Building Trust and Authority for SEO Success
SEO has changed over time, requiring more than just keywords and backlinks to rank on Google. Modern algorithms now prioritize relevant and trustworthy content. This has led to the concept of E-E-A-T for websites.
E-E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. Google uses this framework to assess the credibility of web pages. While not a direct ranking factor, strong E-E-A-T signals often correlate with better search performance, especially for content affecting user well-being, finances, or safety.
Building a foundation of trust
Understanding each element of E-E-A-T is essential for website owners to really understand how the elements collectively enhance a website’s credibility. In terms of experience, Google’s recent updates to the Search Quality Rater Guidelines highlight the importance of firsthand knowledge.
This “E” represents the practical experience of the content creator or the website itself. When a medical website features content authored by practicing physicians, it showcases a higher level of experience compared to one with generic medical information written by non-experts.
Next is the expertise. This essential pillar focuses on the depth of knowledge and understanding that the author or website possesses on a specific topic. High-quality content needs to reflect a deep understanding of the discussed subject on the web page. That can be evidenced through things such as detailed explanations, accurate data, and insightful analysis.
Then, the authoritativeness. Recognition and reputation within a field are crucial for establishing authority. Citations from reputable sources like academic journals, government websites, or well-known industry publications can significantly elevate a website’s credibility. Awards, certifications, and positive media mentions further bolster perceived authority.
The last element is trustworthiness. This element rates the reliability and dependability of the information itself and the website where that information is hosted. Building trust with website visitors revolves around a few different key factors. Some of them include transparency about ownership and up-to-date and accurate information.
Other factors that play a significant role in trustworthiness are secure website encryption and positive user reviews. Conversely, a site that’s been plagued by inaccuracies, misleading claims, or vague contact details will likely be viewed as untrustworthy by both search engines and visitors.
Why E-E-A-T Matters More for YMYL Websites
Google places a strong emphasis on E-E-A-T for YMYL (Your Money or Your Life) websites. These sites provide information that can greatly impact a visitor’s financial well-being, health, or safety. Examples include health and medical websites discussing medical conditions and treatments, financial services sites offering advice on investing and taxes, legal information websites explaining laws and procedures, news sites covering politics and social issues, and e-commerce sites selling products that could affect users’ health or safety. Google prioritizes showing reliable sources on these sites to ensure user safety and accuracy.
