Decoding Google EEAT: Building Trust and Ranking Higher (Even Without Being an SEO Pro)

Everything you need to know about Google EEAT

Have you ever poured your heart and soul into creating amazing content, only to see it languishing on the dreaded page two (or worse!) of Google search results? It’s a frustrating experience, especially when you know your content is valuable.

Here’s the thing: Google wants to show users the most trustworthy and informative content possible. That’s where Google EEAT comes in.

A digital interface displaying a website’s security features, like SSL certificate icons, privacy policy links, and a user-friendly layout, highlighting the 'Trustworthiness' aspect of EEAT.

What is Google EEAT?

EEAT stands for Expertise, Experience, Authoritativeness, and Trustworthiness. It’s a set of factors Google considers when ranking content. The more your website and content demonstrate these qualities, the higher you’re likely to rank.

Why is Google EEAT Important for Non-SEO Marketers?

Here’s the good news: You don’t have to be an SEO expert to understand or implement EEAT principles. In fact, focusing on these factors can actually improve the quality and trustworthiness of your content, which benefits both your SEO and your audience.

How to Implement Google EEAT (The Easy Way):

1. Expertise:

  • Showcase your knowledge: Write about topics you’re genuinely passionate about and where you have demonstrable expertise.
  • Back it up with evidence: Use credible sources (like industry reports, academic journals) to support your claims.
  • Leverage your team’s skills: If you have a team of experts, showcase their knowledge through guest posts, interviews, or bylined articles.

2. Experience:

  • Share your journey: Demonstrate your experience by highlighting case studies, client testimonials, or personal anecdotes that showcase real-world applications of your knowledge.
  • Show, don’t just tell: Use visuals, data, and examples to illustrate your points and make your content more engaging.

3. Authoritativeness:

  • Build relationships: Get involved in your industry. Network with peers, participate in conferences, and guest post on reputable websites.
  • Earn recognition: Awards, industry mentions, or positive press coverage can boost your authority.
  • Encourage engagement: Respond to comments, answer questions, and foster a community around your content.

4. Trustworthiness:

  • Be transparent: Clearly disclose any affiliations, potential biases, or sponsored content.
  • Maintain accuracy: Fact-check your work meticulously and cite your sources.
  • Prioritise user experience: Make your website user-friendly, secure, and mobile-responsive.

Bonus Tip:

  • About Us Page: Craft a compelling “About Us” page that showcases your team’s credentials and experience.
  • Author Bios: Include short author bios that highlight your expertise and experience for each piece of content.
Professional writer surrounded by books and using a laptop to research and write an article, exemplifying expertise in a specific field using EEAT principles.

By focusing on these simple steps, you can demonstrate Google EEAT and take a significant step towards building trust with both search engines and your audience. Remember, creating high-quality, trustworthy content is an ongoing process. But by incorporating these principles, you can ensure your content shines and reaches the people who need it most.

Author: Jonathan Prescott is a distinguished figure in the realm of digital growth, with a particular emphasis on the integration of artificial intelligence to enhance digital commerce, analytics, marketing, and business transformation. Currently, he leads as the Chief Data and AI Officer at Cavefish AI, where his expertise is driving a marketing revolution. With a career history marked by strategic roles such as Director of Growth & Transformation and significant impact in leading digital advancements at The Royal Mint and a major US insurance company, Assurant, Jonathan brings a wealth of experience from both interim CDO positions and his entrepreneurial ventures. Academically accomplished, he boasts an MBA focused on Leadership Communication from Bayes Business School, a B.Eng in Computer Systems Engineering, and contributes to the academic community through mentoring and teaching roles at prestigious institutions like NYU Stern School of Business