What Is E-E-A-T?

If you’re vested in SEO in any way, you have likely heard of the term E-E-A-T. But what exactly is this term and what does it mean? Let’s dive in!

E-E-A-T is an acronym that refers to a cluster of Google’s ranking factors:

  • Experience
  • Expertise
  • Authoritativeness
  • Trustworthiness

Strictly speaking, E-E-A-T does not directly relate to page rankings. Instead, Google uses it as a general philosophy to determine how high a page should rank. While individual (and known) ranking factors still matter, E-E-A-T acts as an overarching guide that directs SEO efforts. As such, Google wants pages to be authoritative and trustworthy and to display experience and expertise. 

The E-E-A-T acronym is extremely important and widely used in SEO and digital marketing agencies alike to help clients achieve the best rankings and results possible. FatJoe does a great summary below.

The History Of E-E-A-T

E-E-A-T officially emerged in Google’s 2018 Search Quality Rater Guidelines (SQRG). The search engine dubbed it E-A-T (for Expertise, Authoritativeness, and Trustworthiness) at first but then added the extra E for Experience in December 2022. 

The concept rose to prominence with the official SQRG and Medic updates. However, elements of the E-E-A-T framework had been part of Google’s approach to ranking for years before that. The SEO community learned of Google’s search quality teams in 2004 via a leaked document. It showed the company fielded people to manually evaluate the quality of search results and boost websites offering a superior user experience (UX). 

Eleven years later, in 2015, Google released the full version of its Search Quality Rater Guidelines to the public, showing everyone the criteria it prioritised. Over time, it underwent various refinements, giving webmasters, brands, and SEOs a better idea of how they should approach the design of websites and individual pages. 

The Benefits of E-E-A-T

1. Higher Search Rankings

First, websites and pages that score well on E-E-A-T criteria are more likely to rank higher in search engine results pages (SERPs). As discussed, Google will prioritise those sites that embody its preferences for user experience.

2. More Authoritativeness

Second, E-E-A-T-prioritising sites are more authoritative and, thus, more likely to attract backlinks from third-party sites. Links are a measurable ranking factor, boosting the site’s predicted rank. 

3. Greater Expertise

Following Google’s E-E-A-T framework also enables website owners to demonstrate more expertise. Being seen as a leader in the field can attract more website visitors and encourage people to stay on the site longer, increasing dwell time and reducing the number of clicks back to SERPs. 

4. Higher Credibility

Another reason E-E-A-T is essential for SEO is the higher credibility it enables sites to generate. Users are more likely to take content seriously if they can see everything backed up by links to reputable sources elsewhere on the web. 

5. Improved User Experience (UX)

Finally, following E-E-A-T improves the user experience (UX), bounce rates are lower, and website visitors engage more with high-quality, well-written content. 

Optimising For E-E-A-T

Optimising for E-E-A-T requires following various rules. Businesses must ensure they create accurate and well-researched high-quality content and display their expertise and credentials. Backlinks and citations should come from authoritative sources across the web. For this reason, many work with external affordable SEO agencies with existing networks and resources to fulfil these criteria. If you want to ensure your SEO and E-E-A-T are performing optimally, contact our friendly team of SEO Specialists at DigitUX today!