blog reviewers. If you look at the DR of these sites, you see they’re both low DR, but number two is actually higher authority.
Let’s start by looking at number two. The site looks clean and as you read the content, you see that it gives good details about the marker, but it doesn’t really go past the specs or what the sales material says.
So you have bland sentences like,
“an ideal paintball gun for beginners to intermediate players because it’s a very reliable and easy to use gun while also being quite accurate.”
But it doesn’t really say what base it uses to say that it’s reliable or accurate. There’s no test or experience that proves that. Now, if we look at number one in comparison, first of all, the article is written by a literal SEO Chad. So I’m not surprised he’s taking number one despite the low authority.
But if we look at the actual content, you’ll see that he expresses his experience very well through the words he uses. So you’ll get sentences like,
“When we first got the Kronos, it looked like a toy marker at the first look, but we were deceived and it proved us wrong soon in the battlefield.”
Or sentences like, “We found it a little bulky. If you play for hours with it, it can bring some pressure on your hands. Or our shot quality test showed that it is easy to shoot with it with a little kickback.”.
And that’s just within the four paragraphs. And Google likes that showcase of experience in content. Now, there are many tactics that you can use to convey the experience. We broke all of them in the EAT blueprint, but there are even AI tools that allow you to do that.
Koa. Writer, for example, has a first-hand experience toggle when you ask it to write roundup reviews. I was quite surprised with the results. It does a very good job despite the fact that obviously, the AI is not touching the product. But you can also show experience on your content through unindexed media.
The two pages we just talked about prove that again. If you look at it quickly, you see that both pages seem to have original photos, but they’re actually similar for a lot of them. If you do a quick reverse image search on some of them, you realize that the number two page has stolen the images from number one who is the true original creator of these unique images.
Therefore, Google gives them credit in image searches. That, once again, justifies that despite its low authority, this page deserves to rank number one. Now, I know getting original images for a lot of people can feel very challenging, but I didn’t say they need to be original. I just said they need to be unindexed.
If you want to know what I mean, I suggest you go check the podcast that Authority Hackers recorded with Tony here where he talks about the tactic that he uses to acquire images that generate over a million pictures visits per month to his website. And that may give you some ideas on how to source images.
I’ll give you one other tactic here. No images in the Facebook Marketplace are indexed in Google, so there are a lot of photos of products that could be taken there. I’ve included lots of other tactics in the EAT blueprint, from squeaky clean tactics to morally questionable, I’ll let you choose which ones you prefer and you’ll see what I mean in the training.
Google EEAT: Authority
The list mentions the four EAT horsemen in the Google search quality rater guidelines. It’s only mentioned 11 times in there. And what Google says is that authority is what people say of you and how you’re seen as the go-to source in your niche.
So how do you achieve that? Well, that’s when we jump into the talks about topical authority.
Now, at this point, topical authority is a blanket term to mean pretty much anything, and the bastard idea of it is right about every topic in your niche, so you’re ranked for everything. There are entire courses on it, so I’m not going to cover the whole thing, but I’m going to point out a big issue with the way SEOs approach topical authority.
And that’s the fact that 99 % of you guys only use keyword tools to come up with content ideas. And that prevents you from achieving true topical authority as you’ll see in a second.
Let me explain that to you with a case study from Bomish.com, a site that AuthorityHackers recently sold for Six Figures. One of the main niches of this website was toilets. One thing that I noticed when they were working on it is that there was a trend on TikTok talking about where people are basically telling other people to put Fabuloso, which is a cleaning product, inside their toilet tank.
So every time they flush their toilets, it cleans their toilets and they don’t have to clean manually. If you check the keyword in Ahrefs, you would absolutely not write about it at the time. It showed less than 69 potential monthly visitors for that topic.
I would be stupid to go for it. But we still wrote the article in May, and with no other SEOs on site, we quickly took the number one spot. However, what Ahrefs did not predict is that the article would generate over 1,400 visitors per month due to the trend on social media. Six months later, Ahrefs updated the keyword, estimating 9,700 searches per month for that keyword.
