Over the years, Google has made several changes to ensure published content stays relevant and trustworthy. In 2014, it released its E-A-T guidelines– an acronym for Expertise, Authoritativeness, and Trustworthiness. The framework was created to assess the quality of web content. In 2022, Google added an extra “E” for Experience; giving precedence to the current standard: Google E-E-A-T guidelines.
As a marketer or website owner, your web content needs to pass Google’s Search Quality Rater Guidelines. By introducing E-E-A-T, Google is helping make the jobs of its reviewers easier. With the importance of quality content, how do you ensure that your content passes the standard? This article will help shed light on how you can make your content pass the guidelines.
Is Google E-E-A-T Guidelines a Checklist?
Image Credit: Search Quality Evaluator Guidelines
So is Google E-E-A-T composed of a checklist that you can follow? Wouldn’t it be much easier to just follow a checklist of what to do and what not to do for quality content?
Unfortunately, implementing Google E-E-A-T Guidelines isn’t a simple walk in the park. It isn’t the same for every website, business, or shared niche. This is why Google threw in the extra “E” for Experience in December 2022– to encourage website owners to create genuine articles on a topic they are personally involved in.
And this is how Google Search Quality Raters judge websites. They also take a look at website content and check them under this scale:
- Lowest Quality Pages: Lowest quality pages are untrustworthy, deceptive, harmful to people or society, or have other highly undesirable characteristics.
- Low-Quality Pages: Low-quality pages do not achieve their purpose well because they lack an important dimension or have a problematic aspect. Low-quality pages do not meet the standards for Lowest but may have similar though milder undesirable characteristics.
- Medium Quality Pages: Medium pages have a beneficial purpose and achieve their purpose. There is nothing wrong with Medium quality pages. Expect to encounter many Medium quality pages in PQ rating tasks.
- High-Quality Pages: High-quality pages serve a beneficial purpose and achieve that purpose well. High-quality pages exist for almost any beneficial purpose you can imagine, from providing information to selling products to making people laugh to artistic expression.
- Highest Quality Pages: The highest quality pages serve a beneficial purpose and achieve that purpose very well. The distinction between High and Highest is based on the quality of MC, the reputation of the website and content creator, and/or Google E-E-A-T.
- Very High-Quality MC: Very high-quality MC should be highly satisfying for people visiting the page. Very high-quality MC shows evidence of a high level of effort, originality, talent, or skill. For informational pages, very high-quality MC must be accurate, clearly communicated, and consistent with well-established expert consensus when it exists. Very high-quality MC represents some of the most outstanding content on a topic or type that’s available online.
To identify the quality of these pages, Search Quality Raters first consider the following:
- The purpose of the page
- The potential for the page to cause harm as described in these guidelines
- The topic of the page, the type of website, and the extent to which YMYL standards apply
- The title of the page
- The role of Ads and SC on the page
- Information provided by the website and content creator
Understanding Google E-E-A-T Components
Image Credit: Search Quality Evaluator Guidelines
Google has become increasingly focused on delivering high-quality content to its users, especially in areas classified as “Your Money or Your Life” (YMYL), which encompass topics like health, finance, and safety. These are subjects where inaccurate or unreliable information could have serious consequences.
The Google E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) framework plays a critical role in ensuring that content is accurate, credible, and produced by knowledgeable sources. By emphasising these principles, Google aims to maintain a high standard of information that users can trust.
Experience
The “Experience” component requires that content demonstrates genuine, first-hand knowledge of the subject matter. Google values content that conveys an understanding derived from direct involvement or real-world engagement, rather than second-hand research or abstract knowledge. This is particularly important in scenarios where personal insights enhance the reader’s trust and understanding.
Examples of Where Experience is Crucial:
- Product Reviews: A well-written product review should describe how the item functions based on personal use, highlighting both strengths and weaknesses from a consumer’s perspective.
- Travel Guides: Content about travel destinations should ideally come from someone who has visited the location. Sharing detailed experiences, such as the ambience of a local market or the challenges of navigating public transport, adds authenticity.
Expertise
“Expertise” refers to the depth of knowledge presented in content and the credentials of the person who created it. Google wants to see content produced by individuals who are truly knowledgeable about their topics. This component is essential for subjects where accuracy is paramount, such as medical advice, financial guidance, or technical instructions.
