SEO content writer taking notes in front of laptop

SEO Content: From E-A-T to Double-E-A-T

E-A-T stands for Expertise (the knowledge and expertise of the content creator or the website on the topic they are writing about), Authoritativeness (the credibility and trustworthiness of the website or content creator as a source of information on the topic), and Trustworthiness (the website’s reputation for being reliable, accurate, and trustworthy).

Many marketers and Search Engine Optimisation (SEO) professionals are familiar with the concept of E-A-T as referring to the quality and credibility of the content on a website. This concept is incorporated into Google’s algorithm and helps them evaluate if search ranking systems are providing helpful, relevant information.

Now, an extra ‘E’ for ‘Experience’ has been added to create E-E-A-T — or “Double-E-A-T,”

Experience considers whether the content demonstrates that it was produced with a certain level of experience, such as through the actual use of a product, a visit to a location, or the sharing of personal experiences. There are certain situations where the most valuable content is produced by someone who has first-hand experience on the topic being discussed.

For instance, Google shares the example, if you are searching for information on how to correctly complete your tax returns, you may want to see content created by an expert in accounting. However, if you are looking for reviews of tax preparation software, you may be seeking a different type of information, such as a forum discussion from people who have used various services.

E-E-A-T is now part of the updated search rater guidelines just released by Google. Along with introducing an extra letter, Google now also places “trust” at the centre of this ‘family’ of important considerations for page quality.

This means that it is important for websites to not only have high levels of expertise, authoritativeness, and trustworthiness, but also to demonstrate their experience on the topic they are writing about in order to rank highly in search results.

E-E-A-T or Double-E-A-T

Google said “Trust is the most important member of the E-E-A-T family because untrustworthy pages have low E-E-A-T no matter how Experienced, Expert, or Authoritative they may seem.”

At Marketing Mouse we understand all of the essential components that work together to tell search engines like Google that your site can be trusted towards the top of their results. Our process is thorough and led by an initial in-depth audit of your website, performance and current online visibility. Let’s get your site SEO successful.

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