Now, you\u2019ve probably heard all kinds of different theories, \u201cfacts,\u201d and advice about E-E-A-T and its predecessor, E-A-T. Some are true, some are misleading, and others are outright wrong. <\/p>\n\n\n\n
So let\u2019s set the record straight about why E-E-A-T matters for your small business, how it affects your search engine rankings, and what a strategic E-E-A-T approach looks like.<\/p>\n\n\n\n
Why E-E-A-T matters for small businesses, now more than ever before<\/strong><\/h2>\n\n\n\nThe development of large language models (LLMs), like ChatGPT, Jasper, and Claude, turned content creation and optimization on its head. Almost overnight, companies of all sizes started pumping out low-effort, low-authority, AI-generated content. <\/p>\n\n\n\n
Instead of providing authentic, useful resources designed to actually help readers, the majority of this content is designed for one thing only: ranking high in the SERPs using mass keyword coverage and excessive backlinking.<\/p>\n\n\n\n
Some of this content is produced by unethical companies looking to rake in advertising fees. But other content is created by business owners who are simply looking for a cheap, fast, and simple way to boost their SEO and drive more traffic to their sites.<\/p>\n\n\n\n
Either way, the end result is the same \u2014 millions of generic, unhelpful articles, blog posts, and web pages clogging up the top spots on Google. That is, until Google released its March 2024 core update, deindexing hundreds of websites within days.<\/p>\n\n\n\n
How Google\u2019s updates may affect your SEO<\/h3>\n\n\n\n
Google\u2019s current goal<\/a> is to reduce spam in search results by 40%. Their ongoing multisystem updates will allow them to better identify websites that are \u201cunhelpful, have a poor user experience or feel like they were created for search engines instead of people.\u201d<\/p>\n\n\n\nAlthough Google is not explicitly targeting AI content, Originality.AI found that every single one of the deindexed sites had at least some AI-generated posts, while half of them had 90-100% AI-generated content<\/a>. <\/p>\n\n\n\nNow, you\u2019re probably thinking, \u201cNo AI content, no problem, right?\u201d But the real issue lies in why<\/em> Google is removing so much of this AI content. LLMs don\u2019t actually understand what they\u2019re writing about, they have no hands-on expertise, they\u2019re not subject-matter experts, and they tend to lie or hallucinate. <\/p>\n\n\n\nIn other words, AI-generated content doesn\u2019t offer Experience, Expertise, Authoritativeness, or Trustworthiness \u2014 and your human-written content might not either. As Google continues to roll out updates to cut down on spam, E-E-A-T is going to become more important than ever if you want your website to rank.<\/p>\n\n\n\n
Uncomplicating E-E-A-T<\/strong><\/h2>\n\n\n\nWe\u2019ve gone over what E-E-A-T stands for, but what does it actually mean? In reality, the answer isn\u2019t all that complicated. In fact, Google\u2019s Search Quality Rater Guidelines<\/a> explain E-E-A-T pretty clearly. <\/p>\n\n\n\nThese guidelines provide a framework for Google\u2019s human raters (yes, actual humans) to evaluate the quality of search results. Here\u2019s a breakdown of Google\u2019s E-E-A-T criteria:<\/p>\n\n\n\n
\n- Experience:<\/strong> Does the content creator have personal experience with the product or topic? <\/li>\n\n\n\n
- Expertise: <\/strong>Does the content creator have the knowledge or skills to provide readers with trustworthy advice?<\/li>\n\n\n\n
- Authoritativeness:<\/strong> Would you consider the website or content creator to be a trustworthy or reliable source?<\/li>\n\n\n\n
- Trustworthiness:<\/strong> Is the web page \u201caccurate, honest, safe, and reliable?\u201d<\/li>\n<\/ul>\n\n\n\n
Of course, all of these questions are subjective, and the criteria might look different depending on the content and its purpose, so let\u2019s look at a couple of practical examples. <\/p>\n\n\n\n
Example 1: A local doctor\u2019s office<\/h3>\n\n\n\n
Medical advice and services falls under YMYL (Your Money or Your Life) content, so it\u2019s more heavily scrutinized since following bad advice can have devastating consequences. When analyzing a website for a medical practice, Google raters may look at:<\/p>\n\n\n\n
\n- The \u201cAbout us\u201d page:<\/strong> Does the website have an \u201cAbout us\u201d page introducing the staff and highlighting their education, experience, and qualifications?<\/li>\n\n\n\n
- Client reviews:<\/strong> Does the practice have authentic, positive reviews from patients with real experience using the doctor\u2019s services?<\/li>\n\n\n\n
- Content accuracy:<\/strong> If the website offers medical advice, is it accurate and safe?<\/li>\n\n\n\n
