Blog Post

Understanding EEAT: Elevating Content Quality for SEO Success

If you know anything about Search Engine Optimization (SEO), then you know Google is constantly fine-tuning its search algorithm to ensure users are served the most relevant, quality content. For marketing professionals, this can make content creation trickier, leaving them confused about the best way to structure their content so that it ranks the highest.

So, let’s start with what we know to be true, not just in marketing but in business as a whole – the importance of trust. When people view your business and your content as credible, they’re more likely to engage with your brand, subscribe to your emails, or invest in your services or products.

Demonstrating credibility in your content doesn’t just bode well with your potential and current customers – Google appreciates it too. By exhibiting Experience, Expertise, Authority, and Trustworthiness (EEAT) in your articles, blogs, or videos, you can improve search engine rankings, which will help you get found more easily and more often.

Let’s EEAT …


Breaking Down EEAT

For starters, E-E-A-T isn’t anything new. This concept has been around for years, representing an important set of guidelines that helps Google to determine whether a piece of content is accurate, reliable, and genuinely helpful to users.

To be clear, however, E-E-A-T isn’t a direct factor in search engine rankings, but it packs a big punch in how Google’s algorithm evaluates the quality of your content. And quality content, in turn, leads to higher ranking search results and user trust.

Here’s how to demonstrate each component of E-E-A-T within your content:

Experience: Google looks for content that demonstrates that the creator “been there, done that” per se. This could be done by…

Expertise: Google considers it a win if you’re a subject matter expert in the topic you’re writing about. The search engine looks for signs of expertise through…

  • Citing reputable sources and/or studies
  • Correctly using industry-specific terminology and language
  • Author qualifications, certifications, and degree(s)

Authoritativeness: Google favors brands that have built a reputation as a trusted authority in their industry, taking the following into consideration:

  • Cadence of sharing high-quality content (consistency is key!)
  • Backlinks from other reputable sites
  • Positive reviews from other industry experts
  • Strong social media following/engagement from other industry experts
  • Awards, honors, and accolades within their industry

Trustworthiness: Trustworthiness is weighed by considering a little bit of everything else; Experience, Expertise, and Authoritativeness. It tells Google your content is accurate and reliable, but also that it’s accessible in a safe, secure way for users. Here’s what Google looks for:

  • Up-to-date, relevant content
  • Secure website
  • Author contact information and bios
  • Content that is fact-checked and cited correctly

E-E-A-T is about more than just optimizing content for search engines; it’s about creating authentic, valuable content that resonates with users.

At MJ2, our expert marketing professionals can help you avoid practices that could make your site appear untrustworthy and reflect the E-E-A-T components into your content strategy, enhancing your site’s quality and improving its chances of ranking well in search results in the process.

Learn More About Our Services »