For SEO professionals, it’s essential to know the EEAT criteria for evaluating website quality, updated in December 2022. By applying these standards, businesses can enhance the content quality of their websites and improve keyword rankings on search engines. So, what is EEAT, and How to effectively optimize EEAT for your website and get to the top of Google? All these questions will be answered by Optimal Agency in the following article. Follow along!
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What is EEAT?
EEAT is a set of principles to evaluate website quality on search engine result pages (SERP). It includes Experience, Expertise, Authoritativeness, and Trustworthiness. This set of criteria is designed to build website content according to Google’s algorithm, ensuring content is factual, provides customer experience, holds authority, and offers in-depth topic analysis.
Based on these criteria, Google will assess the credibility and relevance of a website to user search queries. Therefore, the more credible and specialized websites will achieve higher rankings on Google. To understand this standard better and learn how to optimize EEAT for your website effectively, let’s analyze these elements:
Experience
The first “E” in the criteria, added by Google on December 15, 2022, refers to the content creator having real-life experience with the subject they are discussing, making the website content more trustworthy. It’s also an important factor in providing readers with a realistic perspective on the topic covered in the article.
Moreover, experience in content helps prevent Google from rating the content as AI-generated or inaccurate. This is crucial for achieving high rankings on Google search pages and attracting more target customers to the website.
Expertise
If the first “E” is experience, the second “E” refers to the expertise of the website content. This means that the content must be high-quality, created by individuals with substantial knowledge and expertise in a specific field. Content created by experts is valued highly as it provides comprehensive knowledge on the subject. Google prioritizes this factor as it directly impacts user experience. Additionally, if your content offers significant value to customers, you will have a competitive edge over your rivals.
Authoritativeness
This factor relates to the reputation of the website and the credibility of the brand. Google’s quality assessment system will consider the authority of the author, content, and website. A well-reputed website that users frequently choose for their queries will be rated highly by Google.
Generally, authority is determined by the reputation of individuals, organizations, or influencers like experts or highly reputable websites in a specific field. Content authority is evaluated through elements like backlinks and positive reviews from experts.
Trustworthiness
One of the most important factors in evaluating website quality is trustworthiness. This measures whether the content and information on your website are reliable and satisfy customers. High trustworthiness not only builds user trust but also improves search ranking positions. To enhance trustworthiness, the website must provide complete information about the owner and take responsibility for its content. The more detailed and transparent the content, the more trust it gains from customers.
Importance of EEAT in SEO
Most of Google’s algorithm updates aim to enhance user experience. EEAT is a set of criteria proposed by Google to improve website content quality, ensuring it meets user expectations. It’s a basis for evaluating whether a website and its pages offer real value to users.
If SEO is the core factor for the success of digital marketing campaigns, EEAT is the primary choice when creating an SEO strategy. This is why you need to know how to effectively optimize EEAT for your website. Content is one of the three factors Google uses to rank search results. High-quality SEO content that meets EEAT criteria will attract more traffic and significantly improve your website’s search ranking.
EEAT has a strong impact on website rankings, especially for YMYL websites. YMYL websites are those that deal with products, services, or provide information about finances, health, happiness, and user safety. Due to the importance of these fields, Google has strict standards for evaluating and ranking YMYL websites. Properly implementing EEAT principles will enhance the performance of these websites. To achieve this, you need to create new content for your website related to its purpose and ensure it is unique and fresh.
Readers, please learn more about how to optimize CPC index in advertising to achieve the best performance.
How to Optimize EEAT Effectively for Your Business Website?
Understanding the quality assessment standards for website content and their importance, let’s explore methods to optimize your website according to these criteria:
Create Quality Content
Since EEAT affects website rankings and content is one of the factors Google uses to rank search results, it’s important to focus on creating high-quality, relevant content for your website. The content should address user queries and provide suitable solutions to satisfy them.
Regularly Update Content
As society develops, human needs and desires change, especially trends. This can make your content outdated if not updated regularly. If users find old content, their trust in your information will decline. Google prioritizes displaying new, high-quality content. Therefore, besides ensuring quality and diverse content, you should update it regularly to attract and retain customers.
Cite Reliable Sources
Quoting information and data from reputable websites is a method to improve content authority. In some articles, you should cite content from experts or other reputable websites to increase accuracy.
When citing sources, link to trustworthy sites like corporate websites, authoritative organizations, or articles written by industry experts. Clear and verifiable citations will increase user trust in your content and brand.
Provide Author Information
Publicizing detailed author information, including expertise, experience, credibility, and community recognition, will increase content trustworthiness. Google prefers websites with author information over those without. Especially if the author is an industry expert, it enhances content credibility in users’ eyes.
Build a Positive Reputation for Your Website
Useful information that meets user and customer needs usually gets positive feedback and interactions, which boosts your website’s reputation. Building a good reputation is essential and beneficial. Positive reviews and customer interactions are key factors in improving EEAT and SEO effectiveness.
Display Complete Business Information on the Website
Although often overlooked, contact information significantly impacts website credibility and quality. Displaying complete contact information on your website enhances professionalism in customers’ eyes and is rated higher by Google. To increase customer trust, include contact details like phone numbers and emails.
Build Quality Backlink Systems
Google evaluates backlinks from highly authoritative sites as a quality signal. Quality backlinks can improve your website’s search ranking. Backlinks from reputable sites will bring quality traffic to your site, as users are more likely to click on trustworthy links.
EEAT is crucial for developing a website and improving search ranking results. By effectively optimizing EEAT for your website, your business can increase quality traffic and quickly rise to the top of Google search results.
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FAQ
Although EEAT is one of the factors Google uses to assess a website’s overall quality, it is not a direct ranking factor. However, adhering to and implementing EEAT criteria can influence how Google evaluates and ranks your website in search results. Google continually seeks to improve search results to meet user needs. EEAT plays an important role in creating quality, reliable, and valuable content for users. Websites that meet EEAT criteria are considered trustworthy sources and are prioritized in rankings.
Ads do not directly impact EEAT but can affect user experience and content quality. Thus, inserting ads on a website can influence its EEAT evaluation. To get a good EEAT rating, ads should be placed in a way that does not negatively affect user experience, such as not distracting users or reducing the quality of the content you provide.