- Site security:<\/strong> Is the website HIPAA-compliant and secure?<\/li>\n\n\n\n
- External resources:<\/strong> Can you confirm the credibility of the doctor or practice through external sources, such as peer-reviewed articles and certification databases?<\/li>\n<\/ul>\n\n\n\n
Example 2: A small e-commerce brand<\/h3>\n\n\n\n
Establishing E-E-A-T for an e-commerce brand centers more around the customer experience and safe handling of customer data, including payment information. For this type of website, Google raters might focus on:<\/p>\n\n\n\n
\n- Customer reviews: <\/strong>Are there honest, positive reviews from real users \u2014 not just influencers or paid reviewers?<\/li>\n\n\n\n
- Privacy policy:<\/strong> Does the website clearly explain how the company will collect, use, and store customer data?<\/li>\n\n\n\n
- Payment security:<\/strong> Does the website provide secure payment options?<\/li>\n\n\n\n
- Behind-the-scenes information:<\/strong> Does the website show where the products are made or sourced from?<\/li>\n\n\n\n
- Customer service accessibility:<\/strong> Is it easy for customers to contact the company for questions, issues, or product support?<\/li>\n<\/ul>\n\n\n\n
As you can see, E-E-A-T is not nearly as complex as some people make it out to be. The issue is that, while a lot of these factors may seem basic, you\u2019d be surprised by how many businesses overlook them. Of course, it\u2019s always helpful to see concepts in action, so stick with us, and we\u2019ll show you some real-life examples later on.<\/p>\n\n\n\n
The role of \u201centities\u201d in E-E-A-T<\/strong><\/h2>\n\n\n\nNow let\u2019s shift to the algorithmic side of Google. One thing you probably noticed in the above section is the repeated use of the term \u201ccontent creator.\u201d When Google analyzes websites and determines search results, it\u2019s not just looking at the content itself. It\u2019s looking at the individuals, businesses, and concepts associated with the content, also known as \u201centities.\u201d<\/p>\n\n\n\n
The Knowledge Graph is a massive database that Google uses to understand the relationships between people, places, things, concepts, facts, etc. This database helps Google determine the context and meaning of search queries so it can deliver accurate, relevant results. <\/p>\n\n\n\n
When Google can associate content with a recognized entity \u2014 like a subject-matter expert or authoritative organization \u2014 it increases the credibility of the content. In other words, Google needs to understand the entities behind or related to the content to determine whether it demonstrates experience, expertise, authoritativeness, and trustworthiness. <\/p>\n\n\n\n
E-E-A-T factors that make a difference <\/strong><\/h2>\n\n\n\nSo how does Google actually determine a web page\u2019s E-E-A-T? It uses hundreds of different factors called \u201csignals.\u201d There\u2019s no exhaustive list of signals, but based on Google\u2019s Search Quality Rater Guidelines, SEO best practices, and our own extensive marketing experience, these are some of the most influential factors.<\/p>\n\n\n\n
1. Author expertise<\/h3>\n\n\n\n\n- Author credentials<\/strong>: Is the author qualified to write on the topic, based on their bio, professional experience, certifications, education, etc.?<\/li>\n\n\n\n
- Author reputation<\/strong>: Is the author a reputable source of information, based on their contributions to other websites or publications?<\/li>\n<\/ul>\n\n\n\n
2. Content quality and depth<\/h3>\n\n\n\n\n- Comprehensive coverage<\/strong>: Does the content thoroughly cover the topic, providing depth, insights, and practical value to the reader?<\/li>\n\n\n\n
- Accuracy and fact-checking<\/strong>: Is the content accurate and supported by evidence or citations from authoritative sources?<\/li>\n\n\n\n
- Originality<\/strong>: Does the content provide unique insights, analyses, or information \u2014 or does it simply repeat what\u2019s available on numerous other sites?<\/li>\n<\/ul>\n\n\n\n
3. Website and content authoritativeness<\/h3>\n\n\n\n\n- Site reputation<\/strong>: Does the website have good reviews, ratings, or references from other reputable sites?<\/li>\n\n\n\n
- Links<\/strong>: Does the website or content include links to valuable, authoritative content on other sites, and do other reputable sites link to it?<\/li>\n\n\n\n
- Recognition and awards<\/strong>: Have the website, organization, or authors received any industry recognition, awards, or endorsements?<\/li>\n<\/ul>\n\n\n\n
4. Trustworthiness and security<\/h3>\n\n\n\n\n- Site security<\/strong>: Does the website prioritize users\u2019 data security?<\/li>\n\n\n\n
