Experience, Expertise, Authoritativeness, and Trustworthiness, also known as E-E-A-T, is one of the most important elements of SEO in 2023. But many are still unsure how to write content that matches up to these Google guidelines, leaving many marketers clueless when their website doesn’t rank well! Our experts are here to help. So, let’s dive in – how do you write content for E-E-A-T?
E-E-A-T content is content that leans on your personal expertise. Content should be 100% factual, whilst also containing ‘golden nuggets’ of information that come directly from your qualifications and experience in the industry. E-E-A-T content should also be backed up with an author profile which lists any formal qualifications and accreditations. All in all, E-E-A-T content should promote trustworthiness.
Read on to find out how to write E-E-A-T content that ranks well on search engines.
Jump to:
- How Do I Create E-E-A-T Content?
- How Else Can You Improve E-E-A-T?
- How To Create SEO-Friendly Content?
How Do I Create E-E-A-T Content?
Google’s Search Quality Evaluator Guidelines use E-E-A-T to measure content quality. Even more weight is placed on E-E-A-T when evaluating websites within the YMYL (Your Money, Your Life) niche. But how do you write content showcasing experience and expertise whilst also being authoritative and trustworthy? We’ve created a checklist for you to use below:
Demonstrating Experience
- Content is written by a real person with first-hand experience on the subject
- If the content is AI-generated, then it has a human touch added to it
- Content contains ‘golden nuggets’ of information that comes from first-hand experience
- Content includes first-person terms that reference personal experience such as ‘in my experience…’ or ‘I think…’
Demonstrating Expertise
- Author biography is included which lists the writer’s qualifications & accreditations
- The author’s biography contains links to LinkedIn and similar professional networking websites
- The author’s biography contains Person Schema Markup
- Content highlights the products and services that you provide
- Content is free from grammatical errors, no matter how small
Demonstrating Authoritativeness
- Content is written by someone who is a go-to source for their industry
- Content contains quotes from industry experts
- The information in the article is factually correct
- Content contains links to credible external sources
- The page allows comments from users on posts, as this helps create UGC (User Generated Content – which Google loves)
Demonstrating Trustworthiness – the Most Important Factor
According to Google, “Trust is the most important member of the E-E-A-T family because untrustworthy pages have low E-E-A-T no matter how Experienced, Expert, or Authoritative they may seem.”
- Title/H1 clearly clearly describes what the content is about
- The content isn’t scraped or copied from other websites
- The content is clear and easy to read
- The website is well-designed and easy to navigate
- There is limited promotional content present on the page (such as ads or affiliate links)
E-E-A-T is just one of the ways that Google measures website quality. To find out which other elements impact your website’s performance, read this blog: What are Google Ranking Factors and How Do They Impact SEO?
How Else Can You Improve E-E-A-T?
Writing high-quality content is not the only factor that you need to consider to show Google that your site is trustworthy. Some other ways to improve your website’s E-E-A-T score include:
- Having an ‘About Us’ and ‘Meet the Team’ page
- Listing clear contact details, including your phone number, email and address
- Keeping your SSL certificate up to date
- List relevant policy documents in your footer
- Editorial policy
- Cookies policy
- Privacy policy
- Returns policy, if applicable)
- Terms & conditions
- Linking to positive reviews from other sources on the web
- Creating a Google Business Listing
- Staying active across social media channels
How To Create SEO-Friendly Content?
E-E-A-T content is important, but there are several key SEO factors that you must include in your content if you are to rank well on Google. Your SEO-friendly content should also include:
- Text enriched (but not stuffed) with semantically related keywords
- An H1 which includes your target keyword
- Optimised title tags and meta descriptions encouraging click-throughs
- A well-thought-out structure utilising H2s, H3s, H4s, and so on
- External links to credible sources
- Internal links to related content on your website
- Alt text on any images used
- Add additional features like tables, bulleted lists, and graphics
For more information on writing SEO-friendly content, read this helpful article: How Do You Write a Blog For SEO?
Create Content That Ranks With the Help Of Wildcat Digital
If you want to write high-quality content for your website that ranks well on Google, get in touch with our experts. We’ll work closely with you to update your exciting blogs, resources, service pages, and more, helping you to better showcase your expertise and expertise.
We also offer award-winning PPC and Paid Social services for those looking to punch above their weight online.
Related Questions
What Does E-E-A-T Mean?
E-E-A-T is a key Google ranking factor which stands for:
- Experience
- Expertise
- Authoritativeness
- Trustworthiness
Why is E-E-A-T Important For SEO?
E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) is important for SEO as it is one of Google’s key ranking factors. If your site doesn’t demonstrate experience, expertise, authoritativeness, or trustworthiness, your content is unlikely to rank, and therefore you won’t receive any organic traffic.
Find out more in one of our recent blogs: What is E-A-T in SEO & Why Is E-A-T Important?
Is AI Content Good For E-E-A-T?
AI-generated content doesn’t generally score well against E-E-A-T guidelines as it lacks any human touch. Tools like ChatGPT generally just use information that has been scraped from other sources on the web.
If you will use AI to generate your website content, you must edit it afterwards for accuracy. To help comply with E-E-A-T guidelines, we recommend adding your own tips, tricks, advice, or information to ensure the content is as helpful as possible for users. Find out more about AI-generated content for SEO in one of our latest blogs: Will AI Content Help My Website? It’s Complicated…
Jasmine Savery
SEO Account Manager
