E-E-A-T is a structure that guides content writers to create quality content that achieves higher visibility on Google. By achieving a convincing tone and professional response to user queries with website content, pages are less likely to rank on page one of Google.
It breaks down into:
Experience – Whether the website and business have relevant experience.
Expertise- Does the content creator have knowledge and skills in the industry?
Authoritativeness- Is their answer considered convincing and a primary source of information?
Trustworthiness- How honest and accurate the content is.
Once content ticks all the boxes of this framework, it should qualify for higher ranking by Google.
Without E-E-A-T, content is less likely to perform well, and search engines won’t consider it worthwhile for showing users. SEO is a practice that aims to position websites higher on Google and other search engines, and while traditional practices can achieve this, the quality of the content itself is one of the more influential factors for reaching page 1.
Content containing unique photos, original research, personal trials, or verified expert insights stands out against generic, synthesised AI content. Users who trust an author and see visible credentials are far more likely to buy, subscribe, or share content.
Speak to Super Digital about our SEO and AI search services.
Looking to improve your content but not sure what EEAT components look like in more detail? Here are some examples…
Experience: You can present your business’ hands-on experience in a few ways, such as:
Expertise: One of the more convincing attributes to a business is expertise in the industry and goes hand in hand with experience.
Authoritativeness: In order to convince users your content is reliable, you need to convince Google first. Google does this by checking your backlinks and related sites that point towards yours. Referring domains and their trust scores can heavily influence a site’s trustworthiness. Semrush is a great tool for investigating this.
You are looking to gain lots of links from relevant, high-quality websites and directories that link directly to you or to a page on your site that feels appropriate.
Trustworthiness: Trust ties all of the above qualities together and fills users with confidence when they’re visiting your website. Ensure your site has the following:
Whatever business website you are running, the content should be engaging, helpful and made easy for the user to consume and navigate to. Having a blog that you can regularly update with useful tips, explore conversations and topics or answer common queries users search for is a great way to build on E-E-A-T and remain relevant to your audience.
For example, a bike supplier might want to write blogs on the best local bike trails, types of bikes for different purposes, or how to securely attach a bike to a car for travel.
While your website is the face of your business, there are other platforms and routes to increase brand awareness and reputation. Digital PR, influencer marketing and social media management are all avenues that deliver positive results.
Super Digital can help build your E-E-A-T content with quality copywriting and supportive digital marketing like SEO, social media management and link building. With an optimised website and supportive digital landscape, your business will achieve more sales, recognition and reputation.