- Contact information<\/strong>: Does the site provide clear, easy-to-find contact information, like phone numbers, email addresses, and physical locations?<\/li>\n\n\n\n
- Privacy policy and transparency<\/strong>: Does the website offer a transparent privacy policy, terms of service, and details on how the company uses customer data?<\/li>\n<\/ul>\n\n\n\n
5. User experience<\/h3>\n\n\n\n\n- Website Usability<\/strong>: Is the site well-designed, mobile-friendly, and accessible to all users?<\/li>\n\n\n\n
- Content presentation<\/strong>: Is the website well-organized and easy to navigate?<\/li>\n<\/ul>\n\n\n\n
6. Social proof and user engagement<\/h3>\n\n\n\n\n- User reviews and testimonials<\/strong>: Does the website feature positive, authentic user or client reviews?<\/li>\n\n\n\n
- Engagement metrics<\/strong>: Does the site have low bounce rates and high levels of user engagement, such as comments, shares, and time on page?<\/li>\n<\/ul>\n\n\n\n
7. Content updates and maintenance<\/h3>\n\n\n\n\n- Freshness<\/strong>: Is the content regularly updated to ensure accuracy and relevance?<\/li>\n\n\n\n
- Historical performance<\/strong>: Does the site have a consistent history of providing high-quality, reliable content?<\/li>\n<\/ul>\n\n\n\n
Human decision-making and the \u201cN-EEAT-T\u201d model<\/strong><\/h2>\n\n\n\nE-E-A-T is all about establishing credibility with Google, but N-EEAT-T takes it a step further by considering human decision-making. As Jason Barnard explains in SEJ<\/a>, people tend to give more credibility to those who are Notable and Transparent, and while those attributes are implied in E-E-A-T, this model explicitly incorporates them.<\/p>\n\n\n\n8. Notability<\/h3>\n\n\n\n
Before you start trying to get your name in the news, know that notability does not necessarily equal fame. Google looks at notability on a micro level \u2014 so you don\u2019t have to be known around the world, just within your highly specific niche. <\/p>\n\n\n\n
Let\u2019s examine that idea on a local level, so you can get a clearer picture. Say you run a dog-walking service in your city. You also helped organize an adoption drive in your community, and the local paper published your editorial supporting the establishment of a dog park. If your competitors don\u2019t have similar accomplishments, then congratulations \u2014 you\u2019re notable in your micro-niche!<\/p>\n\n\n\n
9. Transparency<\/h3>\n\n\n\n
Transparency is a little easier to define. It\u2019s simply being open and honest about your policies, operations, actions, and the way you do business. Of course, some industries can be more transparent than others \u2014 an investment company can\u2019t exactly violate NDAs and give away trade secrets. So an organization\u2019s transparency is measured by how it compares to other businesses within that industry.<\/p>\n\n\n\n
Looking at another example, let\u2019s say you have a sustainable fashion brand. You break down your supply chain to show customers exactly where you source your materials, how you ensure the people who manufacture your clothes are paid a fair wage, and why your shipping processes are environmentally friendly. <\/p>\n\n\n\n
Some of your competitors also claim to be sustainable, but they don\u2019t show any behind-the-scenes details to prove it. Therefore, you\u2019re more transparent than they are.<\/p>\n\n\n\n
While Google doesn\u2019t explicitly include notability and transparency in its E-E-A-T model, these attributes are key to demonstrating experience, expertise, authoritativeness, and trustworthiness. So it\u2019s important to prioritize them in your SEO strategy.<\/p>\n\n\n\n
Validating the importance of E-E-A-T with data<\/h2>\n\n\n\n
With the heavy focus over the last few years on establishing domain authority through backlinks, you might be skeptical about the effectiveness of E-E-A-T. Plenty of website owners have resorted to purchasing backlinks or obtaining them in other unethical ways just to get a boost in the SERPs.<\/p>\n\n\n\n
We wanted to prove that establishing E-E-A-T can help you outrank competitors \u2014 even those with hundreds of backlinks and high domain authority. So we analyzed the SEO data to identify 100 \u201clow domain authority\u201d websites and content that outrank larger competitors, despite having fewer backlinks. <\/p>\n\n\n\n
We\u2019ll highlight a few of them here, so you can see what E-E-A-T looks like in practice at both the content and overall website levels.<\/p>\n\n\n\n
The Organic Skincare Co.<\/h3>\n\n\n\n![\"\"](\"https:\/\/i0.wp.com\/sparklaunch.media\/wp-content\/uploads\/2024\/04\/image-2.png?resize=800%2C425&ssl=1\")
