EEAT (Experience, Expertise, Authority and Trust) is one of the most important factors that determine page quality. Who is creating the content and are they an expert in their field?
Based on past updates from Google, we know that this has become a vital factor for search results.
Google published its Search Quality Rater Guidelines in 2013
In 2014 they introduced the concept of EAT.
In 2018 the infamous Medic update was implemented[ was all the rage!)
In December 2022, annex E for “Experience” was added to the EAT to recognise those with valuable insights on experience-based topics.
It should be obvious how important content quality is for SEO. The Search Quality Rater Guidelines specifically outline the most important factors that determine the quality of a page:
Clearly showing the useful purpose of the page and achieving this purpose
Demonstrate a high level of EEAT.
Main content quality and quantity
Who is responsible for the main content?
Website Reputation
Ten Tips to Increase EEAT and Improve Your Website's SEO
Creating a higher quality page is beneficial for every website gansu mobile phone numbers database regardless of niche. Based on Google’s SQEG, here are some actionable tips to increase EEAT and improve your website’s SEO .
Publish actionable content with a clear purpose
Publish content that will create value for your readers. Some publishers fall into the trap of writing for SEO instead of thinking about the user first. If a user has something to gain from reading your content , the purpose of your page is clear.
There are many cases where Google crawls your site, discovers your pages, but chooses not to show them in its index.
discovered not indexed.jpg
Consider the following example from a psychotherapist’s website. The headline is laser-focused. It tells the reader exactly what they’ll get out of the article for a very specific situation.
user-centric content.png
This article was published on a psychotherapist’s website blog within the first few months of the website being launched. The reason it ranks #1 without any backlinks is partly because it’s relevant and clearly actionable. The other BIG reason is the next tip for increasing EEAT.
deeply focused article.png
Always publish sufficient information about the author/website
There are two aspects to this. The first can be as simple as having a detailed “About” page. If there are multiple authors, contributors, and team members, publish a team page WITH separate author pages.
This gives users more information about the authors’ backgrounds, life experiences, and expertise. It also attributes any blog post or article published on the site to a specific person.
Providing users with this additional accessibility to the creator’s background will increase your website’s EEAT.
The following example provides all the information you would want to know about a therapist if you were evaluating their therapy services.
our team.png
Source: Healingcollectivetherapy
Creating the team page did give this therapist a slight boost in overall keyword positions. However, in March 2023, we created author bios and attributed the content to Tina (above) by linking to all blog posts (rather than being published by the “admin”). That’s when all of the blog posts took a big jump in keyword positions and started generating real traffic.
author bios created.png
Want another example of how author bios boost our search visibility? Remember the article “Emotionally Focused Couples Therapy Techniques for Infidelity” featured above? Here’s the organic traffic graph from March, when we implemented the change:
author bios created.png
As soon as we started showing more EEAT or more specifically more Expertise and Experience everything started to take off.
When creating author biographies, include details about the author’s background, credentials, expertise, experience, and social profiles. You can even link to previously published articles on well-known websites.
Post Q&A or FAQ
Having Q&A sections on your website or in your content is a sign of expertise. It shows that you are used to answering frequently asked questions by users.
Providing answers to frequently asked questions is not only good for your EEAT, it’s also a great way to generate traffic. Use the right format to ensure your content appears in SERP features like featured snippets and the People Also Ask box.
To have the option to have your FAQs appear in search results, you must also use FAQ Schema markup .
FAQ Schema SEO burlington.png
Use descriptive and accurate titles, subheadings, and descriptions
Transparency is valued in today’s culture, and that same value is reflected in search results. Avoid using “clickbait” for titles. Choose titles and subtitles that tell the user exactly what they’ll get out of the content to increase the clarity of your page’s purpose.
When a user reads your title from the search results, they should expect content that supports your title. When they scan your content, the subheadings (h2-h6) should give the reader a general summary of what topics and topics the page covers.
This also helps search engines better understand the content of the page. A proper set of subtitles can help you grab the featured snippet position and appear in the People Also Ask box.
Avoid excessive advertising
Google prefers content above the fold over ads. They have rolled out a page layout algorithm update to penalize websites with too many ads above the fold .
Create content that immediately speaks to the purpose of the page. Avoid excessive ads that push content further down the page. Too many ads will reduce page quality because they divide the purpose of the page between being useful and making money.
Consider a topic in its entirety
Once you start a topic in a certain direction, keep going until you reach your goal. Be extremely detailed in what you are trying to cover to answer the intent of the search .
Publish content with the goal of making your page the last page a user should visit. This way, your audience won’t have to go to another website because you won’t miss a single detail.
Here is an article titled “13 Signs You Can’t Trust Your Business Partner” that beats out the HUGE authority websites that don’t have links because its content covers EVERYTHING!
13 signs content.png
69% of successful companies have documented their B2B content marketing strategies. If your content strategy does not include this aspect of content creation, you will have a hard time beating out more authoritative websites.
Using well-known websites as sources is a great practice for increasing trust in your content. When a page cites sources that have already established trust and authority, it is a sign that it serves a useful purpose for users. It also gives your content more credibility and trust.
Think of it as using another site’s authority to boost the value of your content, as if you both agree on the same thing. Wikipedia ranks high for this – so Google uses it almost exclusively as a reference point.
