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E-E-A-T - A Set of Guidelines For Optimization

Search engines like Google are notoriously vague about how to effectively optimize for their Search Engine Results Pages (SERPs), as they are committed to delivering only the highest quality content. Imagine if everyone could easily land on page one; we would be overwhelmed with a sea of low-quality, spammy sites filled with misleading and subjective information every time we searched.

The good news is that the Search Quality Evaluator Guidelines (SEQG) provide invaluable insights into what truly matters for improving your rankings. By focusing on these guidelines, you can elevate your content and stand out in the competitive landscape of search results, ensuring that your website is not just another voice in the crowd, but a trusted source of information.

• Experience
• Expertise
• Authoratativeness
• Trust

Let's dive in to each area so we can understand what we need to do to make it clear to Google that we EEAT our own dog food, sorta speak.

Experience

In the framework of Google's E-E-A-T guidelines, experience pertains to the direct knowledge or engagement a content creator possesses regarding the topic they are discussing. This implies that the content is informed by personal experience, active participation, or genuine familiarity, which enhances its credibility and practical value. For instance, a review of a product by someone who has genuinely used it carries more weight than one that relies solely on theoretical research. Google's focus on experience aims to provide users with content that is rooted in real-life experiences rather than mere speculation or secondhand accounts.

Expertise

Expertise, as defined in Google’s E-E-A-T guidelines, refers to the depth of knowledge and skill a content creator has in a particular subject area. This is especially important for topics requiring accuracy and specialized understanding, such as medical advice, legal guidance, or financial information. Content that demonstrates expertise is typically created by individuals with relevant education, professional credentials, or significant experience in the field. Google values this quality to ensure users receive reliable, informed, and accurate content that meets high standards.

Authoratativeness

Authoritativeness in Google's E-E-A-T guidelines refers to the reputation and credibility of the content creator, website, or organization within their field or industry. It reflects how others—such as experts, professionals, or the general public—recognize and trust the source as a leading or reliable voice on the topic. Signals of authoritativeness include positive reviews, mentions from reputable sources, credentials, and a strong online presence. Google prioritizes authoritative content to ensure users are getting information from trusted and well-regarded sources.

Trustworthiness

Trustworthiness, the final element of Google's E-E-A-T guidelines, focuses on how reliable, honest, and transparent a website or content creator is. It ensures that users can depend on the information provided, especially for sensitive or high-stakes topics like health, finance, or news. Factors that contribute to trustworthiness include clear sourcing, accurate information, secure website connections (HTTPS), transparent authorship, and accessible contact information. Ultimately, Google emphasizes trustworthiness to protect users from misinformation and promote safe, credible online experiences.

Fresh, continuous content.

To maintain strong rankings in organic search, it's essential that all content adheres to the outlined guidelines. Equally important is the regular addition of new content, which helps search engine crawlers recognize that your website is current and not filled with outdated information.

This can be accomplished through various methods, such as crafting new landing pages that are rich in industry-related information or producing informative blog posts. The critical factor is that the content remains relevant and is updated on a continuous basis.

This is an area where many businesses face difficulties. If your company specializes in certain services, how can you keep generating content that enhances your SEO capabilities?

That's where we come into play.