<\/figure>\n\n\n\nFirst, we\u2019ll look at a niche e-commerce site. Despite having 0 backlinks and a domain rating of 29 (Ahrefs\u2019 version of domain authority), The Organic Skin Co.<\/a> holds the number two spot for searches of \u201corganic skincare,\u201d beating out companies with thousands of backlinks. Here\u2019s how they do it:<\/p>\n\n\n\n![\"\"](\"https:\/\/i0.wp.com\/sparklaunch.media\/wp-content\/uploads\/2024\/04\/image-3.png?resize=800%2C462&ssl=1\")
<\/figure>\n\n\n\nFirst, they introduce the founder of the company<\/a>, giving Google an entity to work with and giving customers a face behind the brand. They highlight her background, qualifications, and industry knowledge to help establish notability, experience, expertise, and authoritativeness.<\/p>\n\n\n\n![\"\"](\"https:\/\/i0.wp.com\/sparklaunch.media\/wp-content\/uploads\/2024\/04\/image-4.png?resize=800%2C402&ssl=1\")
<\/figure>\n\n\n\nNext, they explain in detail the science behind their products<\/a> and how they developed them to further prove expertise and trustworthiness. They touch on their initial research, their development process, and what sets them apart.<\/p>\n\n\n\n![\"\"](\"https:\/\/i0.wp.com\/sparklaunch.media\/wp-content\/uploads\/2024\/04\/image-5.png?resize=800%2C473&ssl=1\")
<\/figure>\n\n\n\nThey also feature authentic, user-generated content from actual customers using their products, simultaneously increasing engagement and proving their credibility and trustworthiness.<\/p>\n\n\n\n![\"\"](\"https:\/\/i0.wp.com\/sparklaunch.media\/wp-content\/uploads\/2024\/04\/image-6.png?resize=800%2C400&ssl=1\")
<\/figure>\n\n\n\nFinally, they highlight their product certifications<\/a>, giving readers confidence in their offerings. They also detail why their products, packing, and supply chains are eco-friendly and sustainable, establishing transparency and trustworthiness.<\/p>\n\n\n\nLittle Friends Pet Sitting<\/h3>\n\n\n\n![\"\"](\"https:\/\/i0.wp.com\/sparklaunch.media\/wp-content\/uploads\/2024\/04\/image-7.png?resize=800%2C425&ssl=1\")
<\/figure>\n\n\n\nNow let\u2019s look at E-E-A-T at the granular content level. This is an article<\/a> by a local small business with zero backlinks and a DR of 18 \u2014 and it\u2019s outperforming content from national corporations for the number eight spot on Google. Here\u2019s what sets it apart:<\/p>\n\n\n\n![\"\"](\"https:\/\/i0.wp.com\/sparklaunch.media\/wp-content\/uploads\/2024\/04\/image-8.png?resize=800%2C373&ssl=1\")
<\/figure>\n\n\n\nRight off the bat, they explain why they are qualified to write on this topic by showing that they\u2019re local to the area and work within the same industry, establishing the core principles of E-E-A-T.<\/p>\n\n\n\n![\"\"](\"https:\/\/i0.wp.com\/sparklaunch.media\/wp-content\/uploads\/2024\/04\/image-9.png?resize=800%2C238&ssl=1\")
<\/figure>\n\n\n\nThey continue to show E-E-A-T within the content by providing in-depth, first-person insights into what each store offers \u2014 far beyond what readers could find through a simple Google search.<\/p>\n\n\n\n
In contrast, take a look at what a lower-ranking competing article has to say:<\/p>\n\n\n\n![\"\"\/](\"https:\/\/lh7-us.googleusercontent.com\/bj88h6Eg9p3Xva_JIUv62qcWQYkhyv3_cw_xaFo7pP0jOnsi28mhh8OZcwa7_6bJIjnwHbd-oSQcizMoS7DljykYl5TYsvsEESf2sq1rGtJbyMXL5nWpzBjWt1aPOKKOrFds10u_gOdCINc3C-Z7yCc\")
<\/figure>\n\n\n\nAs you can see, there\u2019s nothing here that indicates any personal experience with this shop. In fact, there\u2019s really no info provided beyond what you could probably get from the Google Business Profile. If you were looking for specific details on pet stores in the area, which of these articles would offer the most value? The first one, right? That\u2019s E-E-A-T in action.<\/p>\n\n\n\n
Huddleston Tax CPAs<\/h3>\n\n\n\n![\"\"](\"https:\/\/i0.wp.com\/sparklaunch.media\/wp-content\/uploads\/2024\/04\/image-10.png?resize=800%2C425&ssl=1\")
<\/figure>\n\n\n\nLast is a Seattle-based CPA company<\/a> ranking at number eight for the general keyword \u201csmall business CPA.\u201d Notice that we didn\u2019t specify any location in the keyword \u2014 despite only having a few offices in the Seattle area, this company is outcompeting national providers for a top spot in the SERPs. Here\u2019s how:<\/p>\n\n\n\n![\"\"](\"https:\/\/i0.wp.com\/sparklaunch.media\/wp-content\/uploads\/2024\/04\/image-11.png?resize=800%2C282&ssl=1\")
<\/figure>\n\n\n\nFirst, they do an excellent job of providing Google with definable entities. Not only do they provide background information on the business itself \u2014 they take it a step further and include detailed bios<\/a> for each employee at their firm, covering their education, qualifications, and individual specialties. <\/p>\n\n\n\nCombined with their detailed tax guides and in-depth explanations of their offerings, this establishes \u2014 you guessed it \u2014 expertise, experience, and authoritativeness. <\/p>\n\n\n\n
