Whenever a new search engine algorithm update is coming, the concept of E-E-A-T SEO is always brought into the spotlight. Google’s E-E-A-T is an acronym that stands for Experience, Expertise, Authoritativeness, and Trustworthiness.
E-E-A-T is not a direct ranking factor, Google said this itself. However, Google also prioritizes content that exhibits strong E-E-A-T. This only means that understanding and implementing this guideline is crucial for e-commerce SEO.
Origin and Timeline of Google’s E-E-A-T
In 2013, Google published a document known as the Search Quality Rating Guideline, intended to “help webmasters understand what Google looks for in a web page.”
This document is essentially a manual used by human Quality Raters to evaluate the quality of search results, specifically those on the top-listed pages.
It was in 2014 that Google introduced the E-A-T (Expertise, Authoritativeness, and Trustworthiness. ) principle into this guideline. This Google concept became the foundation for understanding what Google considers a high-quality page.
In December 2022, Google updated the E-A-T acronym by adding an additional ‘E’ for Experience. This new addition highlighted the importance of user experience in determining the value and reliability of web content.
Fast Forward to March 2024, another core update was launched by Google, once again updating the Search Quality Rating Guideline. This update put the concept of “Trust” as the most important factor in the E-E-A-T family.
E-E-A-T in SEO: How is it used in determining Page Quality?
Quality Raters use all the concepts of Experience, Expertise, Authoritativeness, and Trust (E-E-A-T) in determining Page Quality. However, in the recent guidelines, Google emphasized Trust.
Trust is gauged by the degree to which a page demonstrates accuracy, integrity, safety, and dependability. According to the Quality Raters Guideline, regardless of how Experienced, Expert, or Authoritative they may seem if they lack trustworthiness, their E-E-A-T rating is low.
“For example, a financial scam is untrustworthy, even if the content creator is a highly experienced and expert scammer who is considered the go-to for running scams!”
While Trust is the most important concept, it is supported by the other E-E-A-T factors.
First is the experience factor. Google looks for content created by people who have real-life experience or a high level of knowledge in the subject matter.
When evaluating Experience, Quality Raters are encouraged to consider the content creator’s direct, personal experience with the subject matter. Pages crafted by individuals with extensive personal experience are often deemed more trustworthy and effective in fulfilling their intended purpose.
Google gave a specific example to illustrate the importance of experience:
“For example, which would you trust: a product review from someone who has personally used the product or a “review” by someone who has not?”
Expertise, on the other hand, refers to the extent of knowledge or skill in a particular area. Google looks for content created by people who have real-life experience or a high level of knowledge in the subject matter.
Google also cited an example to explain this further:
“For example, which would you trust: home electrical rewiring advice from a skilled electrician or from an antique homes enthusiast who has no knowledge of electrical wiring?”
Finally the experience. This is about the credibility of the website publishing the content, as well as the individual authors.
The Search Quality Rater Guidelines say this about the experience:
“While most topics do not have one official, Authoritative website or content creator when they do, that website or content creator is often among the most reliable and trustworthy sources. For example, a local business profile page on social media may be the authoritative and trusted source for what is on sale now. The official government page for getting a passport is the unique, official, and authoritative source for passport renewal. “
Is E-E-A-T a Ranking Factor?
Now, that we know how E-E-A-T is being used, let’s talk about the elephant in the room: Is E-E-A-T a Ranking Factor?
The answer is No, and we understand that we already mentioned this in the introduction of our article.
Google has definitively stated that E-E-A-T is not a ranking factor. Additionally, Google has clarified that EEAT does not serve as a ranking signal either. And Google is clear on this point.
So, what does this mean for content creators and SEO specialists?
E-E-A-T is not a quantifiable metric within Google’s algorithm, it serves as a guiding principle for producing high-quality content. These guidelines align with what Google wants to show to searchers: high-quality, reliable information.
Why is E-E-A-T Should Matter to E-commerce?
For e-commerce, aligning yourself to Google’s E-E-A-T principle isn’t just about ranking your pages; it’s also about establishing your e-commerce store as a reliable and trustworthy source.
Here are the top reasons why E-E-A-T is important to an E-commerce site.
Alignment With Google's Goals
As mentioned, E-E-A-T aligns with the types of websites that Google’s algorithm aims to prioritize in its rankings. While exhibiting a strong E-E-A-T doesn’t guarantee a top spot on the search engine results page, it increases the chances of Google’s algorithm viewing your content favorably.
Improved User Engagement
If your website aligns with Google’s concept of E-E-A-T, that means your content is trustworthy and reliable. This is important not only for search engine robots but also for your customers.
When users perceive your website as trustworthy and informative, they’re more likely to engage with your content. This can include spending more time on your site, clicking through your links, and potentially making a purchase. Google’s algorithms pick up on these user engagement signals, which can indirectly boost your ranking.
Some E-commerce Sites Fall Into the YMYL category
We know what you’re thinking right now, another acronym, right? YMYL stands for Your Money or Your Life. These are the topics that could potentially impact a user’s health, safety, finances, or well-being.
So, why is this important?
Google places a strong emphasis on E-E-A-T for websites dealing with these topics because of the potential consequences of encountering inaccurate information.
Now, if your e-commerce website sells supplements, medications, medical equipment, as well as other financial products, it’s best to approach your SEO strategy with an E-A-T focus
The Takeaways
Every now and then, Google rolls out algorithm updates to enhance user experience. These updates can impact your search engine ranking, but focusing on E-E-A-T principles can help future-proof your content.
By aligning your content with E-E-A-T qualities, you create a strong foundation that Google’s algorithm values. While this principle isn’t a direct ranking factor, it’s a strong foundation for long-term SEO success.
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