But the trend was already on the way down at this point. And that shows the problem that you have when you only pick your topic topics with Keyword tools.
You miss the hot topics that people are currently talking about in your industry because there is such a lag between the time things get trendy and the Keyword tool reports on it. And that means if you want to truly be an authority, you have to consider that Google has all this live data and they can see at the moment when people are searching for stuff, what is trending right now.
Meanwhile, they’re looking at you, the authority, not covering these trendy topics people care about in your industry.
Let’s take another example. Let’s imagine you have a website covering Apple products. It’s probably not a good niche, but it’s good for the example. I’m writing this blog article on August 10th, 2023, and it’s been almost three months since Apple has announced that the Apple Vision Pro, their mixed reality headset, is going to attempt to replace your computer one day. It’s a big deal.
Twitter has talked about it, and TikTok has talked about it. Forums have talked about it, and Reddits have talked about it. My mom talked to me about it. Yet, if I type Apple Vision Pro in Ahrefs or any Kibble tool for that matter, this is what you see. And you probably would not cover that topic if you only relied on Kibble tools to come up with topic ideas for your Apple website.
Now, what do you think Google is going to think about your Apple authority site that does not cover the biggest new device they’ve announced in the last decade? That’s why if you want to achieve that true topic or authority that will help your site see AT, you need to go past Keyword tools. You need to go hang out where your niche hangs out. And when a topic comes up over and over, it needs to be covered on your website, regardless of the search volume.
Google EEAT: Closing And Final Thoughts
So go crazy. I think you now see why it took me 19 videos to explore all of that stuff because implementing good EAT on your site implements to changes lots of parts of your business. You often need to change the business side of things to display the information about your business like addresses and phone numbers.
You need to change how you recruit authors and how you represent them on your site. You need to change your editorial guidelines and how you put content together so you can reflect your experience.
And you even need to change the way you pick keywords to be seen as a true authority. And look, I could not even touch up on everything EAT in his video. I mostly focused on the quick updates that you can make to your site that emulate the sites that have been winning in the recent core updates. But for example, Gary Alex from Google also said that EEAT largely relies on links from authority sites back to your site.
So you should not neglect that. But you can get a little bit of that by convincing your authors to link back to your author pages on your site through their social profiles or the relevant sites they participate in. But Gary also recommends implementing a lot of the stuff that’s in the Quality Rater guidelines, which is where a lot of the stuff in his video comes from.
How To Do E-E-A-T Without a Developer: The problem is a lot of the built stuff in WordPress teams or SEO plugins are not very compatible with this new way of doing things. Implementing some of the stuff I talked about, like custom author pages or custom schema, will often require the help of a developer.
What Are E-E-A-T and YMYL in SEO?
E-E-A-T stands for “Experience, Expertise, Authoritativeness, and Trustworthiness. Whereas YMYL stands for “Your Money or Your Life.” In Search engine optimization, both E-E-A-T and YMYL are very important to rank in the Google search results. Google wants to serve results with strong EEAT. So, it is an important concept in SEO. Plus, high E-E-A-T can improve user trust. And lead to more conversions on your site. YMYL topics include finance, medicine, and current events. E-E-A-T is important for YMYL SEO because misinformation on such topics can cause harm to the following: Groups of people affected by the actions of those who viewed the content
What are the factors of eeat in SEO that help websites to get ranked?
In Google’s Search Quality Rater Guidelines Experience, Expertise, Authoritativeness, and Trustworthiness are the main factors that help websites get ranked. Here EEAT what referring to? Experience refers to the user experience (UX) of a website. Expertise refers to the skills and expertise on the specific subject of the website owner or author. Authoritativeness refers to the how authority or influence of the information source or website owner. Finally, Trustworthiness refers to the credibility and reputation of the content creator or website owner.
Why Google EEAT is Important in the ranking?
You may know that EEAT stands for “Experience, Expertise, Authoritativeness, and Trustworthiness” and that is one of the most important parts of Google’s Search Quality Rater Guidelines. Google EEAT is Important in the ranking because Google loves and ranks those web pages that include Experience, Expertise and knowledge with factual information.