They also offer clear indications of trustworthiness. To start, they have a secure client portal for document sharing and communication, highlighting that they value their clients\u2019 privacy and data security. Second, they include credible client reviews spanning a decade, showing a proven track record of first-class service.<\/p>\n\n\n\n![\"\"](\"https:\/\/i0.wp.com\/sparklaunch.media\/wp-content\/uploads\/2024\/04\/image-12.png?resize=800%2C392&ssl=1\")
<\/figure>\n\n\n\nAs you can see from these examples, E-E-A-T in practice can vary quite a bit depending on the type of business and target audience. Which is why it\u2019s so important to partner with a marketing company that understands your particular industry, customer base, and audience needs and preferences. <\/p>\n\n\n\n
Focusing on E-E-A-T for long-term success<\/strong><\/h2>\n\n\n\nThere\u2019s a lot of turmoil within the SEO and marketing world right now, and you\u2019re probably seeing plenty of conflicting information about the future of optimizing for search engines. But based on the research we\u2019ve covered here, we can confidently say that, with Google shifting its focus to prioritize content that truly delivers value, E-E-A-T is becoming more vital than ever. <\/p>\n\n\n\n
There will always be companies that leverage unethical black hat SEO techniques to increase their rankings, but as you can see from the examples above, what really matters is an E-E-A-T-centered strategy. Whether you run a global e-commerce store or a small local service agency, E-E-A-T is the key to consistent, long-term success. <\/p>\n\n\n\n
Looking for an SEO partner<\/a>? Digital Position can help your business incorporate the principles of E-E-A-T into every part of your marketing strategy.\u00a0Book a discovery call today<\/a>!\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"Is Your Small Business EEAT-ing Right? We\u2019re not talking about fresh fruit vs. chips and candy bars in the breakroom (hey, some of us need that sweet, sweet afternoon sugar rush). We\u2019re talking about Experience, Expertise, Authoritativeness, and Trustworthiness \u2014 the backbone of a successful SEO strategy. Now, you\u2019ve probably heard all kinds of different theories,…<\/p>\n","protected":false},"author":32,"featured_media":2137,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"thumbnail_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2024\/11\/10780232_19196970-300x200.webp","thumbnail_medium_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2024\/11\/10780232_19196970-768x512.webp","featured_image_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2024\/11\/10780232_19196970-scaled.webp","author_avatar_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2024\/11\/elliot.webp","author_name":"Elliot Tousley","category_labels":["SEO"],"tag_labels":[],"_links":{"self":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2136"}],"collection":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/users\/32"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/comments?post=2136"}],"version-history":[{"count":5,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2136\/revisions"}],"predecessor-version":[{"id":2705,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2136\/revisions\/2705"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/media\/2137"}],"wp:attachment":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/media?parent=2136"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/categories?post=2136"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/tags?post=2136"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
Although Google is not explicitly targeting AI content, Originality.AI found that every single one of the deindexed sites had at least some AI-generated posts, while half of them had 90-100% AI-generated content<\/a>. <\/p>\n\n\n\n Now, you\u2019re probably thinking, \u201cNo AI content, no problem, right?\u201d But the real issue lies in why<\/em> Google is removing so much of this AI content. LLMs don\u2019t actually understand what they\u2019re writing about, they have no hands-on expertise, they\u2019re not subject-matter experts, and they tend to lie or hallucinate. <\/p>\n\n\n\n In other words, AI-generated content doesn\u2019t offer Experience, Expertise, Authoritativeness, or Trustworthiness \u2014 and your human-written content might not either. As Google continues to roll out updates to cut down on spam, E-E-A-T is going to become more important than ever if you want your website to rank.