SEO in the Age of EEAT: Optimising for Google’s Ever-Changing Algorithms
EEAT is not just another SEO buzzword. The EAT acronym has been used in the world of SEO for a long time and it stands for Expertise, Authority & Trust. It has been used as a guideline for SEO-ers when writing and optimising content. However, the world of SEO has always been dynamic, with algorithms constantly changing and evolving to keep up with how people search. However, EAT has had a rebrand and now has an extra E – Experience. And it might be the most important element when writing content. Let’s break it down and explore how you can optimise your website for this new age of search.
What Is EEAT and Why Does It Matter?
EEAT stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s Google’s way of ensuring that the content it delivers in search results is high-quality, accurate, and reliable. Essentially, Google wants to prioritise content that users can trust, and EEAT serves as its guiding framework to do so.
The concept originally began as EAT (Expertise, Authoritativeness, Trustworthiness), but Google updated this to EEAT, adding Experience to reflect the growing importance of first-hand knowledge.
So, what does this mean for businesses and marketers? Quite simply, if you’re not aligning your content with EEAT principles, your rankings may struggle.
Breaking Down the EEAT Principles
Let’s dive into what each part of EEAT means and how it impacts your SEO strategy:
- Experience:
Google now places value on content created by someone with first-hand experience. This is to help negate content created by AI. It’s also the reason why Reddit is ranking so highly for a tonne more keywords in the last 18 months. It’s the only way Google can guarantee that content and answers are created by a real human! For example, if you’re writing about hiking trails, having an author who’s actually hiked those trails adds credibility.Actionable Tip: Include personal anecdotes, case studies, or real-life examples to demonstrate experience. Adding author bios with relevant experience can also strengthen this signal.
- Expertise:
Expertise is about the depth of knowledge demonstrated in your content. Are you providing accurate, well-researched, and insightful information? This is especially crucial for technical or specialised topics. The more detailed content you have about your industry or niche the better!Actionable Tip: Create content that goes into detail. Pre-empt the next question your user might ask and make sure you already have an detailed answer ready for thm.
- Authoritativeness:
This refers to how well your site or author is recognised as a go-to source on a particular topic. It’s about reputation—are you known as a leader in your niche?Actionable Tip: Build authority through high-quality backlinks, glowing reviews, and mentions on reputable websites. Creating a large amount of content around a single topic will massively help with this.
- Trustworthiness:
Trust is the cornerstone of EEAT. Users (and Google) need to feel confident that your content is honest, accurate, and safe to consume.Actionable Tip: Secure your website with HTTPS, display clear contact information, include privacy policies, and regularly update your content to keep it relevant. User reviews and testimonials can also reinforce trustworthiness.
How EEAT Impacts SEO
Google has long aimed to deliver the most relevant, high-quality results to users, but EEAT takes this a step further by making credibility a key ranking factor. Suppose your content doesn’t demonstrate these principles. In that case, it’s unlikely to rank well—particularly for YMYL (Your Money or Your Life) topics like health, finance, and legal advice, where trust is essential.
Here’s how EEAT can impact specific SEO elements:
- Content Quality: Thin or low-value content won’t cut it anymore. High-quality, in-depth content that aligns with EEAT is essential for ranking.
- Backlinks: Links from reputable, authoritative websites are more critical than ever. Quality outweighs quantity here.
- On-Site Signals: User-friendly design, secure websites, and easy navigation contribute to trustworthiness.
Optimising for EEAT: Your Action Plan
Ready to adapt your SEO strategy to align with EEAT? Here’s a step-by-step guide:
- Audit Your Content:
Take a close look at your website’s existing content. Is it accurate, well-researched, and written by knowledgeable authors? Update or remove outdated, low-quality pieces that don’t meet EEAT standards. - Showcase Your Experts:
Highlight the credentials and experience of your content creators. Add author bios with professional qualifications and links to their social profiles or portfolios. - Build Credibility Through Links:
Focus on earning backlinks from authoritative sources in your industry. Partner with reputable websites, contribute guest posts, and seek mentions from trusted organisations. - Update Regularly:
Freshness matters. Regularly review and update your content to ensure it reflects the latest information and best practices. - Invest in Design and UX:
A trustworthy site isn’t just about the content—it’s about the user experience. Ensure your site is secure (HTTPS), mobile-friendly, and easy to navigate. - Encourage Reviews and Testimonials:
User-generated content like reviews and testimonials can significantly boost trustworthiness. Highlight these on your site to build credibility with both users and search engines.
The Future of SEO in the Age of EEAT
EEAT isn’t a one-and-done checklist—it’s a mindset. It’s about shifting your focus from just ranking to creating content and experiences that genuinely serve your audience.
As Google’s algorithms continue to evolve, one thing is clear: businesses that prioritise credibility, authenticity, and value will come out on top. By optimising for EEAT now, you’re not just keeping up—you’re setting your website up for sustainable success in an ever-changing SEO landscape.
Let’s EEAT!
SEO in the age of EEAT is about more than keywords and backlinks—it’s about building trust, demonstrating expertise, and providing genuine value to your audience. By focusing on these principles, you’re not just playing Google’s game—you’re building a brand that customers (and search engines) will trust.
Ready to optimise your SEO strategy for EEAT? Let’s talk about how we can help.
