Since Google’s Medic Update in 2018, E-A-T (Expertise, Authority, Trust) has become a significant topic in SEO, impacting websites across all sectors, not just health and medical.

Google has now introduced E-E-A-T, adding “Experience” to the acronym. This article will explain E-E-A-T and its impact on website traffic.

Why is E-E-A-T important?

Google has emphasized E-A-T for content quality and search engine ranking for a while. Its origins trace back to 2014 in Google’s Search Quality Guidelines under “Characteristics of High Quality Pages.” Google initially stated: “High E-A-T news articles should be produced with journalistic professionalism – they should contain factually accurate content presented in a way that helps users achieve a better understanding of events. High E-A-T news sources typically have published established editorial policies and robust review processes.” Despite Google’s clarification that E-A-T wasn’t a direct ranking factor, the August 2018 Medic Update, update, also known as the Medic Update, targeted sites with low E-A-T, particularly those in the YMYL (Your Money or Your Life) category. The impact was significant: these websites experienced really hammered them.

Ketodash.com suffered a significant drop in rankings due to low E-A-T after the Medic update. The update highlighted that websites with content impacting real-life situations, such as disaster information or medical advice, need high E-A-T to maintain rankings.

Google emphasized that content on critical topics should demonstrate expertise to avoid losing visibility.

E-A-T stands for Expertise, Authority, and Trust. Essentially, expertise became a key factor in assessing content quality, especially for YMYL topics, to ensure user safety. Here’s a list of the websites that saw the biggest decrease in traffic after the Medic Update:

While health and medical websites were most affected, Google clarified that all websites should prioritize E-A-T.

Google’s own explanation of how search engines work further highlights the importance of expertise in content ranking across all topics. Let’s explore how websites have traditionally addressed E-A-T to understand the evolution and significance of E-E-A-T.

Traditional approaches to E-A-T

Post-Medic Update, websites focused on enhancing author and content quality.

Emphasizing author expertise

Credibility is key. While having authors with existing Google an actual entity is beneficial, demonstrable expertise is crucial. Authors with proven experience in the niche, recognized online presence, and content that has attracted backlinks from reputable sites contribute positively to rankings.

Emphasizing content expertise

The update reinforced the need for high-quality, credible content.

Content credibility can be achieved through:

• Displaying genuine customer reviews for products/services.
• Providing content that prioritizes user benefit over sales.
• Showcasing expertise through certifications, awards, and media mentions.
• Ensuring content is well-researched with credible citations. With a grasp of traditional E-A-T practices, let’s delve into how E-E-A-T raises the bar.

E-E-A-T: Raising the standards

E-E-A-T emphasizes “Experience,” recognizing that expertise can stem from first-hand knowledge, irrespective of formal qualifications. This addition reflects the evolving digital landscape, where Google released in December of 2022. “Experience” makes E-E-A-T inclusive, acknowledging diverse experts. Google’s search quality rater guidelines states: “Consider the extent to which the content creator has the necessary first-hand or life experience for the topic. Many types of pages are trustworthy and achieve their purpose well when created by people with a wealth of personal experience. For example, which would you trust: a product review from someone who has personally used the product or a ‘review’ by someone who has not?” This benefits both creators and businesses, as valuable content and expertise can come from various sources. However, this broadened definition also means Google holds more content to a higher standard of expertise.

E-E-A-T emphasizes trust

Trustworthiness is paramount in E-E-A-T, as highlighted in Google’s Venn diagram:

Source Google states, “Trust is now 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.” They define high E-E-A-T content as: “Pages with High E-E-A-T are trustworthy or very trustworthy. Experience is valuable for almost any topic. Social media posts and forum discussions are often High quality when they involve people sharing their experience. From writing symphonies to reviewing home appliances, first-hand experience can make a social media post or discussion page High quality.” This emphasis on trust is likely driven by the rise of misinformation and the increasing sophistication of AI-generated content.

15 tips for creating high-quality E-E-A-T content

Here are 15 tips to ensure your website aligns with Google’s quality guidelines:

1. Showcase genuine customer reviews.
2. Create content that prioritizes user benefit.
3. Highlight expertise through relevant credentials.
4. Use credible sources and cite them properly.
5. Collaborate with content creators who demonstrate E-E-A-T qualities.
6. Prioritize trustworthiness and avoid misleading information.
7. Make it easy for users to contact you with clear contact details.
8. Avoid intrusive pop-ups and prioritize user experience.
9. Ensure all content is thoroughly researched and accurate.
10. Include author profiles with social media links, website URLs, and bios.
11. Present a professional image of your company and team through a well-crafted About Us page.
12. Humanize AI-generated content with expert oversight.
13. Build topical authority through strategic backlink building in your niche.
14. Link to reputable sources and use high-quality visuals.
15. Prioritize original, accurate, comprehensive, and clear content. Review these additional SEO tips for optimal performance.

Want more ways to improve your rank on Google? Download our guide >> 10 Ways to Get on the First Page of Google

E-E-A-T simplified: Be helpful

E-E-A-T guidelines, while seemingly complex, boil down to creating helpful and user-focused content. Prioritize this, and your website will thrive in search rankings.