<\/p>\n\n\n\n We\u2019ve gone over what E-E-A-T stands for, but what does it actually mean? In reality, the answer isn\u2019t all that complicated. In fact, Google\u2019s Search Quality Rater Guidelines<\/a> explain E-E-A-T pretty clearly. <\/p>\n\n\n\n These guidelines provide a framework for Google\u2019s human raters (yes, actual humans) to evaluate the quality of search results. Here\u2019s a breakdown of Google\u2019s E-E-A-T criteria:<\/p>\n\n\n\n Of course, all of these questions are subjective, and the criteria might look different depending on the content and its purpose, so let\u2019s look at a couple of practical examples. <\/p>\n\n\n\n Medical advice and services falls under YMYL (Your Money or Your Life) content, so it\u2019s more heavily scrutinized since following bad advice can have devastating consequences. When analyzing a website for a medical practice, Google raters may look at:<\/p>\n\n\n\n Establishing E-E-A-T for an e-commerce brand centers more around the customer experience and safe handling of customer data, including payment information. For this type of website, Google raters might focus on:<\/p>\n\n\n\n As you can see, E-E-A-T is not nearly as complex as some people make it out to be. The issue is that, while a lot of these factors may seem basic, you\u2019d be surprised by how many businesses overlook them. Of course, it\u2019s always helpful to see concepts in action, so stick with us, and we\u2019ll show you some real-life examples later on.<\/p>\n\n\n\n Now let\u2019s shift to the algorithmic side of Google. One thing you probably noticed in the above section is the repeated use of the term \u201ccontent creator.\u201d When Google analyzes websites and determines search results, it\u2019s not just looking at the content itself. It\u2019s looking at the individuals, businesses, and concepts associated with the content, also known as \u201centities.\u201d<\/p>\n\n\n\n The Knowledge Graph is a massive database that Google uses to understand the relationships between people, places, things, concepts, facts, etc. This database helps Google determine the context and meaning of search queries so it can deliver accurate, relevant results. <\/p>\n\n\n\n When Google can associate content with a recognized entity \u2014 like a subject-matter expert or authoritative organization \u2014 it increases the credibility of the content. In other words, Google needs to understand the entities behind or related to the content to determine whether it demonstrates experience, expertise, authoritativeness, and trustworthiness. <\/p>\n\n\n\n So how does Google actually determine a web page\u2019s E-E-A-T? It uses hundreds of different factors called \u201csignals.\u201d There\u2019s no exhaustive list of signals, but based on Google\u2019s Search Quality Rater Guidelines, SEO best practices, and our own extensive marketing experience, these are some of the most influential factors.<\/p>\n\n\n\n E-E-A-T is all about establishing credibility with Google, but N-EEAT-T takes it a step further by considering human decision-making. As Jason Barnard explains in SEJ<\/a>, people tend to give more credibility to those who are Notable and Transparent, and while those attributes are implied in E-E-A-T, this model explicitly incorporates them.<\/p>\n\n\n\n Before you start trying to get your name in the news, know that notability does not necessarily equal fame. Google looks at notability on a micro level \u2014 so you don\u2019t have to be known around the world, just within your highly specific niche. <\/p>\n\n\n\n Let\u2019s examine that idea on a local level, so you can get a clearer picture. Say you run a dog-walking service in your city. You also helped organize an adoption drive in your community, and the local paper published your editorial supporting the establishment of a dog park. If your competitors don\u2019t have similar accomplishments, then congratulations \u2014 you\u2019re notable in your micro-niche!<\/p>\n\n\n\n Transparency is a little easier to define. It\u2019s simply being open and honest about your policies, operations, actions, and the way you do business. Of course, some industries can be more transparent than others \u2014 an investment company can\u2019t exactly violate NDAs and give away trade secrets. So an organization\u2019s transparency is measured by how it compares to other businesses within that industry.<\/p>\n\n\n\n Looking at another example, let\u2019s say you have a sustainable fashion brand. You break down your supply chain to show customers exactly where you source your materials, how you ensure the people who manufacture your clothes are paid a fair wage, and why your shipping processes are environmentally friendly. <\/p>\n\n\n\n Some of your competitors also claim to be sustainable, but they don\u2019t show any behind-the-scenes details to prove it. Therefore, you\u2019re more transparent than they are.