How to Use the EEAT Algorithm to Increase Your SEO Rankings

It seems as if we’re inundated with a veritable alphabet soup of SEO suggestions in these modern times. PPC campaigns, POS systems, and CRM solutions are some common examples. However, there is another pivotal acronym known as “EEAT”. What does this approach involve, and what are its benefits?

You Are What You E(E)AT: The Basics

Anyone who is even moderately familiar with the world of search engine optimisation knows that guidelines are forever changing. Common examples include prior Google indexing updates, including Panda and Penguin. Even their previous EAT guidelines have been updated to include an extra “E”. While this system is technically an algorithm, it can also serve as a fundamental portion of your ongoing SEO strategy. EEAT is an acronym for:

• Experience
• Expertise
• Authoritativeness
• Trustworthiness

These principles have become some of the core tenets of Google’s search quality guidelines. Let’s examine each of the metrics listed above in more detail.

E = Experience

Experience is the newest addition to the original EAT algorithm. Added in late 2022, this concept focuses heavily on first-hand knowledge within the field. For example, a product review written by someone who has used it in the past is much more valuable than a summary written by a third-party marketing specialist.

The main point here is that experience infuses an additional level of quality into what could already be a well-written article. Google also (rightfully) states that adding experience to their EEAT framework helps to further build trust. Keep in mind that there is a major difference between experience and expertise:

• Experience refers to personal familiarity with the subject matter.
• Expertise is more concerned with industry knowledge (such as a degree in a specific field).

This is why Textbroker provides an author search function that allows customers to find specialists who are experienced in a certain topic or subject, flavouring the material with an additional level of transparency.

E = Expertise

Expertise is associated with how much knowledge a content creator has within a specific field. Those who are known for producing quality material in the past will be looked upon favourably by Google. In turn, the article or page will be provided with more weight within a SERP (search engine results page).

A = Authoritativeness

As you might have guessed, the authoritative nature of an article will partially revolve around the writer in question. Nonetheless, there are additional factors to mention here. In determining whether a website is considered a reputable source of information, Ahrefs highlights some crucial parameters:

• The types of reviews that the site has obtained.
• The opinions of other users.
• References or citations from vetted portals.

Still, let’s remember that the notion of authority can be somewhat relative. This is why Google places significant importance on objective sites like Wikipedia. Purchasing a Wikipedia article could therefore be a great way to give your website an authoritative edge.

T = Trustworthiness

How accurate is the material being presented? Who is directly responsible for the content to be published? Is the information current, and does it include the proper citations as needed? Trustworthiness is associated with all of these questions.

This concept is even more important regarding sites that offer potentially life-changing information or advice. Examples include when to apply for a mortgage, how to diagnose a medical condition and professional tips to avoid depression. Google will pay close attention to the type of content published.

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Does EEAT Directly Impact Your Rankings?

Can Google effectively interpret experience, expertise, authoritativeness, and trustworthiness? After all, these are human perceptions. This is why human rating specialists play a prominent role. Google also updates its EEAT algorithm regularly in accordance with its engineers’ recommendations.

Let’s clarify these observations a bit before moving on. Does Google pair a website with a specific EEAT rating or score? No. As well as its overall ranking, can these ratings still affect how your website is perceived? Yes.

How Can You Improve Your EEAT Score?

What are some of the ways in which you can rise above the competition in relation to Google’s EEAT recommendations? A few takeaway points are worth mentioning.

What does the team at Google have to say?

According to Semrush, content that has been optimised for EEAT offers the following qualities:

• The site is able to demonstrate experience in relation to the topic.
• It is intended to help the average user.
• A perceived expert curated the material.
• The content is updated frequently.
• The site is considered to be trustworthy.

“Everyday expertise” may still be sufficient on occasion. This will depend on what sector your website is associated with. Some additional recommendations include:

1. Focus on a single topic and industry

Never attempt to become an expert in numerous fields. This would be similar to Warren Buffett claiming that he is the go-to authority when it comes to spelunking. While he will still perform well in terms of SEO, his EAT rankings associated with cave exploration would be poor (to say the least). A previous Textbroker article discussing the original EAT algorithm further explains this concept.

2. Build quality links

Let’s also remember the role of authority in terms of links. Quality inbound and outbound hyperlinks are great ways to demonstrate your knowledge base. They also highlight the fact that vetted sources back the information in question. You can learn more about the importance of building links by watching this video.

3. Check your content for accuracy

“You should never trust everything you see on the internet.”
– Abraham Lincoln, 1967

The online community is laden with outdated or otherwise incorrect information. This can present a very real problem in terms of making the EEAT algorithm work for you. Even websites associated with well-known content should be examined to ensure that all details are accurate. This is why an expert in the relevant field should ideally write such material.

Make it a point to regularly check if important information has been updated or changed. You can then use these new citations as additional references, further strengthening the link-building concept mentioned in the prior section.

4. Obtain positive customer reviews

We mentioned earlier that the EEAT algorithm can sometimes run into difficulties when analysing the “human” side of quality content. As advanced as machine learning has become, computers still face problems when gauging consumer sentiment. Therefore, collating user feedback and reviews is a powerful method to adopt.

Leverage the Skills of Professional E(E)ATers

Experts in the field of SEO fully understand why the EEAT algorithm is important, and they can create tailor-made solutions in accordance with the needs of your business.

In this case, we are not only talking about formal subjects. Many popular everyday topics are just as relevant in terms of authoritativeness and trust.

Whether you wish to learn more about how the EEAT algorithm can impact your website’s SEO rankings or are simply hoping to partner with a specialist who’s capable of producing quality content, a Textbroker team member is only a click away.

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About our author

Ron is a prolific author who regularly contributes to on-site blog posts. His passion for creativity combined with a client-centred approach has brought him a significant amount of success within this competitive marketplace. Writing for Textbroker since 2012, his hobbies include martial arts and bodybuilding.