The increasing sophistication of the Google Algorithm, coupled with the growing reliance on SEO for business competitiveness, makes it challenging for websites to differentiate themselves. These challenges are amplified by frequent updates to how Google evaluates websites based on their content. However, there are effective measures brands can adopt to ensure they are recognised as reliable sources of information.
One method for helping your website to stand out involves the use of E-E-A-T (Experience, Expertise, Authority, Trustworthiness), one of Google’s key ranking factors. So, does Google consider first-hand experience when ranking websites?
Yes, Google does take first-hand experience into consideration when positioning websites on a results page. E-E-A-T (Experience, Expertise, Authority and Trustworthiness) is a core ranking factor, so taking steps to demonstrate experience in your field will help prove to Google that your business has successfully delivered your key offering of product/service to users previously.
Keep reading to learn more about the benefits of demonstrating first-hand experience for your Google rankings.
What Does Google Consider as First-Hand Experience?
As part of building your website’s E-E-A-T (Experience, Expertise, Authority, Trustworthiness) signals, it is essential to show demonstrated expertise through lived experience to rank well in Google. For example, if you are recommending that users purchase a certain product, Google will want to see that you have experience using said product. This should be first-hand knowledge gained from personal experience.
Content that demonstrates first-hand experience should be created by someone with personal, real-life experience with a topic, product or service. Producing content of this format appeals to Google’s desire for demonstrated, practical knowledge over informational summaries or repeated facts. Demonstrating effective E-E-A-T is especially important for businesses that fall within a YMYL (Your Money, Your Life) niche.
For further reading on the importance of demonstrating experience for SEO, take a look at our blog: What is E-E-A-T in SEO & Why Is E-E-A-T Important?
How Can You Show First-Hand Experience?
To demonstrate lived experience to search engines such as Google, there are a number of steps you can take to enhance your content offering:
- You will need to show that your content is written by people with direct experience on the topic. Using author bios for blog articles will demonstrate this experience. Author credentials will also help to boost the authority of this content.
- Only uploading content that is accurate and in-depth to your website will show that your knowledge on the topic is extensive.
- Staying up-to-date with industry trends and regularly updating content will show Google that your understanding of the sector is current.
Learn more about how to build credibility in your content by reading our detailed blog: Author Pages and SEO: Building Credibility and Value
Our Top Tips for Demonstrating First-Hand Experience
Case studies
Demonstrate your capability to deliver the advertised product by producing content focused on completed projects or successful service delivery examples. Develop a narrative, including relevant photographs, to show Google that you possess first-hand experience in providing optimal solutions for your customers.
Personal Stories
To enhance your content’s uniqueness and authority, incorporate personal insights and relevant stories from your sector experience. Both Google and your readers value content that offers a unique and insightful perspective, supported by real-world examples and personal accounts.
Original Photos
While using stock photos may seem like a quick and easy solution for developing your website’s imagery, using original photos will help to show first-hand experience. Original photos provide unique, trustworthy, and tangible evidence that reinforces your content’s claims. Using stock photos will harm the authenticity of your brand and limit the amount of trust that users will have in your business offerings.
Proprietary data
Conducting research internally and showcasing the results reflects authentic expertise on your topic. Gathering and sharing proprietary insights reinforces E-E-A-T and pays dividends for SEO ranking factors.
Modern SEO Landscape: Why Does Human-First Content Matter Even More Now?
With the rise of AI-generated content, many businesses are treating content produced by LLMs (Large Language Models) such as ChatGPT and Gemini as an efficient time-saving solution for producing long-form content. However, since Google’s Helpful Content Update in August 2022, we know that Google aims to better reward content that serves a ‘satisfying experience’ to users. This involves producing content that:
- Serves the audience you are targeting
- Clearly demonstrates first-hand experience and a depth of knowledge
- Has a primary focus or purpose
- Is comprehensive and provides users with knowledge that helps them to achieve a goal
- Keeps guidance regarding core algorithm updates in mind
Content produced by LLMs lacks depth of understanding, first-hand experience, and authenticity. The more businesses that use LLMs to create the content on their websites, the less authenticity Google will recognise. To stand out amongst the increase in ‘sameness’ across digital spheres, build trust and engage audiences, it is vital to produce content that is original and experience-driven.
Learn more about the impact of LLMs on SEO by reading our detailed article: How Large Language Models (LLMs) are Changing SEO
Wildcat Case Study – Commercial Window Cleaners Use First-Hand Experience to Deliver an Increase in Website Rankings
One of our SEO team’s clients, I-Clean, is a commercial window cleaning company based in Bradford. Their dedicated SEO Account Manager took the necessary steps to create a series of fantastic new location-specific landing pages with relevant case studies. Once these new pages were added, the business experienced a significant uptick in brand visibility, with the new dedicated location pages reaching:
- Position 1 for ‘commercial gutter cleaning manchester’ in Manchester
- Position 2 for ‘commercial window cleaning’ and ‘commercial gutter cleaning manchester’ in Manchester
- Position 3 for ‘commercial window cleaning’ in Leeds
Molly, I-Clean’s SEO Account Manager, described the strategy as follows:
“Since updates in the Google Algorithm, we found that our previous location page strategy was not working because the client did not have physical offices in those locations. We therefore adopted a strategy whereby we would include location-specific case studies on these location pages instead. The case studies included project details such as project requirements, preparation, machinery required and the outcome, alongside before and after imagery. Since implementing this strategy across all services, we have seen a large improvement in keyword rankings to first page position.”
Speak to a member of our team today to learn more about how a bespoke SEO campaign can help to boost your website’s visibility.
Five Practical Ways To Highlight Experience In Your Content
- Share Hard-Won Lessons – Leaning into an original perspective will help your content to stand out amongst automatically-generated text. Show off real examples to help stand out in the rankings.
- Use Relevant Data – Become the original source of information by sharing relevant data that backs up your experience.
- Develop a Portfolio – Demonstrate your first-hand experience by displaying examples of your work on your website in a portfolio section.
- Provide Specific Advice – Answer questions specific to your products or services to show your enhanced understanding.
- Incorporate Testimonials – Testimonials are a brilliant way of proving to Google that you are capable of successfully delivering your key offering to users.
Read more about the importance of reviews for SEO by reading our detailed blog: Reviews: The Missing SEO Ranking Factor
In Summary
- Google prioritises first-hand experience as a core ranking factor through E-E-A-T (Experience, Expertise, Authority, and Trustworthiness).
- First-hand experience means content created by someone with personal, real-life knowledge of a topic, product, or service, demonstrating practical knowledge over summaries.
- Demonstrate experience through various methods, including detailed author bios, using original photos and proprietary data, producing case studies, and sharing personal stories.
- Human-first, experience-driven content is now more crucial than ever to stand out against the rise of AI-generated content and align with Google’s focus on providing a ‘satisfying experience’ for users.
Speak to the SEO Experts at Wildcat Digital
At Wildcat Digital, we know how challenging it can be to navigate the modern digital landscape. By choosing to partner with us, you will gain access to a team of industry experts with extensive experience delivering bespoke SEO campaigns, tailored to suit your unique requirements. Get in touch today for a free consultation, and take the first step towards making a lasting impact on your digital presence.
Andy Blanchard
Senior SEO Executive
