Are you hungry for leads? Then let’s E.E.A.T!

What is E.E.A.T? 

The E.E.A.T acronym stands for Experience, Expertise, Authoritativeness, and Trustworthiness and is mentioned in Google’s Quality Search Rater Guidelines

E.A.T isn’t new, it has been around since 2014 but recently Google added a second E to the acronym to include experience. When thinking about your content strategy, you should keep in mind the E.E.A.T acronym. The infographic above gives more information about each of these standards that your content should reflect.

Why should it matter to you?

E.E.A.T should matter to you because your users matter. 

If the content you are putting out does not meet the search quality guideline standards then it is a high possibility your website will rank very low on search, in turn you will have a low amount of organic leads funneling into your website. 

When using E-E-A-T it should be applied to the quality of content you are producing. An organization should ensure that users are seeing content that fulfills their needs and feel confident that the information is accurate.

How E.E.A.T relates to content marketing & SEO?

This Google guideline is used to determine what content is high-quality and should be ranked higher and part of several different aspects of its algorithm. So while it’s not a direct ranking factor, it can have an impact on your overall search rankings indirectly.

In the past, ranking on Google and the type of content that was considered high quality content was a guessing game. Now with thorough research and Google’s input, organizations can make efforts that are more likely to show improvement. Having the E.E.A.T guidelines in place tells real human reviewers (who evaluate hundreds of websites) exactly what type of content Google considers high-quality.

Tips to improve your content

As you all have probably heard me say before, today’s society cares about who the company is and what they represent behind the label and name. With that being said, an organization can no longer get by with keyword stuffing and writing meaningless content.

Today, Google prioritizes and focuses on the user. That’s why E-E-A-T is important and according to their guidelines, great content should:

  • Help users
  • Be created by an expert
  • Be posted on an authoritative site
  • Be trustworthy
  • Be updated regularly

Below are a few common questions you should be asking yourself when writing content, in order to take the focus off of your organization and focus on the user:

  • What is the user searching for?
    • Keep in mind, different words and phrases mean different things to different people, think of various ways a user might ask the same thing
  • Will the user have a good experience on your website?
  • Will the content be helpful to the user? 
    • Educational & Informative

Now, are you ready to E.E.A.T like you’ve never have before? The more you focus on your end user, the more focused your content and SEO strategy will be. This process can be simplified by utilizing the E.E.A.T acronym as you create content for your content strategy, this will help you narrow down keyword options and helps you provide content that is full of value instead of full of fluff.