Google has established the E-E-A-T criteria (Experience, Expertise, Authoritativeness, Trustworthiness) to evaluate the quality of content and the ranking of websites in its search results. Applying these criteria has become essential for websites aiming to achieve good visibility on search engines and to meet Google’s requirements. But how can you practically apply these E-E-A-T criteria to your site? Discover how to improve your SEO and optimize your site’s credibility by following best practices of expertise and trustworthiness.
What Are Google’s E-E-A-T Criteria?
The E-E-A-T criteria are used by Google’s quality raters to evaluate the quality of online content. These criteria allow Google to determine whether a website is trustworthy, reliable, and relevant for users. In 2022, Google updated its algorithm to give special importance to these criteria, especially for YMYL (Your Money or Your Life) websites, which deal with sensitive areas such as health, finance, or law.
The 4 Essential Criteria
E-E-A-T is divided into four key aspects: experience, expertise, authoritativeness, and trustworthiness.
- Experience: Google values content that demonstrates real experience on the topic. For example, an article written by a domain expert carries more weight than generic content.
- Expertise: Content should be written by people with proven expertise in their field, which is crucial for sensitive topics like health or finance.
- Authoritativeness: This reflects the authority of the website and its contributors. Recognized experts and reliable sources increase your site’s authority in Google’s eyes.
- Trustworthiness: Reliability is essential. Google looks for sites that are transparent and provide accurate, verifiable information, particularly on YMYL topics.
How to Apply E-E-A-T Criteria to Your Website?
Create Quality Content with Experts
To meet the E-E-A-T standards, it is vital to produce quality content that demonstrates expertise. In sensitive fields like health or finance, information should be provided by recognized experts. Also, ensure your content is regularly updated to reflect the latest relevant information.
Provide an Excellent User Experience
User experience is a key criterion. Make sure your website is easy to navigate, fast, and that information is easily accessible. Google pays close attention to navigation simplicity to help users find what they need quickly. A slow or poorly structured site will hurt your ranking.
Use Reliable and Credible Sources
To satisfy trustworthiness, your information must come from reliable sources. Google favors websites that cite recognized experts and trustworthy references. For example, in health-related content, referring to doctors, hospitals, or official institutions is crucial. This strengthens both your site’s credibility and authority.
Showcase Your Expertise and Authority
Being transparent about who is behind the website reassures users and improves credibility. For instance, clearly display author qualifications, ideally linking to their other works or full profiles. These factors are considered by Google’s quality raters in evaluating authoritativeness.
Apply SEO Best Practices
Optimize your SEO by using strategies that boost ranking. Use relevant keywords, structure pages with H1, H2, and H3 tags, and do not neglect metadata. A well-thought-out SEO strategy improves visibility on Google’s search results.
Work on Media Mentions and Backlinks
Mentions in media and backlinks from reputable websites are effective ways to increase authoritativeness. Google looks for websites that are referenced or recommended by other recognized sources. This shows that your site is trustworthy and its content valuable.
Conclusion
Google strongly recommends following best practices to optimize SEO and ensure content quality. This is especially important for websites dealing with sensitive subjects like health, finance, or law, where E-E-A-T criteria have a greater impact. By applying Google’s E-E-A-T aspects, you can improve both your site’s credibility and its visibility in search results.
Ensuring your content is written by experts, sourced reliably, and meeting authoritativeness standards is essential. Mentions in specialized media can play a key role in strengthening your site’s expertise. By correctly applying E-E-A-T, you increase your chances of being valued by Google and offering your users an optimal experience.
