E-E-A-T: Making experience and expertise your content advantage - Search Engine Land

Google probably won’t ever tell us how its algorithms work – but that doesn’t mean it won’t drop a few hints.

Google’s Search Quality Rater guidelines mention E-E-A-T (experience, expertise, authoritativeness and trustworthiness) 126 times – which is a pretty big indicator that this is important, according to Melissa Fach, lead SEO content manager at Kelley Blue Book & Autotrader.

Leveraged correctly, ensuring your content delivers E-E-A-T to a high standard can supercharge your SEO, she explained.

Here’s how you can use experience and expertise to your content advantage, as presented by Fach at SMX Advanced.

Experience is a priority

Google updated its E-A-T guidelines in December 2022 to add an extra ‘e’, which stands for experience – and it’s a factor all SEOs should prioritize when it comes to their content strategy. Fach explained:

• “The experience aspect is really great because anyone can learn to write about any topic – but only someone with experience can provide the insights people need to make a decision that could impact their life, whether it be health or financial or even just what they’re going to eat for dinner.
• “So does your content demonstrate it was produced with some degree of experience, such as actual use of a product? Or has the writer actually visited a place they’re discussing?”
• “There are some situations where really what you value most is content produced by someone who has first-hand life experience.”

Demonstrate your expertise

The level of...

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