<\/p>\n\n\n\n While Google doesn\u2019t explicitly include notability and transparency in its E-E-A-T model, these attributes are key to demonstrating experience, expertise, authoritativeness, and trustworthiness. So it\u2019s important to prioritize them in your SEO strategy.<\/p>\n\n\n\n With the heavy focus over the last few years on establishing domain authority through backlinks, you might be skeptical about the effectiveness of E-E-A-T. Plenty of website owners have resorted to purchasing backlinks or obtaining them in other unethical ways just to get a boost in the SERPs.<\/p>\n\n\n\n We wanted to prove that establishing E-E-A-T can help you outrank competitors \u2014 even those with hundreds of backlinks and high domain authority. So we analyzed the SEO data to identify 100 \u201clow domain authority\u201d websites and content that outrank larger competitors, despite having fewer backlinks. <\/p>\n\n\n\n We\u2019ll highlight a few of them here, so you can see what E-E-A-T looks like in practice at both the content and overall website levels.<\/p>\n\n\n\n First, we\u2019ll look at a niche e-commerce site. Despite having 0 backlinks and a domain rating of 29 (Ahrefs\u2019 version of domain authority), The Organic Skin Co.<\/a> holds the number two spot for searches of \u201corganic skincare,\u201d beating out companies with thousands of backlinks. Here\u2019s how they do it:<\/p>\n\n\n\n First, they introduce the founder of the company<\/a>, giving Google an entity to work with and giving customers a face behind the brand. They highlight her background, qualifications, and industry knowledge to help establish notability, experience, expertise, and authoritativeness.<\/p>\n\n\n\n Next, they explain in detail the science behind their products<\/a> and how they developed them to further prove expertise and trustworthiness. They touch on their initial research, their development process, and what sets them apart.<\/p>\n\n\n\n They also feature authentic, user-generated content from actual customers using their products, simultaneously increasing engagement and proving their credibility and trustworthiness.<\/p>\n\n\n\n Finally, they highlight their product certifications<\/a>, giving readers confidence in their offerings. They also detail why their products, packing, and supply chains are eco-friendly and sustainable, establishing transparency and trustworthiness.<\/p>\n\n\n\n Now let\u2019s look at E-E-A-T at the granular content level. This is an article<\/a> by a local small business with zero backlinks and a DR of 18 \u2014 and it\u2019s outperforming content from national corporations for the number eight spot on Google. Here\u2019s what sets it apart:<\/p>\n\n\n\n Right off the bat, they explain why they are qualified to write on this topic by showing that they\u2019re local to the area and work within the same industry, establishing the core principles of E-E-A-T.<\/p>\n\n\n\n They continue to show E-E-A-T within the content by providing in-depth, first-person insights into what each store offers \u2014 far beyond what readers could find through a simple Google search.<\/p>\n\n\n\n In contrast, take a look at what a lower-ranking competing article has to say:<\/p>\n\n\n\n As you can see, there\u2019s nothing here that indicates any personal experience with this shop. In fact, there\u2019s really no info provided beyond what you could probably get from the Google Business Profile. If you were looking for specific details on pet stores in the area, which of these articles would offer the most value? The first one, right? That\u2019s E-E-A-T in action.<\/p>\n\n\n\n Last is a Seattle-based CPA company<\/a> ranking at number eight for the general keyword \u201csmall business CPA.\u201d Notice that we didn\u2019t specify any location in the keyword \u2014 despite only having a few offices in the Seattle area, this company is outcompeting national providers for a top spot in the SERPs. Here\u2019s how:<\/p>\n\n\n\n First, they do an excellent job of providing Google with definable entities. Not only do they provide background information on the business itself \u2014 they take it a step further and include detailed bios<\/a> for each employee at their firm, covering their education, qualifications, and individual specialties. <\/p>\n\n\n\n Combined with their detailed tax guides and in-depth explanations of their offerings, this establishes \u2014 you guessed it \u2014 expertise, experience, and authoritativeness. <\/p>\n\n\n\n They also offer clear indications of trustworthiness. To start, they have a secure client portal for document sharing and communication, highlighting that they value their clients\u2019 privacy and data security. Second, they include credible client reviews spanning a decade, showing a proven track record of first-class service.