What Constitutes Expertise:
- Content should be thoroughly researched, backed by solid evidence, and presented by an author with demonstrable qualifications. For example, an article on health concerns should ideally be written or reviewed by a medical professional with proper credentials.
- In-depth Analysis: Instead of skimming the surface of a topic, content should break down complex ideas, offer comprehensive explanations, and present new insights or data. Using credible sources, like peer-reviewed studies, adds weight to the information provided.
Authoritativeness
Authoritativeness indicates the recognised status of an individual or brand within a specific industry. It’s about building a reputation that signals to both readers and search engines that you or your brand are considered a trustworthy source of information.
How to Build Authority:
- External Endorsements: Getting high-quality backlinks from respected websites in your field is a strong signal of authority. For instance, if a healthcare blog is cited by a reputable medical journal or a government health organisation, it helps establish the site as an authoritative source.
- Industry Recognition: Being referenced or endorsed by other experts in the field can significantly boost credibility. This could involve being interviewed by news outlets, contributing to well-known publications, or collaborating with recognised organisations.
- Content Consistency: Regularly publishing insightful, accurate, and relevant content can reinforce a site’s authority. Over time, this builds trust with readers and signals to Google that your site is a reliable information resource.
Trustworthiness
Trustworthiness is a critical factor that determines whether readers and search engines can rely on your content. It encompasses a range of elements that convey honesty, reliability, and a commitment to protecting user interests.
Key Elements of Trustworthiness:
- Website Security: Using HTTPS encryption is fundamental. Sites that secure their users’ data (especially e-commerce or any platform handling personal information) are prioritised by Google.
- Transparency and Accountability: Clearly stating who is responsible for the content and how users can get in touch builds trust. For instance, having detailed “About Us” and “Contact” pages, listing author bios with qualifications, and including a clear privacy policy are vital.
- Use of Credible References: Content should cite reputable sources, such as academic journals, official statistics, or recognised experts. Additionally, if you make claims, they should be backed by solid evidence to avoid appearing misleading.
- User-Centric Content: Finally, the content should be free of manipulative or deceptive practices, such as clickbait headlines or disguised advertisements.
Together, these Google E-E-A-T components ensure that content meets Google’s high standards for quality and reliability, ultimately creating a better experience for users and improving a site’s visibility in search results.
Running a Content Audit for Google E-E-A-T Guidelines
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Conducting a content audit is essential for ensuring that your website consistently meets Google E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) standards. High-quality content not only boosts user engagement but also plays a significant role in improving your site’s SEO performance.
By removing or reworking content that does not align with Google E-E-A-T principles, you create a more credible and reliable resource for your audience. Google prioritises trustworthy, authoritative information, especially for YMYL topics, such as finance, health, or legal content. Therefore, regularly auditing your content ensures you maintain relevance and authority in your niche.
Step-by-Step Guide to Content Auditing
Step 1: Create an Inventory of All Existing Content
- Begin by compiling a comprehensive list of every piece of content on your website. This includes blog posts, landing pages, product descriptions, and multimedia content. Use tools like Screaming Frog, SEMrush, or a simple spreadsheet to organise and manage this data.
- Make sure to note important details such as publication dates, authors, word count, and existing SEO metrics like page views or backlinks.
Step 2: Evaluate Each Piece Based on Google E-E-A-T Criteria
Assess your content systematically, asking key questions to determine its alignment with Google E-E-A-T principles:
- Does the content demonstrate expertise? Is it written by an authority in the field or someone with personal, relevant experience?
- Is the content backed by credible sources? Check for proper citations, links to high-authority websites, and original research or statistics.
- Is the content trustworthy? Ensure transparency by including author bios, updating factual information, and avoiding clickbait or exaggerated claims.
Identify pages that may have performed well in the past but are now outdated or lacking substance, as these could negatively impact your site’s overall trustworthiness.
Step 3: Categorise Your Content into Three Groups
High-Quality Content: Keep and Update as Needed
- Content that is comprehensive, up-to-date, and adheres to Google E-E-A-T principles should be retained. However, consider refreshing it periodically to maintain accuracy and relevance. For example, update statistics or include newer expert opinions where applicable.
- Check if your top-performing content can be enhanced by adding more multimedia elements, such as infographics or video summaries, to provide additional value.
Content Needing Improvement: Identify content that has potential but requires revisions. Strategies for enhancement include:
- Adding Author Bios and Credentials: Clearly outline the expertise of the content creator, especially for YMYL topics. Linking to professional profiles or listing relevant qualifications helps establish authority.
