Google has introduced the E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) criteria to assess the quality of content and the ranking of websites in its search results. Applying these criteria has become essential for websites wishing to achieve good visibility on search engines and meet Google's requirements. But how do you actually apply these E-E-A-T criteria to your site? Find out how to improve your SEO and optimise your site's credibility by following best practice in terms of expertise and reliability.
What are Google's E-E-A-T criteria?
The E-E-A-T criteria are used by Google's quality raters to assess the quality of content on the internet. These criteria enable Google to determine whether a website is trustworthy, reliable and relevant to the user. In 2022, Google updated its algorithm to give particular importance to these criteria, especially for YMYL sites (Your Money or Your Life), covering sensitive areas such as health, finance and law.
The 4 essential criteria
The criteria E-E-A-T are divided into four key aspects: experience, expertise, knowledge and skills.’authoritativeness (authority) and reliability.
  Experience Google values content that demonstrates real experience on the subject in question. For example, an article written by an expert in his or her field will carry more weight than generic content.
  Expertise The content must be written by people with proven expertise in their field, which is crucial for sites dealing with sensitive issues such as health or finance.
  Authoritativeness : L’authoritativeness reflects the authority of the website and its contributors. Recognised experts and reliable sources will increase the authority of your site in the eyes of Google.
  Trustworthiness : Reliability is essential. Google looks for sites that are transparent and offer accurate and verifiable information, particularly in the following areas websites YMYL.
How can you apply the E-E-A-T criteria to your site?
Create a quality content with experts
To meet the E-E-A-T criteria, it is essential to produce quality content that demonstrates expertise. In sensitive areas such as health or finance, it is particularly important that the information is provided by recognised experts in these fields. You should also ensure that your content is regularly updated to reflect the latest relevant information.
Deliver an impeccable user experience
User experience is an essential criterion. Make sure that your website is easy to navigate, fast and that information is easily accessible to the user. Google places particular importance on ease of navigation to help users find what they are looking for quickly. A slow or badly organised site will harm your SEO.
Use reliable sources and credible
To satisfy the reliability criterion, it is essential that your information comes from reliable sources. Google favours sites that refer to reliable sources and cite recognised experts. For example, for a site dealing with health, it is crucial to refer to doctors, hospitals or recognised institutions. This will help establish your website's credibility and boost your authoritativeness.
Show your expertise and authority
Being transparent about who is behind a website helps to reassure web users and improve credibility. For example, clearly indicate the qualifications of the author of a piece of content, preferably with links to their other work or a full profile. These are the elements taken into account by Google's quality raters when assessing authoritativeness.
Apply good SEO practices
Optimise your Google SEO by applying practices that promote better referencing. Use relevant keywords, structure your pages well with H1, H2 and H3 tags, and don't neglect metadata. A well thought-out SEO strategy will improve your site's visibility in Google's search results.
Work on mentions in the media and backlinks
Media mentions and backlinks from well-known sites are a good way of increasing your authoritativeness. Google looks for websites that are mentioned or recommended by other specialist sites or media. This shows that your site is trustworthy and that its content is useful and relevant.
Conclusion
Google strongly recommends that you follow the best practices for optimising your SEO and guaranteeing the quality of the content on your website. This applies particularly to sites dealing with sensitive subjects, such as health, finance or law, where the E-E-A-T criteria have a greater impact. By applying the various aspects of Google's E-E-A-T criteria, you can improve your site's credibility and visibility in search results.
It is essential to ensure that content is written by experts, that it comes from reliable sources and that it complies with authoritativeness standards. Specialist media and mentions in these media can play a key role in reinforcing your site's expertise. By applying the E-E-A-T criteria correctly, you will increase your chances of being valued by Google and offering your users an optimal experience.