<\/p>\n\n\n\n As you can see from these examples, E-E-A-T in practice can vary quite a bit depending on the type of business and target audience. Which is why it\u2019s so important to partner with a marketing company that understands your particular industry, customer base, and audience needs and preferences. <\/p>\n\n\n\n There\u2019s a lot of turmoil within the SEO and marketing world right now, and you\u2019re probably seeing plenty of conflicting information about the future of optimizing for search engines. But based on the research we\u2019ve covered here, we can confidently say that, with Google shifting its focus to prioritize content that truly delivers value, E-E-A-T is becoming more vital than ever. <\/p>\n\n\n\n There will always be companies that leverage unethical black hat SEO techniques to increase their rankings, but as you can see from the examples above, what really matters is an E-E-A-T-centered strategy. Whether you run a global e-commerce store or a small local service agency, E-E-A-T is the key to consistent, long-term success. <\/p>\n\n\n\n Looking for an SEO partner<\/a>? Digital Position can help your business incorporate the principles of E-E-A-T into every part of your marketing strategy.\u00a0Book a discovery call today<\/a>!\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":" Is Your Small Business EEAT-ing Right? We\u2019re not talking about fresh fruit vs. chips and candy bars in the breakroom (hey, some of us need that sweet, sweet afternoon sugar rush). We\u2019re talking about Experience, Expertise, Authoritativeness, and Trustworthiness \u2014 the backbone of a successful SEO strategy. Now, you\u2019ve probably heard all kinds of different theories,…<\/p>\n","protected":false},"author":32,"featured_media":2137,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"thumbnail_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2024\/11\/10780232_19196970-300x200.webp","thumbnail_medium_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2024\/11\/10780232_19196970-768x512.webp","featured_image_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2024\/11\/10780232_19196970-scaled.webp","author_avatar_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2024\/11\/elliot.webp","author_name":"Elliot Tousley","category_labels":["SEO"],"tag_labels":[],"_links":{"self":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2136"}],"collection":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/users\/32"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/comments?post=2136"}],"version-history":[{"count":5,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2136\/revisions"}],"predecessor-version":[{"id":2705,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2136\/revisions\/2705"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/media\/2137"}],"wp:attachment":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/media?parent=2136"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/categories?post=2136"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/tags?post=2136"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Uncomplicating E-E-A-T<\/strong><\/h2>\n\n\n\n
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Example 1: A local doctor\u2019s office<\/h3>\n\n\n\n
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Example 2: A small e-commerce brand<\/h3>\n\n\n\n
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The role of \u201centities\u201d in E-E-A-T<\/strong><\/h2>\n\n\n\n
E-E-A-T factors that make a difference <\/strong><\/h2>\n\n\n\n
1. Author expertise<\/h3>\n\n\n\n
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2. Content quality and depth<\/h3>\n\n\n\n
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3. Website and content authoritativeness<\/h3>\n\n\n\n
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4. Trustworthiness and security<\/h3>\n\n\n\n
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5. User experience<\/h3>\n\n\n\n
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6. Social proof and user engagement<\/h3>\n\n\n\n
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7. Content updates and maintenance<\/h3>\n\n\n\n
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Human decision-making and the \u201cN-EEAT-T\u201d model<\/strong><\/h2>\n\n\n\n
8. Notability<\/h3>\n\n\n\n
9. Transparency<\/h3>\n\n\n\n
Validating the importance of E-E-A-T with data<\/h2>\n\n\n\n
The Organic Skincare Co.<\/h3>\n\n\n\n
<\/figure>\n\n\n\n<\/figure>\n\n\n\n<\/figure>\n\n\n\n<\/figure>\n\n\n\n<\/figure>\n\n\n\nLittle Friends Pet Sitting<\/h3>\n\n\n\n
<\/figure>\n\n\n\n<\/figure>\n\n\n\n<\/figure>\n\n\n\nHuddleston Tax CPAs<\/h3>\n\n\n\n
<\/figure>\n\n\n\n<\/figure>\n\n\n\n<\/figure>\n\n\n\nFocusing on E-E-A-T for long-term success<\/strong><\/h2>\n\n\n\n