- Improving Source Quality: Replace low-quality references with citations from academic journals, reputable news outlets, or official reports.
- Enhancing Readability and Structure: Break up large text blocks with headings and bullet points. Incorporate summaries and use simple, clear language to ensure accessibility for a wider audience.
Low-Value Content: Remove or Combine: Content that is outdated, irrelevant, or lacks Google E-E-A-T qualities should either be removed or merged with other related pieces. This might include blog posts on obsolete trends or thin content that fails to deliver substantial value.
Redirect or Consolidate: If you decide to merge content, use 301 redirects to retain any SEO value from the original URLs. Combining content can strengthen your overall site by reducing redundancy and improving topic authority.
Tools for Conducting Content Audits
- Google Analytics: Use this tool to track metrics such as bounce rate, session duration, and traffic sources. These insights will help you identify content that is underperforming or engaging well with your audience.
- Ahrefs or SEMrush: Both platforms provide in-depth backlink analysis, keyword rankings, and content performance data. These can be crucial for spotting opportunities to boost your content’s authority through better keyword targeting or external links.
- Content Management Tools: Platforms like Screaming Frog can crawl your site and present a comprehensive list of URLs, metadata, and other elements essential for an effective audit.
By following these steps, you can optimise your content for Google E-E-A-T guidelines, ensuring it remains relevant, authoritative, and trustworthy. This strategy not only enhances your website’s SEO performance but also builds long-term credibility with your audience.
Have You Done a Site Audit for Google E-E-A-T Lately?
It’s time to take a proactive approach to your content strategy. Begin by auditing your website’s content using the Google E-E-A-T framework to identify what can be improved, updated, or removed. Evaluate your articles, blog posts, and web pages for expertise, accuracy, and trustworthiness. Remember, every piece of content should serve a purpose and provide real value to your audience.
Taking the time to refine your content can greatly boost your site’s credibility and visibility on search engines. Whether it’s updating outdated sources, strengthening author profiles, or restructuring your most valuable articles, these efforts pay off in terms of user trust and search engine rankings.
Need help navigating the complexities of Google E-E-A-T and SEO optimisation? Reach out to the experts at MediaOne for personalised guidance and support. We can assist you in refining your content strategy to meet Google’s standards and improve your site’s performance. Start your journey towards higher rankings and greater user trust today!
よくある質問
What are Google E-E-A-T Guidelines, and why are they important for SEO?
Google E-E-A-T Guidelines stand for Experience, Expertise, Authoritativeness, and Trustworthiness. These factors are used by Google to assess the quality and credibility of web content. They influence how search results are ranked, prioritising content that provides accurate, reliable, and user-focused information. This is particularly crucial for content covering sensitive topics like health or finance, where misinformation can be harmful.
How do I audit my content for Google E-E-A-T Guidelines?
To audit your content, start by reviewing each piece for accuracy, depth, and expertise. Check whether the author’s credentials are displayed and if reputable sources are cited. Evaluate the authority of your content by examining backlinks from trusted sites. Finally, ensure your website is secure and transparent, with clear contact details and privacy policies. Use tools like Google Analytics to assess content performance and identify areas for improvement.
What should I do if my content doesn’t meet Google E-E-A-T criteria?
If your content falls short, you have several options. You can update it to improve accuracy and detail, ensuring it’s written by or reviewed by a qualified expert. Add author bios that showcase expertise and include credible sources for added trustworthiness. If the content is outdated or irrelevant, consider consolidating or removing it. Making these changes can enhance your site’s credibility and improve search performance.
Can a lack of Google E-E-A-T affect my website’s rankings significantly?
Yes, a lack of Google E-E-A-T can greatly impact your website’s search rankings, especially for pages dealing with “Your Money or Your Life” (YMYL) topics, like financial or medical advice. Google prioritises content that demonstrates high levels of expertise and trustworthiness to protect users from misleading or dangerous information.
Therefore, improving Google E-E-A-T can be crucial for maintaining or boosting your visibility in search results.
What are some examples of demonstrating expertise in my content?
Demonstrating expertise can be done through well-researched content that includes up-to-date information, written or reviewed by someone with recognised credentials in the subject area.
For example, a medical article should be authored by a healthcare professional and reference peer-reviewed research. In the travel niche, sharing personal experiences and insights can add credibility. Including author bios with relevant qualifications also helps establish expertise.
