I wanted to shine a light on this topic post the emergence of AI content generation and its widespread use. We are saving time using AI to help produce some pretty good content, I have used Gemini to help with this article, but I spent time cutting the bits I didn’t agree with, rewording some generic phrases and adding my own original thoughts.
Most SEO experts will demand that EEAT is baked into their content strategy. Without it their campaigns will starve. Search engines are more likely to give ranking priority to websites that provide unique and reliable information.
What is EEAT?
So, let’s take a look at EEAT – an updated take on the familiar EAT guidelines.
EEAT stands for Experience, Expertise, Authority, and Trust. Google's increased emphasis on "Experience" takes into consideration the value of practical or expert knowledge. This powerful methodology provides a best-practice guide for building an online presence that doesn't just inform but earns the trust of your audience.
Let's break it down into bite-size pieces...
Experience – Demonstrating knowledge from the front line.
Experience isn't just about what you know, it's about what you've done. Here's how to showcase your real-world results:
- Success Stories: Share case studies about how you've helped clients reach their goals.
- Testimonials & Reviews: Let your past clients' positive feedback speak for you.
- Your Journey: Connect with your audience by sharing how your experiences shaped your expertise.
Demonstrating your practical experience positions you as more than an expert and into a problem-solver who knows what it takes and can prove it.
Expertise - Mastering Your Niche.
Deep knowledge in your field remains the foundation of EEAT. Solidify your standing as a thought leader by:
- Comprehensive Content: Go beyond the basics, offering in-depth analysis and insights.
- Evidence-Backed Claims: Support your arguments with credible sources and data.
- Niche Focus: Become the go-to expert in a specific area relevant to your audience.
- Expert Collaboration: Feature interviews or guest posts from other authorities in your field.
Authority - Become a Respected Voice
Being an authority through sharing deeper insights will get you noticed.
- Robust Online Presence: Publish a steady stream of informative content on your website and actively engage on social media and industry forums.
- Quality Backlinks: Earn links from other reputable websites relevant to your expertise.
- Guest Posting: Share your knowledge on other industry blogs and publications.
- Awards & Recognition: Highlight any achievements that reinforce your authority.
Trust - The Foundation of Success
Trust is what cements the other elements of EEAT. Build user confidence by:
- Transparency: Be honest about your qualifications, sources, and potential biases.
- User-First Design: Ensure your website experience is frictionless with clear user journey for both desktop and mobile users.
- Active Engagement: Respond to comments on your site and social media promptly and meaningfully.
- Data Privacy: Have a strong privacy policy that prioritises data security.
EEAT – The Long Game.
Building a strong EEAT profile isn't a one-off task or a quick fix. It requires continual effort.
Results take time so you are going to need to be patient. Keep creating high-quality content that is authentic and genuinely you. Be proud and share generously and the rewards will come.
Why Strong EEAT is Crucial for YMYL Content.
Content that relates to safety issues, health, or finances for example, is “Your Money or Your Life” content. Google places more emphasis on trust, accuracy and reliability when ranking sites with this type of subject matter. If your EEAT is week then you will struggle to gain visibility.
Author Notes.
In my experience, especially working for digital marketing agencies, it’s been tough to justify the time and effort it takes to deliver in depth content and then promote it in line with EEAT.
Developing a process and drawing upon teammates or clients to share the load has helped. Going the extra mile and working smart pays off in the long run.
When working with clients that have a technical offering, I have often found that there are advocates in the business that can help produce and be the front for white papers, guides, and seriously long form content. Harnessing their passion and getting their buy-in to an EEAT strategy has made the difference.
Stephen Caple
