SEO Glossary: EEAT-SEO

Influence of the E-E-A-T model on SEO

The aspects covered by the E-E-A-T model have an immense impact on SEO. Websites with a weak E-E-A-T (English "low E-E-A-T") have significantly worse chances of a good ranking. This is because they do not comply with Google's general quality guidelines (Search Quality Rater Guidelines) in essential points, which results in a poor evaluation of the website by the algorithms.

 

These are the four quality factors of the E-E-A-T model at a glance:

 

• Experience: This newly added component of the E-E-A-T model is especially important in the context of reviews and buying guides. If the author has first-hand experience with the topic (for example, a product), this is a sign of quality.
• Expertise: This is about the expertise of the author. Ideally, the author should have knowledge or skills on the topic. How great this expertise must be depends, among other things, on the complexity of the topic.
• Authoritativeness (authority): Both the author's authority and that of the website have a positive effect on the quality of the content. Websites with a high level of authority are, for example, those that are frequently visited by users on a particular topic.
• Trust: This is actually about trustworthiness. But for the sake of simplicity, Google uses the short variant "Trust". To be trustworthy, a website should cover the previously mentioned 3 aspects and be technically secure.

 

Google emphasizes the aspect "Trust" in its quality guidelines: "Trust is the most important component of the E-E-A-T family. Untrustworthy websites have a weak E-E-A-T - regardless of how much expertise, experience, and authority they may have."(General Guidelines, p. 27) In addition, Google ranks trust as the "center of the E-E-A-T family." (Note: Perhaps copy the graphic from p. 26 of the linked Guidelines).

 

Expertise, authority and trustworthiness as well as experience as a new component of the E-E-A-T model since December 2022 are not direct ranking factors. However, Google wants to promote search results with a good E-E-A-T. It is therefore advantageous for you as the operator of a website to check the content quality using the E-E-A-T model and optimize the existing content if necessary.

 

 

Improve SEO according to Search Quality Rater Guidelines

Google has created the Quality Rater Guidelines manual, which includes the E-E-A-T model, for people who review the quality of search results. These individuals are referred to as Quality Raters. They evaluate the extent to which search results on various topics meet the specifications from the Quality Rater Guidelines. Google uses the feedback from the Quality Raters to assess the success of its algorithm updates and to improve the quality of the updates - with the goal that the Google algorithm rewards the websites that have a strong E-E-A-T.

 

The previous information leads to the conclusion that you increase the probability of a good ranking of your entire website and individual pages if you write and optimize the content of your website according to the E-E-A-T model. But what does it mean for the practical implementation to follow the E-E-A-T model and to set up a corresponding SEO?

 

• To meet the requirements for expertise, you could, for example, create an author profile with references. At the top of the page you place the name of the author with a link to the author profile.
• You should use photos or videos to prove your experience with the subject. For regular test reports, for example, you should ideally provide proof of the performance of the test in each report.
• The requirements of authority are covered by careful On Page SEO as well as Off Page SEO. Internal and external link building as well as obtaining backlinks from other websites are most important.
• Trust is already promoted by taking the first three factors into account. In addition, security-relevant aspects such as an SSL certificate and the encryption of transactions should be guaranteed

 

 

Example of good quality E-E-A-T content

For sure, you have already heard about the website Netdoktor. Maybe you have even used this website to search for information about diseases, symptoms, medications or other medical content. Netdoktor's high profile is a testament to the fact that it is a so-called "go-to source" for medical topics. In its Quality Rater Guidelines, Google defines "go-to source" as websites that are frequently visited by users on a particular topic. Thus, Netdoktor fulfills the requirements of authority exceptionally well.

 

As is common for almost any website with a high authority, Netdoktor is an authoritative source primarily because this website has been around for many years and has been consistently adding content to it ever since. Meanwhile, many website owners voluntarily link to the content at Netdoktor to place trust links on their own websites and direct users to a website with value-added, more in-depth information. When building a website with authority, you will not be able to avoid investing in content marketing. Create as many subpages as possible on your website and regularly add new pages. This will help you build content that you can use to compete for backlinks.

 

However, Netdoktor benefits not only from its authority. The website also met the requirements for expertise and experience even before the E-A-T model and, since 2022, the E-E-A-T model existed. From the very beginning of its existence, Netdoktor has made it a practice to always include the name of the author on every page with an expert article and to place a link to other articles by the author under the author's name. In addition, all content on Netdoktor is reviewed by medical journalists, and the authors have professional expertise.

 

In view of all these aspects and the good technical SEO, Netdoktor is an absolute expert in its subject area and is absolutely trusted by the Google algorithm, quality raters and users - even though Netdoktor is in the YMYL (Your money your life) content area (internal linking to the new glossary entry via YMYL) and therefore stricter guidelines for evaluating quality apply to the website!